Dynaforce International Pte Ltd : service innovation through public-private partnerships

Abstract

Jimmie Lee founded Dynaforce International Private Limited in 1989, distributing fitness equipment to the Singapore market. Since then it has grown into a diversified company offering high-end fitness products, gym design services and wellness education.

In 2012, Jimmie identified workplace health as a growing market. The Government had provided subsidies to encourage companies to participate in workplace health promotion (WHP) programmes. However, take-up rates stayed low despite their efforts.

To effectively market Dynaforce’s WHP services, Jimmie had to understand corporate perceptions of WHP programmes. His goal was to create an attractive package for the end user in the workplace and convince stakeholders of the need for such a programme.

Meanwhile, Jimmie recognized that Dynaforce operated in a dynamic business environment where opportunities revolved around the latest trends. Were there other growth areas that would play to Dynaforce’s strengths as it transitioned into an integrated service provider?