The Moment a New Idea Took Root
Chill Movement began after founder Saul Mirpuri left his finance career and spent a year in China, where he observed a strong cultural shift toward health, wellness, and community-led activities. When he returned to Singapore, he decided to build a business shaped by similar values. The company was incorporated around June-July 2025, originally launched as a recovery-focused offering centred on cold-therapy sessions. The early assumption was that ice baths and structured recovery routines would attract a committed niche audience.
However, once he began running sessions, Saul noticed something significant: people were showing up less for recovery and more for connection. They wanted meaningful, in-person experiences in a world increasingly dominated by online interaction. This insight prompted an early pivot. Chill Movement evolved from a recovery concept into a community-first morning experience built around shared physical activity, music, and social energy.
“People weren’t just coming for the ice baths. They were coming because they wanted to connect,” Saul explains.
The pivot would define the company’s direction.
A Singapore Challenge Becomes a Business Opportunity
With the new focus, Saul began hosting large-scale morning events at beaches, hotels, and outdoor venues. These included functional training, yoga, Callisthenics, boxing, ice baths, DJs, live bands, and good coffee — creating a full ecosystem around wellness and social connection. The events consistently sold out, growing to as many as 600 attendees at a single session.
Chill Movement soon became known for providing Singapore’s most energising morning experiences. The company also gained traction in the corporate space. Organisations approached Saul to host wellness events for their teams, with a recent milestone being a collaboration with Figma. Companies saw these mornings as more meaningful alternatives to traditional dinners or drinks.
Saul maintained a disciplined focus on his niche. He believed the company had to become the clear leader in morning wellness before attempting to build additional verticals such as merchandise, beverages, or larger festivals. His long-term ambition remained expansion — including potentially entering other countries — but only after establishing a strong foundation.
Building Chill Movement and the Founder-Led Ecosystem
Alongside the events, Saul built a content ecosystem around transparency, discipline, and visibility. He documented the process of building the business, showcasing the operational realities behind the scenes — from logistics to late-night setups. He also shared his journey as a competitive athlete, positioning the founder as part of the brand’s identity.
This content served two purposes: it reinforced authenticity within the community and created an archive of how the business evolved. Saul saw it as a long-term investment in connection and trust, aligning with his belief that disciplined focus and clear values underpin sustainable growth.
Why Osome Was the Right Incorporation Partner
When incorporating the company, Saul consulted other founders about which services they trusted. Multiple people recommended Osome, and word-of-mouth became the deciding factor. He chose Osome for its integrated approach — incorporation, accounting, and corporate secretarial support delivered together.
The onboarding process confirmed the decision. An initial call with an agent in the Philippines connected him quickly to the Singapore team, and the entire setup was completed within 48 hours. He valued being able to manage financial admin through the Osome app, from uploading invoices to tracking statements.
Osome set everything up in less than 48 hours. That speed made a real difference because it meant I didn’t have to think about incorporation or admin — I could stay focused on building the business.
This support helped reduce the mental load associated with compliance and paperwork. Knowing that professionals were managing the financial backend allowed him to dedicate his energy to operations, scaling the events, and developing partnerships.
What Comes Next for Chill Movement
Chill Movement aims to solidify its position as Singapore’s defining morning wellness experience while preparing for larger opportunities ahead. With strong community traction, corporate demand, and a disciplined niche strategy, Saul envisions expanding into new formats and markets when the time is right.
Future possibilities include large-scale festivals, regional expansion, and new verticals such as merchandise or wellness products — all built on the foundation of owning the morning experience.
We want to be the best at what we do right now. Once we own the morning, new opportunities will open naturally.
