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Our Story



ONI - [ˈOƱNIː]

Oni are often depicted in Japanese folk lore wielding iron clubs called kanabō. This image leads to the expession:

"To be invincible or undefeatable."

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ONI means ‘demon’ in Japanese, who are often depicted as undefeatable creatures in traditional folklore. The concept of our brand name came about because there are demons within us all that we don't necessarily 'defeat'.

Both light and dark exist in life and while our demons can drag us down into the dark, they also teach us valuable lessons about ourselves if we are mindful of them.

In many ways, our mindset towards our own insecurities and demons are our attitudes towards the world.

Life is full of both challenge and wonder. To see one, you must see the other. To "become invincible" is to accept this; to expose yourself to the world requires you to have exposed yourself to your demons.

"Become Invincible"

Challenging yourself can be confronting as you come face to face with yourself, your insecurities and your oni. It's in these hard moments that you can learn and grow; so long as you have the boldness, courage, and attitude to be able to.

Your fitness journey is just one aspect of your path to self discovery and improvement. To better yourself requires you to have recognised where you have been, where you are currently, and where you want to go. It's a reflection of your life journey.

You never stop learning and you're constantly going to be faced with challenges and obstacles that you have to overcome for you to get closer to who you want to be.

The 'N' in the ONI logo resembles an infinity sign for this reason. It symbolises the ongoing journey of self and of life. You're going to have setbacks in your life. You'll be rocked many times and you can't physically be indestructible, but it's your mindset and attitude that can make you invincible.

Be bold. Be courageous. Be invincible.


Positive change and helping people improve their lives has always been the core of ONI's roots, but all of the traditional methods of personal training, nutrition coaching, or even massage therapy had a large tendency towards creating dependence.

Clients would get healthier and reach their goals, but end up getting trapped in to over-servicing contracts and memberships, designed you keep you "coming back for more".

We want to do better than that. In July 2017, founder Laurent Pang decided to put it all out there with the creation of ONI, where he hopes to attract others who want to be a part of a driving force for improving lives.

Our aim is to give our clients the tools to be independent with their own health for long term success.

  • Personal training clients end up becoming their own personal trainers.
  • Nutrition coaching clients become their own nutrition coaches.
  • Massage therapy clients learn how they can keep a lid on their own tension levels (although a massage now and then does feel amazing anyway).


We will always strive:

To innovate; to always challenge and strive for more. There will always be pre-conceived notions and stepping stones disguised as "limits". We must challenge them and be held back by nothing.

To be courageous; being on the frontier means that we will go where no one else has gone before us. We must be brave to face obstacles and have the courage to overcome them.

To inspire; those around us. Clients, colleagues, friends, family, whoever. We cannot bring real improvement to this world without others.

To be humble; we are all on journeys to become the best versions of ourselves, but there will always be some criticism. We must be able to receive it with grace and to be able to use it as an opportunity to grow from.

"To avoid criticism, say nothing, do nothing, be nothing." - Aristotle

"Hic sunt daemones”
here be demons