Beyond basketball: how one trainer built a life, a brand and a community from scratch

One of the most challenging skills he has developed as a trainer is building relationships with his clients. He emphasises that a training session is more than just an hour of drills; it’s about connecting with players, motivating them through highs and lows and providing constructive feedback. “Skills-wise, it’s faster to teach than to create a connection with a player,” he says. 

For Chua, the most rewarding aspect of his work is witnessing his clients’ growth. Seeing their confidence soar as they master new skills and gain recognition for their hard work fuels his passion. He believes that what might surprise many about basketball training is the steadfast dedication it demands. “It’s not an 8am-5pm job,” he asserts. Trainers at Simple Grind are committed to their clients around the clock, whether it’s early morning workouts or late-night meetings, nurturing deep, ongoing relationships.

The story of Simple Grind began a few months before the Covid-19 lockdown. With the guidance of coach Edster Sy and later, coach Willy Chan, Chua started creating dribbling videos and soon found himself training professional players. The name “Simple Grind” itself came about organically. Initially “The Grind”, then “Daily Grind”, the trainer and his friends settled on “Simple Grind” to reflect a straightforward yet impactful approach. The name quickly gained traction in the professional scene through word of mouth, propelling the camp to train a diverse range of athletes, from five-year-olds to collegiate and professional players. It has even expanded its reach internationally, with training sessions held in Singapore and Hong Kong.

Simple Grind’s success lies in its tailored approach. Chua and his team always begin by understanding each client’s goals. For young children, the focus is on fundamental movements like running and jumping. Youth players work on developing core skills like dribbling and shooting, alongside physical conditioning. For collegiate and professional athletes, the aim is mastery and consistency, refining existing skills and ensuring they are game-ready. Regardless of age or skill level, Simple Grind prioritises strengthening weaknesses and enhancing strengths.

The trainer believes a common misconception about basketball training is that playing alone is sufficient for improvement. He strongly advocates for dedicated skills training and strength and conditioning. “You cannot play better by just playing,” he stresses, highlighting the necessity of targeted training to elevate one's game. Beyond physical drills, Simple Grind places significant emphasis on mental and emotional development. A key focus is on toughness—the ability to remain resilient and confident even when faced with pressure or setbacks. Chua also instils the importance of a balanced blend of confidence and humility.

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One of Chua’s most rewarding transformation stories involves Alec Stockton, a player he started working with before his PBA draft. Despite being relatively unknown in college, Stockton’s sheer work ethic and dedication allowed him to “bet” on himself. Chua proudly shares how Stockton’s relentless preparation led him to be drafted, secure a max contract in the PBA and even land a shoe deal—a testament to the power of consistent hard work and seizing opportunity.

When he’s not on the court, Chua finds solace and recharges by travelling to the beach with his wife, Lara. He also maintains his own fitness by incorporating weights and strength and conditioning training between client sessions. “If the trainer himself is not in condition, he cannot properly show what needs to be done for the clients,” he explains. His daily routine is proof of his dedication, often starting with 5am workouts and multiple training sessions that wrap up around 1pm, leaving time for recovery and personal life.

Looking ahead, the dedicated trainer has ambitious plans for Simple Grind. The immediate goal is to establish their own dedicated facility, which will allow for more extensive camps and classes. Beyond that, the aspiration is to continue helping players not only within Metro Manila but also across Asia and globally. “It’s rewarding to just go around and teach players how to play the right way,” he affirms.

In a single word, Chua defines basketball as life. He reflects on how the sport has both built and broken dreams, underscoring the vital importance of having a small, trusted circle of people who genuinely want the best for you. “Don’t hear the outside noises,” he advises, “just have that circle because that will make or break you.”

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