Who We Are
Women’s Fitness Asia (WFA) is a regional wellness and sports platform dedicated to transforming how women experience fitness. We create safe, supportive, and inspiring spaces- online and offline for women of all ages and backgrounds to build strength, confidence, and community.
Founded by Justine Cordero-Em, WFA is more than just fitness, it’s about holistic wellness and belonging. Through signature events like the All Women’s Run Asia, we bring women together to move, grow, and shine, proving that fitness is not just about physical strength, but also about purpose, balance, and connection.
Our Advocacy
At Women’s Fitness Asia, we believe empowerment goes beyond the finish line. That’s why we partner with Voice of the Free, an organization that provides scholarships and opportunities for girls in the Philippines. Through this advocacy, every run and every event becomes a step toward giving young women a brighter future—supporting their education, amplifying their voices, and opening doors to new possibilities.
Together, we are building not only stronger women, but also stronger communities—where no girl is left behind.
Justine Cordero-Em
Founder & Visionary
The Founder
Justine Cordero-Em is the visionary founder of Women’s Fitness Asia. With a strong background in events and community building, she has dedicated her career to creating empowering spaces where women can thrive in wellness, fitness, and personal growth.
Her passion for empowerment led to the launch of the All Women’s Run Asia, now recognized as one of the region’s most inspiring fitness events. For Justine, fitness is more than movement—it’s a journey of self-love, resilience, and connection. Guided by her belief that “There’s no one way to become a fit woman.” she encourages every woman to embrace her unique path to strength and wellness.
Beyond fitness, Justine champions advocacy through partnerships with organizations like Voice of the Free, extending Women’s Fitness Asia’s mission into education and opportunities for young girls.
“My goal is to inspire women to realize their strength, not just in fitness, but in life.”
– Justine Cordero-Em