Story map
Read this like a founder: problem, early product, first customers, then the moments that changed everything.
The problem they noticed
Ang and Choo were frustrated that gaming chairs were often loud-looking, uncomfortable, or poorly made. They believed gamers and creators wanted something that looked better, felt better, and lasted longer.
From MVP to product
They started by building a gaming chair they themselves wanted to use, then kept refining the product through more prototypes and testing. Secretlab later expanded into desks and workspace accessories, turning one chair idea into a wider product ecosystem.
First customers
Their early credibility came from understanding gamers as insiders, not outsiders. Product design, esports partnerships, and strong word-of-mouth helped the brand travel from Singapore to major global gaming markets.
Key moments
Experiments, pivots, and surprises. Look for what changed their thinking.
- 1Pivot
What happened: They went from being competitive gamers to product founders solving a problem they felt themselves.
Lesson: Sometimes the best business ideas start with a frustration inside your own community.
- 2Pivot
What happened: Instead of staying with one chair model, they kept iterating materials, ergonomics, and design language.
Lesson: A good product business usually grows through many small improvements, not one perfect launch.
- 3Failure
What happened: A niche product can stall if it never grows beyond its first audience or first format.
Lesson: Scaling means knowing when to protect the original product and when to widen the system around it.
Impact
Every product creates value, and every decision has a trade-off. Good founders stay honest about both.
Positive
- +Built a globally known gaming product company from Singapore.
- +Helped make product design and ergonomics part of the gaming conversation.
- +Created a strong example of co-founders building from a hobby community into a serious business.
Trade-offs
- ±Physical product companies need strong manufacturing, support, and quality control to keep trust.
- ±Growth into many collaborations and categories can stretch a brand if the product standard slips.
Key takeaways
If you had to explain this story to a friend, what would you want them to remember?
- The best product ideas often start with a very specific problem.
- Iteration is what turns a promising product into a category leader.
- Co-founders can scale faster when they share the same understanding of the customer.
Explore skills
These lesson previews connect the story to real skills you can practice.
Continue learning
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Sources & further reading
- Secretlab - https://secretlab.co/pages/about-us
- Secretlab - https://secretlab.co/pages/technology
- Wikipedia - https://en.wikipedia.org/wiki/Secretlab
- Wikipedia - https://en.wikipedia.org/wiki/Ian_Ang