Founded in 2009, Yes4All is a global e-commerce brand specializing in fitness and home goods. As demand surged post-pandemic, the company stood at the forefront of a booming market - yet also faced a growing challenge: managing talent across multiple geographies in an increasingly competitive environment. In response, Yes4All reimagined the employee experience, placing wellbeing at the heart of a bold vision to build a Workplace of Desire.
At Yes4All, wellbeing is comprehensive, spanning physical, mental, emotional, and environmental dimensions. The company created a working environment where people feel genuinely cared for and energized. Massage chairs in the office, a Time Out lounge, and regular Happy Hours offer daily mental refreshment. Programs like Sport Day and Happitude at Work foster physical vitality and collective spirit. Meanwhile, expanded health insurance starting from probation, 16+1 paid leave days, and performance-based bonuses provide financial security and peace of mind. The office pantry is stocked with healthy options, and annual environmental audits ensure the workspace remains optimized for employee health. These aren’t just perks—they are daily reinforcements that people matter here.
Transforming culture in just one year, Yes4All’s team engaged every employee in defining, activating, and embedding a new set of core values. Through a three-phase approach - “Shine the SEA” - the company reintroduced its values by co-creation, gamification, and operational alignment. Gameshows, TikTok contests, Culture Tours, and thank-you card campaigns turned abstract values into lived experiences. Leaders modeled desired behaviors, while teams held each other accountable to the new cultural standards. Today, those values are built into every touchpoint, from performance reviews to hiring interviews - creating consistency and clarity across generations and functions. It’s not just a slide on a wall; it’s a shared language of belonging.
Customer focus related - Uplift the service - Trinh Xuan Phap
To support growth that is both standardized and personalized, Yes4All partnered with Korn Ferry to design a customized Core Leadership Competency Framework. This framework powers everything from talent acquisition to succession planning.
Strategic mindset related - Loan Van Son
Employees now follow personalized learning paths tailored to their unique roles and skill gaps, while managers are equipped to coach and mentor more effectively. The company has replaced backward looking evaluations with a “feedforward” mindset - focusing on future behaviors and continuous learning. By tracking progress through performance dashboards and development milestones, Yes4All ensures that every person not only knows where they stand, but where they can go.
At the heart of wellbeing is the freedom to think differently. Yes4All fosters innovation not as an isolated function but as an everyday mindset. Internal hackathons like the AI Challenge empower teams to co-create solutions that reduce workload, enhance efficiency, and elevate the employee experience. Tools such as PIMS and YAMS, developed internally, help teams automate processes, reduce manual reporting, and streamline decision-making. These innovations are not only technological - they are cultural. By building systems that support smart work, Yes4All helps employees reclaim time, energy, and motivation.
Yes4All’s commitment to wellbeing is not about comfort - it’s about momentum. By designing a workplace where care, culture, and capability reinforce each other, the company is turning desire into direction. In doing so, it proves that the most powerful form of growth is not driven by pressure, but by purpose. This cultural reset not only re energized teams, it redefined how belonging looks, sounds, and feels across a multi-generational workforce.
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