SINGAPORE, 4 June — Singaporean sports management company, Betterment Sports (BMS) today announced that national middle and long-distance runner Shaun Goh has kicked off his racing season with an outstanding run in the 5000m at the Puma Nitro Lange Laufnacht in Germany. Goh shaved 10 seconds off his personal best and his time of 14:45.29 is just one second off the national record set by Soh Rui Yong in 2021 (14:44.21). His timing is also faster than the gold medal mark at the 2025 SEA Games (14:46.38). This performance ranks him as the second fastest Singaporean over 5000m of all time, and reflects a significant step forward in Goh’s plans as he builds towards a podium finish at the 2027 Southeast Asian Games in Kuala Lumpur.
“It stings a little to be just one second off the 5000m national record, but I can’t be too upset with a personal best (10 seconds off) for my season opener! It is my favourite distance, and the mark that I have been chasing since the start of my running career. All the hard work from full-time training over the past months is evident in this race, and I am excited to see where my new found fitness will take me. This would not have been possible without the support of Betterment Sports and EFGH,” said Goh.
Earlier in February, BMS signed Goh as its first athlete under its Professional Athlete Scheme. Under the arrangement, the 29 year old national runner is employed full-time by BMS, with the sole responsibility to train and compete full-time. BMS’ Professional Athlete Scheme ensures that athletes are on the exact same employment rights as its regular employees, with competitive monthly wages including the annual 13th month and Variable Performance Bonuses pegged to BMS’ company performances and the employee’s performances. The Professional Athlete Scheme also provides full employment benefits including but not limited to employee insurance, hospitalisation coverage, and outpatient coverage. BMS also plays a second role by supporting Goh’s athletics career through managing his sponsorship and image rights. Since bringing Goh on board, BMS has secured his first sponsor; Embed Financial Group Holdings (EFGH), who will provide Goh with additional funding and support to help Goh pursue his sporting ambitions. Goh currently holds the national record in the 5km and 10km (road) race categories.
Goh discovered his love for running during national service and developed initially as a self-coached athlete. He made his SEA Games debut in Cambodia in 2023 and also represented Singapore in the 5,000m and 10,000m at the SEA Games last December. These two competitions underscored the gap between Goh and his peers in the region and reinforced his determination to pursue the sport at a higher level.
“After my first SEA Games, I dedicated more time and focus to my training. I was also fortunate to link up with an experienced coach, Jordan Donnelly, who guided me in my training. I went to Bangkok feeling confident. Yet, over the course of two years, my competitors made vast improvements and my best (then) was still not enough. I knew I had to take a bigger step if I wanted no regrets. I am very grateful to have been given the opportunity to join BMS as their very first employee under the Professional Athlete Scheme, and to BMS and EFGH for believing in my dreams. Their support gave me the peace of mind to train and compete full-time,” said Goh.
Since leaving his job, Goh took part in three races in Australia in March and recorded two personal bests* in the 1500m over a two-week period. The race in Germany marks his third personal best in three months. He’s currently training at altitude in St Moritz under British coach Jordan Donnelly, an important step in strengthening his preparation and long-term development. He’s lined up for three races in Europe in May and June before he makes an attempt on the national record for the half-marathon in Gold Coast, Australia, in July.
Goh’s signing marks BMS’ second foray in Singapore sport. *The company is one of two sports management firms involved in organising the BYD Singapore International Marathon presented by adidas this December. As the Commercial, Marketing and Strategy lead, BMS led the refresh of the Singapore National Championships, with EFGH coming on board as naming partner and a two-fold increase in overall prize purse.
“At BMS, we are committed to strengthening Singapore’s sporting ecosystem and giving our athletes a chance to dream. Our Professional Athlete Scheme is a commitment to not only Singapore, but ASEAN. Being a sportsman or woman is a career, and one shouldn’t have to make difficult choices about their livelihoods if one decides to be an athlete. We select our athletes based on potential, character, and ambition. Shaun brings a quiet determination to excel and make Singapore proud. His commitment to training and long-term performance is unwavering, and his discipline and ambition are deeply impressive. We are proud to have Shaun as a colleague in Betterment Sports,’” said Leon Lai, Founder of BMS.
Embed Financial Group Holdings (EFGH) is a Singapore-born, globally wired digital financial infrastructure company valued at US$425 million and on its way to a listing on a US Exchange. The company builds the plumbing that powers payments, wallets, embedded insurance, and digital trust systems across Asia and Africa, working through governments, state-linked entities, and regulated financial institutions. Think of it as the operating system underneath financial services in markets where that infrastructure is most needed. EFGH is the naming partner of the EFGH National Championships and the title sponsor of the Tour de France Singapore Criterium.
Dennis Ng, Executive Chairman, EFGH, said: “My son earned his spot in secondary school through DSA swimming. I know what that cost him: the 5am starts, the missed weekends, the years of grinding when nobody’s watching or clapping. Shaun Goh is doing that at a national level, betting everything on a finish line that’s still years away. At EFGH, we build financial infrastructure for markets that others overlook. We back people who do the same and Shaun is exactly that person. Singapore punches above its weight in finance. It’s time we did the same on the track.”
About Betterment Sports
Betterment Sports is a Singaporean sports management company focused on unlocking value for athletes, rights holders, brand owners and sports communities. The company works across athlete management, sponsorship, strategy and intellectual property, with the aim of helping sport play a stronger role in culture and community. BMS is the co-rights holder and promoter for the BYD Singapore International Marathon presented by adidas.
About EFGH
Embed Financial Group Holdings (EFGH) is a Singapore-headquartered digital financial infrastructure company valued at US$425 million, with an anticipated listing on a major US stock exchange. EFGH builds the payments, wallets, embedded insurance, and digital trust systems that power financial services across Asia and Africa, the backbone that makes modern financial inclusion possible at scale.
Working through governments, state-linked entities, and regulated financial institutions, EFGH deploys infrastructure where it is most needed and least developed. It does this by building the operating layer that makes digital financial services work for people who have been left out of the traditional system.
EFGH has entered into a definitive business combination agreement in connection with a proposed US listing via a Special Purpose Acquisition Company (SPAC) transaction. The listing is subject to shareholder and regulatory approvals and customary closing conditions.
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