MEET THE
Founder & CEO
OF WBF HEalthy Living

Bruce C.P. Fam, the visionary behind WBF HEALTHY LIVING ELEMENTS®, is a committed consultant for world-class AI occupational safety and health, an advocate for holistic well-being, and a published author.

With an extensive background in safety & health sciences, nutrition, and fitness, Bruce has become a beacon of knowledge and wisdom in the realm of occupational safety and healthy living.

His Motto….

“TO SAVE LIFE THROUGH ONE SAFE ACT AND ONE HEALTHY HABIT AT A TIME.“

C.P Fam

CEO strategy

I once stood

Where many company leaders are standing right now: at a critical crossroad, navigating the uncertainty of poor safety cultures and unstable operational discipline.

With over 30 years of hands-on experience in Occupational Safety and Health (OSH), including serving as the former Director of Safety and Environment at one of Malaysia’s largest petrochemical companies, I have faced the brutal reality of workplace incidents and operational limitations firsthand.

This extensive background has proven that a company cannot achieve peak profitability or world-class process status without establishing safety as an absolute priority.

By shifting the focus away from superficial metrics and grounding operations in life-saving safety practices, even companies facing severe cultural issues can successfully turn around and maximize their true potential.

Honoured Selfie with His Majesty DYMM Agong, King of Malaysia, also DYMM Sultan Ibrahim

I am deeply honoured to have had the opportunity to meet His Majesty DYMM Sultan Ibrahim, the Sultan of Johor and the current King of Malaysia. This moment reflects our shared respect and commitment to national unity and excellence.

AI-COSHS: The Future of Occupational Safety

Developed by Bruce C.P. Fam, this system combines the revolutionary impact of artificial intelligence with his 30+ years of direct OSH leadership, which includes serving as Director of Safety at a top Malaysian petrochemical firm.

The Problem: Designed for executives trapped by high incident rates, compliance risks, and fractured safety cultures.

The Solution: We replace superficial management metrics with automated AI monitoring and continuous tracking validation.

The Result: Stabilized operations, minimized employee risk, and amplified corporate profitability.

At our core, we believe in continuous improvement to protect families and save professional lives.

Something changed in 2017

I realized that if I wanted to lead, inspire, and make an impact, it had to start with my own health. Armed with determination and a voracious appetite for knowledge, I delved into research, read extensively, and educated myself through various platforms.

I didn’t rely on professional help. Instead, I relied on my ability to learn and adapt. My diet, once dominated by Malaysian, Chinese, Indian, and Western cuisines in large quantities, transformed as I embraced the principles of balance and nutrition. Even my two teaspoons of sugar in every cup of tea became a thing of the past.

The result? A journey that took me from 114 kg to a lean 86 kg, not just changing my weight but my entire lifestyle.

Today, WBF Healthy Living is not just a company – it’s a testament to a journey of self-discovery and discipline. I stand here, in 2021, not just as a founder but as a living testament to the fact that transformation is possible with the right mindset and system.