Sometimes, the seeds of a business are planted long before an entrepreneur realises it. For Jay Choong, those seeds took root in a childhood marked by the struggle of living under a leaking roof, eventually growing into a lifelong determination to provide better protection for others. Alongside his wife and business partner, Angel Goh, they now lead Ecoway Concept Sdn Bhd, turning personal experience into practical solutions while upholding quality, accountability and more sustainable building practices.
Growing up in a flat near Old Klang Road, Jay witnessed his parents struggle with a leaking ceiling whenever heavy rain arrived. Buckets and pails became temporary solutions, while repeated DIY repairs failed to resolve the underlying problem. Those memories stayed with him, shaping his understanding of how something as fundamental as a secure roof could affect a family’s comfort and dignity.
After spending several years of hands-on industry experience, he took a leap of faith in 2011 and founded Ecoway Concept with just two employees operating from an apartment. Over time, his technical knowledge and commitment to quality helped build a team of more than 30 employees and secure projects worth millions of ringgit. The company’s growth reflects how a clear purpose, supported by experience and persistence, can lay the groundwork for lasting growth.
Ecoway Concept’s expertise extends across a range of building protection and surface solutions. Its core waterproofing services cover roofs, basements, car parks, bathrooms, balconies, swimming pools, water tanks and structural joints, helping safeguard structures against water ingress and long-term damage. The company also undertakes abseiling works for building maintenance and hard-to-reach areas, alongside industrial resin flooring solutions that provide durable, seamless surfaces for demanding environments. Across these services, its emphasis remains on quality workmanship, long-term reliability and environmentally conscious practices.
The journey was not without setbacks. During the COVID-19 lockdown, an unfortunate incident involving materials relocated to a client’s premises resulted in substantial damage and approximately RM130,000 in compensation. Although the circumstances were beyond the company’s control, Jay chose accountability over avoidance. That decision strengthened the client’s confidence and reinforced a principle that continues to guide the business: integrity is tested most when circumstances are least favourable.
As Jay oversees technical and operational matters, Angel leads management and organisational development. Leaving her career in the property sector to join her husband’s venture, she brought complementary strengths to the partnership. She focuses on building effective systems, understanding employees’ capabilities and creating a workplace where productivity and well-being coexist.
Their shared vision extends beyond waterproofing. Through environmentally conscious, chemical-free product choices, they aim to reduce exposure to harsh substances while encouraging more responsible construction practices. Although greener materials can cost considerably more, they prioritise durability, reliability and long-term value over short-term savings. Their services also include solutions that can repair affected areas through patching, reducing the need for extensive removal.
Ecoway Concept’s waterproofing and industrial resin flooring services are listed in Malaysia’s MYHIJAU Directory, reflecting its commitment to greener building solutions. The company also has documented project experience involving established organisations such as Mahkota Medical Centre and Sunway Medical Centre, demonstrating its expertise in delivering waterproofing solutions across residential, commercial and healthcare environments.
Looking ahead, the couple aims to expand into Sabah, integrate AI tools to improve workforce efficiency and work towards an initial public offering (IPO) within five years. Inspired by Steve Jobs’ emphasis on innovation and customer experience, they believe businesses must continually adapt without compromising their values. Through environmentally friendly, chemical-free products, they aim to turn Environmental, Social and Governance (ESG) principles into meaningful action, protecting human health while reducing environmental impact. For them, doing business ethically means creating value not only for clients, but also for employees, communities and the environment.
Ultimately, Jay and Angel aspire to build a legacy that extends beyond waterproofing. Their vision is simple: when people think of waterproofing, they should think of Ecoway Concept. More than establishing a recognised name, they want to create a brand that future generations will continue to trust and remember for its commitment to quality, innovation and integrity. The story began with a leaking roof; their ambition is to build a name that time cannot wash away.
