Not All Heroes Wear Capes: Empowering Everyday Lifesavers

Having served as an army medic and later trained with the Singapore Civil Defence Force (SCDF), Nicholas Choy spent years developing the critical skills needed to save lives. He now passes his lifesaving skillsets to others through his training centre, Rolling Pineapple, a training centre he founded.

17 April 2025

If you ask Nicholas what is one defining moment in the span of his career, it would be during his trainee period with Singapore Civil Defense Force (SCDF).

“Once, we responded to a call where a family thought their grandmother had simply fainted,” he recalled. “However, when we assessed her, we realised she had already stopped breathing for quite some time.”

The team immediately began resuscitation efforts but unfortunately, the grandmother did not survive.

“What struck me the most was how shocked the family was. They hadn’t realise the severity of the situation, and they were unprepared to act,” continued Nicholas.

“That moment stuck with me because I saw firsthand how a lack of first aid knowledge can leave families feeling helpless in critical situations. It was then that I knew I wanted to do more—to educate people so that they wouldn’t feel powerless in moments like these.”

HEROES RISE WHILE OTHERS HESITATE

As Nicholas gained experience in the industry, he saw a critical gap: Although many people took first aid courses, they lacked the confidence and willingness to apply their skills in emergencies.

“I want to change that,” he shared. “My vision was to create a training centre that not only taught first aid but also empowered people to act without hesitation when it mattered most.”

“More importantly, I wanted to inspire others to learn first aid—to show them that it’s not just a skill, but a responsibility. By making training engaging, accessible, and practical, I hope to encourage more people to take that first step in learning how to save lives.”

Within three years, that vision materialised in the form of Rolling Pineapple, a training centre founded to transform everyday individuals into confident and competent first responders.

The name was inspired by the traditional custom of rolling a pineapple into a new home or office for good fortune. “We wanted our learners to be like a pineapple—strong on the outside, yet sweet on the inside—rolling into someone’s life during an emergency to make a difference.”

“Whether it's a workplace, a community event, or a family gathering, we hope our trainees roll into these situations with confidence, offering support and saving lives.”

CREATING SUPERHEROES

Rolling Pineapple was founded during the COVID-19 pandemic. While waiting for licensing and accreditation approvals, Nicholas pivoted operations to offer COVID swab services, partnering with a medical group to upskill and deploy over 50 individuals—many of whom were struggling with unemployment.

It was during this period when he saw the power of skills-based training in creating real change.

This experience reminded Nicholas of his own journey—how, without a tertiary education, he had once struggled to find a meaningful career opportunities with long-term prospects. It was through his time in National Service, Singapore Armed Forces and Singapore Civil Defense Force where he learnt and honed his lifesaving skills that he was able to make a living out of it.

With a desire to create a deeper impact within the community, Nicholas decided to transition Rolling Pineapple from a for-profit business to a social enterprise, hoping to create meaningful career pathways that empower individuals while building community resilience.

EVERY HERO STARTS AS A STUDENT

To deepen his impact and strengthen Rolling Pineapple as a mission-driven enterprise, Nicholas enrolled in RESSEC’s Specialist Diploma in Social Entrepreneurship (SDSE).

“As a new social enterprise, I was passionate about making a difference but lacked clarity on how to gauge the effectiveness of our efforts,” he shared. “SDSE helped me connect with peers from non-profit backgrounds, providing valuable insights through peer learning.”

The structured approach of the programme also helped break down complex issues into actionable steps, enabling Nicholas to refine his approach to both business and social impact.

Since then, Rolling Pineapple has improved its operational efficiency, impact measurement, and strategic partnerships—critical elements for a social enterprise’s sustainability.

FROM ONE HERO TO ANOTHER

Although the call to pivot the business into a social enterprise means adjusting financial strategies and finding a balance between impact and sustainability, Nicholas believes that the opportunities far outweigh the costs.

“By focusing on social impact, we’ve been able to attract partners, collaborate with organisations, and serve communities in a way that goes beyond just business objectives.

“This shift has made our work even more meaningful, knowing that we’re playing a role in building a safer, more prepared society.”

Nicholas highly encourages anyone who has a passion for creating change to just “go for it”. While the work isn’t easy, it is incredibly rewarding.

“The key is to surround yourself with people who believe in your vision, be open to learning, and don’t be afraid to fail—every setback is just another step forward,” he continued.

“And if you’re considering SDSE, just do it! It’s a fantastic programme that provides not only valuable knowledge but also a strong support network of like-minded individuals who will push you to grow.”