Fitness startups in Japan

In Japan, fitness culture has not historically been as strong as in the U.S. or Europe. However, in recent years, the number of people working out has been steadily increasing, and new service models have appeared. According to Fitness Business, the Japanese fitness market reached about US$3.3B in 2023.

While fitness studios in Western countries often feel lively and energetic, Japan’s studios tend to be quieter and more disciplined. Below, we take a look at the range of fitness studios in Japan, as well as startups operating in the protein and nutrition market.

Types of Fitness Studios in Japan

As a nascent market born largely from outside lifestyle trends, you will see a lot of familiar, foreign company names on this list! However, in the post-COVID years, Japanese gyms have been eating into competitors’ market share by offering options better aligned with Japanese lifestyles.

24-Hour Gyms

These gyms allow members to train at any time of day. Global brands like ANYTIME FITNESS have expanded into Japan.

・chocoZAP

・JOYFIT 24

・ANYTIME FITNESS

・VALX GYM

・Life FIT

All-inclusive Fitness Clubs

These offer not only training machines but also studios, pools, and saunas as part of their plans.

・KONAMI SPORTS CLUB

・RENAISSANCE

・Gold’s Gym

Concept Studios

These studios emphasize unique concepts and experiences.

・FEELCYCLE (dark-room cycling fitness)

・Curves (women-only)

・CrossFit

Personal Training

Some studios also provide English-speaking trainers. Japan-based international entrepreneurs discover trainers through referrals or even via matching apps.

・RIZAP

・CLUB 360

・ANYWHERE FITNESS

Other options include unmanned or private-use gyms like THE PERSON and Hako Gym, as well as yoga and Pilates studios with international appeal, such as Re-Juvenate Pilates and e’clat.\

Public health centers are also available in most areas, allowing residents to use gyms or pools at discounted rates. For some, this is an affordable alternative to private studios, although the facilities are often basic.

Workout Supplement Startups in Japan

Protein went from being exclusively a product for serious bodybuilders and trainers to a common health supplement in a matter of years. It is becoming popular among women and people focused on building a healthier lifestyle.

Tokyo-based startup Mepple has launched KOREDAKE, a protein product that goes beyond protein content by including dietary fiber, 26 vitamins and minerals, and in total 33 essential nutrients.

Another fast-growing brand is VALX, created in partnership with bodybuilding and powerlifting legend Yoshinori Yamamoto. VALX sells supplements, protein, and training goods directly to customers through digital platforms, operating as a D2C business. The company has also entered the 24-hour gym market.

In addition, startups are emerging in alternative protein areas, including plant-based, insect-based, and mycoprotein solutions. Companies like ODD FUTURE, Spiber, and Norway-based NoMy are exploring fermentation and cultured protein technologies to create new materials and sustainable nutrition.

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