The Japanese fitness market is thriving. It has been estimated by Fitness Business that in 2023 the fitness industry contributed an impressive ¥493.9 billion ($3.3 billion) to the Japanese economy, having bounced back strong from the global pandemic.
Mirroring trends around the world, consumers are embracing wearable technology with 3,758,000-unit sales of smartwatches in 2023 projected to expand to 4,810,000 units by 2028.
Bravo Group is a leading provider of fitness content and programming to the Japanese fitness market.
Having become an official Myzone distribution partner in 2020, the company is helping gym operators capitalise on a rising consumer interest in fitness and technology through the integration of Myzone’s heart rate training and community ecosystem.
“We are entering a very exciting time for the Japanese fitness market,” says John Boardman, Chair of Bravo Group.
“There are more than 12,500 fitness facilities in Japan with the 24-hour multi-functional model taking the market share, followed by boutique studios where the women only brand; Curves is dominant.
“Consumers are also increasingly interested in monitoring their personal health and fitness using wearable tech. A recent Cabinet Office poll showed 59% of respondents were concerned about their health.
“In line with this concern, demand for fitness and health care wearables is increasing with device sales growing by 20% between 2022 and 2024 (source NielsenIQ Japan). As a result, it is a great time for us to be working with Myzone, helping gym operators capitalise on these emerging consumer trends.”
“Myzone enables us to provide a more rounded service to fitness operator.” John continues. “For example, we promote and distribute MOSSA’s professional group fitness programs, but offering Myzone also allows us to enhance the member experience for operators already running incumbent programs by other providers, such as Les Mills and Radical Fitness. This extends our market reach and provides excellent growth opportunities.
“Myzone has appeal across a wide range of demographics and abilities. 90% of people using Myzone heart rate monitors in Japan are doing so through a fitness facility, but a small percentage of consumers also use Myzone independently, while elite athletes, such as Miki Ishii (@miki_ishii1107) a member of the Japanese national beach volleyball team, use the heart rate training technology to support their professional training. Myzone’s ability to engage ‘everyone’ makes it extremely appealing to fitness operators.”
John explains how operators value Myzone’s real-time tracking of heart rate and MEPS as well as its ability to share this information via an in-club display to create a more immersive exercise experience.
Individuals also enjoy the challenge of maintaining their monthly Myzone Effort Points status through the achievement of minimum MEPs targets.
“In Japan, people absolutely love the heart rate and MEPs tracking. We also see that people who already own a fitness tracker use Myzone as a complementary product, but those who don’t tend to stick with their Myzone.
“Either way, once people try Myzone they love it.”
Bravo Group supplies some of the biggest operators in Japan, including Sports Club Renaissance, Sports Club Megalos, Gold’s Gym, Tipness and many more.
For more information visit Bravo Group Inc.