You Won't Believe How This Fitness Trend Changed 10,000 Lives—Are You Missing Out?

Japan is often celebrated for its healthy lifestyle, characterized by longevity and a cultural emphasis on balance through diet and daily activity. While these traits have shaped consumer expectations in wellness and fitness, they also raise intriguing questions about the distinctiveness of Japan’s approach to health. Despite this strong cultural foundation, the fitness participation rate in Japan remains notably low, hovering around 3%, in stark contrast to Europe, where 15-20% of the population is regularly engaged in fitness activities.

This disparity can be attributed to a variety of factors, one being that the concept of “body sculpting” or training for a particular physique is relatively recent in Japanese culture. Traditionally, fitness has not been a strong priority in the everyday lives of many Japanese individuals. However, younger generations are beginning to embrace fitness as a part of their identity, leading to a gradual increase in participation rates and an evolving fitness culture. Notably, trends like Pilates, which have gained traction in the U.S., are now beginning to thrive in Japan as well.

The COVID-19 pandemic played a significant role in shifting mindsets around fitness. Pre-pandemic, most individuals exercised in physical studios. With lockdowns in place, many turned to at-home workouts and digital platforms, which accelerated the integration of fitness into daily life. This transition has opened new avenues for fitness and wellness companies to adapt and grow.

One such company, Feel Connection, has been a pioneer in responding to these changes. Their online fitness platform was already in development prior to the pandemic, aimed at reducing barriers related to distance and time. When COVID-19 struck, the demand for online classes surged as it became the only viable option for many. Now, even as physical studios reopen, Feel Connection sees immense growth potential in the online fitness space, both domestically in Japan and internationally.

Looking beyond Japan, Feel Connection is already expanding into key Asian markets, including Vietnam, Singapore, and Malaysia. The company has also set its sights on Europe and North America. Interestingly, their international reputation began organically, as foreign visitors discovered their offerings through luxury hotel concierges or by searching for fitness experiences while traveling in Japan. This spontaneous recognition has underscored the global appeal of their fitness concept.

Despite Japan's demographic challenges, such as population decline and aging, Feel Connection sees opportunities for significant growth. While only about 3% of the population currently participates in fitness, if that number grows to even 5% or 10%, the market size would expand dramatically. In comparison, participation rates in Europe are already nearing 20-30%, indicating substantial potential for growth in Japan. The company also aims to diversify its offerings to engage people across different generations, fostering an inclusive fitness culture.

A hallmark of Feel Connection's strategy is the FEELCYCLE LUSTER event, which has become synonymous with their brand. These events are not merely fitness sessions; they are cultural and community experiences that resemble concerts or festivals. By inviting artists and creating large-scale productions, Feel Connection enhances brand visibility and builds a sense of community among participants, deepening their emotional connection to the brand. The ambition is to eventually expand the LUSTER event concept globally, potentially creating a large-scale festival that unites indoor cycling and fitness enthusiasts from around the world.

Diversification has also been a cornerstone of Feel Connection's strategy. The company has ventured beyond fitness into apparel, wellness products, and lifestyle experiences. Their mission is to enrich people's lives and broaden their horizons, which aligns with plans to reintroduce culinary offerings, previously put on hold due to the pandemic. Whether in fashion, furniture, or dining, Feel Connection aims to introduce individuals to novel experiences from Japan and beyond, encapsulating their philosophy: Expand Your Horizons. Discover the New You.

As Feel Connection looks to the future, the vision is clear. The goal is not merely to provide fitness classes but to create a comprehensive lifestyle ecosystem that intertwines fitness with culture, fashion, and food. The founder envisions a platform that fosters the discovery of new perspectives and experiences, helping people reconnect with their values and identities through fitness.

Ultimately, Feel Connection aims to be a transformative force in the lives of its participants, where each class becomes an opportunity for reflection and personal growth. As the company continues to navigate the evolving landscape of fitness and wellness, it remains poised to redefine what it means to be part of a fitness community.

For more information, visit their website at: feelconnection.co.jp.