In a scene that has become increasingly common in Japan’s fitness studios, a young man, dressed in a business suit, walks in for a quick workout. Rather than heading to the locker room to change, he heads straight for a training machine, completing his session without even removing his tie. Within ten minutes, he’s out the door, wiping sweat from his brow.
This new workout routine is taking place at Chocozap, a fitness facility on the first floor of an office building in Tokyo’s Nishi-Shinjuku district. Operated by Rizap Inc., a major player in the personal training industry, Chocozap epitomizes a new business model the company calls the “convenience gym.”
At Chocozap, members can exercise without the hassle of changing into gym clothes. The facility is unstaffed, open 24 hours a day, and charges a monthly fee of just 2,980 yen (around $20), excluding tax. This approach has proven to be a lifeline for Rizap, which had been struggling financially in recent years.
Launched in the summer of 2022, in the midst of the COVID-19 pandemic, Chocozap has attracted around 1.2 million members over the past two years, now boasting the largest gym membership base in the nation. The concept’s success has led to Rizap’s first earnings growth in five years, as reported in its fiscal results for the year ending in March 2024.
“We aimed at beginners and designed our service to make it easy for them to maintain their routine,” explained a public relations representative from Rizap, highlighting the simplicity and accessibility as key factors behind Chocozap’s rapid growth.
Rizap’s turnaround comes as a rare bright spot in an industry that has been struggling. According to data from the Ministry of Economy, Trade, and Industry, membership at fitness centers has stagnated since peaking in 2018. The situation worsened with the onset of the coronavirus pandemic in 2020, which further dampened enrollment numbers.
In fact, 29 fitness operators went bankrupt in fiscal 2023, marking a record number of closures, according to Tokyo Shoko Research Ltd. One of the primary challenges facing fitness centers is their inability to cultivate a large, loyal customer base. A survey conducted in 2017 by the Organization for Small & Medium Enterprises and Regional Innovation, Japan, found that 51 percent of fitness club members visit their gyms only once a year or less, even though they maintain their memberships. Many of these casual users likely dropped out entirely during the pandemic.
As a result, fitness operators are now focused on re-engaging former members and attracting new ones. Feelcycle, a chain of approximately 40 exercise studios nationwide, has adopted an entertainment-driven approach to keep members engaged. In April, Feelcycle hosted an event at Makuhari Messe in Chiba, where trainers led participants in a high-energy cycling session accompanied by music, laser lights, and on-stage performances. Nearly 1,000 attendees joined the event, which was one of 11 held by Feelcycle, drawing a total of around 10,000 participants. Tickets for these events were priced at over 10,000 yen each.
This strategy of creating a “Feelcycle fandom” has paid off. The company’s membership increased to 180,000 in May, up from 100,000 in 2020. According to a spokesperson from Feelcycle, more than 80 percent of its members visit the studio once or twice a month, a frequency higher than the industry average.
Other major fitness clubs are also incorporating entertainment elements into their offerings to retain members. Central Sports Ltd., one of the largest gym chains in Japan, hosted a live fitness session in February that attracted over 1,000 participants.
According to Takenori Furuya, a representative of the Fitness Industry Association of Japan, the key to survival in this competitive market lies in appealing to those with little fitness experience and making it easy for them to join and continue. “Many Japanese consider themselves beginners when it comes to working out,” Furuya said. “Fitness marketers should focus on engaging those who have minimal interest in fitness and light users, ensuring they keep coming back through streamlined membership processes.”
As the fitness industry evolves, these innovative approaches may determine which gyms thrive and which are left behind.
