Japan's fitness clubs are looking to expand into Southeast Asia. According to a report from 2015, the domestic fitness market in Japan has faced challenges, including an aging population and shrinking demand. In response, many Japanese fitness companies are now seeking growth opportunities in Southeast Asia, where a rising middle class is creating new possibilities for international businesses.
In 2013, the Japanese fitness club market was valued at $3.57 billion, showing a 3% increase. However, local operators are struggling to attract younger customers and are instead focusing on older demographics by offering specialized health programs. Meanwhile, in overseas markets like Southeast Asia, they aim to target young and active individuals.
Japanese fitness chains are entering regions with lower competition, avoiding high-density areas in Europe and the U.S. They also face strong competition from established Western fitness chains that have been operating in Southeast Asia for years. These competitors often offer a wide range of equipment, such as aerobic machines, strength training facilities, and free weight zones.
One notable example is Gunze Sports, a subsidiary of Gunze, which is known for its underwear business. In April 2015, the company announced plans to invest 240 million yen to establish a new company in Phnom Penh, Cambodia. Starting in 2015, Gunze Sports will open high-end hotel-based fitness clubs and plans to launch its own swimming pool-equipped gym by 2017. By 2020, it aims to have eight locations in Cambodia.
Current fitness clubs in Cambodia mainly cater to the wealthy, charging around $60–$70 per month. Gunze Sports intends to offer similar services at a 20–30% lower price. The company already operates 18 fitness centers in Japan, featuring pools and muscle training programs, and plans to bring these services to Cambodia.
Another Japanese company, Renaissance, became the first to open a direct-exercise fitness club in Vietnam in late 2014. It plans to open a large-scale gym with a swimming pool in 2015, targeting a 3,000-square-meter space. The company aims to expand further across Southeast Asia, with a goal of generating 3 billion yen in revenue from overseas fitness clubs by 2020.
As the global fitness industry continues to evolve, Japanese companies are taking bold steps to tap into emerging markets, leveraging their expertise and adapting to local preferences to gain a competitive edge.
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