Japan's health club industry is looking to expand into the Southeast Asian market. As of April 14, 2015, reports indicate that Japan's fitness sector has faced challenges in recent years, with declining market growth and an aging population making it harder for local operators to sustain their businesses. To counter this, many Japanese fitness companies are now setting their sights on Southeast Asia, where a growing middle class offers new opportunities for expansion.
According to the Japan Capacity Center, the Japanese fitness club market was valued at $3.57 billion in 2013, showing a 3% increase from the previous year. However, domestic demand remains stagnant, prompting companies to seek growth abroad. In Japan, some fitness centers have started targeting older adults by offering specialized health programs. But overseas, their focus is on younger demographics.
In Southeast Asia, Japanese fitness chains face competition from established Western brands like Gold's Gym and Planet Fitness, which have been operating in the region for years. These international chains typically offer a wide range of equipment, including aerobic machines, strength training areas, and free weight zones. To stand out, Japanese companies are choosing to target less saturated markets in Southeast Asia, such as Cambodia and Vietnam.
One example is Gunze Sports, a subsidiary of the Japanese textile giant Gunze. This month, the company announced plans to invest 240 million yen to establish a new business in Phnom Penh, Cambodia. While Gunze is best known for its underwear, Gunze Sports has been expanding into the fitness sector. In early 2015, they began offering services in high-end hotel gyms, and by 2017, they plan to open their own fitness center with a swimming pool. Their goal is to open 8 locations across Cambodia by 2020.
Currently, most fitness clubs in Cambodia cater to the wealthy, charging around $60–70 per month. Gunze Sports aims to make fitness more accessible by reducing prices by 20–30%. In Japan, the company already operates 18 fitness centers with pools and muscle training programs, and they plan to bring these services to Cambodia.
Another notable player is Renaissance, the first Japanese fitness company to launch a direct-exercise gym in Vietnam. By the end of 2015, Renaissance plans to open a large-scale fitness club equipped with a swimming pool. The club will occupy about 3,000 square meters, and the company is currently scouting for the ideal location. Over the next few years, they aim to expand further across Southeast Asia, with a target of generating 3 billion yen in revenue from overseas operations by 2020.
This shift marks a significant move for Japanese fitness companies, who are no longer content with the shrinking domestic market. By tapping into the rising middle class in Southeast Asia, they hope to not only grow their business but also introduce their unique approach to fitness and wellness to a new audience.
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