FEEL CONNECTION brings emotion into motion—uniting wellness, design, and technology to create fitness spaces and products that inspire both body and soul to move in harmony.
Japan is often recognized globally for its healthy lifestyle, longevity, and cultural emphasis on balance through diet, walking, and daily activity. These cultural traits have shaped consumer expectations in wellness and fitness and created an environment for innovative fitness concepts. How would you describe the distinctiveness of Japan’s approach to health and fitness?
Compared with other countries, Japan’s fitness participation rate is still very low. In Europe, 15–20% of the population may engage in fitness, whereas in Japan it has traditionally been closer to 3%. This reflects the fact that fitness has not historically been a strong priority in everyday life here. One reason is that the idea of “body sculpting” or training to build a certain physique did not exist in Japanese culture until recently. Today, younger people are increasingly embracing this idea, training to become stronger and build more attractive physiques. As a result, the fitness population is steadily growing.
Japan is gradually moving toward a culture similar to what we see in Europe or the United States, where fitness is integrated into lifestyle and identity. Awareness is expanding, and trends such as Pilates—already popular in the U.S.—are now gaining strong momentum here as well. The COVID-19 pandemic also played a major role in changing people’s mindset. Before, most people exercised by physically going to studios. During the pandemic, they turned to at-home training and digital platforms. That shift accelerated the spread of fitness awareness in Japan.
How did your company adapt to the shift toward online fitness during the pandemic?
Our online fitness platform was not created as a direct reaction to the pandemic. In fact, we began developing it just before COVID-19. We wanted to reduce barriers of distance, location, and time. A physical studio can only serve a limited number of people at specific times, but online classes allow many more people to participate. When the pandemic hit, the adoption of online fitness accelerated dramatically because people had no choice but to train at home. Even now, with studios open again, we believe online fitness has tremendous growth potential, and we intend to expand it further both domestically and internationally.
Feel Connection
Do you believe your model can expand successfully into international markets? Which regions are you prioritizing?
We have not selected a single priority market, but as a group we are already moving into Asia. We are operating in Vietnam, Singapore, and Malaysia, and see Asia as a strong starting point. Of course, we also intend to expand into Europe and North America. Interestingly, our international reputation began without deliberate planning. Foreign visitors to Japan discovered us on their own—through luxury hotel concierges or simply by searching for fitness experiences while traveling. We have even had very high-profile visitors, such as famous artists and DJs, take our classes. That kind of spontaneous recognition convinced us that our concept resonates globally.
Japan faces major demographic challenges such as population decline and aging. How is your company addressing these challenges, and what opportunities do you see despite them?
While Japan’s population is shrinking, only around 3% of the population currently engages in fitness. If that figure grows to 5%, 10%, or even 30%, the potential market size would expand significantly—even with a declining overall population. In Europe, participation is already near 20–30%, so the growth potential in Japan is substantial. At the same time, we are addressing these challenges by diversifying. While our services are popular among younger audiences, they are not limited to them—we aim to create experiences where people of various generations can come together in the same space. International expansion is another important strategy. In both ways, we are broadening our customer base beyond traditional boundaries.
The FEELCYCLE LUSTER event has become a signature part of your brand. How do you measure its success, and what role does it play in your growth strategy?
LUSTER is not just about fitness; it is about creating cultural and community experiences. We invite artists, build large-scale productions, and create an atmosphere similar to concerts or festivals. These events significantly raise our brand visibility and attract new people to our studios. They also allow customers from all over Japan to come together in one place, building connections with each other and with instructors. That sense of community is essential—it deepens relationships and strengthens the emotional bond people feel with our brand. Ultimately, our ambition is to expand LUSTER globally. We imagine a large-scale festival where indoor cycling and fitness enthusiasts from around the world come together. Such an event does not yet exist, and we believe we can create it.
Your company has expanded into apparel, wellness products, and lifestyle businesses. What inspired this diversification, and what are your future plans in this area?
From the start, we never intended to focus only on fitness. Our mission is to enrich people’s lives and broaden their horizons. Naturally, that extends into apparel, wellness goods, and lifestyle experiences.
We even operated a restaurant before the pandemic. Unfortunately, that business closed, but I would like to reintroduce food and beverage concepts again. Whether it is fashion, furniture, or dining, we want to introduce people to things they may never have encountered before—both from Japan and from around the world. This aligns perfectly with our philosophy: Expand Your Horizons. Discover the New You.
Looking ahead three to five years, what is your personal dream for FEELCYCLE and the Feel Connection brand?
Personally, I am very passionate about FEELCYCLE. I believe it can truly change people’s lives by offering them new perspectives and experiences. In the next three to five years, I want to continue expanding it globally while evolving into a brand that connects fitness with lifestyle and culture. Beyond fitness, we want to create an ecosystem of discovery—whether through fashion, food, or lifestyle products. Our goal is to be a platform that introduces people to new worlds and helps them rediscover themselves.
If you had to describe the essence of your company in a single sentence for a global audience, how would you phrase it?
I would describe it as a place where people can deepen their philosophy of life. When someone takes a class, immersed in music, lights, and movement, many find themselves reflecting on their day, clearing their minds, or reconnecting with their inner selves. For some, it is almost a meditative experience. If we can help people rediscover their own values and perspectives through fitness, then we are fulfilling our mission.
For more information, visit their website at: https://www.feelconnection.co.jp/
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