Not a gym, but a club. That's the strength of ASSIST24.

Changing Health Awareness Due to COVID-19

Lifestyle-related diseases and metabolic syndrome are now a reality that walks hand-in-hand with death.

The year 2020, shaken by the COVID-19 pandemic.
What profoundly changed the mindset of citizens worldwide was the undeniable fact that people with underlying conditions—so-called “luxury diseases” or lifestyle-related illnesses like diabetes and hypertension—were contracting COVID-19 and losing their lives. This sparked a desire across all nations and social strata to boost “immunity,” avoid infection, and maintain “health.”
To boost immunity,
diet (eating in moderation; intermittent fasting)
adequate sleep (7-8+ hours daily)
and moderate exercise
are said to be essential.
While diet and sleep will be covered another time, fitness clubs are drawing attention as a way to build the habit of consistent moderate exercise.

The Rapid Growth of Women-Only Fitness Club Curves

Auntie Fitness has 2,000 locations nationwide

In 2005, Curves, a women-only fitness brand originating in the United States, made its debut in Japan through Venture Link. Venture Link established a franchise headquarters as a wholly-owned subsidiary and rapidly expanded nationwide.
Strategically targeting the then-middle-aged and older generation, as the largest demographic cohort of the baby boomers (born 1947-49) reached an age concerned about health, proved successful. The chain expanded its network to 2,000 stores, shocking Japan's fitness industry, which had previously only offered traditional comprehensive fitness clubs with pools.

The Rise of 24-Hour Fitness

Anytime Fitness's IPO in Japan (December 2020)

Once again, it was an American fitness franchise that shook the industry.
Anytime Fitness, a 24-hour fitness chain, removed pools and studios from the traditional fitness model and operated around the clock.
While traditional Japanese fitness clubs built large, fully equipped facilities near major train stations, many members left citing reasons like “too busy to go” or “no time to go.” Then, a new fitness model arrived from America: 24-hour facilities located in residential areas and near residential station fronts.
Leveraging convenience to capture customers from comprehensive fitness clubs, it achieved rapid growth. Through franchising, it expanded nationwide to 800 locations (as of October 2020), continuing its rapid expansion.

Expansion into Major Cities with Smaller Populations
Hidaka City: 56,000 people
Niigata Prefecture, Uozu City: 42,000 people
Ishikawa Prefecture, Nanao City: 53,000 people
Kagoshima Prefecture, Izumi City: 51,000 people

It's safe to say that 24-hour fitness has now fully gained acceptance.