--- title: assist description: マンパワーに頼らないストックビジネス --- [![Assentia Holdings](https://fc.assentia-hd.com/hs-fs/hubfs/Assenti_logo.jpg?width=993&height=142&name=Assenti_logo.jpg "Assentia Holdings")](http://assentia-hd.com?hsLang=en) Open main menu Close main menu - [Home](https://www.assentia-hd.com/en/) - [Inspection Tour](https://fc.assentia-hd.com/inspectiontour) - [Brand List](https://fc.assentia-hd.com/brandlist) - [Best ramen20](https://fc.assentia-hd.com/bestramenfranchise) - [English](https://fc.assentia-hd.com/assist) - [日本語](https://fc.assentia-hd.com/ja/assist) English # Not a gym, but a club. That's the strength of ASSIST24. 24-Hour Fitness Club ## 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 ![](https://www.anytimefitness.co.jp/wp/wp-content/uploads/2020/10/ne201001_2.png) It's safe to say that 24-hour fitness has now fully gained acceptance.   ## Break-even membership count 160 members ### There is a 24-hour fitness center called ASSiST24. They are deliberately choosing to open stores in small towns with low populations. ## Breakeven point at 10,000 residents ### 160 members are on the borderline Anytime Fitness, a pioneer in 24-hour fitness, requires a significant initial investment of ¥80 million or more, whereas ASSiST24 requires an initial investment of ¥20 million. This lower initial investment directly translates to a lower break-even point. ![IMG_20200801_153003](https://fc.assentia-hd.com/hubfs/%E3%82%A2%E3%82%B7%E3%82%B9%E3%83%8824/IMG_20200801_153003.jpg "IMG_20200801_153003") ## Starting from Oita, a place with a small population, I understand. ![IMG_20201218_190011](https://fc.assentia-hd.com/hubfs/%E3%82%A2%E3%82%B7%E3%82%B9%E3%83%8824/IMG_20201218_190011.jpg "IMG_20201218_190011") ### Because it started as a local business, it has spread to every corner of the country. Already thriving in towns with populations of 10,000 and 30,000 With a profitable membership level of only about 160 members, you can confidently try this even in rural areas or regions with smaller populations.   ## Even in rural areas, there's demand for late-night fitness centers. ### It is definitely not urban. The reality is that healthcare workers and so-called essential workers (those in professions that support our daily lives, such as healthcare, logistics, transportation, retail, and infrastructure) often work long hours, including early mornings and late nights. Being open 24 hours means it's easier for those working irregular shifts around the clock to use the facility. ## Please contact us [![zoom meeting with Assentia Holdings](https://hubspot-no-cache-na2-prod.s3.amazonaws.com/cta/default/5589776/1e671ffb-4c91-46a5-830f-655c7b78f8dd.png)](https://hubspot-cta-redirect-na2-prod.s3.amazonaws.com/cta/redirect/5589776/1e671ffb-4c91-46a5-830f-655c7b78f8dd) [![Information Registration](https://hubspot-no-cache-na2-prod.s3.amazonaws.com/cta/default/5589776/a22120b8-768d-4ff6-ada5-78b7198306a2.png)](https://hubspot-cta-redirect-na2-prod.s3.amazonaws.com/cta/redirect/5589776/a22120b8-768d-4ff6-ada5-78b7198306a2) #### CEO Blog - [CEO Blog](https://blog.assentia-hd.com/en-us/ceoblog) - [Howard Schultz](https://blog.assentia-hd.com/en-us/ceoblog/howard-schultz) #### Services - [Franchise Opportunity](https://www.assentia-hd.com/en/worldbridge/) - [Business Design Firm](https://www.assentia-hd.com/en/2020/07/19/the-business-design-firm-a-new-service-that-turns-your-companys-core-business-into-intellectual-property-and-knowledge-industry/) #### News - [Latest News](https://www.assentia-hd.com/en/page/2/) - [Japan International Franchise Show 2022](https://www.assentia-hd.com/en/2022/01/19/franchise-show-2022/) ### Sign up for our newsletter Follow us on Facebook Follow us on LinkedIn Follow us on Twitter Follow us on Instagram