FIT-EASY【JP:212A】Stock Price

Fit Easy operates "amusement fitness clubs" that combine traditional fitness machines with entertainment features such as simulation golf, private saunas, coworking spaces, and self-service beauty treatments. Built on the concept of "becoming healthy while having fun," the company operates 238 locations nationwide (23 company-owned stores and 215 franchise stores) and serves over 220,000 members. The company prioritizes convenience improvements, including enabling hands-free entry through an AI facial recognition system.

Unlike conventional fitness clubs that primarily serve men in their 20s and 30s, Fit Easy's customer base is characterized by a higher proportion of users aged 40 and above and female members. The company's revenue structure consists of three pillars. For the fiscal year ending October 2025, revenue composition is: development revenue (franchise fees and equipment sales, etc.) at 62.6%, operational revenue (franchise royalties, etc.) at 21.5%, and company-owned store revenue (member monthly fees, etc.) at 15.7%. Members can use all locations interchangeably, and the flexibility to adjust usage according to lifestyle contributes to revenue stability.

The company operates a single business segment: fitness club operations, with two operational formats—company-owned and franchise stores. Company-owned stores are operated through direct investment, while franchise stores are operated by franchisees with ongoing guidance and support provided by the company. Additionally, converting strategically selected company-owned stores to franchise operations serves as another revenue source, allowing the company to maintain approximately 30 company-owned stores while achieving efficient business expansion.

Fit Easy is a rapidly growing company built on a unique concept called "Amusement Fitness Club." The company has set targets of 238 locations and approximately 225,000 members by October 2025, and is actively expanding nationwide. Over the past four years, it has more than tripled its store count and increased membership from approximately 150,000 to over 220,000. Going forward, the company plans to limit company-operated stores to around 30 locations and adopt an efficient growth strategy centered on franchise expansion, aiming to expand business scale while minimizing initial investment risk.

The core of the company's differentiation strategy lies in consolidating diverse entertainment elements—including simulation golf, saunas, self-service beauty treatments, and coworking spaces—alongside traditional fitness equipment in a single facility. This "third place" value proposition has extended customer dwell time and improved retention rates. Additionally, the company has deployed a proprietary digital feedback system called "Opinion Box" across all locations, creating a mechanism to reflect member feedback in improvements within 24 hours, thereby maintaining and enhancing service quality.

For new market development, the company is accelerating nationwide expansion by leveraging successful practices from the Tokai region, targeting areas with populations of 50,000 or more and standardizing its store development strategy. The company is also considering international expansion in the medium to long term, with priority given to areas with large populations of Japanese residents and travelers. The company has also stated it will actively consider acquisitions of competitors and existing stores if deemed effective for business expansion.

Regarding technological innovation, the company has begun implementing "AI Healthcare Automation" using facial recognition and AI camera systems. This technology automatically collects individual training history and body composition data, providing customized training menus through a dedicated app. By delivering data-driven health management services, the company aims to improve member retention and create new added value, further strengthening differentiation from competitors.