Japan Online Fitness Market Overview, 2028

Online fitness gives people the freedom to be active and lead healthy lives while relaxing in the comfort of their own homes or any other location with internet access. The convenience it provides and the shifting landscape of fitness preferences are reasons for this growing trend. It's now simpler than ever for Japanese to prioritize their health and wellness from the comfort of their homes due to the availability of on-demand workouts, virtual training sessions, and a myriad of fitness applications. One of the causes for the trend of online fitness is when Japan urged people to stay at home to prevent transmission of COVID-19, about 40,000 senior citizens logged onto YouTube to watch a free workout video produced by a care-home operator featuring simple exercises and stretches demonstrated by models standing and sitting on chairs. Also, the Coca-Cola launches home exercise app campaign in Japan in 2020. This app offers a scheme that when the users achieve 1,000 steps via exercise or their daily activities per week, they get a chance to get a free drink ticket that can be used at 340,000 Coca-Cola branded vending machines across the country. The company set up the exercise goal to be relatively easy with 1,000 steps to help encourage consumers with limited space or athletic prowess to participate. During the period of the campaign, one new exercise video was released per week to the app, as well as the company’s Instagram and Twitter accounts. Overall, these online fitness platforms offer convenience, variety, and often a sense of community, making them attractive options for individuals looking to prioritize their health and fitness from the comfort of their own homes.

According to the research report, “Japan Online Fitness Market Overview, 2028” published by Bonafide Research, the market is anticipated to reach at more than USD 2 Billion by 2028. This increase has been greatly influenced by Japan’s growing awareness of fitness and health. More people are seeking affordable fitness solutions as they become more aware of the value of keeping an active lifestyle. Online fitness platforms offer the flexibility to work out at any time and place, aligning perfectly with the need for adaptable fitness routines. The growth in the market is mainly due to the companies resuming their operations and adapting to the new strategies to promote the online engagement for fitness via some applications like Boot Home, Sony Lifelog, T-Health, and FiNC. Japan-based Boot home launches world online fitness club to connect the world, it offers live and on-demand workouts, as well as nutrition and sleep coaching. It was launched in 2020 by a team of experienced entrepreneurs and fitness professionals. Sony Lifelog is a fitness tracker app that tracks users' steps, calories burned, and sleep quality. It also integrates with other fitness apps, such as FitCoach and Boot Home. On-demand offerings are a key trend gaining popularity in the online fitness industry. On-demand online fitness services enable consumers to access fitness sessions at their convenience with their choice of workout programs, exercise difficulty levels, and trainers.

By Device type, the market is distinguished into Smart phones, Smart TV, Laptop’s, and Others (tablets). Current Smart phones technology has also become a huge asset in the health and fitness world. From calorie counting and heart rate tracking to virtual personal training and platforms for income generation, smartphones provide a variety of powerful health and fitness tools. People access fitness apps and programs on their smartphones virtually anywhere, whether they're at home, in the gym, or on the go. The intuitive touchscreens and the availability of fitness apps with personalized workout plans and tracking features make smartphones a versatile and accessible tool for fitness enthusiasts. This widespread adoption of smartphones for online fitness has resulted in this device category holding the largest market share in the online fitness market. Following smartphones, smart TVs have also gained popularity in the online fitness space. Many individuals enjoy the immersive experience of streaming fitness classes on their larger television screens, creating a more engaging and dynamic workout environment. Additionally, the convenience of having access to a wide variety of fitness content on smart TVs have contributed to their significant market share. Laptops and tablets are also commonly used for online fitness, providing users with larger screens compared to smartphones, which can be advantageous for viewing detailed workout instructions or following along with instructors. While these devices hold a notable share of the market, their usage tends to be more specific to individual preferences and situations. By Revenue Model, the market is segmented into Subscription, Advertisement, and Hybrid. The revenue generated by subscription-based models, which account for the majority of the market share, has been driving the impressive rise of the online fitness business in recent years.

As the dominating player in this sector, live streaming of online fitness sessions has come to prominence. When compared to its competitor, On-demand streaming, it has the biggest market share. The allure of Live Streaming stems from its capacity to deliver real-time, interactive, and engaging fitness experiences. Users can join in live courses from the convenience of their own homes, frequently conducted by renowned fitness instructors. This not only provides a sense of camaraderie and accountability, but also allows for rapid feedback and coaching, similar to a traditional gym setting. The sense of connection and the excitement of participating in classes as they happen have made Live Streaming a compelling choice for fitness enthusiasts in Japan. On the other hand, On-demand Streaming, while still significant, occupies a slightly smaller portion of the market. It caters to individuals seeking flexibility in their workout schedules, allowing them to access pre-recorded classes and exercise routines at their convenience. While On-demand Streaming appeals to those with busier schedules or specific preferences, Live Streaming's surge in popularity suggests that many Japanese value the real-time interaction and structured workouts that it offers.

Considered in this report:
• Geography: Japan
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028



Aspects covered in this report:
• Japan Online Fitness market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Streaming Type:
• Live Streaming
• On-demand Streaming

By Session Type:
• Group
• Solo

By Device:
• Smart phones
• Smart TV
• Laptops
• Others (tablets)

By Revenue Model:
• Subscriptions
• Advertisements
• Hybrid

By End Users:
• Professional Gyms
• Sports Institutes
• Defence Institute
• Educational Institutes
• Corporate Institution
• Individuals
• Others (hospitals, rehabilitation centres, and senior centres.)

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and list out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, and annual reports of companies, analyzing the government-generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers into regional aspects, tier aspects, age groups, and gender. Once we have primary data with us we started verifying the details obtained from secondary sources.

Intended audience:
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to the Online Fitness industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.