KX Pilates Enters Japanese Market
KX Pilates, an Australian Reformer Pilates brand, has officially opened its first studio in Japan, marking a major step in the company’s Asia-Pacific expansion. Located in Higashi-Shinjuku, the 167-square-meter studio features 14 state-of-the-art Reformers and offers around 40 classes weekly in a minimalist space designed to foster both focus and openness.
Under the leadership of Atsuyuki Tsuchiya, former President of Fast Fitness Japan, KX is introducing its unique “Kaizen Xperience”—a blend of Pilates, cardio, and strength training that aligns with Japan’s culture of continuous improvement.
“We felt that KX Pilates is not just a fitness brand, but one that promotes a redefinition of lifestyle,” Tsuchiya shared. “In Japan, we have always valued the culture of improvement, and KX’s ‘Kaizen Xperience’ embodies this concept on a global scale. We are confident that KX’s efficient, sustainable workouts are exactly what urban Japanese need.”
The response has been overwhelmingly positive. “In Japan, Pilates is often seen as slow and gentle,” Tsuchiya noted. “Clients are surprised by how effective and energizing our 50-minute sessions are. The fact that even beginners can feel the effects immediately has led many clients to become early converts.”
Recognizing the unique needs of the Japanese fitness market, KX has adapted elements of its client experience. This includes optimizing the reservation system and payment options to align with Japanese consumer preferences, offering free trial sessions, and designing beginner-focused programs. “We are making efforts to lower the barrier to entry while maintaining the core of the KX brand ethos and USPs,” Tsuchiya added.
The team, trained in Australia and experienced in boutique fitness, aims to build a community of 300 active weekly members in the first year through trial sessions, workshops, and events.
KX Pilates plans to open three to five studios across Tokyo by the end of FY2025, with future expansion into Kansai and Chubu regions.
“Our mission is to embed wellness as a culture,” Tsuchiya said. “Through KX, we want to create a space for proactive self-transformation in Japan.”
This will be the Aussie brand’s eighth overseas market, after recently opening in Thailand.
Learn more at kxpilates.com.au.
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