Tokyo-based Sunpark Co.’s restaurant portfolio stretches across eight countries and 118 locations, and it’s leaning on that development experience to introduce YogaSix to the market. Boutique fitness is growing in popularity, says the CEO of Sunpark Wellness, and YogaSix is prepared to capitalize on the demand.
A new era is underway in Japan, and Sunpark Wellness CEO Atsuyuki Tsuchiya believes the company and its fitness franchises are ideally positioned to serve modern consumers.
In the 40 years after the end of World War II, Japan grew as an economic powerhouse, Tsuchiya said in emailed comments, “peaking in 1985 when the yen reached its strongest value.” The economy declined over the next 40 years, he continued, but today “we foresee the beginning of a new era where Japan moves beyond being just an economic nation and starts shaping itself under a new set of values. We believe that these new values will center around ‘physical well-being’ and ‘human connection.’”
Enter YogaSix, one of eight concepts under Xponential Fitness. Sunpark Wellness is the brand’s master franchisee in Japan, and in January opened its first location, in the Shinagawa neighborhood of Tokyo. Dozens more are slated to open across the country as YogaSix is primed to appeal to a society that needs to manage stress, the effects of constant digital connection, busy lifestyles and overall mental health, said Tsuchiya.
“YogaSix’s mission to change the way people think about and understand yoga—and give them a mind-body experience that is empowering, energizing and fun, making it more accessible to a broader audience—aligns perfectly with our vision and values,” he said.
Tsuchiya knows Japan’s fitness landscape. From his time as a sports club manager to his involvement founding Anytime Fitness in Japan, he has decades of experience overseeing development, client services, marketing and facility management.
Sunpark Co., a multi-brand operator and global franchisor of restaurants, entertainment concepts and fitness centers, established Sunpark Wellness in spring 2023 when it signed a master franchise agreement for Xponential’s StretchLab brand. It added fellow Xponential concept Pure Barre in December 2023 and has one Pure Barre and two StretchLab units open.
Boutique fitness, noted Tsuchiya, is still new in Japan, but Sunpark Wellness sees an opportunity to capitalize on a growth market as more people look for ways to maintain their health and well-being.
“We are confident that the wave is coming. Traditional gym formats have struggled to foster strong communities, but boutique fitness studios provide an excellent environment for building them,” he said. “A big focus for us will continue to be developing and nurturing a sense of community in our studios.”
While Japanese consumers are still learning about boutique fitness concepts, yoga is hugely popular. The practice, however, is still thought of as an activity for women and the elderly, Tsuchiya explained, and many people perceive it as an extension of stretching.
“We believe YogaSix has the power to change that perception with its modern approach to the ancient practice where a variety of heated and non-heated fitness-focused yoga classes are available,” he said. “For those who have given up on their yoga practice or thought it wasn’t for them, YogaSix offers a sensory yoga experience that is energizing, empowering, modern and fun.”
Localization of the concept, meanwhile, is crucial, from translation of the messaging to adaptations that account for differences in physique, healthcare systems and fitness culture between Japan and Western countries, Tsuchiya said. Sunpark Wellness is learning from its first studio to emphasize that YogaSix is designed for the Japanese audience.
The company is focusing its early development efforts on Tokyo, with a population of 37 million people. The company benefits from a strong real estate network, Tsuchiya said, and its broad variety of food businesses mean it has expertise in the full opening and operating process.
Sunpark Co.’s portfolio stretches to eight countries and across 21 brands in the food, e-commerce and wellness sectors. In addition to its own brands, which include Takagi Coffee, Maji Curry and Belle-Ville Pancake Café, it’s a franchisee of bubble tea brand Gong Cha and Japanese cream puff concept Beard Papa, among others.
Staying intentional with international
While some of Xponential’s brands have an established international presence—Club Pilates has about 200 locations in more than a dozen countries—YogaSix didn’t go outside the United States until September 2024. That’s when LifeFit Group, led by Christophe Collinet and Daniel Hoffman, opened the first German studio in Frankfurt.
Growth beyond U.S. borders has been “selective and careful at the beginning” for YogaSix, said Bob Kaufman, Xponential’s president of international.
“That’s to make sure we believe that it can resonate and do well for everyone, for our franchisees in those markets,” he said.
Germany and Japan are strong economic markets, he continued, and the experienced operators in each (LifeFit operates six Club Pilates studios in Germany) made the countries “great places to start.” Yoga as a fitness modality, meanwhile, is “pretty universal.”
“I think YogaSix is a very accessible brand, which I think broadens its appeal or makes it appealing to a broader audience,” said Kaufman. “But then you also have to look at the market and find a way to match what we do to what the local need is. And build locations that will resonate with people in each market. I think that’s a trick to growing internationally. It doesn’t matter how great a concept is without understanding where you’re taking it to and how you need to introduce that brand in these markets.”
In Japan, studio development is focused on neighborhoods with both residential and business traffic, and layouts will likely be less standardized to allow for nuances in real estate availability. The class lineups initially will include more introductory formats, Kaufman said, and Xponential is “constantly pressure testing with the team in Japan” to evaluate class options and scheduling.
Sunpark Wellness is especially focused on its studio-level staff.
“That is so key, because we can talk strategically all we want. But if a member walks into a studio and they’re not greeted warmly and feel welcome, then none of the other work matters, right?” said Kaufman. “You’ve got to make sure at the studio level the execution is strong, and so that gives us great confidence that when you have a franchisee in the market that has a hospitality background, the experience of the member is above everything.”
Source: Franchise Times
