BEYOND Expands with Masato as Brand Ambassador in New Campaign

BEYOND's New Campaign Featuring Masato

In an exciting move for fitness enthusiasts, BEYOND, Japan's prominent personal training gym chain with over 180 locations, has announced that former K-1 world champion Masato has been appointed as their new brand ambassador. This announcement coincides with the launch of their new commercial titled 'Everything is Habit,' set to air starting June 15, 2026, across various platforms including Instagram, YouTube, TVer, and ABEMA.

Emphasizing Sustainable Habits

As health consciousness continues to rise in Japan, more people are turning to regular exercise routines. However, many face challenges in maintaining consistency, citing issues such as busyness, lack of motivation, or simply aging. Recognizing these challenges, BEYOND promotes the idea that establishing sustainable habits is essential rather than just pushing through a short-term program.

In the new campaign, Masato shares his journey of practicing training without interruption – from his 20s to now, underscoring the value of persistence and how developing healthy habits enriches one's life.

The Message of 'Everything is Habit'

'Life is most fun in the present,' Masato reflects in the commercial, embodying a philosophy that extends beyond just physical fitness. The ad highlights the values developed through years of consistent training, emphasizing:

- Continuity in one's efforts since youth
- Taking proactive steps today to avoid future regrets
- The notion that building physical strength contributes significantly to a fulfilling life.

Shaping the Future Through Consistency

Even after retiring from professional competition, Masato continues to prioritize his own fitness regimen, guided by the belief that 'the next 10 or 20 years will only reflect the actions taken today.' This approach highlights that daily efforts may not yield immediate results, yet these habits profoundly influence one's future.

A Lifelong Journey of Challenge

Masato, who once stood atop the world of martial arts, now reflects a mindset focused on the present. He states, 'I find it easier now than before,' showcasing that his journey is not fixated on past glories but on ongoing self-improvement and striving for optimal health. The message conveyed is that daily commitment, rather than special talents, shapes one's life trajectory.

Fitness for a Richer Life

Crucially, Masato articulates the myriad benefits of training that extend well beyond aesthetic changes. Engaging in physical activity can lead to:

- Improved health
- Increased self-confidence
- A more positive outlook on life
- A richer, more fulfilling life.

He powerfully communicates that physical fitness is fundamentally about enriching one’s life.

Core Message of the Commercial

The slogan 'Everything is Habit' encapsulates the essence of Masato’s journey. It isn't just about extraordinary skills or determination; it is about the cumulative efforts that build a healthier self over time. The commercial communicates that transforming one’s life is not rooted in a single moment of resolve but rather in everyday habits.

About BEYOND

The personal training gym BEYOND emphasizes changing one’s body not through extreme dieting but through regular incorporation of training into daily life. They support clients in crafting ideal bodies and lifestyles through personalized training and dietary guidance without excessive restrictions.