Former Pro Baseball Star Yoshio Itoi Becomes Ambassador for BEYOND Gym's New Campaign

BEYOND Gym Welcomes Yoshio Itoi as New Ambassador

Japan's personal training gym franchise, BEYOND, operated by World Fit Co., Ltd., has announced that it will have former pro baseball player Yoshio Itoi serve as its ambassador. This comes as part of their new advertisement campaign titled "Everything is a Habit." The campaign is set to launch on May 7, 2026, and will be disseminated across various platforms such as Instagram, YouTube, TVer, and ABEMA.

Rising Health Awareness Leads to New Ambassadors

As Japan observes a growing concern for health and fitness, more individuals are engaging in training. However, BEYOND recognizes a recurring issue where many struggle to maintain their routines, often giving up before seeing results. In response, BEYOND has established its mission to integrate training into everyday life, making it a consistent practice rather than an extraordinary task.

Yoshio Itoi’s journey is shared in the new ad, portraying him as someone who continues to evolve post-retirement. Through his story, the campaign aims to showcase the myriad positive impacts that regular training can have—not only on physical appearance but also on one's mindset and overall life experience.

The New Advertisement: "Everything is a Habit."

The commercial kicks off with Itoi engaged in a variety of high-intensity workouts, including lat pulldowns and bench presses. He reflects, "I’m pushing harder now than I did during my playing days."

This message underlines Itoi's disciplined approach and the impressive physique he has maintained. It resonates with viewers about the attributes necessary for reinforcing training as a habitual practice.

Transforming Daily Quality of Life Through Training

For Yoshio, physical training transcends mere body maintenance; it serves as a catalyst for a more profound mental clarity and an improved quality of life. Key aspects include:

- Clarity of thought through physical movement.
- Enhanced work performance stemming from a fulfilled daily routine.
- A positive outlook towards new challenges.

Training is positioned not just as exercise but as a vital ingredient for enriching every aspect of daily life.

The Importance of Switching Gears

Reflecting on his past, Itoi mentions, "There comes a time when you need to switch gears. If you dwell on the past, the following day may not be productive either." He emphasizes that training serves as more than just a fitness regime; it provides an opportunity to reset one’s mindset and prepare for future challenges.

Sustained Effort without Relying on Motivation

The theme of the advertisement also touches on the challenges of sustaining exercise without being reliant on motivation. BEYOND highlights:

- The significance of consistency, irrespective of motivation levels.
- The changes that become visible only through commitment.
- The undeniable value that once experienced becomes indispensable.

This underscores how integrating training into daily routines is essential.

Core Message of the CM

"Everything is a Habit." This straightforward motto addresses that fitness and life transformations result from consistent efforts rather than innate talent.

About BEYOND Gym

BEYOND focuses on sustainable health practices, separating itself from extreme and fleeting diet fads. The gym encourages participants to adopt regular training routines without harsh restrictions. This personalized guidance allows individuals to achieve their ideal physiques and enhance their lifestyles actively.

Launch Details

- Launch Date: May 7, 2026
- Available On: Instagram, YouTube, TVer, ABEMA

Follow BEYOND on social media for more updates:

- Instagram: @beyondgym
- YouTube: BEYOND YouTube Channel

Company Overview

World Fit Co., Ltd.

- CEO: Daiki Takashiro
- Headquarters: 1-37-5 Tomigaya, Shibuya, Tokyo, Japan
- Founded: April 2017
- Services: Personal fitness training gyms (BEYOND), pilates studios (Pilates KASANE), dark boxing classes (b-monster), health care brands (BeEARTH), and athleisure apparel (CRONOS).
- Website: BEYOND Gym