#Japan #fitness #Setagaya #FLATTE #Fanova

FLATTE’s Approach to Fitness and Member Retention

FLATTE, an OMO-style fitness brand managed by funova, Inc., is redefining the fitness industry with a unique operational model, which has allowed it to sustain a remarkable member retention rate of over 90%. This achievement weaves together customer experience, trainer development, data utilization, and seamless store operations.

Located in Setagaya, Tokyo, FLATTE caters to diverse fitness needs with offerings such as semi-personal gyms, personal machine Pilates, and female-only 24-hour gyms, all tailored for individuals who may have previously found traditional gyms intimidating. By focusing on providing a supportive environment, FLATTE breaks the barriers that many potential members face when considering a fitness membership.

The Challenges in Fitness: Starting and Continuing

Embarking on a fitness journey comes with both physical and psychological hurdles. Newcomers often grapple with issues such as intimidation by gym environments, uncertainty about how to exercise effectively, lack of motivation, high costs, and scheduling conflicts. Such concerns do not only deter people before they join: they persist during the membership period, often leading to cancellations.

FLATTE's unique model aids in reducing both the initiation and continuation barriers of fitness. By offering in-person support along with digital services for scheduling, payments, consultations, and online content, it creates an adaptable workout environment tailored to individual lifestyles.

Uniform Approach Across Diverse Offerings

Despite offering distinct fitness experiences, FLATTE emphasizes a consistent operational foundation which facilitates a supportive workout environment.

1. Trainer Relationship

In its semi-personal gym, FLATTE focuses on providing moderate support. This model caters to individuals who seek guidance but may find one-on-one training a bit overwhelming. In Pilates sessions, trainers focus on personalizing their approach according to individual physical conditions and goals, fostering a collaborative and pressure-free relationship with members.

2. Data-Driven Communication

FLATTE employs a comprehensive strategy for monitoring customer engagement through metrics such as attendance frequency, lesson types, counseling sessions, and even digital queries via platforms like LINE. This framework enables trainers and staff to understand customer's situations better, promoting more tailored communication and support that transcends gut feeling.

3. Simplified External Interactions

FLATTE reduces the hassle for users by allowing them to manage their appointments, payments, and consultations entirely through their smartphones. Furthermore, follow-up messages via LINE and other platforms help to integrate fitness seamlessly into daily routines, so members remain engaged even outside the gym.

4. Online Fitness Infrastructure

In addition to in-store sessions, FLATTE offers online fitness resources that members can utilize at home. This initiative encourages ongoing physical activity even on days when members cannot come to the gym, effectively bridging their gym experience and daily life.

A Robust Operation Framework for Trainer Development

In crafting a sustainable customer experience, FLATTE recognizes the need for operational practices that do not rely solely on individual trainer experiences. A comprehensive training and evaluation system, including foundational training, practical assessments, role-playing, immediate feedback, and regular team meetings, ensures that all trainers deliver a consistent quality of service.

By fostering a culture of knowledge sharing around customer data and insights, FLATTE is constantly refining lesson content and communication strategies to minimize discrepancies across different locations, enabling a comparable member experience.

Preparing for Multi-Location Expansion

funova, Inc. is poised to expand the FLATTE brand through direct management, franchises, and M&A strategies. As the number of locations increases, maintaining a consistent customer experience and effectively developing trainers will become increasingly critical.

With a retention rate exceeding 90% as a benchmark, FLATTE endeavors to further enhance its operational model and improve services across semi-personal gyms, personal machine Pilates, and female-only 24-hour gyms. FLATTE’s ongoing commitment is to design services that facilitate a comfortable, engaging exercise routine while preparing to replicate operational success in new locations.

On June 24, 2026, FLATTE's executives, including COO/CMO Taeko Mitamura, will actively participate in an online seminar hosted by hacomono, focused on factors contributing to achieving high membership rates and retaining members. This session presents an opportunity to delve deeper into FLATTE’s integrated operational model from recruitment to retention.

Additionally, FLATTE is currently welcoming franchise owners for its personal machine Pilates and female-only gym initiatives. Those looking to invest in community wellness or expand on existing businesses are encouraged to reach out for more information.

For more on FLATTE offerings and the upcoming seminar, visit the following links:

• - FLATTE Official Site: FLATTE
• - 24-hour Gym Details: FLTTE24
• - Pilates Information: FLATTE Pilates

Contact Information for Media Inquiries

For more information, journalists may contact:
FLATTE PR, Taeko Mitamura
[email protected]

Company Overview

Company Name: funova, Inc.
CEO: Kyosuke Funakubo
Location: 2-16-4 Komazawa, Setagaya, Tokyo
Established: April 25, 2019
Website: funova