Fukui Prefecture's First Gym Focuses on "Time Performance" as well! Semi-personalized gym with a monthly membership fee of 6,820 yen per week. Why "Bonafide Gym" is chosen by working housewives.

BONA FIDE Inc. (CEO: Ryota Ueda), operator of BONA FIDE (Bona Fide Gym), has converted its business to a semi-personal gym, the first in Fukui Prefecture (*), and has started full-scale operations at three stores in the city (Owada, Yonematsu and Seiwa stores).

According to our own research.

Official website

https://www.bonafide-fitness.com/

Image of Bonafide

The company's unique semi-personal instruction method has realized low-cost personal training, which used to be very expensive. For a monthly membership fee of 6,820 yen, you can attend semi-personal training four times a month.

As the concept "Just right for me, once a week" suggests, the fee plan is only 4 times a month.

The price is equivalent to that of a 24-hour gym, and with the guidance of a trainer each time, the service is chosen by housewives who are busy every day.

To "time-performance oriented" services

The keyword "time performance," which has begun to attract attention since 2023, refers to the degree of satisfaction with the time spent, or time-effectiveness.

Time performance has been spreading mainly among Generation Z. Recently, however, it is also attracting the attention of many housewives who are "busy every day" and who want to "improve time-effectiveness".

In particular, Fukui Prefecture's co-worker ratio is 60.0% (2017 Basic Survey of Employment Structure), which is the highest in Japan and approximately 15 percentage points higher than the national rate.

For housewives who are both working, even if they want to go to the gym during their busy days, they can only make time for it "once a week" at most.

Therefore, both "cost performance," which does not put pressure on the family budget, and "time performance," which is time versus effect, are becoming more and more important.

Spreading by word of mouth among housewives

Training scene of a woman in her 40s

According to Bonafide's customer survey, 82% of its members are women, with housewives in their 30s to 50s accounting for 57% of the total.

Thus, Bonafide's low-priced "once a week" semi-personal gym matches the needs of housewives who are both working.

<Most common needs

I can't go to a 24-hour gym by myself. However, personal gyms are too expensive for them.

Semi-personal gyms are chosen because of their low prices and the guidance of a trainer. According to Bonafide's customer survey, 82% of its members are women, with housewives in their 30s to 50s accounting for 57% of the total.

Thus, Bonafide's low-cost, "once-a-week" semi-personal gym matches the needs of housewives with two jobs, making it a popular choice.

<Most common needs

I can't go to a 24-hour gym by myself. However, personal gyms are too expensive for them.

Semi-personal gyms are chosen for their "low cost" and "guidance from a trainer.

In addition, according to the pre-membership survey by Bonafide, referrals accounted for nearly half of the respondents (40.8%), followed by Instagram (27.4%), billboards (13%), and Internet searches (18.8%), most of which seemed to have heard about Bonafide from existing members. Thus, it can be seen that the service has gradually spread by "word of mouth" among housewives.

Graphical image of the membership survey

[Satisfaction is high because "results are achieved even once a week

Image provided by a female member in her 50s

This is an image provided by a female member in her 50s. As you can see, there are many people who have lost about -5 kg after continuing even once a week.

The monthly membership fee is 6,820 yen, which is not a burden on the family budget, and because it is once a week, you can continue coming without any burden on your life. Above all, the results are impressive, which is why our customers choose us.

In fact, Google Maps has a total of 148 reviews with a 4.9 star rating for all stores.

The reason why we are able to deliver results is because we have highly professional trainers.

Group photo of staff

The most important aspect of Bonafide is the "trainer's education," as each time a trainer is assigned to a client, the trainer is assigned to the client.

Although our trainers are inexperienced when they join our company, we spend time educating them and sharing information with them on a daily basis to enhance their expertise.

For this reason, we do not use outsourcing contracts, which are common in the personal gym industry, but only hire trainers on a "full-time" basis.

We have a system that is easy to access even for those raising children or postpartum mothers.

By allowing same-day cancellations (*), we have created an environment that is easy for housewives raising children to attend.

(*) In most personal gyms, cancellations on the same day require the use of a single coupon ticket.

We have also introduced the popular Pilates machine for postpartum women in all of our stores (Owada, Yonematsu, and Seiwa). Our trainers will guide you through the entire Pilates menu, so you can use proper form to create a supple and beautiful body.

Machine Pilates

Features of BONA FIDE Gym

Low price of 6,820 yen/month with a trainer every time.

Women-only store available (Yonematsu store)

Same-day cancellations and same-day reservations are easy with the app (up to 3 hours in advance)

Mutual use for all stores.

Fee Guide

Admission fee 5,500 yen

Administration fee 1,000 yen

Monthly subscription plan Monthly membership fee 7,200 yen (7,920 yen including tax)

Annual subscription plan Monthly membership fee 6,200 yen (6,820 yen including tax)

U-22 Discount Plan Monthly fee 5,800 yen (6,380 yen including tax)*Available for 22 years old and younger.

Store Information - Mutual use available

Business hours : 9:00-21:30 (weekdays) / 9:00-18:00 (Saturdays)

Closed: Sunday

Parking ：Available

Owada Branch

Location : 1-406 Owada, Fukui-shi

Phone : 050-8883-0599

Yonematsu store (women-only store)

Location : 2-26-8 Shibiguchi, Fukui-shi

Phone : 050-8892-8040

Seiwa store

Location : 1F south of Loingio, 2-902 Seiwa, Fukui-shi

Phone : 050-8883-2062

All prices include tax.

What is BONA FIDE Inc.

With the mission of "creating a rich and hopeful week," we are a company that proposes a healthier and richer "week" through fitness to those who live busy lives. With the aim of providing added value to the lives of the masses, we contribute to the development of the fitness industry by establishing a social position as a professional service provider by achieving both "low price" that anyone can afford and "safety" that trainers can provide.

Trade name: BONA FIDE Inc.

Representative: Ryota Ueda, Representative Director

Location ： 2-902 Seiwa 2-chome, Loingio 1F South, Fukui City

Establishment ： March 18, 2022

Business description: Operation of gyms and on-site training services for companies

Capital ： 2 million yen

URL ： https://www.bonafide-fitness.com/