SOEL reaches 100 stores in Japan

SOELU said on May 15 that its women-only studio chain had reached 100 locations across Japan about three years and three months after launching the format. The Tokyo-based company operates a concept built around machine Pilates and mugwort steaming, then layers in yoga and other classes through a hybrid online-offline model. The 100-store claim appeared in a company release and was echoed in social posts circulating on May 19. The company said it plans to keep expanding in both urban and regional markets. ### How fast did SOELU get to 100 stores? SOELU said it opened its first studio in June 2023 in Kawaguchi, Saitama, and reached 100 locations in about three years and three months. The company described that pace as among the fastest in Japan’s franchise gym sector, though that characterization comes from the company’s own release. The May 15 release said the chain expanded from major cities into regional areas while keeping a small-format operating model. (beautypost.jp) SOELU said that approach, combined with customer data and service design built through its online fitness business, helped it scale nationally. ### What exactly is inside a SOELU studio? SOELU’s studio brand centers on machine Pilates and mugwort steaming, which the company presents as a “warm and reset” wellness routine for women. (beautypost.jp) Its official studio site also lists yoga, mat Pilates, boxing-style dark-room exercise, dance and other programs depending on the location. The company says the format is designed for beginners and short visits, with some sites offering early-morning or late-night access. (beautypost.jp) A Japan exhibitor listing for SOELU also describes the company as seeking franchisees and says the studio model uses digitally delivered lessons in physical locations. ### Who is using the chain? SOELU said users are centered in their 30s to 50s, with women in their 40s making up the largest group. The company also said 80% of machine Pilates users started without prior experience, a data point it used to argue the format appeals to beginners. The same release said total lesson usage across online fitness and studio visits had reached about 12 million sessions. (interphex.jp) SOELU also said average monthly store visits were 6.2 per customer across all stores between March 2025 and March 2026. Those figures were company-provided and were not independently verified. ### Why does the online business matter here? SOELU said its studio rollout draws on an existing online fitness business that offers digital classes nationwide. (beautypost.jp) The company’s public materials say customers can switch between studio attendance and online lessons, depending on plan type and schedule. CPO Asami Koshizuka said in the May 15 release that customer requests for a place they could physically attend helped push the company from home fitness into brick-and-mortar sites. (beautypost.jp) She said the model combines machine Pilates, mugwort steaming, 24-hour self-service use and online lessons so busy women can keep coming at their own pace. ### Which openings marked the 100-store milestone? (beautypost.jp) SOELU said two June 11 openings helped mark the 100-store milestone: Reiria Kasugabaru in Kasuga, Fukuoka Prefecture, and Aeon Nishiarai in Tokyo’s Adachi ward. The company said both sites are inside high-traffic retail or station-linked properties aimed at making visits easier during commuting or shopping trips. The official studio site also lists another opening, Tenpakuhara, for June 30, 2026. (beautypost.jp) SOELU said it will continue opening locations nationwide and is recruiting franchise owners as it works toward a longer-term goal of 1,000 stores.