GK went to Chiba to learn all about Senoh Corporation’s efforts to support gymnastics and Olympic-grade sports equipment. With a commitment to supporting older generations via what is now known as the ‘active aging’ market, Senoh is developing award winning products to promote healthier lifestyles beyond just competitive sports and gymnasiums.
How are you adapting your business portfolio and product offerings to support the growing ‘active aging’ market and promote senior health?
You mentioned active aging, but here in Japan we often refer to the market of over 65-year-olds as ‘Active Senior’. In 2025, our equivalent of what people in the West refer to as ‘baby boomers’ will reach the age of 75 and we will officially enter a super-aged society. We have a long-standing healthcare business and a deep connection with our clients, enabling us to listen to consumer feedback and respond to changing needs. Not only products but also our methodology and program development can be changed – some of our equipment can take measurements that we can then analyze to better improve our processes and user experiences.
At Senoh, we work together with certified ‘healthy exercise advisors’ in Japan to come up with better training menus and methodologies for our customers. Also, in Japan, the number of people available to provide care and rehabilitation services is not increasing proportionately to aged people, so we feel a responsibility to help curb this issue and similarly mitigate the upcoming increased medical costs involved in elderly care. We want to do everything we can to contribute to society.
How else do you see the sports and fitness equipment industry evolving in the next 5-10 years, and how is Senoh Corporation preparing for these changes?
I would like to start with sports – in Japan, we are trying to improve the competitiveness of our athletes for international competitions. On the other side of the spectrum, we have health promotion through sports. These two target categories exist at opposite ends of a kind of ‘health pyramid’, with professional athletes at the top and health-conscious consumers at the bottom – we think this polarity will continue to grow in the coming years. Globally, populations are also aging, so healthy life expectancy is something we would like to extend via sports.
In terms of fitness, the fitness participation rate in the United States is said to be around 20%, whereas in Japan it is very low, sitting at around 3%. With our society also aging, there is absolutely no doubt in my mind that the market for senior health will grow considerably. I think fitness in general will be very vibrant and lively worldwide, and, due to the COVID-19 pandemic, indoor sports became broadly unavailable to many, which has led to a growing home fitness market that I predict will continue to grow.
How does Senoh ensure the quality and reliability of its products for such high-profile events as the Olympics, and how has that recognition affected your business strategy?
It is said that around 60% of all the public sector gymnasiums and similar institutions involved Senoh in some capacity, whether that is basketball nets or goals or the construction of the gymnasium itself. We have accumulated a track record both in Japan and overseas and I think this represents our competitive edge. Thanks to this reputation, we have been able to win over many customers and have become synonymous with durability and safety. When our equipment is installed in a facility, it can be used for up to 20 years, and we take maintenance and repair very seriously.
