TOSHIMA-KU, Tokyo – FamilyMart Co. Ltd., Japan’s largest convenience store company, announced that it will enter the 24-hour fitness business in response to the growing population of health-conscious customers, and to enter a new business model.

In addition to growing health consciousness, due to the diversification of lifestyle, FamilyMart says that the market for 24-hour fitness is expanding, particularly among the 20-to-40-year-old demographic—Japan’s most frequent users of convenience stores (CVS). FamilyMart says it new Fit & GO brand will contribute to health and wellness within the community, and provide a new business model to affiliated stores.

“By becoming a business entity of FamilyMart, we believe that franchisees can operate the CVS business and fitness business at the same time, leading to an increase in the revenue of franchise stores. In order to conduct smoother operation, we will separate CVS and fitness management staff and provide services to customers,” notes a press releases.

Through a smartphone application, Fit & GO will offer menus to support movies and efficient training methods, and a training guide tool for first-time experiences. FamilyMart stores will sell health foods such as supplements and daily fitness center necessities like towels and body soaps.

The first Fit & GO store will open in Ota Ward, Tokyo, in mid-February 2018.