Localization and product customization of EMic, an Australian-made global-best-selling fitness headset microphone, for Japan
In 2021 Bravo launched Aeromic’s EMic, a fitness headset microphone, in Japan. EMic is a very durable, high-quality, pro-friendly product that fitness instructors can carry around as their own “My Mic.” With its clean and clear incredible sound quality and integrated simple and lightweight design EMic makes studio lessons more impactful and reliable.
Since fitness clubs in Japan have unique specifications for transmitters, EMic could not be introduced to the market with their original global specifications. To resolve this, Bravo researched and analyzed how the product should be customized for Japan and provided information and recommendations to Aeromic. Through close communication and collaboration Bravo and Emic were able to come up with an on-spec localized version of the product for the Japan market.
With strong support from Emic, and a grass roots marketing campaign launched by Bravo EMic quickly gained popularity in Japan as the perfect product to meet the new fitness industry guidelines under Covid-19, supporting and promoting a safe and comfortable fitness environment.
Marketing and sales of Aeromic Mic belt
The Aeromic Mic belt is an essential accessory for fitness instructors who are particular about both fitness goods and accessories, as well as fitness wear in the club studio environment. The Aeromic Mic belt also provides excellent stability when the transmitter is inserted, allowing instructors to concentrate on the group lesson without worrying about excessive movement of the transmitter. In addition, the Aeromic Mic belt provides a great fit, even for smartphones or audio players, for daily exercises such as walking, running and riding.
Bravo introduced the belt to its own fitness professional database of over 15,000 fitness instructors in Japan promoting its benefits through digital ads, social media, catalogs and trade shows to build awareness and accelerate its market penetration in Japan.
How did you first become interested in Japan market?
The Japan market has always been a busy and robust fitness market, and we knew if we could supply our products in Japan, this would benefit users greatly.
What made you decide to do business with Bravo?
They took the time to understand our products and our processes. This showed they cared about what they supply and who they deal with, and this is exactly how we are as a company, so it was a perfect fit!
How has it been to do business with Bravo?
An absolute pleasure. I can’t recommend Bravo highly enough. My only regret is we didn’t meet each other sooner! Great job Bravo…well done to the entire team.
Read more stories
- Director of Aeromic MicrophonesAndrew Zarounas
- Director - Asia PacificMike Beeney
- CEO of The SAIFAM Group, one of Italy’s largest indie record companiesMauro Farina
- President of MOSSATerry Browning
- Executive Director FitProJane Waller
- Founder of FollowTheBrandJoshua Brand
- Owner of interactive-musicRoland De Roeck
- President & Co-Founder Yes! Fitness MusicMichael Pipitone
- Vice President of Business DevelopmentDavid Petty
- Co-Owner / Executive Producer Yes! MusicMike Babbitt