Launch of Myzone into Japan
Bravo introduced the fitness industry’s leading wearable tech solution, Myzone, into the Japanese fitness club market. Bravo localized the software, sales & marketing tools, brand website and social media, based on our knowledge of the needs and experience with the Japanese fitness market.
Introduction of Myzone into one of the largest club chains in the world
Bravo approached one of the largest and most famous fitness clubs in Japan, and according to IHRSA, one of the top 10 club chains in the world by revenue, and presented Myzone to the management team as a powerful, multi-faceted technology solution. Bravo successfully launched the Myzone systems into close to 100 of their facilities all over Japan, leading to heart-rate-based fitness program development and utilization of Myzone as a system to strengthen a sense of community among their members, both inside and outside the clubs.
Marketing, Selling and Servicing of Myzone to the fitness industry in Japan
Bravo deployed a comprehensive sales and marketing strategy and action plan for Myzone, targeting all clubs and gyms in Japan. Through direct mailing, targeted emailing, social media postings, press releases and advertising in key industry magazines we introduced and promoted Myzone to our industry database and network generating both brand awareness and sales leads. Bravo also created a dedicated technical support team to provide world class, rapid response service for all Myzone clients.
How did your company first become interested in the Japan market?
Myzone has experienced extremely strong growth in the U.S., Europe, and a number of other markets over the past 10 years. Japan was a large, attractive market where our product was relevant, however, due to the complexity of the Japanese market in terms of language, business customs, and local market knowhow, we purposefully took time to evaluate the best possible distributor to assist us in launching and growing the Myzone business in Japan.
What do you think are some of the most challenging aspects of doing business in Japan?
Certainly language is a major challenge, but in addition, we recognized knowledge of the local market and business protocols would also be critical in succeeding in the Japanese market. Finding the right, trustworthy local company that could represent our global brand on a national basis, and that already had a strong reputation and existing relationships within the industry, would be key to entering this new market.
What made you decide to do business with Bravo?
Firstly, we felt that Bravo is a company and team who shared our passion and mission to help people feel good about exercise and in so doing increase exercise adherence. Representing Myzone incorporated many aspects from logistics, sales and marketing, customer support and importantly education. We felt that Bravo had the right team, experience and reputation in the Japanese fitness industry to aggressively grow the Myzone business as well as authentically represent the brand in Japan.
How has it been to do business with Bravo?
Soon after launching Bravo very quickly proved that we had chosen the right partner in securing one of the largest club chains in Japan as a Myzone customer. They have also done a very professional job in localizing the marketing, onboarding and educating methods and best practices that we recommend. It has been a pleasure working with such a conscientious and dedicated team of professionals.
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