Aiming to be Japan's First "Nationwide Sauna Chain." Sugoi Sauna HD Completes Business Transfer and Funding

Sugoi Sauna Holdings Co., Ltd. (formerly HOBBY MASTERS Co., Ltd., CEO: Kosuke Watanabe) has acquired the "Sugoi Sauna" business from MSJ Co., Ltd. and has also completed fundraising.

Currently, there are no sauna specialty facilities operating on a nationwide scale in Japan.

Through this business transfer and funding, our company has established a system to realize Japan's first large-scale sauna chain. Furthermore, leading executives and specialists from the sauna and food service industries will participate as shareholders, and Shotaro Koizumi, the developer of the Magma Spa device, is scheduled to be appointed as a director.

Moving forward, we will promote nationwide expansion through both directly managed stores and franchise stores, aiming to grow Sugoi Sauna into a leading sauna brand in Japan.

Why was this business transfer conducted?

Sugoi Sauna has gained support from many customers as a sauna brand utilizing its unique Magma Spa device technology.

On the other hand, with the expansion of brand recognition, the business has entered a phase requiring further growth, including nationwide store expansion, franchise development, and strengthening of the organizational structure.

Therefore, to further accelerate the spread of Magma Spa technology and the growth of the Sugoi Sauna brand, we have decided to transfer the Sugoi Sauna business to Sugoi Sauna HD.

We will continue to collaborate with MSJ Co., Ltd. to deliver the Sugoi Sauna experience to more people.

What is Sugoi Sauna?

Sugoi Sauna is a sauna brand born as Japan's first public Magma Spa-style sauna facility. With the concept of "healing" beyond "getting into the zone," it currently operates four stores, primarily franchise locations.

Sugoi Sauna's Three "Amazing" Features:

Miraculous Golden Ratio Setting: Designed with a unique ratio of 65°C room temperature, 60% humidity, and 60°C育成光線 (育成光線 -育成光線 is a type of far-infrared radiation emitted from heated lava plates).

Intense Sweating Without Suffocation: Due to the low temperature, there is less stuffiness and less stinging sensation on the skin. The far-infrared effect causes incredible "waterfall-like" sweating from the core of the body, allowing for deep detoxification.

Mt. Fuji's Groundwater (Soft Water) Bath: After warming up, you can cool down in a smooth bath or a neutral temperature bath containing natural minerals.

Why the Sauna Business Now?

With the advancement of AI, access to convenient services and information is becoming increasingly easy.

On the other hand, we believe that the value of experiences gained through the body, such as meeting people, sweating, sleeping deeply, and enjoying delicious meals, will become even higher than before.

That is why we want to evolve Sugoi Sauna from a hobby for a select few enthusiasts into an infrastructure that supports people's health and vitality.

Regarding Funding:

The funds raised will be used to cover the funding needs associated with the acquisition of the Sugoi Sauna business, as well as for opening directly managed stores, accelerating franchise development, and strengthening the organizational structure.

Furthermore, this funding round emphasized not just raising capital, but also building a management structure to accelerate growth in the sauna industry. Executives and specialists with proven track records in their respective fields, such as store development, wellness, healthcare, construction, and branding, have participated as shareholders.

The amount of funding is undisclosed.

List of Investors:

(In no particular order)

Torii Shimada

I feel that Sugoi Sauna is not just a sauna business, but a brand with the potential for nationwide expansion. In addition to the uniqueness of the Magma Spa-style sauna, I am also looking forward to the execution capabilities of the management team and their future growth.

Tomoyoshi Nishiyama

I believe Sugoi Sauna is a business with immense potential, combining unique technology with strong brand power. I was particularly attracted to the Magma Spa technology, which differentiates it from competitors, and the business model that can accelerate growth through store and franchise expansion, leading me to decide to invest.

I also have high expectations for the management team's execution capabilities and their challenging spirit. I look forward to their future growth as they work towards the ambitious goal of becoming Japan's first nationwide sauna chain.

Motoaki Sayama

Sauna culture is very similar to music culture. It is a Japanese culture that, while evolving with the tastes of its enthusiasts, will never disappear. Sugoi Sauna matches the needs of the next generation, and I am confident that its share will surely increase as more people experience it.

Tomoyoshi Akaeda

The appeal of Sugoi Sauna lies in its unique heating technology utilizing Mt. Fuji's lava plates. The space, which gently warms the body from deep within while maintaining comfortable humidity, offers a new experience different from conventional saunas.

As a doctor, I feel daily that "warming the body" is fundamental to health maintenance. The habit of warming the body is an important element in regulating the autonomic nervous system and supporting a healthy daily life.

I feel that the Magma Spa-style sauna, which evolves the bathing culture cherished by the Japanese since ancient times with modern technology and ideas, has the potential to symbolize future Japanese wellness. I sincerely hope that this wonderful experience will spread throughout Japan and the world.

Maho Kawano

As someone who understands the wonders of Magma Spa-style saunas, I hope to strengthen the collaboration between Sugoi Sauna and "LOCA THE CLASS Aoyama" in the future, and together, leverage our respective strengths to further invigorate the Magma Spa-style sauna market throughout Japan.

Hiroyuki Sasaki, Representative Director, Chairman & CEO, Pro Labo Holdings Inc.

Pro Labo Holdings is a healthcare company with the philosophy of "Contributing to the extension of healthy life expectancy for humanity." Centered around gut health, warming therapy, and sleep, we are engaged in creating value that supports people's healthy daily lives. Warming therapy is one area of increasing importance in modern society. We aim to contribute to the extension of healthy life expectancy for many people by creating new value together with our partners.

Tai Matsuo / Totono-e Oyakata, Representative Director, TTNE Inc.

I believe that the presence of young generations who create new ideas and challenges is indispensable for the future of the sauna industry. As Sugoi Sauna, led by Mr. Watanabe, expands nationwide, I expect that the appeal of saunas will reach more people, and the industry as a whole will become more vibrant.

As one of the individuals who will carry the future of the sauna industry, I wholeheartedly support Mr. Watanabe's challenge and look forward to the further development of his business.

Future Outlook:

Sugoi Sauna HD will aim to realize Japan's first large-scale sauna chain by promoting nationwide expansion through both directly managed and franchise stores.

Furthermore, we will expand our reach to all points of contact in people's lives, including hotels, leisure facilities, and large commercial complexes, creating a new wellness economic zone centered around saunas. We will create a society where people can experience wellness anytime, anywhere, connecting all scenes of people's lives.

By expanding places that restore mind and body and generate vitality for tomorrow nationwide, we will contribute to improving Japan's healthy life expectancy and realizing a richer lifestyle.

Executive Introduction:

Kosuke Watanabe

CEO, Sugoi Sauna Holdings Co., Ltd.

I am convinced that saunas have the power to fundamentally heal the mind and body and enrich daily life. That is why I want to make it something that fits "right in the middle of everyday life," rather than a special leisure activity for a select few.

I want to create an "everyday sauna infrastructure" that completely blends into the daily lives of modern people, where they can casually drop by when feeling troubled or stressed, sweat it out, grab some delicious Chinese food, and sleep soundly.

Shota Koizumi

CPO, Sugoi Sauna Holdings Co., Ltd.

Born into a milk delivery family, I accompanied my father on early morning milk deliveries from a young age. Waking up before dawn and delivering to about 500 households, I believe I gained various experiences that I now realize.

My father had the family composition of every household on his milk route memorized, and he understood the meaning and necessity of what new family members would want to drink or should drink when a child was born or a bride joined the family. Seeing my father's example, I feel I learned the "role of making people happy."

Magma Spa is my "method of making people happy." What I wish for with this device is precisely "a daily life of warming the body, eating delicious food, and sleeping soundly." I want Sugoi Sauna to be the place that creates such a life!

Seeking Franchise Members and Partners:

Sugoi Sauna HD is seeking businesses interested in becoming Sugoi Sauna franchise members or providing property information.

We also welcome consultations from partner companies, such as hotels, golf courses, accommodation facilities, and real estate businesses, who are considering introducing Magma Spa-style saunas.

If you are interested, please feel free to contact us at the inquiry address below.

About Sugoi Sauna Holdings Co., Ltd.:

Established: March 2023 - HOBBY MASTERS LLC established October 2025 - Organization changed to a stock company July 2026 - Company name changed to Sugoi Sauna Holdings Co., Ltd.

Representative Director: Kosuke Watanabe

mail: info@sugoisauna-hd.co.jp

HP: https://sugoisauna-hd.co.jp/