MOSH Fitness Category Exceeds 5 Billion Yen in Total Transaction Volume, Individual Creators Surpassing 100 Million Yen in Sales Emerging Rapidly ── 4th Installment of Co-creation Project 'TORCHISM' Illuminating the 'Nomination Economy', 15 Creators Participating
MOSH announced its fitness sector surpassed 5 billion yen in total transaction volume. Launching the 4th installment of the 'TORCHISM' project, it highlights the 'Nomination Economy' with 15 top fitness creators.
📋 Article Processing Timeline
- 📰 Published: April 22, 2026 at 21:00
- 🔍 Collected: April 23, 2026 at 00:02 (3h 2m after Published)
- 🤖 AI Analyzed: April 23, 2026 at 02:31 (2h 29m after Collected)
'I want to change with this person' —— Just as this unwavering desire moves the body, a movement to nominate specific 'people' is currently accelerating in the fitness market.
MOSH Inc. (Headquarters: Shibuya-ku, Tokyo, President & CEO: Kazuya Yabu, hereinafter 'MOSH') has released the fitness category as the 4th installment of the co-creation project 'TORCHISM' with individual creators.
Following language, parenting, and beauty, this installment features the participation of 15 creators active in various specialized fields such as fitness, personal training, Pilates, body makeup, and self-care.
We will simultaneously launch a special website, display large OOH advertisements in the Shinagawa Station free passage, and hold study sessions and public Q&A events with the participating creators.
▶︎ Click here for the co-creation project 'TORCHISM' special site
The 'Nomination Economy' in the Fitness Sector Seen Through Numbers
01. Expanding fitness market and the shift of choice criteria to 'people'
The Japanese fitness market reached a scale of 710 billion yen in fiscal 2024, hitting a record high (*1 Survey by Teikoku Databank). Driven by the spread of 24-hour facilities and active SNS, the market base continues to expand. On the other hand, as delivery channels diversify across studios, online lessons, and video content, users' selection criteria are shifting from 'where' and 'what' to 'who they receive guidance from'.
02. The spread of AI and growing demand for personalized instruction
As AI auto-generation of training menus and free video content spread, paradoxically, the demand for 'individually optimized instruction' is increasing. The more generic information becomes commoditized, the more the value of experts who cater to the individual physical characteristics and goals of users stands out.
This trend is also reflected in the number of facilities. As of August 2025, there were 2,368 personal training gyms nationwide. The 278 new openings in the past year account for about 22% of all new fitness facilities, maintaining an expansion pace second only to 24-hour facilities (*2 Survey by Yano Research Institute).
This demand spans both in-person and online formats. From direct coaching to subscription-based online support, people are making the choice of 'wanting to be taught by this person' regardless of the format. Such changes have pushed the action of 'nominating' a specific individual into a new axis of the fitness market.
03. The 'Nomination Economy' visualized on MOSH
The 'Nomination Economy' advocated by MOSH refers to an economic zone starting from the action of selecting a specific individual by name. In MOSH's fitness sector as well, this reality has been backed by numbers.
▼ Key indicators of MOSH's fitness sector (As of April 2026, cumulative)
Number of services: 55,944
Cumulative buyers: Over 155,000
Cumulative transaction volume: Approximately 5 billion yen
Among the creators utilizing MOSH, the number of individuals whose cumulative sales exceed 100 million yen is increasing. All of these individuals specialize in a specific theme and primarily rely on a recurring revenue model centered around monthly subscriptions or training courses. It is believed that specialized expertise rather than generic categories, coupled with the design of continuous customer touchpoints, leads to the business expansion of individual creators.
15 Participating Creators
In this project, fitness creators who continue to be nominated with sentiments like 'I want to learn from this person' and 'I want to ask this person' have gathered.
▶ Participating Creators (in Japanese alphabetical order)
Sho Imakoga / Kaito / Ken / Yuka Sagawa / Sachi / Sayapira / Taiki Hasaka / Takeshi Hashimoto / Hisano / miey / Mio / Takuro Mori / Sachiko Morimoto / Yutore / Shingo Watanabe
▶ For profiles and activity details of each creator, please visit the special website.
Click here for the co-creation project 'TORCHISM' special site
Simultaneously Held Events
In conjunction with the start of this project, we will roll out the following initiatives. We provide a space where creators and business operators active in the fitness field can learn practical knowledge from the 'nominated side'.
1. Sho Imakoga × MOSH Special Study Session 'Secrets of SNS Broadcasting to Get Nominated, Taught by a Sports Science Expert'
Sho Imakoga, a sports science master (graduate of Waseda University Graduate School of Sport Sciences) and fitness brand owner with 550,000 YouTube subscribers and over 1 million total SNS followers, is finally launching a marketing course for fitness trainers on MOSH. To commemorate the release of this course, which systematizes over 10 years of web customer acquisition experience, a special study session will be held.
The secrets and know-how of SNS broadcasting that lead to 'Broadcasting → Trust → Nomination → Monetization'...
MOSH Inc. (Headquarters: Shibuya-ku, Tokyo, President & CEO: Kazuya Yabu, hereinafter 'MOSH') has released the fitness category as the 4th installment of the co-creation project 'TORCHISM' with individual creators.
Following language, parenting, and beauty, this installment features the participation of 15 creators active in various specialized fields such as fitness, personal training, Pilates, body makeup, and self-care.
We will simultaneously launch a special website, display large OOH advertisements in the Shinagawa Station free passage, and hold study sessions and public Q&A events with the participating creators.
▶︎ Click here for the co-creation project 'TORCHISM' special site
The 'Nomination Economy' in the Fitness Sector Seen Through Numbers
01. Expanding fitness market and the shift of choice criteria to 'people'
The Japanese fitness market reached a scale of 710 billion yen in fiscal 2024, hitting a record high (*1 Survey by Teikoku Databank). Driven by the spread of 24-hour facilities and active SNS, the market base continues to expand. On the other hand, as delivery channels diversify across studios, online lessons, and video content, users' selection criteria are shifting from 'where' and 'what' to 'who they receive guidance from'.
02. The spread of AI and growing demand for personalized instruction
As AI auto-generation of training menus and free video content spread, paradoxically, the demand for 'individually optimized instruction' is increasing. The more generic information becomes commoditized, the more the value of experts who cater to the individual physical characteristics and goals of users stands out.
This trend is also reflected in the number of facilities. As of August 2025, there were 2,368 personal training gyms nationwide. The 278 new openings in the past year account for about 22% of all new fitness facilities, maintaining an expansion pace second only to 24-hour facilities (*2 Survey by Yano Research Institute).
This demand spans both in-person and online formats. From direct coaching to subscription-based online support, people are making the choice of 'wanting to be taught by this person' regardless of the format. Such changes have pushed the action of 'nominating' a specific individual into a new axis of the fitness market.
03. The 'Nomination Economy' visualized on MOSH
The 'Nomination Economy' advocated by MOSH refers to an economic zone starting from the action of selecting a specific individual by name. In MOSH's fitness sector as well, this reality has been backed by numbers.
▼ Key indicators of MOSH's fitness sector (As of April 2026, cumulative)
Number of services: 55,944
Cumulative buyers: Over 155,000
Cumulative transaction volume: Approximately 5 billion yen
Among the creators utilizing MOSH, the number of individuals whose cumulative sales exceed 100 million yen is increasing. All of these individuals specialize in a specific theme and primarily rely on a recurring revenue model centered around monthly subscriptions or training courses. It is believed that specialized expertise rather than generic categories, coupled with the design of continuous customer touchpoints, leads to the business expansion of individual creators.
15 Participating Creators
In this project, fitness creators who continue to be nominated with sentiments like 'I want to learn from this person' and 'I want to ask this person' have gathered.
▶ Participating Creators (in Japanese alphabetical order)
Sho Imakoga / Kaito / Ken / Yuka Sagawa / Sachi / Sayapira / Taiki Hasaka / Takeshi Hashimoto / Hisano / miey / Mio / Takuro Mori / Sachiko Morimoto / Yutore / Shingo Watanabe
▶ For profiles and activity details of each creator, please visit the special website.
Click here for the co-creation project 'TORCHISM' special site
Simultaneously Held Events
In conjunction with the start of this project, we will roll out the following initiatives. We provide a space where creators and business operators active in the fitness field can learn practical knowledge from the 'nominated side'.
1. Sho Imakoga × MOSH Special Study Session 'Secrets of SNS Broadcasting to Get Nominated, Taught by a Sports Science Expert'
Sho Imakoga, a sports science master (graduate of Waseda University Graduate School of Sport Sciences) and fitness brand owner with 550,000 YouTube subscribers and over 1 million total SNS followers, is finally launching a marketing course for fitness trainers on MOSH. To commemorate the release of this course, which systematizes over 10 years of web customer acquisition experience, a special study session will be held.
The secrets and know-how of SNS broadcasting that lead to 'Broadcasting → Trust → Nomination → Monetization'...