IROA Inc.'s April Dream: Towards a Society Where Health Consciousness is the Norm for the Younger Generation

We support April Dream, an initiative to make April 1st a day for sharing dreams. This press release is the dream of IROA Inc.

Japan is currently facing a super-aging society, unparalleled in the world. Amidst this, we believe that 'health' should not be something one only becomes conscious of in the future, but rather **a lifestyle that is naturally adopted from a young age**.

However, the reality is that in the midst of busy daily lives, health is easily postponed, and the hurdle to maintaining it is high.

**■ What IROA Has Been Working On**

Under the theme of 'integrating wellness into daily life,' IROA has developed the following businesses:

### **・Developing the wellness brand 'MYRÓA,' which combines design and functionality** - We propose beautiful exercise equipment that looks like a part of the interior, blending into the space even when left out. By increasing the time it is seen in daily life, we create opportunities for small actions, like thinking, 'Shall I try using it for just 5 minutes?'

### **・Operating 'MYRÓA FLOW CLUB,' a community to discover the joy of exercise and lead to continuation** - A community that transforms exercise, which is difficult to continue alone, into an 'enjoyment' through connections with like-minded people. We provide an environment where exercise naturally becomes a habit through regular lessons and interactions.

### **・Planning and operating the experiential pop-up 'OXO Project,' which provides encounters with highly functional products and makes wellness a daily routine, from exercise and diet to beauty and self-care** - We create a place where people can find ways to incorporate wellness that suit them by actually 'experiencing' it. We encourage an update to the entire lifestyle, not limited to exercise but also including diet, beauty, and self-care.

All of these are initiatives **to make wellness not something special, but a part of everyday life**.

**■ The Future We Envision**

Our dream is **to realize a society in Japan where it is commonplace for the younger generation to live with health consciousness.**

To achieve this, IROA aims for the following:

**・Popularizing a lifestyle where an exercise space naturally exists at home. ・Expanding a community where exercise is established as an 'enjoyment' rather than something to 'endure.' ・Promoting well-designed wellness products that blend into daily life. ・Creating new value through partnerships with domestic and international brands and companies.**

**■ Towards Realization**

**Our strength alone is not enough to realize this dream.** **Co-creation** with more companies, brands, creators, and users is **essential**.

IROA Inc. will continue to strengthen collaborations with domestic and international partners and work towards **realizing a society where 'wellness as a part of lifestyle' coexists naturally.**

Wellness is not something to 'endure,' but something that is 'the norm.'

IROA Inc. will continue to take on the challenge of making this a reality.

### Inquiries Regarding This Matter **IROA Inc. Public Relations** **E-mail: myroa@iroa.co.jp** Official Instagram for our brand 'MYRÓA': https://www.instagram.com/myroa_wellness Official SHOP for our brand 'MYRÓA': https://myroa.net