Musashino

What Musashino does

株式会社武蔵野 (Musashino) is a privately held Japanese management consulting and member-services company founded in 1956 (incorporated 1964), headquartered in Koganei, Tokyo, with approximately 800 employees. Its core business is practical, SME-targeted management consulting: the company sells a paid Management Support Partner (経営サポートパートナー) program and the Owner's Academy® (経営者アカデミー®) membership, which together serve 1,000+ member companies across 40 regional chapters in Japan and deliver more than 240 on-site seminars annually led by Representative Director Koyama Noboru. Members receive proprietary tools including a notebook-style business planning document (手帳型経営計画書), the Musashino-ryu 環境整備 organizational improvement methodology, the MARCO POLO aptitude assessment, and the KIMETE new-graduate recruitment support platform.

Musashino operates a diversified revenue model across subscription/membership fees, product sales, and franchise recurring revenue. The foundation of the company is a Duskin franchise (since 1964, operating as ダスキン武蔵野 with branches in Koganei, Kokubunji, Shimomaruko, and Ogikubo) that generates recurring rental and service revenue from mats, mops, water purifiers, cleaning services, and 24-hour senior care (ライフケア). A second revenue stream is the Clean Refre product line (クリーン・リフレ) — electrolytic hypochlorous acid water manufactured via a proprietary three-chamber electrolytic device called Clean Fine (クリーン・ファイン) that uses an anion-exchange membrane to keep sodium chloride concentration near zero, sold direct-to-consumer in 1L, 10L, and 20L formats and via subscription. The DX Division, established June 2019, layers digital transformation advisory onto the consulting base.

Go-to-market is field-sales-led and event-driven, with seminars functioning as the primary demand-generation channel and CEO Koyama Noboru's YouTube channel (実践経営塾), book catalog, and active social presence as authority-building content. The company has achieved 18 consecutive years of revenue growth (over JPY 7.5 billion disclosed) and is the first firm globally to win the Japan Quality Award twice (2000 and 2010), with additional certifications including ISO/IEC 27001:2013, Privacy Mark, DX Certified Entity, Eruboshi, White 500, and Health Management Outstanding Corporation status.

Name

Musashino

Legal name

株式会社武蔵野

Website

https://musashino.co.jp

Company type

Private

Founded year

1956

Operating status

Operating

Short description

株式会社武蔵野 is a privately held Japanese management consulting firm, founded 1956, that provides practical management reform, employee training, and peer benchmarking to 1,000+ paying SME members across 40 regional chapters, alongside a Duskin cleaning franchise and the proprietary Clean Refre electrolyzed water product line.

Ownership category

akta.pro rank

Headquarters

HQ city

Koganei

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain

Revenue model

1. Duskin Franchise Operations: As a Duskin franchisee, the company generates revenue from rental of cleaning products (mops, mats, water purifiers), environmental cleaning services, and home care/housekeeping services. This is the company's foundational business segment.
2. Management Consulting / Business Support Services: Revenue from the Management Support Partner system (有料会員制度), the 経営者アカデミー (Owner's Academy), and consulting services. Members pay subscription fees to access practical management programs, peer networks, and consulting support. Over 1,000 member companies.
3. Clean Refre Products: Sale of electrolytic hypochlorous acid water (電解機能水) for deodorizing and sanitizing applications. Sold directly through the company's e-commerce platform and through distributors. Offered as single purchases or subscription/regular delivery with equipment rental.
4. KIMETE - HR & Recruitment Services: New graduate recruitment support and HR consulting services targeting SMEs. Helps companies with hiring strategy, aptitude testing tools (MARCO POLO), and personnel placement.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Musashino (株式会社武蔵野) provides practical management consulting services to small and medium-sized enterprises (SMEs) across Japan through its Management Support Business and Owner's Academy membership programs. The company combines field-based consulting, proprietary planning tools (notebook-style business plans), organizational culture frameworks (Musashino-style Environmental Improvement), and a peer network of 1,000+ paid member companies across 40 regional chapters.

Product overview

Musashino is a Japanese management consulting company that offers a diverse portfolio of products and services. The core offerings include: (1) Clean Refre line - electrolyzed hypochlorous acid water products for deodorizing and sanitization, including space units, concentrated solutions in various sizes (1L, 10L, 20L), and accessories like microfiber cloths; (2) Management consulting services including the 経営サポート事業 (Management Support Business) and 経営者アカデミー® (Manager Academy®) providing practical programs and membership-based education; (3) HR solutions including KIMETE for new graduate recruitment support and マルコポーロ (Marco Polo) aptitude testing tools; (4) Duskin franchise cleaning and hygiene rental services including クリーンサービス・ケア (Clean Service Care) and ライフケア (Life Care) senior services. The company also offers DX (digital transformation) consulting services and uses generative AI for customer communication automation and personalization.

Differentiator

Problem solved

Functional benefit

Brands

• クリーン・リフレ (Clean Refre): Electrolytic hypochlorous acid water product line for deodorizing and sanitization in commercial and residential facilities. Manufactured using a three-chamber electrolytic device.
• KIMETE
• 経営者アカデミー®

Products and services

• Management Support Business (経営サポート事業) Subscription-based management consulting service for Japanese SME owners and management teams, providing practical management programs, business planning tool support (notebook-style business plan 経営計画書), implementation guidance, and Musashino-style Environmental Improvement (武蔵野流 環境整備) methodology for organizational culture development.
• Owner's Academy (経営者アカデミー®) Membership-based business education program for SME owners, offering management seminars, study groups, executive training, and peer networking opportunities across 40 regional chapters. Over 1,000 paid member companies nationwide.
• Duskin Cleaning and Hygiene Services (ダスキン事業) Cleaning and hygiene rental services for homes, offices, and commercial facilities, including mats, mops, water purifiers, and cleaning services. Operated as a Duskin franchisee since 1964 across multiple branches in the Koganei/Tokyo area.
• Life Care Senior Services (ライフケア事業) 24-hour Duskin senior care services providing elderly support including housekeeping and home care services.
• KIMETE Recruitment & HR Activation Service New graduate recruitment support and HR activation service for SMEs, providing end-to-end support from recruitment start through post-offer training and personnel placement.
• MARCO POLO Aptitude Testing Tool (マルコポーロ) Aptitude assessment test tool used for recruitment consulting and employee matching services, helping reduce employment mismatches and improve employee retention for SME clients.
• Clean Refre (クリーン・リフレ) Electrolytic Hypochlorous Acid Water Products Water and salt-based electrolyzed hypochlorous acid water products for deodorizing and sanitization, generated using a proprietary three-chamber electrolytic device (Clean Fine). Product line includes space deodorizing units (Kuukan Refre), concentrated solutions in 1L, 10L, and 20L containers, and accessories. Sold via e-commerce with subscription options to households, hotels, nursing care facilities, childcare centers, and commercial establishments.

Quantifiable outcome

• 500+ member companies are guided by Musashino's consulting programs, with members operating in over 40 regional chapters
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature1 record

Partnerships

One partnership is on record.

• 株式会社ダスキン (Duskin Co., Ltd.)coreChannel Partner/ Reseller/ Distributor · 1 January 1964Musashino has been a Duskin franchisee since 1964, operating as 'ダスキン武蔵野'. This is the company's foundational business relationship, providing cleaning services, rental products (mops, mats, water purifiers), and home/housekeeping services in the Koganei area. The partnership provides both recurring revenue and operational infrastructure that underpins the company's consulting credibility.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• San'ei Shobou: Japanese SME-focused consulting and management training provider. Overlaps with Musashino's Owners Academy and management seminars, though smaller in scale and brand presence.
• TryHouse (Trygroup): Japanese company offering HR/recruitment and education services to SMEs. Comparable to Musashino's KIMETE and management education products, particularly for new graduate hiring support.

Broad incumbents

• Nomura Research Institute (NRI Consulting): Japan's largest consultancy by revenue, offering management consulting, DX, and industry research. Comparable as a major Japanese consulting incumbent with overlapping service portfolio, especially in HR and digital transformation.
• Persol (PERSOL HOLDINGS): Major Japanese HR services and staffing group. Comparable to Musashino's KIMETE recruitment support and HR consulting services, but at much larger scale with broader staffing offerings.
• ABeam Consulting: Large Japanese-origin management and technology consulting firm. Comparable for the management consulting and DX transformation services Musashino offers, though ABeam serves larger enterprise clients globally.
• BayCurrent Consulting: Major Japanese strategy and management consulting firm. While serving typically larger clients, it represents the broader Japanese consulting market Musashino competes in for strategic mandates and engineering-led transformation work.
• Duskin: Parent franchise brand of which Musashino is Tokyo Franchisee No. 1 (since 1964). Comparable for the cleaning/rental/life care business segment that funds Musashino's operations and provides the 'living showroom' the firm uses.

Direct peers

• Nihon Keieishi (Japan Management Consulting Group): Long-established Japanese SME consulting firm offering management advisory, succession, and M&A services. Highly comparable in the SME consulting niche and a likely direct competitor for the same customer base Musashino targets.
• Recruit Management Solutions: Subsidiary of Recruit Holdings providing HR consulting, assessment tools (SPI, etc.), and training. Comparable to Musashino's KIMETE recruitment support and MARCO POLO aptitude testing product line.
• Link and Motivation: Japanese management consulting firm specializing in employee engagement and organizational development for enterprise and mid-market clients. Directly comparable to Musashino's management consulting and HR consulting services (KIMETE), though focused on larger companies and survey-based offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/KoyamaNoboru
• YouTubeyoutube.com/channel/UCnsMCIjmJb2oCeGvlXBpAFw
• Facebookfacebook.com/musashinoacademy
• Instagraminstagram.com/musa_saiyo6340
• LinkedInlinkedin.com/company/ezfire-llc

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Musashino