Feel Connection

Name

Feel Connection

Legal name

株式会社FEEL CONNECTION（フィールコネクション）

Website

https://feelconnection.co.jp

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

5,001–10,000 employees

Ownership category

akta.pro rank

Product category

Indoor Cycling Fitness Studios

NAICS

Fitness and Recreational Sports Centers (71394), Convention and Trade Show Organizers (561920)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Cycling/Spin Classes (HSADABAE)

akta.pro secondary industry

Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms) (CRAMADAG)

Keywords

• Indoor cycling fitness
• Fitness studio memberships
• Home fitness equipment
• Protein supplements
• Fitness apparel retail

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Studio Memberships: Monthly membership fees for studio access. Members pay recurring monthly subscriptions for unlimited or limited lesson access at company-owned studios across Japan.
2. Protein & Supplements: Sale of proprietary protein products including FEEL NUTRITION PROTEIN, SOUPRO soup proteins, and collaborative products with brands like Lipton. Products sold in studios and via online store.
3. Apparel & Merchandise: Sale of FEELCYCLE branded apparel, accessories, and merchandise through studios and online store. Includes collaborative limited-edition items.
4. FEEL ANYWHERE Home Fitness Equipment: Sale of specialized home bike equipment (¥269,000) plus installation fees. Accompanied by monthly online lesson subscriptions and music service fees.
5. FEEL ANYWHERE Online Subscriptions: Monthly subscription for online lesson access (¥5,500) plus KKBOX music service (¥980) required for home fitness platform.
6. Event Revenue: Ticket sales from LUSTER annual events. Premium tickets ¥13,900-17,900, Regular tickets ¥11,900-15,900. Event generates significant ancillary revenue through merchandise and brand exposure.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Feel Connection runs FEELCYCLE, a network of dark-room indoor cycling studios across Japan offering 45-minute immersive cardio-and-strength classes that burn approximately 800 kcal. Beyond the studio memberships, the company sells a home fitness service (FEEL ANYWHERE with a dedicated bike and online platform), produces original protein supplements (Soupro soup protein and FEEL NUTRITION PROTEIN), and retails FEELCYCLE-branded apparel and merchandise, with the LUSTER annual music-fitness festival serving as its largest brand event.

Product overview

Feel Connection operates a multi-brand fitness and lifestyle platform centered on FEELCYCLE, a pioneering dark room indoor cycling studio concept in Japan. The portfolio includes LUSTER, a large-scale entertainment event combining fitness with music festivals, and FEEL ANYWHERE, a home fitness service using proprietary hardware (dedicated bike and tablet). Complementary products include original protein supplements (Soupro soup protein series and FEEL NUTRITION PROTEIN), apparel, and the DIFFERENTLY select shop brand. The ecosystem spans studio-based, event-based, and home-based fitness experiences unified by immersive music-driven workouts.

Differentiator

Problem solved

Functional benefit

Brands

• FEELCYCLE: 暗闇フィットネスのパイオニアとして展開されるインドアクリーンスタジオブランド。「IT'S STYLE. NOT FITNESS.」をコンセプトに、音と光の演出を伴うレッスン 프로그램을 提供。2012年6月16日、銀座に第1号店を開店。
• LUSTER
• FEEL ANYWHERE
• スープロ®
• FEEL NUTRITION
• DIFFERENTLY

Products and services

• FEELCYCLE Studio Memberships Monthly subscriptions for immersive 45-minute dark-room indoor cycling classes at 40+ company-owned studios across Japan, combining cardio and strength training and burning approximately 800 kcal per class.
• FEEL ANYWHERE Home Fitness Service Online home fitness subscription (¥5,500/month) paired with dedicated hardware, offering 100+ lesson programs from top FEELCYCLE instructors through a 23.8-inch tablet and four front-facing speakers.
• LUSTER Event Annual Japan-scale fitness x music festival combining dark-room cycling performances with live music; premium tickets ¥13,900–17,900, regular tickets ¥11,900–15,900.
• FEEL NUTRITION PROTEIN Original protein supplement line with multiple flavors in 350g containers at ¥3,690 each (tax included ¥3,985), positioned for post-workout nutrition with protein, vitamins, and minerals.
• Soupro (スープロ) Soup Protein Hot-drink soup-style protein meal replacement with flavors including miso soup and red miso, priced at ¥3,980 (tax included ¥4,298) per 350g container; contains 16.7–19.3g protein plus vitamins, minerals, and dietary fiber.
• FEELCYCLE Apparel & Merchandise FEELCYCLE-branded fitness apparel, accessories, and lifestyle merchandise sold through the FEELCYCLE online store, in studios, and through seasonal collaboration collections.
• ANYWHERE Bike Premium home exercise bike with ultra-quiet operation, low vibration, and yoga-mat-sized footprint, paired with a 23.8-inch tablet display and four ear-height speakers; priced at ¥269,000 with a ¥29,000 delivery and setup fee.
• DIFFERENTLY Apparel Select Shop Apparel select shop offering imported brands (HOLUBAR, HiSO, tanner + teague, Passion Blanche) and FEELCYCLE collaboration designs, operated through physical stores in Tokyo and Osaka plus department-store pop-ups such as Tobu Ikebukuro.

Quantifiable outcome

• 800kcal burned per 45-minute lesson
• +4 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

14 partnerships are on record, tiered flagship, core and minor.

• Michael Jackson (Lions Gate Entertainment)flagshipGTM or Marketing Partner · 27 May 2026Collaboration with Michael Jackson biopic 'Michael' movie. Special program BB2 MICHAEL using classic MJ songs. Includes X campaign with prizes including free annual membership and movie merchandise.
• LE SSERAFIM / SOURCE MUSIC / HYBEflagshipGTM or Marketing Partner · 28 April 2026K-POP group collaboration for special fitness program BSW LSF using tracks from their 2nd Studio Album 'PUREFLOW'. Includes special pre-launch event at FEELCYCLE Ginza Kyobashi, X campaign, and member-only promotions. Program available at all FEELCYCLE stores from May 23, 2026.
• Dua LipaflagshipGTM or Marketing PartnerGlobal pop star collaboration for BB2 DUA LIPA 2 program featuring 'Radical Optimism' album. Includes playlist prediction campaign with prizes.
• BeyoncéflagshipGTM or Marketing PartnerCollaboration for BB2 BEYONCÉ program using 'RENAISSANCE' album tracks. Featured on Apple Music playlists.
• Charli xcxcoreGTM or Marketing PartnerCollaboration for BB2 CHARLI program featuring 'Brat' album and remix album. Includes playlist prediction campaign.
• Lipton (Unilever)flagshipStrategic or Co-development PartnerMultiple collaborative protein products developed with premium tea brand. Sir Thomas LIPTON series for Assam Milk Tea flavor, Oolong Milk Tea flavors, Rooibos flavors. Products sold through FEELCYCLE channels.
• KAKU KYURYU (八丁味噌)coreStrategic or Co-development PartnerCollaboration with traditional miso producer for SOUPRO Miso Soup Protein. Uses Hacho Miso powder from 2+ year aged traditional fermentation. Product launched May 2026.
• Asahi BeercoreGTM or Marketing PartnerAnnual collaboration with Asahi Dry Zero non-alcoholic beer. Events including BEERCYCLE and FEEL BEER CYCLE. 10th anniversary collaboration in 2022. Second collaboration in July 2023.
• KERASTASE (L'Oreal Japan)coreGTM or Marketing PartnerHaircare brand collaboration for FEEL9 ver. BEAUTY campaign. Members receive CHRONOLOGISTE products after completing 9 lessons.
• Subway JapancoreGTM or Marketing PartnerFEEL9 ver.HAPPY campaign collaboration. Members completing 9 lessons entered for sandwich coupons and 6-month free sandwich prizes.
• athletiaminorGTM or Marketing PartnerSkincare brand collaboration for FEEL9 ver.REFRESH campaign. Members receive deodorant mist products after completing lessons.
• Kanshundo (甘春堂)minorStrategic or Co-development PartnerTraditional Kyoto wagashi shop collaboration for special sweets '人輝輪' and '冬輝輪' featuring traditional Japanese confectionery techniques.
• Yoshida Brothers (吉田兄弟)flagshipGTM or Marketing PartnerTsugaru shamisen artists performed live at LUSTER 2024. Featured in FEEL YOURSELF program across all 6 performances.
• KKBOXcoreTechnology or IntegrationMusic streaming service provider for FEEL ANYWHERE online fitness platform. Asian music streaming service enabling high-quality music content delivery.

Scale indicators8 records

Recent moves14 records

Expansion highlights6 records

Direct peers

• CycleBar: US-based premium indoor cycling franchise with immersive studio design and instructor-led classes. Comparable on boutique cycling format and franchise/studio expansion model.
• SoulCycle: US-based premium indoor cycling studio chain founded in 2006. Closest direct global comparable to FEELCYCLE in terms of boutique cycling experience, premium pricing, instructor-driven culture, and aspirational brand positioning.
• 1Rebel: London-based boutique fitness brand offering indoor cycling, running, and boxing in premium studio environments. Comparable in experiential positioning, premium pricing, and ride-style class formats.
• Barry's Bootcamp: Global boutique fitness brand offering high-intensity interval training with strong instructor culture and premium pricing. Comparable on experiential fitness, brand-driven member acquisition, and global studio expansion model.

Broad incumbents

• RIZAP Group: Largest Japanese personal-training and fitness brand with multi-product extensions (food, apparel, English education). Comparable as the dominant Japanese fitness brand pursuing cross-category brand extensions similar to Feel Connection's FEEL NUTRITION/apparel strategy.
• Anytime Fitness: Largest 24-hour fitness franchise globally with thousands of locations. Comparable as a multi-region fitness operator, though positioned at a lower price point and broader offering than FEELCYCLE.
• Equinox: Global luxury fitness brand offering cycling (SoulCycle's former parent), strength, and wellness services. Comparable on premium positioning, experiential fitness, and lifestyle brand extensions.
• Peloton Interactive: Connected fitness leader combining hardware (bike, treadmill) with subscription content. Direct comparable for FEEL ANYWHERE on the home-fitness platform side, and a broader incumbent in the indoor cycling category overall.

Emerging players

• Lululemon Athletica: Global premium fitness apparel brand with strong community and in-store fitness programming. Comparable on the apparel side (vs. FEELCYCLE apparel and DIFFERENTLY sub-brand) and as a community-driven fitness lifestyle brand.

Others

• Specialized Bicycle Components: Premium bicycle and equipment manufacturer with direct-to-consumer retail and indoor cycling partnerships. Relevant as both an equipment category reference for FEEL ANYWHERE bike hardware and as a premium cycling brand ecosystem player.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/FEELCYCLE_616
• YouTubeyoutube.com/user/FEELCYCLE
• Instagraminstagram.com/feelcycle_official
• LinkedInlinkedin.com/company/feelconnection

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Feel Connection