Forest of people

What Forest of people does

人の森株式会社 (Hitonomori Corporation, branded in English as 'Forest of people') is a privately held, family-controlled Japanese diversified conglomerate headquartered in Ebina City, Kanagawa Prefecture, with operations tracing back to 1940 as a quarrying business. The company operates across at least seven distinct revenue streams: (1) Fitness and spa club operations under the COCOKARA (ココロカラ) brand with four facilities in Kanagawa Prefecture plus the Harenochi Hare (晴れのち晴れ) padel/futsal/tennis sports complex in Chiba; (2) Construction materials production — JIS-certified aggregates, crushed stone, and ready-mix concrete — anchored by the 50+ year-old Kegon Factory (華厳工場) quarry in Atsugi; (3) Civil engineering and construction services under ISO9001:2015 certification, executing road, bridge, river, and building projects primarily for government clients including 国土交通省, 神奈川県, and 海老名市; (4) Water treatment systems including industrial-scale groundwater membrane filtration and the consumer RO Server (みずから) product; (5) Real estate management covering monthly parking, coin parking, land/building rental, and the Atsugi Iiyama Campsite; (6) Geological survey and non-destructive testing services using ground-penetrating radar; and (7) LED-based fully artificial-light plant factory strawberry production, operated as the first such facility in the Kanto region since September 2018.

The company employs 160+ staff (including part-time workers) and reports annual sales exceeding 9億円 (approximately $6M USD) as of May 2025, with stated 自己資本 (equity capital) of approximately 103億円. Ownership is concentrated in the Kato family, with 加藤政徳 serving as Representative Director and President since 2004. Two wholly-owned subsidiaries — 藤野交通株式会社 (Fujino Kootsu, taxi transportation) and 株式会社つなぐ力 (Tsunagu Chikara, gravel and sand extraction, formerly Sagami Bussan) — extend the operational footprint. Distribution is direct: field sales for B2B construction and water-treatment projects, owned retail for B2C fitness, and a mixed channel approach with corporate website, Instagram (corporate and recruitment-dedicated), Facebook, YouTube (Kegon Factory product education), PR Times distribution, and Mynavi for new-graduate recruitment. The company's strategic positioning centers on a values-based culture codified through 14 DNA principles and Design Thinking integration formalized via the 2023 Design Strategy Division.

Name

Forest of people

Legal name

人の森株式会社

Website

https://hitonomoricorp.jp

Company type

Private

Founded year

1940

Operating status

Operating

Short description

人の森株式会社 (Hitonomori Corporation) is a privately held, family-controlled Japanese conglomerate based in Kanagawa Prefecture, operating across fitness clubs (COCOKARA brand), construction materials and civil engineering for government clients, water treatment systems, real estate, geological surveys, and LED-based strawberry production. It serves B2C consumers, B2B commercial/industrial facilities, and public-sector agencies primarily in the Kanto region.

Ownership category

akta.pro rank

Product category

Diversified Construction and Wellness Services

NAICS

Crushed and Broken Limestone Mining and Quarrying (212312), Construction Sand and Gravel Mining (212321), Cement and Concrete Product Manufacturing (3273)

SIC

Mining & Quarrying Of Nonmetallic Minerals (No Fuels) (1400)

akta.pro primary industry

Crushed Stone Quarrying & Processing (IMAKAHAA)

akta.pro secondary industry

Water Treatment Plant Construction (Drinking Water) (IMAFAGAA)

Keywords

• Civil engineering services
• Construction materials supply
• Fitness club operations
• Water treatment systems
• Ready-mix concrete

Headquarters

HQ city

Ebina

HQ country

Japan

HQ region

Asia

Offices9 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Fitness Club Operations (ウェルネス事業): Fitness and spa club operations under the 'ココカラ' brand, providing gym facilities, pools, studios, sports arenas, hot springs, and wellness services to individual consumers. Multiple locations in Kanagawa Prefecture and Chiba.
2. Aggregate and Crushed Stone Production (骨材生産販売): Production and sale of construction aggregates, crushed stone, and sand from company-owned quarries. JIS certified products for concrete and asphalt.
3. Civil Engineering and Construction (土木、建築等の請負): Public works and private construction projects including roads, bridges, river improvements, and buildings. Primarily government contracts.
4. Water Treatment Systems (地下水膜ろ過システムの設計施工): Design, installation, and maintenance of groundwater purification systems and RO servers for commercial and industrial facilities.
5. Ready-Mixed Concrete Sales (レディーミクストコンクリート販売): Sales of ready-mixed concrete and construction materials through the trust-building division.
6. Real Estate (土地・建物賃貸、駐車場): Management and rental of company-owned real estate including land, buildings, monthly parking, coin parking, and camping sites.
7. Geological Survey Services (地質調査・非破壊検査): Geological surveys, non-destructive testing, and underground radar exploration services.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

人の森株式会社 (Hitonomori Corporation) is a diversified Japanese company operating across construction materials, civil engineering, fitness and spa operations, water treatment systems, real estate, geological surveys, and an LED-based plant factory. The company produces and sells crushed stone, aggregates, and ready-mix concrete from its Kegon Factory quarry; performs public-sector road, bridge, and river construction; operates the COCOKARA fitness/spa chain and Harenochi Hare sports complex; designs and installs groundwater purification systems and RO water servers for commercial facilities; and runs a year-round LED strawberry cultivation facility.

Product overview

人の森株式会社 operates as a diversified conglomerate with multiple distinct business units unified by the corporate purpose of 'creating wellness for people.' The core portfolio includes fitness and spa operations (ココカラ chain and 晴れのち晴れ sports complex), water treatment solutions (ROサーバー consumer product and 地下水膜ろ過システム industrial systems), construction materials and aggregates (砕石・骨材 at Gokagon Factory, レディーミクストコンクリート), civil engineering and construction services, and agricultural technology (LED plant factory for strawberries). Additional operations span real estate, geological survey, and outdoor recreation (あつぎ飯山キャンプ場). The company positions itself around 'Design thinking' management and human capital development.

Differentiator

Problem solved

Functional benefit

Brands

• ココカラ (cocokara): Fitness and spa brand operating multiple facilities across Kanagawa Prefecture, including 本厚木, 港南台, 辻堂, and 相模大野. Offers gym, pool, studio, sports arena, natural hot spring spa, and massage chairs.
• 晴れのち晴れ
• ミズカラ (ROサーバー)

Products and services

• Fitness & Spa COCOKARA (フィットネス&スパ ココカラ) Member-based fitness and spa facilities offering gym, pool, studio, sports arena, natural hot spring spa, and massage chair services to individual consumers across Kanagawa Prefecture locations including Honatsugi, Konandai, Tsujido, and Sagamiono.
• Padel & Futsal Harenochi Hare (パデル&フットサル 晴れのち晴れ) Sports complex facility in Chiba City combining padel (4 indoor/outdoor courts), futsal, tennis, and a training gym with Italian-made equipment, targeting sports enthusiasts and families.
• RO Server (ROサーバー / ミズカラ) Compact counter-top water purifier using reverse osmosis membrane filtration to produce ultra-soft water from tap water, with UV or ozone sterilization, suitable for drinking, cooking, coffee, and tea in residential and commercial settings.
• Groundwater Membrane Filtration System (地下水膜ろ過システム) Industrial-scale water purification system that draws deep groundwater and filters through advanced membrane technology, providing safe, clean water for large facilities such as hospitals, nursing homes, golf courses, hotels, and commercial facilities while reducing water costs and supporting disaster preparedness.
• Crushed Stone and Aggregate Products (砕石・骨材製品) JIS A 5005 certified crushed stone, aggregates, crusher run, single-size aggregates, and various other specifications for concrete, asphalt, road base, and construction applications, produced at the company's Kegon Factory in Atsugi.
• Civil Engineering and Construction Services (社会環境を支える部 建設工事) Civil engineering and building construction services including road construction, river improvement, bridge reinforcement, and building construction, operating under ISO9001:2015 certification for both public and private sector clients.
• Ready-Mix Concrete Sales (レディーミクストコンクリート販売) Sales and distribution of ready-mix concrete covering the greater Tokyo metropolitan area, connecting production plants with construction sites through the trust-building (信頼をつなげる部) division.
• Atsugi Iiyama Campsite (あつぎ飯山キャンプ場) Natural campsite facility with riverside location and clear night sky views for families, friends, and solo campers, located approximately 1 hour from central Tokyo.
• LED Plant Factory Strawberry Production (LED完全人工光型植物工場 / いちご生産) Fully artificial light plant factory producing Tochiotome strawberries year-round including summer months when traditional field production is impossible, using LED lighting with automated environmental controls.
• Geological Survey and Non-Destructive Testing (ジオのみらい調査部 地質調査・非破壊検査) Geological survey and non-destructive testing services including ground penetrating radar exploration, rebar detection, embedded object detection, soil and rock testing, and water quality analysis for construction and infrastructure projects.

Quantifiable outcome

• Water cost reduction for commercial facilities
• +2 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Creww (クーロー)coreStrategic or Co-development Partner · 20 April 2021Open innovation accelerator program partnership. Hitonomori launched 'Startup Co-creation Program 2021' through CrewwGrowth platform, seeking partners in wellness, sustainable environment, and forest/land utilization.
• バルドラール浦安minorStrategic or Co-development PartnerFutsal school partnership at Harenochi Hare facility. Valdrail Funessa teaching futsal skills at the sports complex.

Scale indicators6 records

Recent moves10 records

Expansion highlights6 records

Broad incumbents

• Toda Corporation: Major Japanese construction company with civil engineering, building construction, and infrastructure projects. Comparable to Hitonomori's civil engineering business with diversified portfolio including environmental and renewable energy projects.
• Organo Corporation: Japanese water treatment company providing membrane filtration and purification systems for industrial and commercial use. Comparable to Hitonomori's water treatment systems division, though larger and more established.
• Kurita Water Industries Ltd. Major Japanese water treatment company providing industrial and commercial water purification solutions. Comparable to Hitonomori's groundwater membrane filtration and RO Server business, though at substantially larger scale and broader industrial focus.
• Maeda Corporation: Long-established Japanese construction and civil engineering firm with roads, bridges, and infrastructure projects. Comparable to Hitonomori's civil engineering and public works focus, though Maeda operates nationally and at substantially larger scale.
• Nishimatsu Construction Co., Ltd. Japanese construction company with civil engineering, building construction, and infrastructure projects. Comparable to Hitonomori's public works and civil engineering portfolio, though at much larger scale.
• Tokyu Construction Co., Ltd. Large Japanese general construction and real estate company with civil engineering, building construction, and owned real estate operations. Comparable to Hitonomori's civil engineering and fitness/real estate divisions, though at much greater scale and broader geographic reach.

Direct peers

• Zenitaka Corporation: Mid-sized Japanese construction and aggregate supplier with crushed stone, ready-mix concrete, and civil engineering operations. Closest direct comparable to Hitonomori's integrated quarry-to-construction business model, with similar diversification pattern.
• TIPNESS Co., Ltd. Japanese fitness club chain operating multiple locations across Kanto region. Direct comparable to Hitonomori's COCOKARA fitness and spa brand, with similar geographic focus and target customer segments.
• Renaissance Inc. Japanese fitness chain operator with multiple locations offering gym, pool, and spa facilities. Direct comparable to Hitonomori's COCOKARA wellness and spa business model.

Emerging players

• Spread Co., Ltd. Japanese vertical farming company specializing in LED-based automated plant factories for lettuce production. Comparable to Hitonomori's LED plant factory for strawberry production, with similar technology approach but in different crop category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCTrKcrUnhk7alD9O1N6wT2w
• Facebookfacebook.com/hitonomoriaqua
• Instagraminstagram.com/hitonomori_k

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 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 Forest of people