What Virtual Window Co. does

Virtual Window Co., Ltd. is a privately held Japanese technology company that develops goggle-free virtual reality systems using projection-based display technology. The company's core offering is the "Virtualwindow framework," which combines multiple projectors, camera-based optical position measurement sensors, and proprietary software to deliver immersive VR experiences without requiring users to wear head-mounted displays. Its flagship commercial product, vFit, is a B2B virtual fitness training system available in three configurations: a large-room type using 4 walls and 9 projectors, a standard room type using 3 walls and 3 projectors, and a compact desktop/standalone unit with a curved single screen and 2 projectors. vFit integrates with exercise equipment such as stationary bikes and treadmills, with optional resistance/incline synchronization, and is positioned for use in fitness clubs, sports facilities, corporate wellness programs, and healthcare settings.

The underlying technology stack also includes servo-motor-based haptic feedback devices and Unity-based VR/AR/MR content production capabilities (including HoloLens development experience), giving the company end-to-end control over hardware integration, sensor systems, and immersive content creation. Beyond fitness, the company has prototyped a car-window AR concept (DUAL MOVE) with Japan Research Institute (JRI) and a competitive boat-racing experience combining its goggles-free VR with wizapply's SIMVR technology.

Virtual Window generates revenue through a mix of recurring vFit service contracts with fitness facility operators and one-time license/development fees for custom VR system design, consulting, and content production. Go-to-market is primarily event-driven, centered on exhibition presence at major Japanese trade shows (XR総合展, SPORTEC) supplemented by direct B2B enterprise sales engagement with fitness and wellness operators. Distribution and customer engagement are concentrated domestically in Japan, with earned media coverage from NHK, TV Tokyo, TV Asahi, and TOKYO MX amplifying visibility.

Name

Virtual Window Co.

Legal name

株式会社バーチャルウインドウ

Website

https://virtualwindow.net

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Virtual Window Co. is a Japanese technology company that builds goggle-free, projection-based VR systems, selling its vFit virtual fitness platform to fitness clubs, sports facilities, and corporate wellness programs through B2B direct sales and trade-show-led marketing.

Ownership category

akta.pro rank

Product category

Immersive VR Systems

NAICS

Computer Systems Design and Related Services (54151)

SIC

Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

VR/XR Hardware & Accessories (Headsets, Controllers, Trackers, Haptics) (MPAFAGAG)

akta.pro secondary industry

VR/AR Gaming Hardware (Headsets & Controllers) (HDACANAD)

Keywords

• Goggle-free VR
• VR fitness systems
• Projection-based VR
• Virtual reality training
• Immersive VR technology

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. vFit Training Service: B2B virtual training service using goggle-free VR technology. The company develops and deploys VR training solutions for fitness facilities, sports clubs, and enterprise wellness programs. Revenue generated through service contracts and system sales to business operators.
2. VR System Development and Sales: Custom VR system development, design, and sales of devices and software related to virtual and augmented reality experiences. Consulting services for businesses implementing VR solutions.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

Virtual Window Co. develops and sells goggle-free virtual reality systems, with its flagship commercial offering being vFit — a B2B virtual training service that uses multi-projector projection and proprietary position measurement sensor technology to deliver immersive VR fitness experiences without head-mounted displays. The vFit system is sold in multiple hardware configurations (large-room, standard-room, and desktop/standalone) for use with exercise equipment such as bikes and treadmills at commercial fitness facilities, sports clubs, and enterprise wellness programs in Japan.

Product overview

Virtual Window Co. is a technology company specializing in goggles-free VR systems. Its primary offering is the vFit virtual fitness service, a business-to-business training solution available in three configurations: a large room (4-wall, 9-projector), a standard room (3-wall, 3-projector) with optional resistance/incline sync, and a compact desktop/standalone unit (single curved screen, 2 projectors). All products are powered by the company's proprietary Virtual Window Framework, which enables immersive VR experiences without head-mounted displays. Additional offerings include a competitive boat racing experience (developed with wizapply's SIMVR) and the DUAL MOVE car window AR prototype (developed with JRI). The company's core technical capabilities encompass position measurement sensor technology, haptic/force-feedback technology, and VR/AR/MR content production.

Differentiator

Problem solved

Functional benefit

Brands

• vFit: Goggle-free VR fitness/training system available in room-type and stationary configurations for commercial fitness facilities
• DUAL MOVE

Products and services

• vFit Virtual Fitness Service A goggles-free VR fitness training system for commercial businesses, built on the proprietary Virtual Window Framework. Available in three hardware configurations: large-room (4-sided projection with 9 projectors), standard-room (3-sided projection with 3 projectors, with an optional resistance/incline-synchronized variant for bikes or treadmills), and desktop/standalone (single curved screen with 2 projectors for bike use). Designed for integration with exercise equipment such as bikes and treadmills.
• DUAL MOVE Car Window AR A prototype automotive AR system that overlays augmented reality content on car windows, co-developed with Japan Radio Industry (JRI). Demonstrates application of Virtual Window's projection/AR technology to in-vehicle experience.

Segments4 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

One partnership is on record.

• JRI (Japan Radio Industry)minorStrategic or Co-development PartnerCollaboration on DUAL MOVE prototype - a car window AR system for future vehicles. The partnership demonstrates Virtualwindow's AR technology capabilities applied to automotive interiors.

Scale indicators3 records

Emerging players

• CREAL: Swiss light-field VR display startup developing glasses-free VR/AR projection technology. Directly comparable to Virtual Window's goggle-free thesis and a competitor for the same emerging no-headset-VR category.
• Looking Glass Factory: US-based light-field and holographic display company shipping glasses-free 3D displays for enterprise and creative use. Most philosophically aligned peer — also betting that goggle-free immersive displays will outcompete head-mounted VR for many commercial applications.
• Realmax: China-based AR hardware company developing projection-based and wide-FOV AR solutions. Comparable as another goggle-free/projection AR bet in the same emerging category as Virtual Window.

Broad incumbents

• Magic Leap: US AR/MR hardware company shipping spatial computing headsets for enterprise. Competes with Virtual Window for the same enterprise training and immersive experience budgets, though using a head-mounted approach.
• HTC (Vive): Taiwanese VR hardware incumbent shipping Vive headsets for enterprise and fitness (Vive XR Elite, Vive Focus). Competes for the same commercial VR training and fitness-facility budgets as vFit.
• Microsoft (HoloLens / Mixed Reality): Microsoft's HoloLens MR platform is explicitly referenced in Virtual Window's content production capabilities and represents the dominant enterprise MR incumbent. Comparable in targeting enterprise training, industrial, and immersive use cases.
• Sony Group (PlayStation VR): Japanese-headquartered entertainment and hardware conglomerate operating PlayStation VR, the largest installed-base consumer VR platform. Broad incumbent in the same Japan VR/XR hardware category as Virtual Window, with much deeper capital and ecosystem reach.

Direct peers

• FitXR: UK-based VR fitness platform offering immersive workout experiences for gyms and consumers on Meta Quest. Direct peer at the application layer for vFit, competing for the same fitness-operator VR budget though delivered via headset rather than projection.
• Epson (Moverio): Epson's Moverio line of optical/projection-based see-through smart glasses is the closest technology analog to Virtual Window's projection-first, goggle-free approach. Both pursue non-headset-mounted display paradigms, though Epson ships wearable glasses rather than room projection.
• Supernatural (Within / Meta): VR fitness subscription service now owned by Meta, offering instructor-led immersive workouts. Direct competitor in VR-enabled fitness experiences, capturing the same end-user mindshare that vFit targets at fitness facilities.

Market position

Strengths4 records

Weaknesses4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCm1YL88xwpFHjdvN5LCvP9g
• Facebookfacebook.com/virtualwindowjp
• LinkedInlinkedin.com/company/virtualwindow

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 Virtual Window Co.