Prova Group

What Prova Group does

Prova Group (プローバグループ) is a privately held, family-controlled diversified lifestyle conglomerate headquartered in Hiroshima, Japan, founded in 1953 and now led by third-generation CEO Naoki Hiramoto. The Group operates through a holding-company structure encompassing eight subsidiaries — Prova, Provax, GROW UP, Prova Wellness, P2M, Prova Vegimo, UBX JAPAN, and Pensione UNO — across five reported business segments: Amusement (pachinko halls and game/bowling centers), Wellness (fitness studios, boxing gyms, and elderly-care services), Food (bakeries, restaurants, and vegetable/seafood sourcing), Resort (glamping and a pension), and Lifestyle (sauna complex, insurance, and real estate). As of FY2025, the Group reports consolidated sales of ¥38.057 billion, 1,210 employees (320 full-time plus 890 partner staff), and 78 physical bases across 11 prefectures.

The business model is fundamentally B2C, monetizing high-volume consumer foot traffic through a portfolio of physical retail and service concepts. The Amusement segment includes 16 pachinko stores and 22 game/bowling stores, which historically anchor revenue. The Wellness segment combines 6 Vace1 fitness studios with 9 UBX boxing-and-strength gyms operated under a Japan master franchise secured in January 2023. The Food segment spans 5 bakery stores and 12 food/restaurant locations, supported by Prova Vegimo's vegetable supply chain. Lifestyle and Resort segments — including PiNo SPA, Bene-tre, the Pensione UNO pension, a glamping site, and an insurance agency — are smaller but represent growth-oriented extensions of the portfolio.

The Group serves Japanese mass-market consumers with a regional concentration in the Chugoku area (Hiroshima and surrounding prefectures), and is expanding outward into Tokyo, Osaka, and Kanagawa. Prova is not publicly listed, has no disclosed external investors, and has no documented AI/technology platform; its competitive position rests on multi-decade local brand equity, a diversified segment portfolio, and physical-retail density rather than on proprietary technology or venture-style scale economics.

Name

Prova Group

Legal name

株式会社プローバホールディングス

Website

https://provanet.co.jp

Company type

Private

Founded year

1953

Operating status

Operating

Headcount range

101–250 employees

Short description

Prova Group is a privately held, family-controlled Japanese diversified lifestyle conglomerate (founded 1953, Hiroshima) operating 78 bases across 11 prefectures in amusement, wellness, fitness, food, resort, and lifestyle segments, serving mass-market Japanese consumers with FY2025 sales of ¥38.057 billion.

Ownership category

akta.pro rank

Headquarters

HQ city

Hiroshima

HQ country

Japan

HQ region

Asia

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Amusement Operations (Pachinko & Gaming): Core revenue from operating pachinko halls and game centers. The company operates 16 pachinko stores and 22 game/bowling stores across Japan. Pachinko business branded under multiple names including Leone, Angelo, Aqua Prova, Vita Prova, Marina Prova, and Rosso Prova.
2. Fitness Club Memberships: Recurring membership revenue from fitness gym Vace1 (6 locations) and UBX boxing gyms (9 locations). Vace1 offers both standard and 24-hour gym memberships with personal training services.
3. Bakery and Food Operations: Revenue from bakery operations (5 BAKERY MARKET and Bon*bon stores), restaurant operations (cafes, noodle shops, and dining within amusement facilities), and food product retail including sweets through Chateraise franchise (8 stores).
4. Resort and Hospitality: Revenue from glamping facility Moi Sorayama in Tottori, pension operations at Pensione UNO in Niseko, Hokkaido, and food/beverage service operations.
5. Insurance Agency: Life insurance, property insurance, and financial planning services through Hoken no Prova insurance agency. Serves both individual and corporate clients with comprehensive insurance solutions.
6. E-commerce Sales: Online sales of specialty products including Hamadai rockfish (nodoguro) from Shimane, organic vegetables from VEGIMO, and bakery products through online channels.
7. Real Estate Management: Property management services including maintenance, repairs, and real estate trading through licensed agents. Also provides household assistance services and financial planning consultations.

Pricing tiers

Go-to-market motion2 records

Distribution channels10 records

Marketing channels5 records

Core offering

Prova Group is a Japanese diversified hospitality and lifestyle conglomerate operating 78 retail locations across 11 prefectures. The company runs pachinko halls, game centers, bowling alleys, fitness gyms, boxing studios, bakeries, organic farms, glamping resorts, pensions, and insurance/real estate services through wholly-owned subsidiaries.

Product overview

Prova Group is a diversified Japanese hospitality and lifestyle conglomerate operating across five business segments: Amusement (pachinko halls and game/bowling centers), Wellness (fitness gyms, boxing studios, and elderly care services), Food (bakery, organic vegetables, seafood e-commerce, and restaurants), Resort (glamping and pensions), and Lifestyle (sauna/fitness complexes, insurance, and real estate management). The company operates through multiple subsidiaries including 株式会社プローバ (pachinko), 株式会社プロバックス (game centers), 株式会社GROW UP (bakery/restaurants), 株式会社プローバウェルネス (fitness), 株式会社UBX JAPAN (boxing studios), and others. With approximately ¥38.057 billion in consolidated sales (FY2025), the group operates 78 locations across 11 prefectures with 1,210 employees. The portfolio includes well-known brands such as Vace1 fitness gyms, UBX boxing studios, VEGIMO organic vegetables, the FIERA di PROVA entertainment complex, and the Provacup futsal tournament.

Differentiator

Problem solved

Functional benefit

Brands

• Vace1: Fitness gym brand offering 24-hour fitness facilities and studio lessons
• UBX BOXING+STRENGTH
• VEGIMO (ベジモ)
• 山陰浜田 極味
• Moi そらやま
• Pensione UNO
• ベネトレ
• ほけんのプローバ

Products and services

• Pachinko Hall Operations

Quantifiable outcome

• ¥38.057 billion in group consolidated sales
• +3 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

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

• UBX INTERNATIONALcoreOEM/ Whitelabel/ Licensing Partner · 1 January 2023Master franchise agreement for UBX BOXING+STRENGTH in Japan. Prova Group's UBX JAPAN acquired Japanese master franchise rights in January 2023. The system combines boxing and strength training with 45-minute workouts, developed by 4-time boxing world champion Danny Green.
• サンフレッチェ広島 (Sanfrecce Hiroshima)flagshipGTM or Marketing PartnerLong-term official sponsorship of J-League football club. Includes sponsored game events, collaborative merchandise, and community engagement activities supporting regional sports.
• 広島ドラゴンフライズ (Hiroshima Dragonflies)coreGTM or Marketing PartnerOfficial partner sponsorship of B.League basketball team. Includes merchandise development, event collaborations, and team activity support.
• 島根スサノオマジック (Shimane Susanoo Magic)minorGTM or Marketing PartnerB.League basketball team sponsorship supporting regional sports in Shimane prefecture where Prova Group operates pachinko stores.
• シャトレーゼ (Chateraise)coreChannel Partner/ Reseller/ DistributorFranchise agreement for operating Chateraise confectionery stores. Prova Group operates 8 Chateraise franchise locations across Tottori, Okayama, Hiroshima, Hyogo, and Shimane prefectures.
• 星乃珈琲店 (Hoshino Coffee)minorChannel Partner/ Reseller/ DistributorFranchise partnership for Hoshino Coffee café chain. Opened location at Tottori Trinity Mall in May 2026.
• NPO法人フォルツァプローバ (NPO Forza Prova)coreStrategic or Co-development PartnerNon-profit organization for social contribution activities including sports promotion, disability support, regional environmental conservation. Organizes the annual Prova Cup futsal tournament since 1996.
• 広島こども食堂支援センター (Hiroshima Children's Cafeteria Support Center)minorStrategic or Co-development PartnerFood donation partnership supporting children's cafeteria activities since 2021, contributing to community child welfare.
• 広島被害者支援センター (Hiroshima Victim Support Center)minorStrategic or Co-development PartnerCrime victim support activities including symposium participation and donations since 2006.

Scale indicators8 records

Recent moves10 records

Expansion highlights5 records

Broad incumbents

• Fields Corporation: Largest pachinko-machine sales and content company in Japan, also operating its own amusement facilities. A broad incumbent in the same pachinko/slot category where Prova (16 halls) competes at a much smaller scale.
• Resorttrust: Japanese membership-based resort club operator (Higashiya, XIV) with extensive hospitality and senior lifestyle offerings. Comparable as a Japanese consumer membership/resort business model operating at much larger scale than Prova's Pensione UNO and Moi Sorayama glamping operations.
• Konami Group: Diversified entertainment conglomerate with significant pachinko/slot operations (Konami Amusement) and a sports club/fitness business (Konami Sports Club). Comparable as a broad incumbent spanning both the gaming/amusement and fitness verticals where Prova operates.
• SEGA Sammy Holdings: Diversified entertainment conglomerate spanning pachinko/pachislot (Sammy), consumer gaming (SEGA), and resort operations. Comparable as a much larger, diversified entertainment holding company operating in overlapping amusement, gaming, and resort verticals.
• SANKYO: Major pachinko and pachislot machine manufacturer with affiliated hall operations. Comparable to Prova's pachinko business as a broad incumbent defining the regulatory and competitive environment Prova operates in.

Direct peers

• TIPNESS: Established Japanese fitness club chain with multiple studio formats including Pilates and personal training. Comparable to Vace1's combined gym + studio + esthetic services positioning in a regional Japanese market.
• Round One: Japanese family-entertainment operator combining bowling, karaoke, sports, arcade games, and kids' play under one roof. Round One is the closest direct peer to Provax's game-center and bowling business and overlaps with PINOKIDS indoor playgrounds.
• Anytime Fitness Japan: 24-hour fitness franchise in Japan offering memberships across hundreds of locations. Directly comparable to Vace1's 24-hour gym model and subscription-based recurring revenue approach.

Emerging players

• RIZAP Group: Japanese boutique fitness and personal-training brand that has expanded via multi-format gyms and lifestyle verticals. Comparable to UBX and Vace1 as a boutique-fitness positioning, but at a much larger and more aggressive growth trajectory.

Regional players

• Hoshino Resorts: Premium Japanese resort operator anchored in Niseko, Hokkaido. Comparable to Pensione UNO as a Niseko-based accommodation operator serving international guests, though at significantly larger scale and broader portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries9 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 Prova Group