Case Study
How A Local Japanese Gym Reached International Clients
Content Created On Instagram
Client Overview
Alias Kickboxing is a Tokyo-based gym specializing in beginner-friendly and women-friendly kickboxing classes. With over 200 monthly subscribers, the gym has built a strong local following and wanted to expand its reach to attract international clients.
The Challenge
Alias Kickboxing’s website, recently rebuilt by another agency, allowed online booking but was not optimized for non-Japanese users. The gym owner, fluent only in Japanese, struggled to create effective English-language content to reach international audiences. Additionally, the website did not support online booking and payment for non-Japanese clients, creating a barrier for foreign visitors.
Key Issues
- Limited online marketing targeted at an international audience
- Language barriers affecting content creation and engagement
- Lack of online booking and payment options for non-Japanese users
Our Process
1. Evaluation and Strategy
We began by analyzing the gym’s unique positioning and understanding how it could appeal to an international audience:
- Defined the gym’s strengths: beginner-friendly and welcoming to women, perfect for tourists or expats looking for a safe, inclusive kickboxing experience.
- Identified key challenges: language barriers, online payment limitations, and lack of visibility among non-Japanese potential clients.
2. Execution and Development
With clear goals in mind, we tailored a strategy to position Alias Kickboxing as a welcoming, inclusive space for locals and visitors alike:
- Client and Team Interviews: Spoke with the owner and head coach to understand the gym’s atmosphere and class structure, which allowed us to create a new, internationally appealing offer.
- New Session Offer: Designed a unique kickboxing session aimed at mixed groups (50% non-Japanese, 50% locals) to encourage interaction and cultural exchange without a language barrier.
- International Online Payment: Setup of a Stripe checkout page so that toursits from all over the world could pay for the session.
- Social Media Content Creation: Developed a content plan targeting international tourists and expats. Created engaging posts, stories, and videos on Instagram. Posted in major tourist and expat groups on Facebook and Reddit.
The Results
The two-week collaboration yielded strong initial results. The client was eager to work with us again.
- The new kickboxing session attracted significant interest.
- 32 Event Interests
- Alias Kickboxing gained 20 international followers on Instagram within two weeks.
- 20 New Followers
- Published across Instagram, Facebook, and Reddit to engage English-speaking users and increase visibility.
- 15 Targeted Posts Created