LIFE CREATE

Founded in April 2008 by Ayaka Maekawa, LIFE CREATE operates a chain of boutique fitness studios in Japan, focusing on providing wellness services for women. In May 2025, the company announced it would change its name to LOIVE Co., Ltd., to unify its brand image with its founding hot yoga studio, "loIve". The company operates on a subscription-based model with monthly membership fees, and all studios are directly managed, which contributes to a stable revenue stream and allows for direct quality control.

LIFE CREATE went public on the Tokyo Stock Exchange Growth Market on April 24, 2025. The company's business model centers on "small-scale group lesson format" studios, which allows for efficient operations and lower initial investment costs. All instructors are hired as full-time employees to ensure high-quality service. With a workforce that is 99% female, the company provides a variety of fitness brands tailored to different needs. These brands include "loIve," a women-only hot yoga studio; "pilates K," specializing in machine-based pilates; "Surf Fit," offering surf-inspired exercise classes; and "REDY'S GYM," a group machine workout studio. The company also developed "NOBEE STRETCH," a studio for stretching and light muscle training aimed at an older demographic, including men.

The company's stated corporate mission is "to create women who love themselves and shine." It has received several awards, including first place in the Forbes Japan Women Award 2021. In March 2023, LIFE CREATE secured 920 million yen in a funding round from existing and new investors, including XTech Ventures, Lotte Ventures Japan, and MTG Ventures, to accelerate the opening of new studios, primarily for its "pilates K" brand.

Keywords: women's fitness, boutique studios, wellness services, hot yoga, machine pilates, subscription model, Japanese market, loIve, pilates K, Ayaka Maekawa, public company, direct management, group fitness, Surf Fit, REDY'S GYM, employee wellness, corporate rebrand