Bonafide Gym, Based in Fukui, Aims to Become a “Community Health Infrastructure” The Sabae Maruyama location, the chain’s fourth in the prefecture, will open on August 8

BONA FIDE Co., Ltd. (Headquarters: Fukui City, Fukui Prefecture; Representative Director: Ryota Ueda) will open its fourth store in Fukui Prefecture, the “BONA FIDE Sabae Maruyama Store” (Sabae City, Fukui Prefecture), on Saturday, August 8, 2026.

Exterior of the Sabae Maruyama Store

Through advance reservations conducted prior to the opening, we have received over 100 trial session applications to date, demonstrating high anticipation from many members of the local community.

BONA FIDE Gym focuses on common challenges with exercise habits—such as “not knowing what to do” or “joining a gym but not sticking with it”—and offers a unique fitness model featuring 30-minute appointment slots, a choice of four types of machines, package-style workout plans, and personal trainers.

Our goal is to be more than just a fitness club.

By creating an environment in the community where anyone can easily start exercising and continue at a comfortable pace, we aim to become a “community health infrastructure” that supports the extension of healthy life expectancy for local residents.

Bonafide Gym Official Website: https://www.bonafide-fitness.com/

[The Industry Challenge: “I want to exercise, but I can’t stick with it.”]

Against the backdrop of growing health awareness, the fitness market continues to expand. However, there is a persistent challenge: many people join gyms but fail to stick with it, and exercise habits do not take root.

Common reasons for this include:

・Not knowing what to do

・Not knowing how to use the machines

・The gym is too crowded to use the machines they want

・They’re too busy to find time to exercise

—in other words, the difficulty of sticking with it.

Bonafide Gym believes these challenges stem not from “a lack of personal willpower,” but from “a lack of systems that make it easy to stick with it.” That’s why we’re dedicated to creating an environment where anyone can naturally make exercise a habit.

Interior of Existing Locations

[“Neither a 24-hour gym nor a personal training gym. ‘The Third Option’”]

In today’s fitness market, 24-hour gyms and personal training studios have become widespread, creating a diverse range of options.

At the same time, Bonafide Gym has received numerous comments from customers such as:

“I joined a 24-hour gym, but I didn’t know what to do, so I stopped going.”

“I saw results at a personal training gym, but the fees were too high, so it was hard to keep going.”

Bonafide Gym is a new fitness concept born from these needs.

It combines the convenience and freedom of a 24-hour gym with the reassurance and support of a personal training gym. By incorporating the best of both worlds—along with features like 15-minute advance reservations and a unique guidance system—we prioritize “ease of sticking with it” and address the need for those who feel, “I can’t stick with it on my own, but I don’t need one-on-one training every time.”

Semi-Personal Training

[Features of Bonafide Gym]

■ Easy to stick with thanks to 30-minute reservations

You can choose between 30-, 60-, or 90-minute sessions each time, with start times available in 15-minute increments. The convenient system allows you to book up to 15 minutes before your session starts.

It’s easy to fit into your schedule—whether after work or between household chores and childcare—and you can use the facility without any wait time.

■ Even Beginners Won’t Get Lost

Once you arrive, simply choose a workout plan tailored to your goals.

You can start your workout right away without worrying about “What should I do today?”

■ Our unique guide system makes training easy

Each member has their own unit of our in-house guide system, allowing them to check the weight, number of reps, and rest intervals tailored to their individual needs. You’ll also learn how to start each exercise and how to use the machines.

Set up the machine while following the guide

■Peace of Mind with Trainers on Hand

While it’s not a fully one-on-one service, trainers patrol the facility to check your form and answer any questions.

We strike a balance between the “peace of mind that comes from not being left to fend for yourself” and the “freedom to exercise at your own pace.”

■ Four training spaces to choose from based on your goals

・Machine Pilates

・Power Rack

・Lat Pulldown, Bench, & Dumbbells

・Cross-trainer (cardio)

Whether your goal is to build muscle, lose weight, improve your posture, or maintain your health, you can tailor your workout to your individual needs.

[Ticket-Based Pricing Plan]

■ How to Get Started

No enrollment fee, no management fees / Start with a per-session rate for your first month

■ Monthly Plans

・Light Plan: 4,980 yen per month (5,478 yen including tax) / 4 tickets per month

　*You can cancel your membership after as little as one month

・Standard Plan: 6,980 yen per month (7,678 yen including tax) / 8 tickets per month

　*Requires a minimum 12-month commitment

・Monthly Plan: 7,980 yen per month (8,778 yen including tax) / 8 tickets per month

　*You can cancel after as little as one month

・Additional Tickets: Starting at 480 yen (528 yen including tax) per ticket

・Get up to 20% off your monthly fee forever with the Family Discount

■ Key Features for Convenient Use

・You can suspend your membership as many times as you like, completely free of charge (up to 6 consecutive months per suspension)

・Unused tickets are carried over in full to the following month

・You can change your plan at any time

[Aiming to Be a Community Health Hub]

We believe that “exercise should be something you can keep up with without having to push yourself too hard.”

To create a society where everyone in the community can live healthy, long lives, we are building a system that lowers the barrier to starting exercise and eliminates the barriers to continuing it. Bonafide Gym aims to be a familiar and reliable “community health infrastructure” for everyone in the area, and we will continue to develop stores that are deeply rooted in the local community.

In the future, we aim to become a chain of stores that is essential to communities across the country.

【Branch Overview】

Gym Name: Bonafide Gym Sabae Maruyama Branch

Opening Date: Saturday, August 8, 2026

Address: 3-6-29 Maruyama-cho, Sabae City, Fukui Prefecture

Hours: Weekdays 9:00 AM–9:00 PM (Tuesdays 5:30 PM–9:00 PM)

　　　　　　Weekends & Holidays: 9:00 AM – 5:00 PM

Closed: None

[Company Overview]

Company Name: BONA FIDE Co., Ltd.

Location: Fukui City, Fukui Prefecture

Representative: Ryota Ueda, Representative Director

Capital: 7 million yen

Date of Incorporation: March 18, 2022

Business Activities: Operation of fitness gyms