JEXER FITNESS & SPA TAIPEI

On August 1, 2023, JEXER FITNESS & SPA opened its doors in Taipei City. For their first expansion into Taiwan, our company was entrusted with overseeing the interior design of the “Japanese-style bath area.” In this project, we adopted the theme of “RYOKAN STYLE” with the goal of creating a relaxing space reminiscent of the baths found in traditional Japanese inns (ryokan). As fitness gyms gain popularity in Taiwan, JEXER FITNESS & SPA has emerged as a facility that incorporates the unique elements of Japanese bathing culture, offering a distinct style compared to other gyms.

Traditional fitness gyms in Taiwan are generally based on the American model, with facilities typically limited to pools and showers. Although there may be differences in pricing and color schemes, most gyms are equipped with similar fitness machines and primarily focus on fitness, while lacking comprehensive bathing facilities. As a result, there is a shortage of spaces for sufficient relaxation and refreshment after workouts. In response, JEXER FITNESS & SPA has proposed a unique “Japanese-style fitness gym” that emphasizes a well-equipped bathing area, setting itself apart from other facilities.

The design theme of “RYOKAN STYLE” goes beyond simply adding a bath to a fitness gym. It is an attempt to reinterpret the elements of a ryokan, which symbolize Japanese culture, and introduce new value to Taiwan. Given the high interest in Japanese culture and lifestyle among Taiwanese consumers, we believed that an immersive bathing experience akin to that of a ryokan would be welcomed as an appealing new offering. Furthermore, this style has the potential to attract not only the younger demographic targeted by conventional gyms, but also the middle-aged and elderly. Naturally, the local Japanese community in Taiwan is also expected to become new users, contributing to market expansion.

Research indicates that about 70% of potential members have visited Japan and hold fond memories of their stay. Offering a space where they can reminisce about their experiences in Japan and once again enjoy those tranquil moments in a bath will provide valuable added appeal. After its opening, the number of registered members quickly exceeded 200% of the target, marking an exceptionally successful start to the project. Through this success, we hope to see the charm of Japanese public bathing styles extend beyond Taiwan and resonate throughout the world.