On-site Report: What Is SPORTEC 2025? Japan’s Largest International Sports and Wellness Industry Exhibition at Tokyo Big Sight

This on-site report covers the opening day of SPORTEC 2025—Japan’s largest comprehensive exhibition for the sports and wellness industry—and highlights standout exhibitors across the show floor.

What Is SPORTEC? Japan’s Largest Comprehensive Sports and Wellness Exhibition

SPORTEC is Japan’s largest comprehensive exhibition for the sports and wellness industry, bringing together companies and organizations from around the world. First held in 2009, the show aims to make sports more accessible and widely practiced, with a vision to expand participation, improve athletic performance, and contribute to a healthier society.

Nine Specialized Areas You Can Compare Side by Side

SPORTEC is organized into nine specialized areas so visitors can see everything they are curious about in one place.

• Fitness Machine Area
• Sports Facility Area
• Sports Event & Tourism Area
• Sports Fashion & Goods Area
• Sports Science Technology Area
• Sports & Beauty Area
• Sports Nutrition Area
• Golf Performance Area
• Recovery Area. スポーツステーション

Health & Fitness Japan occupies about half the floor

The show takes place across East Halls 4–6 at Tokyo Big Sight. Each East Hall measures 90 m × 90 m; combined, the three halls offer roughly 26,000 m² of floor space. About half of that footprint is taken up by the Health & Fitness Japan area, where many exhibitors showcase training machines and related solutions. A bilingual venue guide (PDF) was distributed at the entrance.

Hands-on demos you can try on the spot

Many booths display actual equipment with ample space for trials, and visitors are encouraged to experience products on the floor—creating the feeling of a large, walkable fitness center.

Live instructor-led presentations

Some areas feature training machines synchronized to music and live demonstrations by instructors, with short lessons that explain product features and adoption benefits while participants try them.

So much variety you can’t see it all in one day

The exhibits go far beyond machines: protein tastings, DX services, apparel, arena solutions and tournaments, cosmetics, and even university research presentations. The breadth makes it easy to compare what you’ve been eyeing, all at once, with a strong sense of immersion.

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Exhibitor Spotlights: Unique Booths We Visited

hacomono: What Does 7%→20% Mean?

hacomono placed eye-catching ads at Kokusai-Tenjijo Station on the Rinkai Line and at Tokyo Big Sight Station during SPORTEC 2025. The message read Fitness in everyday life. 7%→20%, indicating an ambition to raise Japan’s fitness participation rate from 7% to 20% so that fitness becomes a common part of daily life at scale.

The company used a 12-booth space to present multiple services. The two centerpieces were hacomono AI Lab and FitFits, the latter making its first public appearance for the industry.

What hacomono offers

hacomono is an industry-specific all-in-one system that supports gym and fitness facility operations by unifying membership sign-up, booking, customer management, payments, and access control. It aims to accelerate digital transformation across facilities that still rely on analog workflows.

At the AI Lab booth, the team demonstrated how AI can enhance both customer and staff experiences in fitness settings, including interactive demos that connect on-site hardware with the management system.

FitFits: a flexible monthly platform

FitFits, planned for official release in 2026, is a monthly subscription platform in which users receive coins and choose what they want each time—from yoga and Pilates to gyms and saunas—across participating facilities. The concept is designed to fit casual users as well as regular members by letting them pick the right activity on the day.

According to the official announcement, the company’s goal at this show was to attract participating businesses and facility owners as partners for the new platform.

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CHARION: Aiming to Make Oral Care Part of Everyday Culture

Staff in white coats and rows of blue-illuminated spheres made the booth look like a laboratory at first glance—this was CHARION’s space showcasing oral-care products. Along the perimeter, self-service whitening machines were set up, and visitors could try a complimentary Bihaku Whitening session.

According to the company, more than 10,000 locations—such as hair salons and nail salons—have installed its self-service whitening equipment. The team chose to exhibit here because the show attracts health- and beauty-conscious visitors who align closely with their target users.

The whitening process uses Bihaku solution (titanium dioxide) combined with brushing to remove stains. While whitening often brings to mind treatments at dental clinics, this system is designed for easy adoption without specialized knowledge, making it approachable for first-time users.

A communications representative said the goal is to build a culture of routine oral care—just as people visit a salon when their hair grows, they want dental maintenance to become an everyday habit. They also noted that users tend to keep up the routine once they start.

Adoption is also growing as an employee benefit, particularly in workplaces with many women and among sales professionals, where visible improvements like whiter teeth can drive satisfaction. For businesses seeking to raise customer or staff satisfaction and attract visitors, the system offers a low-barrier whitening option.

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TOMO Corporation: A Hot/Cold “Supplement Server” for Easy Nutrition

The company offers a “Supplement Server” that prepares protein and amino-acid drinks on the spot. At the booth, visitors could sample WHEY PROTEIN in flavors like Milk Chocolate, Grape, and Mango Peach, served hot or cold.

Until now, installations have centered on gyms and training facilities, but the team is exploring broader placement going forward.

For example, some Don Quijote stores place the server at the front of the shop so shoppers can try a cup for JPY 100. Being able to taste before buying lowers the hurdle for first-time customers and can support sales by turning sampling into purchase confidence.

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鳳商事（Ohtori Shoji）: Protein Servers Gaining Traction in Schools

The company also markets a “protein server,” offering flavors such as Weider Fruit Mix, Cocoa, Milk Caramel, and Lemon. Drinks can be served hot or cold. Facilities can freely select four flavors from the lineup to suit their users, and the machines support cashless and IC card payments.

Around 1,000 units have already been installed nationwide, mainly at gyms and other training facilities.

The business originally began with tea dispensers and has since expanded into more specialized fields, including thickened beverages for people with dysphagia, serving needs in eldercare as well as medical and welfare settings.

Adoption is also growing across educational institutions—junior high schools, high schools, and universities. Beyond post-exercise nutrition, the machines can make protein more palatable and accessible for everyday health management among growing children and general users.

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Editor’s note: Health and wellness are poised for strong growth

SPORTEC proved to be a dense source of information for professionals across sports and wellness. Even as a first-time visitor, I found many ties to everyday life and new discoveries. The show feels accessible even if you are not an industry specialist.

When we asked exhibitors why they chose this event, many answered that it is the largest show in the industry. It also functions as a springboard to their next steps. Given Japan’s globally high healthy life expectancy, health and wellness are likely to draw even greater attention.

Event Overview: SPORTEC 2025

Dates: July 30 (Wed)–August 1 (Fri), 2025
Venue: Tokyo Big Sight, Tokyo
Organizer: TSO International Inc.

Official Website https://sports-st.com/en/