SOELU株式会社
5 known investors
SOELU is an online yoga and fitness platform offering live and on-demand classes including yoga, pilates, training, and dance through video streaming. It serves consumers in Japan seeking accessible home-based fitness instruction.
Also known as SOELU · SOELU株式会社 · ソエル
Investors · 5
Company profile
researched Aug 2026SOELU株式会社 operates SOELU (ソエル), an online yoga and fitness service in Japan delivering classes over video streaming to smartphones, tablets and PCs. The catalogue covers more than 100 types of lessons spanning yoga, pilates, training, dance and ballet, offered in two formats: real-time live lessons, in which an instructor observes and corrects participants through the camera, and on-demand video lessons that are refreshed monthly and can be taken at any time. Live sessions run from early morning (5am hour) to past midnight, with an average of about 140 lessons opened per day as of January 2025.
Live classes are split into two participation slots: a "gallery" slot in which the member's video and audio are not sent to the instructor, and a "pose check" slot in which they are, allowing direct correction. Members are not visible to one another, which the company presents as a privacy feature for exercising at home. Onboarding is structured as a three-step flow of trial registration, lesson booking, and joining the room five minutes before start.
Alongside the online service, SOELU is opening women-only gyms and studios that offer in-person machine pilates, yoga and training classes drawn from the online catalogue, as well as yomogi (mugwort) steam sessions; the scope of unlimited access varies by location and plan.
Business model
Direct-to-consumer subscription: members pay a recurring monthly fee for access to live and on-demand classes, with physical studio memberships as an additional offering.
Two subscription tiers are advertised — LITE at ¥3,278/month including tax and PREMIUM at ¥6,578/month including tax — both including unlimited on-demand video lessons; PREMIUM adds pose-check slots, anytime booking and access to limited lessons. A ¥100 trial is used as the entry offer, and 12-month course subscribers taking the trial move to ¥2,980 (¥3,278 incl. tax) or ¥5,980 (¥6,578 incl. tax) from the second month after the campaign period.
Traction
As of January 2025 the service listed more than 100 instructors, over 100 lesson types and an average of about 140 live lessons per day; physical studios were described as progressively opening.
Latest developments
As of January 2025 the company was opening women-only gyms and studios offering machine pilates, yoga, training and yomogi steam, extending the online service into physical locations.
▸Full profile — market position, technology, go-to-market, geography
Market position
The company describes its online yoga and fitness service as one of the largest in Japan (self-assessed, as of January 2025).
Combination of real-time instructor feedback with privacy controls (members are not visible to each other, and video/audio transmission is optional by slot type), broad scheduling from early morning to late night, and a roster of more than 100 instructors including media-active and overseas-based teachers.
Technology
Video streaming delivered through a browser or device app over an internet connection, supporting two-way live sessions where instructors can view participants who opt into pose-check slots, plus a booking system with room entry shortly before class start.
Go-to-market
A ¥100 introductory trial is the primary acquisition mechanism on the website, supported by member testimonials and tiered annual-course pricing; the company is expanding into branded physical studios.
Consumers in Japan exercising at home, including freelancers, office workers, parents with young children and homemakers; the physical studios are women-only.
Geography
Japan, with instructors recruited nationwide and some based overseas including New York; physical studios are being opened in Japan.
Compiled by commissioned research from 1 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Competitors · 3
by search overlap
Companies competing with SOELU株式会社 for the same Google search keywords, organic and paid, via search-intersection analysis.
▸Research sources · 1
primary sources listed
- SOELU株式会社soelu.com · web
1 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does SOELU株式会社 do?
- SOELU operates a Japanese online yoga and fitness service with live and on-demand classes, plus women-only studios.
- Who are SOELU株式会社's investors?
- SOELU株式会社's investors include ANOBAKA, DG Daiwa Ventures, GMO VenturePartners, NOW Japan, Spiral Innovation Partners.