“For an operating company, it is extremely important that we ultimately make decisions based on the numbers. In that respect, BOTCHAN Engagement delivers very clear results, with contract and enrollment rates that are significantly higher than other customer acquisition channels. That is precisely why it leads to constructive discussions such as, ‘How can we grow this even further?’”

So says Mr. Nemoto, who leads the Marketing Department at LOIVE Inc. At the women-only fitness gyms operated by the company, they approach users who leave the website via LINE, enabling them to achieve membership sign-up rates up to 120% higher than the average of other channels.

Faced with the challenge of increasing the number of trial lessons in order to acquire more prospective customers, how did they manage to nurture the users they had likely been missing into high-quality customers and turn this into a contribution to the business?

In this article, based on insights from Mr. Nemoto, Mr. Sakamoto, and Mr. Shin, who oversee the company’s marketing, we explore everything from the specific evaluation metrics that were decisive in the implementation to the value of hands-on, partnership-style support that helps co-create the brand’s worldview.

Company Overview: Striving for a society where every woman can shine as herself

LOIVE Inc. operates fitness businesses under the corporate mission of “creating women who love themselves and shine,” including women-only hot yoga studios “loIve”, machine Pilates studios “pilates K”, surf exercise studios “Surf Fit”, and group training gyms using strength-training machines, such as “REDY’S GYM”, across Japan. Through these businesses, the company aims to enhance women’s well-being.

LOIVE Inc. Corporate Website: https://loive.co.jp/

Introduction of the Person in Charge

LOIVE Inc. Marketing Division Executive Officer, General Manager
Ms. Yuko Nemoto

After serving in roles such as Head of the Mobile Games Division in the IT industry, she joined the company in December 2023. Her mission is to build the marketing organization, drive business growth, and promote customer acquisition, and she leads overall strategy on an equal footing with the business heads.

Marketing Department Digital Marketing Department Senior Specialist
Mr. Shinya Sakamoto

With over 16 years of service, he began his career at the company at the time of its founding.
Currently, with a focus on SEO, he is responsible for a wide range of web-related operations, including improvements to each brand site, planning and execution of web initiatives, configuration of various tools, and numerical management of business unit KPIs (reservation volume and costs).

Marketing Department, Digital Marketing Section, Manager
Mr. Shin Changshik

After extensive experience in the web industry, including at advertising agencies, he joined the company in July 2024.
He has taken over the operation of “BOTCHAN Engagement” from Mr. Sakamoto and is aiming to further expand its results going forward.

(From left) Mr. Nemoto, Mr. Shin, Mr. Sakamoto

Challenges and background before implementation: stagnant conversion rates and approaches to potential customers

While the company enjoyed strong support from many female customers, its marketing department was exploring new initiatives. In particular, improving the final conversion rate (trial booking rate) on the website had become a key priority.

Mr. Nemoto:
“Our mission is to attract customers to our stores and contribute to the growth of the business. Within that, we were particularly concerned with how to win back customers who reached the website’s landing page but left without completing an application. There were many initiatives we had not yet been able to tackle, so our policy was to proactively test anything we thought might work.”

Encounter with the service and the deciding factor for implementation: Success at Hot Yoga loIve spurred the rollout to strategic businesses

While considering various initiatives, we decided to introduce the LINE solution “BOTCHAN Engagement” as an approach to users who had dropped off. We first began operating it with our core business, the hot yoga studio “loIve.”

Mr. Nemoto:
“As a result of introducing it at ‘loIve’, we achieved extremely strong outcomes: CPA (customer acquisition cost) efficiency was high, and both the CVR (conversion rate) and membership conversion rate were excellent. The clear quantitative results also led to a higher evaluation.”

This successful experience led to our next move.
At the time, we decided to roll out horizontally to “pilates K,” a machine Pilates studio where the company was strategically driving growth.

Mr. Nemoto:
“In the phase where we are looking to grow our Pilates business, maximizing acquisition while keeping CPA under control was an absolute priority. Given the track record we had with ‘loIve’, it was only natural to conclude that there was no reason not to implement it for ‘pilates K’ as well. Even if someone leaves the site once, we see very high business value in being able to acquire highly motivated customers who reconsider and decide they want to give us a try.”

From diagnostic content to offline integration: empathy with the mission sharpens the clarity of our initiatives

The value of “BOTCHAN Engagement” lies in more than just its tool features. What truly drives results is BOTCHAN’s ability to act as a close partner—deeply understanding LOIVE’s brand worldview and translating it into concrete initiatives.

Diagnostic content that resonates with users

Mr. Shin:
“I truly feel that we are now able to guide customers—who we would previously have lost—through to trial bookings. In particular, many Pilates customers are still in the comparison and consideration stage, but through diagnostic content such as ‘Which type of Pilates is right for you?’, we are able to foster their decision-making and encourage them to move on to the next step. I believe that this careful nurturing of leads, rather than simply sending information, is contributing to our high membership conversion rate.”

Integrating Online and Offline: The Challenge of “Nurse Fes”

The company recently exhibited at the offline event “Nurse Fes.” For this exhibition, wevnal was responsible not only for building an online nurturing strategy using “BOTCHAN Engagement,” but also for designing and producing the flyers that served as the starting point for the offline initiative.
A QR code prompting visitors to add the company as a friend on LINE was printed on the flyers distributed at the booth, and together we built a mechanism to maintain ongoing contact with those who showed interest at the event.

Mr. Sakamoto:
"Even if visitors do not apply on the day of the event, we can take our time communicating our value to them later via LINE. This is a first attempt for our company as well, and we felt it has great potential for nurturing offline encounters into future customers. The fact that BOTCHAN was able to flexibly support this kind of new initiative was also a major source of value for us."

Customer success that supports the execution of initiatives by treating them as one’s own responsibility

Supporting the implementation of these initiatives is our dedicated Customer Success representative, Kumaoka. She is herself a working mother, and is one of the many who deeply resonate with LOIVE’s mission of “empowering women to shine as their true selves.”

Kumaoka (Customer Success, wevnal Inc.):
“LOIVE’s unique brand values and the high quality ensured by having all instructors employed as full-time staff are major strengths that other services do not offer. We design our scenarios with the intention of carefully conveying, via LINE as a personal channel, the appeal that cannot be fully communicated through the website alone. We also believe it is important to communicate the reliability of the operating company so that customers can feel confident when choosing the service.”

Mr. Sakamoto:
“Yes, I truly feel that way. Ms. Kumaoka is a working woman just like our staff and customers, and she also brings the perspective of a mother, so the level of detail in her proposals is extremely high. She doesn’t just act as a point of contact; she genuinely understands our services and thinks about the growth of the business from the same vantage point as we do. That is precisely why I see her as a very reliable partner who ‘thinks together’ with us, and I feel completely comfortable entrusting our operations to her.”

Proving “customer quality” with numbers. Solid results determine the rollout of the new brand.

These multifaceted initiatives and extensive support have steadily produced visible, tangible results.

Achieved membership acquisition rates up to 120% higher than other media, becoming an essential customer acquisition channel for your business

After introducing “BOTCHAN Engagement”,the membership sign-up rate improved to as much as 120% at “Hot Yoga loIve” and more than 115% at “pilates K” compared with other media,and furthermore, compared with other customer acquisition channels, it has recorded higher figures across all metrics: CVR, CPA, and membership conversion rate.

Mr./Ms. Shin:
“If you look only at the number of cases (the volume), there are situations where other initiatives are more numerous. However, because KPIs that indicate the ‘quality’ of the initiatives—such as CVR and membership acquisition rate—are extremely high, I believe that from the perspective of business contribution, this is a highly effective customer acquisition channel.”

The next stage driven by proven results: decision to introduce a new brand

Underscoring those words, based on the solid results and trust built at “loIve” and “pilates K,” the decision has also been made to implement “BOTCHAN Engagement” at “Nobi Stretch,” a newly launched stretching studio for seniors.

Future Outlook: Building on Proven Results to Develop a New Brand

As results continue to grow steadily, Mr. Nemoto is looking forward to even stronger collaboration going forward. This trust is also reflected in specific marketing initiatives.

Mr. Nemoto:
“The fitness industry is a highly competitive market where it is difficult to differentiate. That is precisely why I believe that speed in executing initiatives is the key to business growth. Quick decision-making is one of our strengths, so we would like you to actively bring us proposals that leverage this speed and help further grow the business.”

A message to companies facing similar challenges

Finally, we received a message for representatives of companies facing similar challenges.

Mr. Sakamoto / Mr. Shin:
“Of course, the extensive hands-on support is valuable, but above all, we see the greatest value in being able to work alongside a representative who deeply understands and empathizes with our brand and our customers. They persistently run the PDCA cycle to deliver results, so for companies looking to acquire high-quality customers, this is likely the optimal service.”

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