Effort Fitness

Effort Fitness (株式会社EFFORT) is a Japanese fitness company founded in July 2016 by Yuta Iwahashi. Based in Japan, it operates three main business lines: the Pilates studio "躾" (Shitsuke), aerobics event planning and circle management under the theme "樂" (Raku), and the sale of original apparel and goods under the brand "Lucca" (彩). The company's corporate philosophy is "Fitness & Fun Life", aiming to support physical and mental health through movement. Its founder, Yuta Iwahashi, is a fitness instructor and presenter with experience in aerobics, step, and Pilates, and has competed in international fitness contests. The company was briefly dormant from November 2018 to August 2020, then resumed activities and opened its Pilates studio "躾" in November 2023. Effort Fitness sells apparel through its online shop, including T-shirts priced around ¥5,000–¥5,500. The company is private and not listed on any stock exchange.

Effort Fitness was founded in July 2016 by Yuta Iwahashi, a fitness instructor and presenter. Iwahashi began his fitness career in 2007 after joining Rack Co., Ltd. in April and debuting as an instructor in October. In 2008, he went independent and organized his first fitness event in December. He gained experience in aerobics, step, and Pilates, and participated in international conventions and contests, including the 2012 France Rookie Contest and the 2012 Italy Rimini Convention as a presenter. He also studied NLP and choice theory psychology to enhance his communication skills. In 2016, he founded Effort Co., Ltd. with the theme "Fitness & Fun Life", focusing on group fitness and fitness events. The company was dormant from November 2018 to August 2020, during which Iwahashi served as a director of D-Revolutions Co., Ltd. from 2018. In August 2020, he returned as representative director and resumed the company's activities. From 2020 to 2022, he completed STOTT PILATES courses, and in November 2023, the Pilates studio "躾" was opened. The company also operates aerobics events under "樂" and sells original apparel under "Lucca". As of 2025, Iwahashi is expected to obtain full STOTT PILATES certification in February.

• 2023

  Pilates Room "躾" opened in November.

• 2020

  Company resumed in August; Iwahashi returned as representative director.

• 2018

  Company dormant in November; Iwahashi became director of D-Revolutions Co., Ltd.

• 2016

  Founded Effort Co., Ltd. in July.

• 2013

  Finalist in Asia Fitness Contest; placed 5th in Japan Rookie Contest.

• 2012

  Participated in France Rookie Contest and Italy Rimini Convention as presenter; placed 6th in Japan Rookie Contest.

• 2008

  Iwahashi went independent in April and organized his first fitness event in December.

• 2007

  Yuta Iwahashi joined Rack Co., Ltd. in April and debuted as an instructor in October.

Fitness and lifestyle company focused on Pilates, aerobics, and original apparel under the theme "Fitness & Fun Life".

• Lucca T-shirt

  Original T-shirt priced at ¥5,000.

• Luuca Good old days T-shirt

  Original T-shirt priced at ¥5,500.

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