Guide to Opening a Stretch Specialty Store: A Comprehensive Explanation from Qualifications, Funding, and Notifications to Customer Acquisition and Sales Management
"I want to open a stretch specialty store, but I don't know where to start preparing," "Can I open a store without any qualifications?"—With the demand for personal stretching growing rapidly, more trainers and practitioners are considering independence.
As the growth of major chains like Dr.stretch shows, stretch specialty stores are a growing market. Against the backdrop of increased desk work and rising health consciousness, the need for "wanting to leave parts I can't stretch on my own to a professional" is expanding year by year.
A stretch specialty store is a business format that can be opened without national qualifications. However, there are a wide variety of items to prepare, such as submitting opening notifications, selecting a property, financial planning, menu design, and customer acquisition strategies. In this article, we will thoroughly explain in 6 steps everything from the qualifications, notifications, and estimated funds required to open a stretch specialty store, to customer acquisition methods and the creation of sales and compensation management systems.
No national qualifications are required to open a stretch specialty store
National qualifications are not required to open a stretch specialty store. Since stretch treatment does not fall under medical practice by law, you can legally operate without qualifications.
Stretch treatment does not fall under medical practice
Stretching is not subject to the regulations of the "Act on Practitioners of Massage, Finger Pressure, Acupuncture and Moxibustion, etc." (Ahaki Act). The Ahaki Act regulates "treatments that apply pressure to the human body," such as massage, finger pressure, and acupuncture. Stretching is exercise assistance that expands the range of motion of joints, and its purpose and technique differ from massage.
However, if you use expressions such as "massage," "treatment," or "cure" in advertisements or on signs, there is a risk of violating the Ahaki Act or the Medical Practitioners' Act. It is important to thoroughly use expressions that do not evoke medical practice, such as "stretch," "body care," or "conditioning."
Also, if you provide services in combination with Seitai (bodywork) or chiropractic, please check the guidelines for each local government in advance. If you include gray-zone treatments, you may receive guidance from the public health center.
3 recommended private qualifications that are advantageous to obtain
National qualifications are not required, but obtaining private qualifications will be a major advantage in terms of customer acquisition and reliability. There are three reasons for this.
It becomes a standard for customers to judge that "it is okay to leave it to this person"
You can promote your qualifications on portal sites such as Hot Pepper Beauty
You will acquire systematic knowledge to ensure the safety of the treatment
The following three are recommended private qualifications.
IBMA Certified Personal Stretch Trainer: A qualification issued by the International Body Maintenance Association. You can systematically learn everything from the basics to the application of partner stretching. It has high recognition in the industry and is popular among trainers aiming for independent opening.
NSCA-CPT (Certified Personal Trainer): An international qualification from the National Strength and Conditioning Association. Since you can prove your knowledge of training instruction in addition to stretching, the range of your menu will expand.
Japan Stretching Association Certified Stretching Trainer: A domestic association qualification in Japan. With a curriculum specialized in stretching and a practical skills test, it serves as proof of treatment skills.
The cost of obtaining qualifications is about 50,000 to 300,000 yen, and the period is about 1 to 6 months. It is efficient to proceed with acquisition in parallel with opening preparations.
Notifications and procedures required to open a stretch specialty store
The only notification required at a minimum to open a stretch specialty store is the "Notification of Opening a Business." Unlike hair salons or barbershops, you generally do not need a business permit from the public health center, making it a business model with low procedural hurdles.
Submit the Notification of Opening a Business to the tax office within one month
If you are opening a stretch specialty store as a sole proprietor, you must submit a "Notification of Opening a Sole Proprietorship" to the tax office within one month of the opening date. The notification form can be downloaded from the National Tax Agency website.
It is highly recommended to submit an "Application for Approval of Blue Return" at the same time as the opening notification. Choosing the blue return system offers the following benefits:
You can receive a blue return special deduction of up to 650,000 yen
You can carry over losses for three years (you can offset losses from the first year of business against profits from the following years)
You can treat salaries paid to family members as necessary expenses (Blue Return Family Employee Salary)
There is no cost to submit the opening notification itself. If you use cloud accounting software such as freee or Money Forward, you can create the notification form simply by following the on-screen instructions.
Notification to the public health center is generally not required, but there are exceptions
Since stretch specialty stores are not subject to the Barbers and Beauty Artists Act, a notification of opening to the public health center is generally not required. This is a major advantage in terms of opening procedures.
However, notification may be required in the following cases:
Depending on the local government, you may be required to submit a notification as a "relaxation facility" (some local governments such as Tokyo and Osaka Prefecture)
If you provide services other than stretching, such as esthetics or aroma treatments, you may need to submit notifications according to the service content
If you provide towel or wear rental services at the store, you need to check the Cleaning Business Act
Before opening, it is recommended to consult in advance with the public health center and the industrial promotion division of the local government in the area where you plan to open. If you inquire by saying, "I am planning to open a stretch specialty store; is a notification required?" they will tell you the necessary procedures.
The startup capital for a stretch specialty store is around 2 to 5 million yen
The initial cost for opening a stretch specialty store is around 2 to 5 million yen for a tenant-based model. Compared to hair salons (5 to 15 million yen) or personal gyms (5 to 10 million yen), it can be started at a lower cost because large equipment is not required.
Initial cost simulation by opening style
There are three main opening styles. Here are the estimated initial costs for each:
Tenant type (street-level store/building-in): 3 to 5 million yen
Property acquisition costs (security deposit, key money, guarantee deposit): 1 million to 2 million yen
Interior construction costs: 800,000 to 1.5 million yen (partitions, flooring, lighting, etc.)
Treatment beds and equipment: 300,000 to 600,000 yen (2-3 beds, towels, mats, etc.)
POS register and payment terminals: 0 to 100,000 yen (zero initial cost for cloud-based systems)
Advertising and customer acquisition costs (first 3 months): 300,000 to 500,000 yen
Operating funds (3 months): 600,000 to 1 million yen
Apartment or home-based model: 1 million to 2 million yen
Property acquisition costs: 300,000 to 600,000 yen (for apartment type; 0 yen if at home)
Interior and renovation costs: 200,000 to 500,000 yen
Treatment beds and equipment: 150,000 to 300,000 yen (1-2 beds)
POS register and payment terminals: 0 to 50,000 yen
Advertising and customer acquisition costs: 100,000 to 300,000 yen
Operating funds (3 months): 300,000 to 500,000 yen
Mobile/Outcall model: 300,000 to 800,000 yen
Portable treatment bed: 30,000 to 80,000 yen
Equipment (mats, towels, oils, etc.): 50,000 to 100,000 yen
Travel vehicle-related costs: 0 to 300,000 yen (not required if you already have a vehicle)
Advertising and customer acquisition costs: 100,000 to 200,000 yen
Operating funds (3 months): 150,000 to 300,000 yen
If you want to minimize startup costs, a "step-up approach"—starting with a mobile or apartment-based model and moving to a commercial space once your customer base grows—is a solid strategy.
How to raise funds when you lack sufficient personal capital
Even if you cannot cover the entire opening cost with your own funds, there are systems you can utilize.
New Business Opening Loan from the Japan Finance Corporation: A system that allows you to receive a loan without collateral or a guarantor. While it requires the creation of a business plan, it has a strong track record of being used even for small-scale businesses like stretch specialty stores.
Startup Support Subsidies from Local Governments: Startup support systems implemented by each local government. It is common for the subsidy rate to be 1/2 to 2/3, with an upper limit of around 500,000 to 2 million yen. The Tokyo Metropolitan Government's "Startup Grant Project" is a representative example.
Crowdfunding: A method of acquiring customers before opening by utilizing platforms such as CAMPFIRE. You can solicit supporters with a story such as "I am opening the first stretch specialty store in the region."
If you are applying for a loan, creating a business plan is essential. Including the three points of "growth potential of the stretch market," "concrete image of target customers," and "income and expenditure simulation" will increase your chances of passing the screening.
Menu and Pricing to Decide Before Opening a Stretch Specialty Store
Menu and pricing are the most important items that determine the profitability of a stretch specialty store. You need to design them based on competitor research and income and expenditure simulations before opening.
How to Create a Menu Structure for a Stretch Specialty Store
The menu structure is designed by combining three perspectives: "time axis," "body part axis," and "purpose axis."
Time axis (divided by treatment time)
30-minute course: Intensive care for specific areas of concern. For first-time trials or busy business professionals.
60-minute course: Well-balanced full-body stretch. The standard menu with the highest demand.
90-minute course: Thorough care for the whole body plus priority areas. For athletes or those with chronic discomfort.
Body part axis (divided by treatment area)
Shoulder/Neck course: Improvement of stiff shoulders and neck for desk workers.
Lower back/Pelvis course: For those with lower back pain or postpartum pelvic care.
Lower body course: Leg care for runners and sports enthusiasts.
Purpose axis (divided by treatment goal)
Posture improvement program: A regular course aimed at improving hunched back and swayback.
Improving sports performance: Conditioning before and after matches
Relaxation: Refreshing treatments aimed at recovering from daily fatigue
If you increase the number of menu items too much from the start, operations will become complicated. It is realistic to narrow it down to 3 to 5 types at the time of opening and add more gradually while observing customer reactions.
How to think about appropriate pricing and market rates
The market price for a stretch specialty store is 6,000 to 10,000 yen per 60 minutes. While the appropriate price varies depending on the region and target audience, it is basic to set it based on the following three criteria.
Cost-based: Calculate the cost per treatment, including rent, labor costs, and consumable expenses, and set a price that ensures a profit margin of 50% or more
Competitor-based: Research the price range of competitors in the area (Dr.stretch, e-stretch, etc.) and set a price that is equivalent or justified by differentiation
Value-based: Clarify the "value" that allows for higher pricing, such as treatments by qualified professionals, fully private rooms, or a track record with athletes
Introducing coupon tickets or subscriptions (monthly fees) is also effective for increasing the repeat rate.
Example of coupon tickets: 60 minutes x 5 tickets = 27,500 yen (5,500 yen per session, about 10% cheaper than usual)
Example of subscription: 2 sessions per month course = 11,000 yen/month (5,500 yen per session)
Coupon tickets and subscriptions create a "reason to come back next time," which directly leads to an increase in LTV (Lifetime Value).
5 methods that produce results in attracting customers to a stretch specialty store
The iron rule for attracting customers to a stretch specialty store is to build a strategy based on two axes: "acquiring new customers immediately after opening" and "nurturing repeaters." Relying on only one of these will not lead to stable management.
Register for Google Business Profile on the first day of opening
The most cost-effective way to attract customers to a stretch specialty store is to utilize Google Business Profile (formerly Google My Business). There are three reasons for this.
It is displayed directly to users searching for "stretch specialty store + region name"
Registration and operation are completely free
By accumulating reviews, credibility is built up without spending money on advertising
Complete the registration by the opening day and make sure to enrich the following information.
Business hours, address, phone number, and booking link
At least 10 photos of the treatment environment (interior, during treatment, staff introduction)
List of menus and prices
Answers to "Frequently Asked Questions" (utilizing the post feature)
A tip for increasing reviews is to add a quick comment after the treatment, such as "It would be encouraging if you could write a review on Google." Having cards printed with a QR code ready increases the likelihood of customers posting on the spot.
Designing a customer journey that combines SNS and Hot Pepper Beauty
It is important to combine multiple customer acquisition channels and clarify the role of each.
Instagram (Awareness and Branding)
Before-and-after photos and videos (such as showing improved shoulder range of motion) get the best response
Share daily treatment scenes on Stories to convey the atmosphere of the shop
Set hashtags that are easily searched, such as "#StretchSpecialtyStore #RegionName" and "#ShoulderStiffnessImprovement"
LINE Official Account (Repeat Promotion)
Encourage LINE registration during the first visit, and send reminders for next appointments and exclusive coupons
Improve convenience by placing "Booking," "Menu," and "Access" buttons on the rich menu
Send useful information (such as self-stretching methods) at a frequency of 1-2 times per month
Hot Pepper Beauty (New Customer Acquisition)
List in the "Stretch" category and acquire new customers with first-time limited coupons
Listing fees are around 20,000 to 100,000 yen per month. Select a plan based on the number of competitors in your area
Once you exceed 10 reviews, your listing ranking and booking rate will improve significantly
As a note of caution, relying solely on Hot Pepper Beauty carries the risk of rising customer acquisition costs due to listing fee increases or increased competition. The key to stable management is to grow your Google Business Profile, Instagram, and LINE Official Account in parallel, and gradually increase the ratio of self-acquired customers.
Building a System to Streamline Sales and Compensation Management for Stretch Specialty Stores
One thing often overlooked in the management of stretch specialty stores is the system for managing sales and compensation. If you do not establish a system from the early stages of opening, operations will collapse when the number of staff increases.
Why You Should Introduce a Cloud POS Register from the Start
For sales management in a stretch specialty store, it is best to introduce a cloud POS register (a register system that manages data in the cloud) from the very first day of opening. There are three reasons for this.
Sales data by day, menu, and staff is automatically aggregated, eliminating the hassle of manual Excel entry
With a cloud-based system, you can check sales status from home or while on the go using your smartphone
By accumulating data from the first day of opening, you will have the materials needed for management decisions three or six months later
Especially if you plan to bring in staff on a consignment or commission basis, automating compensation calculation is essential. Compensation structures for stretch specialty stores become more complex than you might imagine, including "commission rates by treatment menu," "addition of nomination fees," and "tiered commissions (a system where the rate changes according to sales)."
For example, with "Galla-Regi," a cloud POS register specialized for consignment salons, you can automatically calculate staff compensation just by using the register. It supports category-based commissions, tiered commissions, and nomination fees, and features the ability for staff to check their compensation in real-time on their smartphones. Since there are zero initial costs and it can be introduced immediately if you have an iPad, you can start without increasing the burden of opening preparations.
How to Prevent Compensation Troubles in Consignment/Commission-Based Stretch Salons
The most common trouble in consignment/commission-based stretch salons is the "he-said, she-said" argument regarding compensation calculations. With Excel management, the calculation process tends to become a black box, and there is no end to cases where staff question whether the amount is truly correct.
To prevent compensation troubles, establish the following systems from the time of opening.
Clearly state compensation calculation rules in the contract: Document all calculation conditions, such as commission rates, nomination fees, transportation expenses, and product sales commissions.
Introduce a system where staff can check calculation results in real-time: Instead of notifying them unilaterally at the end of the month, create an environment where staff can check and ask questions at any time.
Record all calculation history: Keep all history as data, including recalculations when refunds or cancellations occur.
"Visualizing" compensation is directly linked to staff retention. The stretch industry tends to have a chronic labor shortage, and the reality is that "people leave salons where compensation is opaque." A highly transparent compensation management system is also a major advantage in terms of recruitment competitiveness.
Summary
Let's look back at the points necessary for opening a stretch specialty store.
Since stretch treatment does not fall under medical practice, you can open a store without a national qualification. However, obtaining private qualifications is recommended for customer attraction and reliability.
The only mandatory notification is the opening notification to the tax office. Also, submit the application for approval of blue return at the same time.
The estimated startup capital is 2 to 5 million yen for a tenant-based model. For a mobile/outcall model, you can start with 300,000 to 800,000 yen.
Design your menu based on three axes: time, body part, and purpose, with a market price range of 6,000 to 10,000 yen for 60 minutes.
For customer acquisition, combine Google Business Profile, Instagram, LINE, and Hot Pepper Beauty.
Automate sales and compensation management with a cloud POS register and start accumulating data from the first day of business.
If you are feeling the challenges of opening a stretch specialty store with a salon that uses outsourced staff or commission-based pay, we recommend "GallaRegi," a cloud POS register specialized for salons.
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