Culture Experience provides the operating system for "TSUTAYA Conditioning PILATES" to AXTOS's new brand, "AXTOS Pilates".
2026.10.01
Press Releases
Culture Experience Co., Ltd.
—Leveraging program and operational know-how, along with a network of PYLA certified instructors, we bring the habit of "organizing" to the community.—
Culture Experience Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; President and CEO: Shinichiro Kamaura; hereinafter "CX") will provide the operational systems, programs, and studio management know-how cultivated through "TSUTAYA Conditioning PILATES" to "AXTOS Pilates," a new women-only machine Pilates brand being developed by AXTOS Inc. (hereinafter "AXTOS").
The first studio, "AXTOS Pilates Nakagawa Studio," is scheduled to have its grand opening on October 1, 2026, and the second studio, "AXTOS Pilates Ashikaga Studio," is scheduled to have its grand opening on November 1 of the same year.
Expanding the value of "conditioning"
Through "TSUTAYA Conditioning," CX has been proposing incorporating time into daily life to "correct" not only the body but also breathing, posture, and body balance, allowing people to connect with themselves.
In this initiative, "TSUTAYA Conditioning Pilates" will provide AXTOS with its accumulated expertise in member management, reservation systems, instructor selection and placement, quality control, and operational mechanisms, including the design of program types, intensity, monthly frequency, and placement at headquarters. CX and AXTOS are collaborating to promote a new value proposition of "getting in shape" within the fitness industry. Through AXTOS's network of sports clubs rooted in local communities, we will provide opportunities for conditioning that can be easily maintained, and spread the habit of "improving mind and body" advocated by TSUTAYA Conditioning to even more local communities.
Expanding opportunities for PYLA-certified instructors.
At "AXTOS Pilates," lessons are taught by PYLA-certified instructors who possess specialized knowledge and teaching skills in Pilates.
CX will expand opportunities for PYLA-certified instructors to utilize their expertise not only at "TSUTAYA Conditioning PILATES" stores, but also at various locations in the community. In addition to providing operational systems and programs, we will expand our network of instructors who deliver high-quality lessons, providing customers with opportunities to continuously and safely improve their mind and body in a convenient location.
What is PYLA?
PYLA (Pilates Yoga Lifestyle Association) https://www.pyla.or.jp/
This is the common name for the "Pilates & Yoga Lifestyle Association," a general incorporated association established in January 2026 with the aim of supporting the careers of Pilates and yoga instructors and improving their social value. With the vision of "creating a wellness society centered on people," we are engaged in activities that create "human value," which is essential for solving the challenges faced by instructors, improving their social status, and creating a sustainable wellness market.
CX aims to continue providing more people with the opportunity to "condition" themselves through collaborations with various companies and facilities. Furthermore, by creating opportunities for PYLA-certified instructors to utilize their expertise and work in a wide range of fields, we aim to spread conditioning as a new daily habit.
■Store Overview
AXTOS Pilates Nakagawa Studio
• Location: Inside Sports Club AXTOS Nakagawa, 1-1 Shinoharabashi-dori, Nakagawa-ku, Nagoya City, Aichi Prefecture
• Grand Opening: October 1, 2026
• Equipped with 8 reformers, each lesson is scheduled for a maximum of 8 participants.
AXTOS Pilates Ashikaga Studio
• Location: Inside Viva Mall Ashikaga Horigome, 250-1 Azamiyamae, Horigome-cho, Ashikaga City, Tochigi Prefecture
• Grand Opening: November 1, 2026
• 10 reformers are scheduled to be installed.
(*Note) V POINT will not be awarded at AXTOS Pilates stores.
■Documents related to this matter
Culture Experience provides the operating system for "TSUTAYA Conditioning PILATES" to AXTOS's new brand, "AXTOS Pilates".
■Inquiries from media organizations
Culture Experience Co., Ltd. Public Relations Department
TEL: 03-6774-7814 / MAIL: cx_press@cl-ex.co.jp
If you resonate with the content of this site, please feel free to share it.
