Maintaining a fitness routine can be a challenge for many, with statistics from the United States indicating that up to 65% of gym memberships are left unused after an initial burst of enthusiasm. For Menya Hinga, the founder of Sogo Fitness, the solution to this problem was simple: create a supportive community that encourages individuals on their fitness journeys.
“People think fitness is hard because it’s not enjoyable,” says Hinga, 36, who moved to Japan from the U.S. “It’s hard to commit to anything when you don’t enjoy it. Short-lived diets, gym bursts — all of these things don’t last because they’re not fun. But they’re still advertised as the ‘best’ way to get into shape — and that’s simply not the case.”
With over a decade of experience as a personal trainer, Hinga realized that individual training wasn’t enough to create lasting change. In 2016, he, along with two friends, Michael Jiang and Mahu Kikagawa, founded Sogo Fitness with a core goal of building a community that connects people through fun, challenging, and social events centered around fitness and health.
Today, Sogo Fitness boasts a thriving, multicultural community across Tokyo, offering free or subsidized fitness events ranging from intense Spartan race training to lithe yoga workouts. These events, held during evenings and weekends, cater to Tokyo’s professional set and emphasize inclusivity and support.
One of the hallmark classes of Sogo Fitness is its Pilates sessions in Tokyo’s Nakameguro neighborhood. Limited to 12 participants, the class exemplifies the community’s commitment to inclusivity, with a children’s play area set up for mothers to exercise while spending time with their children.
Maya Furmanovsky, a Google digital marketing employee and Sogo Fitness member, shares her journey of transitioning from participant to class leader. “I really felt an attraction to the energy that Menya and the other founders had when Sogo was getting off the ground,” she says. “Everyone was so excited, and it felt great to have this positive, international community supporting me and socializing while I was working to keep fit.”
However, the COVID-19 pandemic presented significant challenges for Sogo Fitness, with restrictions on gatherings and outdoor events forcing many classes to cancel or move online. Despite these hurdles, the community persevered, adapting to the new circumstances and maintaining its supportive atmosphere.
For Li Xiaofei, a loyal attendee for six years, Sogo Fitness is more than just a workout — it’s a vibrant community where individuals from diverse backgrounds come together to support each other. “It’s definitely the atmosphere and sense of community,” she says. “Whenever I go to a Sogo event, everyone is so full of energy and ready to support me. It’s a completely different feeling to working out alone.”
While language barriers can sometimes pose challenges in classes, Sogo Fitness employs a partner system to overcome these obstacles and foster social connections among participants. Furmanovsky emphasizes the importance of belonging and social interaction in creating a positive fitness experience.
As Sogo Fitness continues to grow and evolve, its mission remains steadfast: to provide a supportive community where individuals can enjoy their fitness journey together. “That community element was really rewarding,” says Hinga. “With us, you’re surrounded by support, care, and a community — so staying healthy is something you look forward to. That’s the secret to keeping fit over time — it has to make you happy, too.”
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