LOIVE launches matcha‑fitness events at pilates K studios in Japan

LOIVE, a Sapporo‑based operator of the women‑only machine Pilates chain pilates K, partnered with premium matcha brand CHOTTOMATCHA to host a two‑month series of "matcha × fitness" events. The first session on 23 May at pilates K’s Nakameguro location drew positive reactions – participants said moving helped clear their minds and start the day positively – and attracted influencers whose combined follow‑up exceeded 940,000. The second session on 20 June took place at REDY’S GYM Ginza, inviting 13 influencers to experience a "muscle‑training × matcha × morning" routine.

LOIVE notes that matcha is gaining traction internationally as a healthy alternative to coffee, and pairing it with Pilates breathing and stretching creates a mindful wellness habit. The company proposes a simple daily practice: deep breathing, light spinal stretch, and mindful sipping of freshly prepared matcha, aiming to embed the routine in modern Japanese women’s lifestyles.