— Latest update: April 2025 —

Japan seems to be a country hungry to increase sports and the sports industry within Japan. From 2011 on, it formulated multiple policies including for the promotion of sports, competitiveness, and healthy lifestyles. About half of the Japanese population practices a form of sports, and the numbers continue raising slightly every year. Overall, the market is growing and some new trends have appeared, such as golf. Of course, the entire sports industry took a big hit due to the global pandemic, but the country recovered from its negative effects. With the completion of the 2021 Tokyo Olympics, and a steady increase in sport participation in recent years, now seems to be a great time for European businesses seeking opportunities in the Japanese Sports industry.

Table of contents

• General overview
• Sports culture in Japan
• The market for sports
  • Sporting goods
  • Sport shoes
  • Fitness clubs
  • Golf
  • Bicycles
  • Ski & Snowboard
• Routes to Market
• Sales Channels
• Key Success Factors for New Entrants
• Regulations
• Expert reports & Webinars
• Annual reports
• Further reading
• Relevant organisations and trade fairs