VLOGCAM adoption for fitness lesson streaming
JR East Sports Co., Ltd. handles a wide range of businesses under the corporate philosophy of promoting local health. One of its core business is “JEXER” fitness club. Based at JEXER Fitness & Spa Akabane, the streaming studio started “JEXER FITNESS TV” video streaming lessons from January 2021. In 2022, the interchangeable-lens vlog camera ‘ZV-E10’ was newly introduced for streaming video, and it has been fully utilized in daily broadcasts. We spoke with Mr. Kohei Tezuka from the Marketing Operation Department, Marketing Group, and instructors and management staff Ami Komaya and Ami Takahashi about their efforts, outlook, and the contribution of VLOGCAM.
- During the pandemic, JEXER fitness clubs had to operate with limited hours, resulting in exploring options on how to connect with customers
- Introducing studio lessons via stream through JEXER FITNESS TV
- The company contacted Sony for advice and were recommended the ZV-E10
- High-performance streaming with a light and compact camera with high performance autofocus function that’s capable of capturing fast movements with precision
Please tell us about the trigger and program content for starting video streaming.
Tezuka: Initially, due to the global spread of infections, each store was forced to close or shorten business hours. The foundation of providing fitness services to our regular customers was changed, so we explored other ways to connect with them. As a result, we started streaming studio lessons at home through “JEXER FITNESS TV” to provide an opportunity for our customers. In addition to live streaming, we also offer catch-up streaming for up to one week.
Komaya: Each program is one hour long, and most of them are 45 minutes long.
Takahashi: In terms of the number of programs, we deliver 6 to 7 every day from morning to video night, and in total nearly 50 programs per week.
Please tell us about the role of VLOGCAM and the reasons for choosing it.
Tezuka: We initially started streaming with two cameras: the digital 4K HDR ‘FDR-AX700’ as the main camera and the interchangeable-lens camera ‘α7III’ as the sub-camera. Later, considering replacing the ‘α7III’ that we had been using for a long time, we contacted Sony’s consultation desk. They recommended the newly introduced ‘ZV-E10’ this time, provided a demo unit immediately, and that led to our decision to introduce it.
Takahashi: The main camera is fixed at the centre, constantly capturing the entire instructor. The angle and zoom are mostly fixed. The sub-camera is placed as needed for the program’s suitable angle. It is moved for each program, and during the program, we change angles or zoom in.
Komaya: The right side of the streaming studio is entirely mirrored. For example, in dance lessons, the instructor faces the camera while demonstrating. By capturing this at a 45-degree angle from the left with ‘ZV-E10,’ we can show the instructor’s front and the back reflected in the mirror in a single shot. In yoga programs, we place ‘ZV-E10’ below the main camera at eye level with participants sitting on the mat, delivering a video that gives a real presence. In activities like Tai Chi, we use ‘ZV-E10’ to zoom in, ensuring clear visibility of hand movements.
Tezuka: Since we frequently move and operate the cameras, the new sub-camera needed to be “lightweight” and “compact.” Also, considering expansion to other stores, “cost-effectiveness” and “easy operation” for instructors to use immediately were essential. ‘ZV-E10’ is a camera designed with a strong focus on video recording. We currently use the included power zoom lens ‘E PZ 16-50mm F3.5-5.6 OSS,’ but the ability to change lenses was also attractive. We can use lenses we already own with ‘ZV-E10.’ At the consultation desk, they understood our usage and recommended ideal products that allow us to use them the way we wanted.
What are your impressions of using VLOGCAM?
Takahashi: Both the main body and the lens are light and small, making it much easier to move the camera. Despite being an interchangeable lens camera, it’s electrically zoomable, making it very suitable for streaming in my opinion. The autofocus performance is excellent, even when shooting the instructor from the side, it recognizes the face accurately and continues to follow it, causing almost no stress from autofocus issues. The image quality is also very good. I once streamed a studio event in low light, and I was surprised how well it captured the scene even with increased exposure in such dark environment.
Komaya: It was an upgrade from ‘α7III,’ but I had no trouble with operating at all. Even when another staff member used it for the first time, she understood it quickly and used it without any problems.
How have the members reacted to video streaming?
Tezuka: It has been very well received. Members who cannot easily visit the fitness club highly appreciate the ability to participate even in their free time. Each program is viewed by an average of about 30 people in live streaming. When combined with catch-up streaming, it reaches about 10 times that number. This was unexpected. In a real studio, the limit is usually 40 to 50 people. The fact that a lot of customers can watch it through catch-up streaming opens up significant possibilities, and it also leads to uncovering participants for real programs. Many members who were hesitant to debut in real studio programs due to shyness are now participating online to familiarize themselves with the program’s atmosphere and level, aiming for participation in real programs. This was a pleasant reaction that we did not anticipate at the beginning of streaming. Especially in dance programs, some people practice by repeatedly watching catch-up streams.
Please tell us about your future plans.
Tezuka: In terms of industry trends, there are two types of companies: those that have no prospect of commercializing video distribution as a stand-alone business and are scaling back their distribution as the pandemic subsides, and companies that are continuing to aim for expansion. For us, as video streaming has finally become established, we want to continue challenging ourselves while shifting towards new values. Our strength lies in having both online and offline, so we are starting to take advantage of that.
Specifically, by participating in a lesson in a real studio immediately after watching the video, you can understand the important points of the program in advance and participate. Instructors also take this into account when streaming.
In December 2022, as a further initiative, we live-streamed a program held in a real studio on Monday nights which are closed days in the real studio. The first 30 minutes were streamed live simultaneously, while the second 30 minutes were reserved for an exclusive in-studio premium program. Due to a high demand, we are planning to implement a similar project at our Shinjuku store in February 2023. For this, we will set up temporary streaming equipment at the Shinjuku store.
Each store holds real events every season, so we would like to use these opportunities as a springboard to accelerate “hybridization that provides new value.”
We are planning to increase the number of ‘ZV-E10’ units. For example, if you have another camera, you will be able to hand-hold and keep shooting while following the instructor. With several units, by setting angles in advance, we can reduce the number of movements. Furthermore, by installing monitors in each store’s studio, we are considering a hybrid style where lessons can be received simultaneously from other stores during streaming. JEXER is not only in the Tokyo metropolitan area but also expands to regions such as Sendai, Akita, and Niigata. The hybrid approach is expected to be a trump card that can simultaneously solve the shortage of human resources and enhance the programs at each store all at once. Due to the user-friendly nature of ‘ZV-E10’, the “hybridization” of each store can be quicker.