Marketing Spending Controls and Ongoing Cost Reduction
First written in FY2021-Q2. 7 of 18 entries say "Advanced", first in FY2021. Latest entry: 2026-07-13.
The whole theme swung hardest in 2019: 2 of 19 companies on the "Worse" side.
12 other companies' latest entry also says "Advanced".
- 2026-07-13AdvancedEarnings
「This was due mainly to increased advertising expenses as we increased spending because we viewed the current fiscal year as an opportunity to grow membership, higher personnel expenses as an investment in human capital, and increased depreciation and amortization and other expenses resulting from systems investment.」
The company specifically reported higher expenses due to advertising, human capital investment and systems investment. - FY2026-H1Higher SG&A Due to Human Capital and Systems InvestmentAnnual report
「Selling, general and administrative expenses for the interim consolidated accounting period increased by ¥182 million year on year. This was due mainly to higher personnel expenses as an investment in human capital, and higher depreciation expenses and other costs resulting from systems investment.」
The company explicitly cited higher personnel, depreciation and other expenses from human capital and systems investment, replacing the previous cost trend centered on improving advertising efficiency. - FY2025Shift in the Expense Mix from Advertising to Human Capital InvestmentAnnual report
「Selling, general and administrative expenses increased by ¥19 million year on year, mainly due to higher education expenses from training that brought together more than 7,000 instructors nationwide, including those at franchise stores, and higher personnel expenses reflecting investments to strengthen human capital. Meanwhile, advertising expenses decreased year on year.」
Total SG&A increased by ¥19 million, driven by training for more than 7,000 people and personnel expenses, while advertising expenses decreased. - FY2025-H1Lower Advertising Costs and Higher Human Capital InvestmentAnnual report
「Selling, general and administrative expenses for the interim consolidated accounting period increased by ¥221 million year on year. This was due to higher amortization of goodwill and trademark rights resulting from the yen’s depreciation, as well as higher education expenses from training that brought together instructors nationwide, including those at franchise stores, and higher personnel expenses reflecting investments to strengthen human capital. Meanwhile, total amortization expenses were limited to a ¥16 million year-on-year increase, mainly because amortization of intangible assets at overseas subsidiary Curves International, Inc. had ended. Advertising expenses decreased year on year, due mainly to higher advertising contributions from franchise stores as membership grew and improved marketing efficiency.」
Education and personnel expenses increased as the company strengthened its human capital, while advertising expenses decreased year on year due to improved marketing efficiency and other factors. This indicates a shift in the expense mix from the previous expansion of advertising investment. - FY2024-Q3Shift to Higher Advertising SpendingAnnual report
「Selling, general and administrative expenses for the third-quarter consolidated cumulative period increased by ¥368 million year on year. This was mainly due to increased advertising spending, as the company viewed the current fiscal year as an opportunity to expand membership, higher amortization of goodwill and trademark rights resulting from the yen’s depreciation, and higher personnel and other expenses as investments for the future. Meanwhile, total amortization expenses decreased by ¥84 million year on year, mainly because amortization of intangible assets at overseas subsidiary Curves International, Inc. had ended.」
SG&A increased by ¥368 million year on year. Advertising expenses aimed at increasing membership and personnel and other expenses related to investments for the future increased, while total amortization expenses decreased by ¥84 million. - FY2024-Q2AdvancedAnnual report
「Selling, general and administrative expenses for the second-quarter consolidated cumulative period increased by ¥47 million year on year, mainly due to higher amortization of goodwill and trademark rights resulting from the yen’s depreciation and higher personnel and other expenses as investments for the future. Meanwhile, total amortization expenses decreased by ¥65 million year on year, mainly because amortization of intangible assets at overseas subsidiary Curves International, Inc. had ended. Advertising expenses also decreased year on year, due mainly to higher advertising contributions from franchise stores as membership grew and improved marketing efficiency.」
While personnel and other expenses increased as investments for the future, amortization expenses decreased by ¥65 million and advertising expenses declined year on year, continuing to demonstrate improved marketing efficiency. - FY2024-Q1AdvancedAnnual report
「Selling, general and administrative expenses for the first-quarter consolidated cumulative period decreased by ¥217 million year on year. Although higher amortization of goodwill and trademark rights due to the yen’s depreciation increased costs, advertising expenses and other costs declined by more than these increases. The decrease in advertising expenses was due mainly to higher advertising contributions from franchise stores as membership grew and improved marketing customer-acquisition efficiency.」
Despite higher amortization costs resulting from the yen’s depreciation, SG&A decreased by ¥217 million year on year due to lower advertising expenses and improved marketing customer-acquisition efficiency. - FY2023AdvancedAnnual report
「Selling, general and administrative expenses decreased by ¥294 million year on year. Although there were factors increasing costs, including higher amortization of goodwill and trademark rights due to the yen’s depreciation and higher costs associated with the normalization of operating activities, including the resumption of training nationwide, advertising expenses and other costs declined by more than these increases. The decrease in advertising expenses was due mainly to higher advertising contributions from franchise stores as membership grew and improved marketing customer-acquisition efficiency.」
Despite cost increases from the normalization of operating activities and the yen’s depreciation, SG&A decreased by ¥294 million year on year due to lower advertising expenses and improved customer-acquisition efficiency. - FY2023-Q3AdvancedAnnual report
「Selling, general and administrative expenses for the third-quarter consolidated cumulative period decreased by ¥139 million year on year. Although there were factors increasing costs, including higher amortization of goodwill and trademark rights due to the yen’s depreciation and higher costs associated with the normalization of operating activities, including the resumption of training nationwide, advertising expenses and other costs declined by more than these increases. The decrease in advertising expenses was due mainly to higher advertising contributions from franchise stores as membership grew and improved marketing customer-acquisition efficiency.」
Despite cost increases from the normalization of operating activities and the yen’s depreciation, SG&A decreased by ¥139 million year on year due to lower advertising expenses and other costs. The company also explicitly cited improved marketing customer-acquisition efficiency. - FY2023-Q2RestatedAnnual report
「Selling, general and administrative expenses for the second-quarter consolidated cumulative period increased by ¥105 million year on year. This was mainly due to higher amortization of goodwill and trademark rights resulting from the yen’s depreciation, and higher costs as operating activities, including the resumption of training nationwide, gradually normalized. Meanwhile, advertising expenses decreased year on year.」
SG&A increased by ¥105 million year on year as operating activities normalized, while advertising expenses decreased year on year. - FY2023-Q1Lower Advertising Costs and Higher Costs from the Normalization of Operating ActivitiesAnnual report
「Selling, general and administrative expenses for the first-quarter consolidated cumulative period increased by ¥70 million year on year. This was mainly due to higher amortization of goodwill and trademark rights resulting from the yen’s depreciation, and higher costs as operating activities, including the resumption of training nationwide, gradually normalized. Meanwhile, advertising expenses decreased year on year, mainly because advertising contributions from franchise stores increased as membership grew and marketing efficiency improved.」
SG&A increased by ¥70 million year on year as operating activities normalized, while advertising expenses decreased year on year due to improved marketing efficiency and higher advertising contributions from franchise stores. - FY2022AdvancedAnnual report
「Selling, general and administrative expenses increased by ¥467 million from the previous consolidated fiscal year due to advertising spending to accelerate membership recovery, higher personnel expenses including provision expenses associated with the introduction of the stock-based compensation trust schemes J-ESOP and BBT (Board Benefit Trust), and higher amortization of goodwill and trademark rights resulting from the yen’s depreciation, among other factors. (Note)」
The company continued advertising spending to restore membership, raising SG&A by ¥467 million year on year. Advertising expenses totaled ¥2,705.6 million. - FY2022-Q3Higher SG&A Due to Strategic Advertising InvestmentAnnual report
「Selling, general and administrative expenses increased by ¥519 million from the second-quarter consolidated accounting period and by ¥99 million year on year, mainly because strategic marketing initiatives resulted in higher advertising expenses.」
The company pursued a strategic marketing rollout and increased advertising spending, raising SG&A by ¥519 million quarter on quarter and ¥99 million year on year. - FY2022-Q2RestatedAnnual report
「Selling, general and administrative expenses decreased by ¥496 million from the first-quarter consolidated accounting period due mainly to marketing cost controls reflecting seasonal factors. Compared with the second-quarter consolidated accounting period of the previous year, which fell under a state of emergency, both marketing costs and recurring expenses increased, resulting in a ¥266 million year-on-year increase.」
The company controlled marketing costs to reflect seasonal factors, reducing SG&A by ¥496 million from the first quarter, while SG&A increased by ¥266 million year on year. - FY2022-Q1RestatedAnnual report
「Selling, general and administrative expenses decreased by ¥182 million year on year despite active marketing spending, mainly because no management support payments were required for franchise stores in connection with closures and membership suspensions, and one-time costs related to developing the online exercise class “At Home Curves” declined.」
SG&A decreased by ¥182 million year on year as lower franchisee support payments and one-time online-class development costs more than offset continued active marketing spending. - FY2021AdvancedAnnual report
「Selling, general and administrative expenses increased by ¥779 million from the previous consolidated fiscal year due to active marketing spending and continued investment in developing the online exercise class “At Home Curves,” among other factors.」
The company increased investment in marketing and online-class development, raising SG&A by ¥779 million year on year. - FY2021-Q3SoftenedAnnual report
「In terms of costs, the company actively invested in marketing in light of the market environment, while selling, general and administrative expenses decreased by ¥258 million from the first-quarter consolidated accounting period, mainly because management support payments to franchisees associated with closures and membership suspensions declined. However, SG&A increased by ¥686 million from the second-quarter consolidated accounting period, when marketing costs had been substantially restrained.」
The company shifted from its previous marketing cost controls to active spending during the quarter, resulting in a ¥686 million increase in SG&A from the second quarter. - FY2021-Q2First statedAnnual report
「In terms of costs, selling, general and administrative expenses for the second quarter decreased by ¥945 million from the first quarter, owing to the restraint of marketing expenses in light of seasonal factors and market conditions, a decrease in management support payments to franchisees associated with store closures and temporary membership suspensions, and continued reductions in recurring costs.」
The company implemented measures including controlling marketing costs and continuing to reduce recurring costs, cutting selling, general and administrative expenses by ¥945 million from the first quarter.