ICHINOMIYA, Aichi — “Nice macho!” echoes the robust voice of “macho caregivers” through a day care facility for people with disabilities. Their gleaming white smiles paired with this enthusiastic encouragement creates an infectiously upbeat mood, prompting a man in a wheelchair to join in muscle training with a grin.
Nagoya-based Visionary Inc., a company providing disability welfare services, boasts a rare feature for a Japanese company: a bodybuilding corporate team. The team members continue their training while working in caregiving roles, and have built a track record of achieving top placements in national bodybuilding competitions.
Out of 340 caregiving staff, about 20 are macho caregivers. From these, seven members are selected for their work attitude and “personality that garners support from those around them” to form the company’s “7SeaS” fitness team.
Their work involves six hours of caregiving duties and two hours of muscle training. They receive a special employment allowance covering 20,000 yen (about $125) per month for protein supplements, competition entry fees and travel expenses.
One member, Hokuto Tatsumi, 27, who also handles public relations, placed second in Japan’s largest competition in both 2024 and 2025. Embodying the team’s motto, “Contributing to society with muscles,” he also teaches exercise classes for the elderly, cherishing participant comments like “Strength training is great.” He commented, “What I love doing is contributing to society through caregiving.”
The team’s creation was inspired by company president Yusuke Niwa’s experience at a gym he attended to lose weight. He observed that many who endure rigorous training are serious-minded and witnessed the incredible persistence that leads to a well-sculpted physique. He saw compatibility between this and the caregiving profession, which requires repeating tasks and sincerely engaging with clients.
A “macho caregiver” smiles as a user of the day care facility touches his arm muscles, in Ichinomiya, Aichi Prefecture, Feb. 24, 2026. The caregivers’ healthy strength provides the users with a sense of reassurance and safety. (Mainichi/Kazuki Yamazaki)
In an industry perceived as tough, having impressive individuals thrive could spark interest in caregiving among young people. Aiming to transform the difficult image, the team was established in 2018.
The impact of macho caregivers is evident. In an industry facing workforce aging, the company employees’ average age — in the early 30s — is notably young. This smaller age gap among employees apparently facilitates communication and creates a workplace where staff can easily seek advice.
In terms of recruitment, before the initiative, there were about 10 applications per year. This fiscal year, they anticipate around 1,200 applications. The business is expanding, with plans to fully enter elder care and develop exercise-focused services to stave off the need for nursing care, including exploring overseas markets.
Initially, some clients were intimidated by the macho caregivers, but their healthy physiques and smiles gradually won them over. Takuya Usui, 26, a 7SeaS member who can bench press 170 kilograms, says, “Thanks to my trained body, clients trust me to handle them safely,” expressing pride in his work that provides clients with a sense of security.
The journey of these leading figures in “pumping up” the welfare industry in an aging society shows no signs of stopping.
(Japanese original by Kazuki Yamazaki, Nagoya Photo and Video Department)
