Fitness Chain Apologizes for Inappropriate Posts, June 07

High Altitude, a national fitness chain, issued a public apology on June 6 after inappropriate social media posts from its Saga studio went viral. Videos showed an infant on a treadmill and a child’s face pressed into a cake. The company removed the posts and announced new compliance measures across all locations.

What the Videos Showed

Social media users shared videos allegedly linked to High Altitude staff. One video showed a baby placed on a running treadmill with the belt moving. Another showed a woman pressing a small child’s face into a cake while the child cried, with adults laughing in the background. The second video sparked online calls of child abuse and spread under hashtags like “face cake.”

Company Response and Reforms

High Altitude CEO Tsuboi Reina signed a statement apologizing for posts that contradicted company values. The company deleted the inappropriate posts and announced four key reforms. These include rewriting SNS guidelines, auditing all studio social media accounts, adding approval steps before posting, and training staff on social media rules and compliance.

Company Background and Scale

High Altitude operates Japan’s first high-altitude training studios, which simulate 2,500-meter elevation in low-oxygen environments. The chain spans from the Kanto region to Kansai and Kyushu. The company promotes its studios using testimonials from professional athletes and maintains a strong customer base across multiple locations.

Broader Compliance Challenge

High Altitude stated the issue was not limited to one store but reflected problems in overall management. The company acknowledged supervisory responsibility and committed to treating the matter as a company-wide concern. Staff will face new compliance training, and the head office will conduct ongoing monitoring of all studio social media accounts.

Final Thoughts

High Altitude’s apology and compliance overhaul signal the company takes the incident seriously. Investors should monitor whether the reforms prevent future controversies that could damage brand reputation and customer trust.

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