Established in 1975 in the central city of Taichung, Johnson initially produced original equipment manufacturing weightlifting barbells before creating an R&D team to explore original design manufacturing opportunities only five years later. Following an aggressive expansion strategy, the company developed its brand Vision in 1996, Horizon in 1998 and Matrix in 2001, with each catering to the distinct needs of different customer groups.
Johnson Health Tech Co. based in the central city of Taichung offers a variety of equipment to appeal to different market segments, including its Matrix line targeting boutique health clubs and five-star hotels.
Today Johnson manufactures exercise equipment for both commercial and home use including elliptical trainers, exercise bikes, rowing machines, smart mirrors, strength training machines and treadmills. The multinational company operates marketing subsidiaries in 33 countries and works with dealers in 60 countries.
According to Johnson Vice President May Lo, the company’s success lies in tailoring its products and services to different market segments. Matrix, for example, targets the high-end market comprising health clubs and five-star hotels, while Vision supplies apartment complexes and companies based on their respective budget and space requirements, and Horizon offers user-friendly equipment at affordable prices to individual consumers.
Johnson partners with U.S.-headquartered World Gym International to host online courses spanning boxing, Pilates and yoga for people of all fitness levels.
At the same time, digital fitness is gaining in popularity, so Johnson is pulling out all the stops to develop top-notch machines with high connectivity in recognition of the trend. Digital services can be used in health centers for client-trainer communication and equipment management, as well as at home to deliver engaging experiences, helping transport exercise routines from fitness studios to living rooms.
Connected fitness machines can replicate the gym experience by providing access to live and on-demand classes led by professional trainers, Lo explained, adding that they also provide real-time feedback on users’ health via apps. Johnson’s digital subscriptions allow customers to choose from a library of over 1,000 constantly updated workouts, competitions and exergames encompassing boxing, dance, Pilates and yoga for people of all ages and fitness levels.
Looking ahead, Lo is upbeat on growth prospects given that COVID-19 has heightened people’s health awareness and boosted their motivation to exercise. The company will continue evolving along with changing markets and emerging technology as it pursues its mission to improve people’s quality of life and promote healthier lifestyles, she said. (E) (By Kelly Her)
Star Taiwan badminton player Tai Tzu-ying is the brand ambassador for Johnson’s exercise bikes.
Write to Taiwan Today at ttonline@mofa.gov.tw
(This article is adapted from Fit for All in the July/August Issue 2022 of Taiwan Review. The Taiwan Review archives dating to 1951 are available online.)