Founder Daichi Kamino talks about the history and future of RETO
Text: Shun Sato
The reason for launching RETO
RETO's business is not limited to product sales, and they are now expanding into the running club business and media.
Why did Kamino, who is also an active professional athlete, start RETO, and what does he plan to do with it in the future?
RETO started out by selling necklaces.
"I started RETO four years ago when I was starting a necklace sales business. It wasn't so much that I was thinking about doing something like this as a business, but rather that it was new and interesting for an active athlete to start a brand. The brand name RETO means challenge in Spanish. Looking back on my life, I realized that I have always valued 'challenges' as I continued to run, so I named it that way. I have no particular connection to Spain, but I thought the name sounded cool (laughs)."
The first RETO product, the "Black x Silver" necklace, is currently on sale.
RETO's commitment to products
What started as a necklace has since expanded to include running socks and towels. Running socks in particular are popular with many runners and can now be seen at training sessions and races everywhere.
Kamino says he is particular about each product.
"The policy I follow when selling products is to commercialize products that I can truly recommend with confidence. I want as many people as possible to use them and experience their benefits for themselves."
Some people may think that products made by active top athletes are just products that already exist but with a name slapped on them and are now being sold. However, Kamino is contrary to this view.
I always wear running socks during regular training and races.
He realized the importance of socks when he started running marathons, and began searching for the right fit for him five or six years ago. He bought and tried out many different types of socks. The ones that Kamino felt suited him best were IDATEN socks, manufactured by Unival, a sock manufacturer in Kakogawa City, Hyogo Prefecture. Having purchased them at his own expense, the project to collaborate on creating a product began. After about a year of trial and error, including a visit to a factory in Kakogawa City, the socks were finally completed and put on sale last year. The response exceeded expectations, with over 500 pairs sold online in the first month of release.
Tour of the manufacturing process at Unival Corporation's Kakogawa factory
For the next towels he sold, he also visited the Imabari factory. There, he observed the production process, listened to the attention to detail that goes into the production process, and conveyed his passion for his products. It may be a small thing, but actually visiting the site, listening to the voices of those on the ground, and having the passion to create a better product is essential. This is because it is what gets communicated to users.
"I received a sample of the product. Yes, this is good. But if that was the end of it, I don't think the passion of the maker would be conveyed very well. But by going to the production site and communicating with the people at the partner company, the craftsmen, and myself, the enthusiasm for the product definitely increases. I think that's how we create high-quality products, and it also increases our desire to let everyone know about them."
He says this is important in order to have knowledge and responsibility for his brand's products.
Kamino and Ikeuchi, CEO of IKEUCHI ORGANIC
Running club for adults
Another business that RETO is developing is the operation of a running club called "RETO RUNNING CLUB (RRC)."
The running club started in May last year with around 30 members, but now has over 70 members.
"We started this with the goal of having active professional runners form a club team and support amateur runners in achieving their goals. I believe this is the first such attempt nationwide, and it was also a challenge for me personally. At first, I thought a lot about how I should interact with the members and what kind of services I should provide to make them satisfied. As I actually ran the club, I began to see my own position and how to do things, and now I think I look forward to the twice-monthly practice sessions more than the members do (laughs). I am truly happy to have been able to create a club that makes people feel that way."
Official training session immediately after the launch of the RRC
The running club holds official training sessions twice a month. It also holds training camps and offers remote lectures taught by physical trainer Shuichi Nakano and sprint coach Shingo Akimoto, supporting runners with a style that combines practical experience and knowledge. Members also host individual training sessions and events, fostering interaction among members and fostering a community.
"RRC is truly blessed with great members, and while we all work hard to achieve our goals, we also share our opinions and have created a culture where we all try to get faster together. Everyone doesn't just work hard themselves; they also support the goals of other members. In fact, up until now I've been the one being supported, but this year I had a lot of fun cheering on the members at the Nagoya Women's Marathon. Now, when I'm planning my annual schedule, I try to avoid conflicts with work, since there are a lot of members participating in this race (laughs)."
Member-organized event "Odakama"
When applying to join the club, members fill out a section about their motivation for joining, among other things. Those who pass pay a membership fee and participate in practice sessions. This means, for example, that it's okay if you don't have a goal; no money is required. Anyone who wants to run is welcome to join, and we'll run and drink. It's fine to have a team like that, but it makes it difficult to create a club like RETO, where the team becomes a community and helps each other improve. Those who pay the membership fee have the desire to learn and achieve their goals, and the management side has a responsibility to always provide satisfactory content. Unless both parties are aligned at a high level, there won't be much enthusiasm.
"Through running the club, I have come to truly believe that running can enrich your life. I have also come to realize once again the importance of having goals. We have a theme of 'Challenge is success,' and I think that the key to building RRC is that everyone has the desire to achieve their goals and is working towards them."
Official practice session on a rainy day in the middle of winter
However, if you focus solely on achieving your goals, differences in enthusiasm will inevitably arise among members. Everyone has their own stance and approach to achieving their goals, and it is not necessary for everyone to be on the same track.
"I definitely don't want to create an atmosphere where people who achieve their goals are amazing and those who don't are not. I think the most important thing is to have a goal and take on the challenge in a positive way, and above all, you're not professionals. I want you to approach running with a positive attitude, thinking it's fun and rewarding. Of course, there will be times when you don't feel motivated to run. However, the one thing I ask of my members is, "Set a goal and challenge yourself to run a full marathon at least once a year." I think that if you join RRC, you'll naturally develop that mindset, and I believe we can provide the services necessary for you to take on the challenge."
Kamino himself also serves as pacer during official training sessions.
Issues to be solved with owned media
Through its activities to date, RETO has gradually become known to ordinary runners. This is partly through word of mouth, but also because RETO places great importance on increasing the club's value through social media and exposure in various media outlets.
RETO is considering this media business as its third arrow, in addition to product development and sales and the RRC running club business.
We live in an age of information overload. News and articles are distributed on huge platforms like Yahoo, individuals tweet on social media, and individuals use media platforms like Note to disseminate a lot of information. With so much information available, it can sometimes take a long time to find what you really want. To solve this problem, RETO is launching its own media.
Shuichi Nakano, a physical trainer for top athletes, also teaches at RRC.
Kamino plans to limit the category to running, cover all related topics, and create a media outlet that will provide runners with the correct information and motivation they need.
"I have experience as an athlete from middle school right through to professional running, and during that time I have learned a lot of information from trainers, doctors, nutritionists and other professionals in various fields. I want to organize that information and use the connections I have built up over the years to provide accurate information. Even though it may seem obvious to us, I often feel that there is actually a lot of accurate information that is still not widely known. I want to provide information that will be beneficial to people who are taking on the marathon for the first time, people who are chasing a good time, and people who are struggling with injuries or motivation. I want to make this a site that runners who are working towards their marathon goals will say, 'The information I get from RETO is great.'"
It will be interesting to see how the aggressive RETO will grow in the future.
