Lii Sports, a Digital Sports-Based Child Development Support Program, Wins the Japan Child-Rearing Support Award 2026

Lii Inc. (Headquarters: Showa-ku, Nagoya City, Aichi Prefecture; Representative Director: Ayumi Hirose; hereinafter "Lii"), which operates Lii sports (Rii Sports), a child development support and after-school daycare service for children with developmental characteristics, is pleased to announce that it has received the Japan Child-Rearing Support Award 2026 (Corporate Category), hosted by the Japan Child-Rearing Support Association.

About the Japan Child-Rearing Support Award

The award evaluates entries across eight categories: "Clothing," "Food," "Housing," "Daily Goods," "Goods," "Services/Applications," "Home Appliances/Automobiles," and "Municipalities/Projects."

It focuses on one or more of the following five evaluation criteria:

① Safety and Security

② Convenience and Reduction of Burden

③ Child Development

④ Parent-Child Communication

⑤ Comfort (toward realizing enjoyable child-rearing lifestyles)

The Japan Child-Rearing Support Association aims to encourage the creation of more high-quality products and services that support child-rearing through this award.

Background of Lii Sports’ Award and Its Child-Rearing Support Initiatives

Lii sports, operating under the concept of "I like sports, I like myself when I like sports," is a next-generation child development support infrastructure that currently operates 46 locations nationwide (as of July 2026). It has been recognized for its support to families through its proprietary digital program, DEA2000™, which prevents children with developmental disorders from losing access to physical activity opportunities.

Visualizing Praise to Strengthen Parent-Child Communication and Reduce Parental Burden

The service uses the DEA2000™ program, which generates over 2,000 types of digital content, to send activity updates to parents via LINE. This allows parents to clearly see their child’s efforts and find concrete reasons to praise them. It also functions as a self-modeling tool, enabling children to visually reflect on their “cool selves,” fostering a positive communication loop at home. Additionally, digital management ensures smooth information sharing, preventing parents from shouldering child-rearing concerns alone.

Building Genuine Confidence Through Environmental Design, Not Correction

Instead of the traditional approach of correcting weaknesses, Lii sports adopts an “ecological approach” by designing environments where children can succeed and making achievements visible. Through “autonomous developmental support,” where children discover movements through play rather than being instructed or corrected by adults, Lii provides a safe and welcoming space where even families who previously gave up on physical activities can confidently participate, promoting genuine child growth.

Outstanding Results and High User Satisfaction

Since opening its first studio in September 2020, Lii sports has expanded to 46 studios nationwide as of July 2026, serving over 2,200 contracted users and delivering over 100,000 support sessions annually—the largest scale in Japan.

Regular NPS (Net Promoter Score) surveys show a score of 38.8 (2025 results), significantly surpassing typical service industries, and the average Google rating remains above 4.5. Key areas of high praise include:

Visibility of Developmental Support (398 respondents): Parents clearly observed their child’s growth through LINE videos, reducing parenting anxiety.

Improved Social Skills (383 respondents): Children gained confidence in following rules and interacting with others in group settings (kindergartens or schools).

Increased Motivation (334 respondents): Children look forward to their Lii days, bringing more energy into daily life.

Google reviews also highlight strong trust in the service, with comments such as “My child, who used to hate exercise, moved on their own for the first time.” The seamless integration of technology and frontline hospitality has earned deep user loyalty.

Comment from Ayumi Hirose, Representative Director and CEO of Lii Inc.

"Physical activity is a way to enjoy life." Having learned life lessons through sports myself, I am deeply moved when I see children who were once excluded from physical activities light up and say, "I can do it at Lii!" That is our driving force. By increasing heart rates through movement, activating the brain, and enhancing happiness, we will use this award as motivation to expand children’s potential and brighten up Japan and the world, creating a society where everyone can be happy through sports—starting with Lii!

Service Overview

Name: Lii sports (Rii Sports) / Child Development Support and After-School Daycare Service

Service Launch: September 2020

Pricing: Based on the Child Welfare Act, fees are set by local municipalities (monthly caps based on income; approximately ¥0–37,200)

Website: https://liistyle.co.jp/

About Lii Inc.

[Company Overview]

Company Name: Lii Inc.

Representative: Representative Director and CEO Ayumi Hirose

Established: November 1, 2018

Headquarters: Mikisajo Central Building 3A, 3-8-1 Mikisajo-dori, Showa-ku, Nagoya City, Aichi Prefecture

Business Activities: Child development support, after-school daycare services, education, fitness, e-commerce (retail), sports education, and health management support

Website: https://liistyle.com/

[Media Inquiries]

Lii Inc. Public Relations Contact: Yokoyama

TEL: 090-5944-9538 / EMAIL: [email protected]