Revolutionizing the Care Industry through 'Macho Caregivers'—Visionary Inc.'s Initiative Featured in The New York Times

Visionary Inc. (CEO: Yusuke Niwa; Headquarters: Nagoya, Aichi) has announced that its 'Macho Caregiver' initiative has been featured in The New York Times.

Visionary aims to reshape the image of the caregiving industry through its unique 'Muscle x Caregiving' approach.

The New York Times covered these new initiatives in Japan under the headline 'The New Japanese Caregivers: Bodybuilders, Wrestlers, and MMA Fighters.' The article highlights cases where Japanese nursing care facilities, facing severe labor shortages, are hiring athletes as caregivers.

Leveraging their physical strength and stamina, these athletes assist with tasks such as lifting patients and bathing support, bringing new vitality to the caregiving environment. The article also features comments from staff, such as 'what I love (strength training) is useful to society,' and discusses the trust established with service users.

Following the publication, the initiative has received reactions from around the world. Interest has spanned borders from the U.S., Europe, and Asia, to countries including Namibia, Ireland, Kuwait, and Estonia. Furthermore, when distributed worldwide via AFP in October 2025, it was recognized as a new welfare culture unique to Japan.

Visionary Inc. continues to promote the possibilities of caregiving through the 'Macho Caregiver' approach, with an eye toward international expansion.