Roche Korea is attempting to innovate in the senior lifestyle market by prominently featuring its exercise health community named "ONEW." Beyond simply providing exercise content, it has introduced a "community-oriented" model where senior customers can routinely come together to interact and form healthy habits.
The company was founded in August 2020 by CEO Hyun Jun-yeop, who worked at a securities firm. He noted, "I wanted to move away from the existing perspective of viewing older people only as objects of 'care.' ONEW is a platform that helps seniors design their own health, relationships, and lifestyle."
He emphasized that the lives of middle-aged and older adults should not just involve preparing for retirement but should become a "new life cycle." According to Statistics Korea, as of 2024, the employment rate for those in their 50s is 77.2%, and the rate for those aged 60 and over is steadily rising.
The current group in their 50s, which will be a major demographic in the aging society, is actively participating in production activities without exiting the labor market. Although they possess both economic power and awareness, there has been a lack of content and community aimed at them.
ONEW is targeting this gap. It has designed "community-based content" rather than just simple exercise programs. Currently, ONEW operates the multi-cultural space "ONEW House" centered in Seoul, expanding points of contact with customers.
It aims for integrated community care that encompasses diet, leisure, and psychological recovery centered around exercise content. Through collaboration with Hyundai Department Store, it has established commercial spaces at the The Hyundai branches in Cheonho and Mokdong and is also supplying content for senior customers in the financial sector in partnership with Hana Bank and Samsung Fire & Marine Insurance.
In collaboration with construction companies, it has built community centers in a consignment operation format, taking responsibility for community operations in urban senior towns. A prime example, "Lotte VL Le West," sees ONEW managing the design of the dedicated community, program supply, and operations.
"If the previous communities were 'welfare'-based, we are 'experience'-based. The community becomes a structure that serves as a brand."
ONEW's core competitiveness lies in its "data-driven community management." Instead of a simple student management system, it builds a membership-based life log and analyzes individual exercise responses, community activities, and revisit rates to optimize content. Based on this data, it is collaborating with various partners, such as construction companies, insurance firms, and retailers, and is evolving into a "senior community platform."
The revenue model is also clear. It has established a multi-layered revenue structure through programs, commercial facilities, and memberships. Last year, it recorded revenue of 600 million won, and this year, it aims for 1.2 billion won.
The CEO emphasized, "We want to become a platform not just for active seniors' cultural leisure but also for enjoyment," adding, "We will grow into a company that creates services and content encompassing the entire lifestyle of seniors."