Japan’s rapidly ageing population is forcing a rethink of how the country supports its elderly, with some care providers turning to an unexpected workforce including bodybuilders and combat sports athletes. Companies such as Visionary have begun recruiting physically strong men to help with demanding caregiving tasks such as lifting, mobility support and daily assistance. The approach reflects a growing labour shortage in the care sector as demand rises alongside the ageing population. It also aims to make caregiving more appealing to younger workers by reframing it as a more active and physically engaging profession while supporting existing staff.
