In 2018, BelEdit Consulting was approached by Shinzuikai. They were then a small business offering professional training and bodywork sessions in Shiatsu. They also provided training and sessions in their own proprietary bodywork technique, which is based on Shiatsu and other bodywork traditions, combined with modern medical knowledge.
But although the business owner and practitioners were extremely skilled, experienced and held in great respect in their field, their communication was lackluster and failing to generate new customer leads. Active internationally, Shinzuikai had several separate websites in different languages, and their brand and offer were unclear. Moreover, there was no communication about their proprietary bodywork technique, even though it was one of the main reasons for their international repute.