Swing

What Swing does

Swing Fitness operates a free-to-consumer outdoor strength training platform that combines a mobile application with networked outdoor equipment. The Swing App, available on Google Play (package ie.digigrow.swing) and Apple App Store (id1598927690), allows users to locate nearby "Swing Boxes" on a live map and unlock them by scanning an on-box QR code, granting access to strength training equipment installed across public green spaces and partner sites in London. Bespoke in-app video content and a custom workout builder guide each session, and the experience is explicitly free at the point of use. Underlying technology is a consumer-grade mobile stack (iOS and Android) paired with connected QR-unlocked hardware units, developed and maintained by Digigrow, an Irish implementation partner.

Swing generates revenue through B2B partnerships rather than direct consumer fees. London borough councils (9 to date) host Swing Boxes in public green spaces, national health-club operator Nuffield Health hosts them across its facility network, and dedicated partner categories exist for healthcare and corporate sites as well as other commercial placements. The company equips and operates the hardware while consumers access it free; no paid consumer tier is currently disclosed, though email capture for "exclusive offers" suggests latent in-app monetization optionality. Distribution is therefore a hybrid of product-led consumer growth (app download + QR unlock) and a multi-segment channel partnership motion that uses public-sector, health, and corporate sites as physical distribution nodes.

The company was founded in 2021, remains privately held, operates with 1-10 employees, and has disclosed a single external funding event: a $320,248 Crowdcube crowdfunding round in October 2023. It has reported 2,175 registered app accounts and Swing Boxes deployed across 9 London boroughs, and is most likely Irish-domiciled based on the App Store URL rooting and the .ie domain of its development partner, though no formal incorporation details are disclosed.

Name

Swing

Legal name

Swing Fitness

Website

https://swingfitness.com

Company type

Private

Founded year

2021

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Outdoor fitness infrastructure

NAICS

Fitness and Recreational Sports Centers (71394)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Outdoor Fitness & Park Bootcamps (HSADABAC)

akta.pro secondary industry

Strength & Conditioning Personal Training (HSADAAAB)

Keywords

• Outdoor fitness equipment
• Mobile fitness app
• Smart gym equipment
• Community wellness infrastructure
• Workout guidance app

Headquarters

HQ city

Cambridge

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Technology or R&D, Marketing or Sales, Personnel

Revenue model

1. Partner-hosted equipment placement: Revenue appears to be driven primarily through B2B partnerships with councils (London boroughs), healthcare providers, corporate sites, and Nuffield Health, who host Swing Boxes on their premises. Swing equips and operates the hardware in partner green spaces and facilities; consumer access is explicitly free, indicating partner-funded or grant-funded placement economics rather than direct consumer monetization.
2. App-based consumer engagement (future monetization optionality): The Swing App is the primary user touchpoint and includes email signup for 'exclusive offers and the latest news,' signaling an in-app channel that could support future premium features, partnerships, or sponsored content, although no paid consumer tier is currently disclosed.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels7 records

Core offering

Swing Fitness provides free outdoor strength-training access through networked "Swing Box" equipment installed in public green spaces and partner sites across London, unlocked by users via its iOS/Android Swing App using a QR-code scan. The app pairs each box with a live locator map, bespoke video content, and a custom workout builder, while Swing itself equips and operates the hardware under B2B partnerships with councils, Nuffield Health, corporate sites, and healthcare providers.

Product overview

Swing Fitness offers a single integrated outdoor fitness solution comprising two core components: the Swing App (the mobile application for iOS and Android used to locate and unlock equipment) and the Swing Box (the physical strength training equipment installed across London green spaces). The two work together as a unified platform — users locate a Swing Box via the app's map, scan the unit's QR code to unlock free access, and then complete a session guided by the app's bespoke video content and custom workout feature. The offering is therefore a platform-plus-physical-asset model rather than a multi-product SaaS portfolio.

Differentiator

Problem solved

Functional benefit

Products and services

• Swing App Free iOS and Android mobile application that lets users locate nearby Swing Boxes via a live map, unlock them by scanning an on-box QR code, and follow bespoke in-app video content with a custom workout builder for guided strength training. Built for London-based residents, commuters, and visitors seeking free, on-demand outdoor strength training.
• Swing Box Networked outdoor strength-training equipment installed in public green spaces and partner sites across London boroughs, unlocked by users via the Swing App QR-code scan to provide free access to high-quality strength-training gear at home, work, or on the move.

Quantifiable outcome

• 2,175 Registered App Accounts
• +1 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered flagship named partner with a dedicated landing page on swingfitness.com/partners/nuffieldhealth, core distribution channel — swing boxes are deployed across 9 london boroughs via council partnerships, secondary partner segment surfaced as a distinct category on the website and core technology delivery partner — built and maintains the swing app and website.

• Nuffield Healthflagship named partner with a dedicated landing page on swingfitness.com/partners/nuffieldhealthStrategic or Co-development PartnerNuffield Health is the only named partner on Swing Fitness' website with a dedicated partner landing page (swingfitness.com/partners/nuffieldhealth). As a major UK health-club operator, Nuffield Health hosts Swing Boxes at its facilities, co-distributing free outdoor strength training access to its members and the surrounding public. The relationship is featured prominently in Swing's partner navigation, signaling a flagship commercial partnership rather than a one-off placement.
• London Borough Councilscore distribution channel — swing boxes are deployed across 9 london boroughs via council partnershipsChannel Partner/ Reseller/ DistributorLondon borough councils are listed as a dedicated partner category on swingfitness.com/partners/councils. Councils host Swing Boxes in public green spaces, enabling residents to access free outdoor strength training equipment close to home. To date, Swing Boxes are deployed across 9 London boroughs, making the council channel the primary mechanism for the company's public-sector footprint.
• Healthcare partnerssecondary partner segment surfaced as a distinct category on the websiteChannel Partner/ Reseller/ DistributorSwing maintains a dedicated 'Healthcare' partner category (swingfitness.com/partners/healthcare), indicating formal relationships with healthcare organizations that host Swing Boxes on clinical or wellness sites. No specific named healthcare partners are disclosed on the public website.
• Corporate partnerssecondary partner segment surfaced as a distinct category on the websiteChannel Partner/ Reseller/ DistributorSwing maintains a dedicated 'Corporate' partner category (swingfitness.com/partners/corporate), covering employer and workplace-wellness relationships where Swing Boxes are placed at corporate sites for employee use. No specific named corporate partners are disclosed on the public website.
• Digigrowcore technology delivery partner — built and maintains the swing app and websiteImplementation/ SI/ Consulting PartnerThe Swing Fitness website is credited in the footer to Digigrow ('Designed And Developed By Digigrow', with link to digigrow.ie), and the Swing app's Android package identifier is 'ie.digigrow.swing.' Digigrow is therefore the implementation and development partner responsible for the Swing App (iOS and Android) and the swingfitness.com web platform underpinning the product experience.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Caloo: UK outdoor fitness equipment supplier serving councils, schools, and leisure operators with outdoor gyms and calisthenics rigs. Directly comparable B2B buyer profile and public-sector channel motion.
• PlayFit Outdoor Fitness: UK-based outdoor fitness equipment provider for parks, schools, and community spaces. Competes with Swing for the same council and community-wellness budgets, though without an IoT/app unlock layer.
• FreshAir Fitness: UK outdoor gym equipment supplier targeting councils, schools, and residential developers. Comparable in deploying outdoor strength equipment through council channels; lacks Swing's connected app and QR-access model.
• The Great Outdoor Gym Company (TGOG): UK-based provider of free outdoor gym equipment installed in public parks via council partnerships — same core concept (free public strength equipment in green spaces) but without Swing's IoT/QR unlock or app layer.

Broad incumbents

• Lappset: Finnish global outdoor exercise equipment manufacturer with broad product portfolio. Sells outdoor gyms to municipalities and leisure operators worldwide — comparable end-customer (councils) but much broader and more established.
• Proludic: UK/European provider of outdoor sports, fitness, and play infrastructure to public-sector clients. Comparable council sales motion and outdoor fitness infrastructure category.
• Tonal: Connected strength training hardware with companion app and video content. Comparable software/hardware integration for guided strength training, but a premium home gym rather than free outdoor placement.
• KOMPAN: Global outdoor fitness and playground equipment incumbent selling to municipalities, schools, and developers. Operates in the same public-sector procurement space as Swing at much greater scale.

Emerging players

• Fiit: UK-based app-led fitness platform with strength training classes. Comparable on the in-app video workout and custom builder layer, but a subscription digital app without outdoor equipment.

Others

• Groundwork (Green Gym): UK charity network delivering community outdoor fitness and environmental activities. Adjacent as a public-sector-aligned community fitness movement, with potential partnership/overlap rather than direct competition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/swingfitness

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Swing