What Twiik does

Twiik is a Swedish digital wellness company headquartered in Malmö that operates a three-surface platform: a consumer-facing mobile app (iOS and Android) for workout logging, social fitness, and challenge participation; a Coach Platform sold to personal trainers, gyms, and fitness professionals on tiered subscriptions (Basic 495 SEK/month, Pro 995 SEK/month, Enterprise custom); and a digital marketplace where coaches publish and sell bootcamps, training programs, and subscription memberships with revenue share of up to 94% to the coach. For corporate buyers, Twiik sells TeamBoost, a tiered B2B wellness-challenge product (activity challenge, +Inspiratör live-coach layer, +Butik training library) deployed to Swedish employers such as Stadium, which used it to engage ~3,500 employees in a 5-week challenge. The platform integrates with major wearables and fitness services — Garmin, Polar, Fitbit, Runkeeper, Apple Health, Google Fit, Suunto, and Withings — to aggregate activity data, and supports 200+ loggable activity types and 450+ training activities.

The business model blends four monetization streams: monthly coach subscriptions, marketplace revenue share plus a 1 SEK per-payment fee, a consumer Premium upsell, and custom-priced enterprise TeamBoost licensing sold via direct B2B sales and reseller partnerships with gyms and corporate health providers. Infrastructure is hosted on AWS with MailChimp handling email marketing. The company was originally incorporated as 100 Days AB (later renamed) and is now legally Twiik AB (publ); it was admitted to Nasdaq First North Growth Market in May 2021 following an oversubscribed IPO unit emission, with Mangold Fondkommission as Certified Adviser and Nordic Issuing as emission coordinator. It raised additional capital via a 12.1 MSEK unit issue in Q2 2022 and a 6.88 MSEK preferential rights issue in Q4 2022, and operates Shapelink AB as a wholly-owned payment-processing subsidiary under parent Wellnesstech Labs International AB. As of 2024, leadership is in transition, with Marcus Lindskog serving as Acting CEO and founder Anders Gran as Chairman.

Name

Twiik

Legal name

Twiik AB (publ)

Website

https://twiik.me

Company type

Public

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Twiik is a Swedish digital wellness company that operates a fitness app, a coach marketplace, and the TeamBoost corporate wellness platform, serving individual consumers, fitness coaches and gyms, and Swedish corporate buyers such as Stadium.

Ownership category

akta.pro rank

Product category

Digital Fitness & Wellness Platform

NAICS

Fitness and Recreational Sports Centers (71394), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Online/Remote Personal Training & Programming (HSADAAAM)

akta.pro secondary industry

Meditation Apps, Digital Courses & Online Communities (HSADAJAH)

Keywords

• Corporate wellness platform
• Digital fitness coaching
• Wellness marketplace software
• Activity challenge platform
• Coach SaaS tools

Headquarters

HQ city

Malmö

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. IPO Capital Raises: Twiik conducted multiple equity financing rounds including an IPO on Nasdaq First North Growth Market in Q2 2021, a unit emission in Q2 2022 (12.1 MSEK), and a preferential rights issue in Q4 2022 (6.88 MSEK). Funding used for platform development and market expansion.
2. Coach Subscription Plans: Monthly subscription tiers for fitness coaches and gyms using the platform. Basic tier at 495 SEK/month provides essential coaching tools with up to 50 PT clients. Pro tier at 995 SEK/month includes advanced features for up to 300 clients. Enterprise tier offers unlimited clients with customizable access for larger organizations.
3. Revenue Share Program: Twiik operates a tiered revenue-sharing model for coaches based on accumulated sales over 12 months. Start Up tier (up to 250,000 SEK) gives coach 90% share, Pro tier (250,000-1,200,000 SEK) gives 92%, and Master tier (over 1,200,000 SEK) gives 94%. Twiik retains 10%, 8%, and 6% respectively. Additional 1 SEK per payment applies.
4. Premium Consumer Subscription: Individual consumers can upgrade to Premium for enhanced features including unlimited training inspiration, bootcamps, courses, PT online access, and advanced tracking capabilities. Available through app stores (iOS and Android).
5. Corporate TeamBoost Licensing: Enterprise licensing of TeamBoost corporate wellness challenges to companies, gyms, and corporate health providers. Includes options for activity challenges alone, with health inspirers, or bundled with training store content. Sold through direct sales and reseller partnerships.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Twiik operates a digital wellness platform that combines a consumer mobile app for workout logging and social fitness, a B2B Coach Plattformen SaaS for gyms and personal trainers to manage online coaching businesses, a Twiik Marketplace where third-party coaches publish and sell training programs and bootcamps, and the TeamBoost corporate wellness challenge product for Swedish companies. The platform supports 200+ loggable activity types, integrates with 8+ major wearables and fitness services, and runs on AWS infrastructure.

Product overview

Twiik is a unified fitness platform consisting of the Twiik App (a consumer-facing mobile app available on iOS and Android for workout logging, social features, challenges, and PT access), the Twiik Marketplace (a digital storefront where coaches publish and sell programs and bootcamps), and the Coach Plattformen (a B2B web-based platform for gyms and PTs to manage online coaching businesses). On the consumer side, optional Twiik Premium adds an extensive library of workout content, a smart training diary (450+ activities), statistics, social groups, and challenges. For B2B, the corporate wellness product TeamBoost offers three tiers — TeamBoost (activity challenges with gamification), TeamBoost + Inspiratör (adds live-coach health inspirators), and TeamBoost + Inspiratör + Butik (adds access to Twiik's full program library) — enabling companies to run team-based activity competitions with leaderboards, weekly awards, and progress reporting. The platform integrates with major wearables and fitness services (Garmin, Polar, Runkeeper, Fitbit, Apple Health, Google Fit, Suunto, Withings) for automated activity imports.

Differentiator

Problem solved

Functional benefit

Brands

• TeamBoost: Corporate wellness challenge platform that activates employees through activity challenges, team competitions, and health inspiration.
• Premium

Products and services

• TeamBoost (Corporate Wellness Challenge)
• Twiik Premium (Consumer Subscription) Subscription membership giving users unlimited access to a library of workout content (bootcamps, courses, on-demand passes), a smart training diary with 450+ activity types, detailed statistics and progression tracking, social features (feed, groups, challenges), and PT Online coaching with chat. Available through iOS and Android app stores.
• PT Online (Personal Training Platform) Enables personal trainers and coaches to create and sell digital training programs, bootcamps, and nutrition plans directly in the Twiik app, with personal chat support, progress tracking, and access to Twiik's marketplace to reach new clients. Available for fitness professionals and their end clients.
• Twiik Marketplace The coach-facing digital storefront within the Twiik platform where trainers publish channels to sell individual workouts, programs, bootcamps, and subscription memberships to end consumers. Operates with a tiered revenue-sharing model where coaches receive 90-94% of sales and Twiik retains 6-10% plus 1 SEK per payment.
• Coach Plattformen (Coach Platform) A B2B-facing web-based SaaS tool for gyms, PTs, and coaches to manage online coaching businesses. Features include client management, workout creation in multiple formats (video, set/reps, AMRAP, EMOM, HIIT, Tabata), CRM, built-in payment processing (Twiik Payments), campaign pages, social community features, and integrations with external fitness services. Offered in Basic (495 SEK/month, 50 clients), Pro (995 SEK/month, 300 clients), and Enterprise (contact for pricing, unlimited clients) tiers.
• Twiik App (Consumer Mobile App) The Twiik mobile app (iOS and Android) serves as the consumer-facing interface for logging workouts, following programs, accessing bootcamps, chatting with coaches, joining challenges, and connecting wearable devices. Available globally via the App Store and Google Play Store.

Quantifiable outcome

• Thousands of employees activated in Sweden through TeamBoost corporate challenges
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature6 records

Partnerships

Two partnerships are on record, tiered infrastructure.

• Amazon Web ServicesinfrastructureTechnology or IntegrationCloud infrastructure provider for Twiik's platform. Amazon's servers host the application ecosystem with monitoring and performance analysis tools. Traffic including IP addresses is logged for error detection and response time diagnostics.
• MailChimpinfrastructureTechnology or IntegrationEmail service provider for Twiik's marketing communications. Tracks email engagement metrics including open rates, click-through, and purchase conversions following email clicks.

Scale indicators5 records

Recent moves9 records

Expansion highlights6 records

Others

• Freeletics: Freeletics is a consumer AI-coached fitness and mindset app with subscription-based content. It is adjacent to Twiik Premium's exercise and mindfulness content but operates as a direct-to-consumer brand rather than a coach or corporate platform.

Broad incumbents

• Virgin Pulse: Virgin Pulse is a large, established corporate-wellness and employee-engagement platform serving global employers. It competes with Twiik's TeamBoost as part of a wider wellbeing/benefits portfolio aimed at HR buyers.
• Limeade: Limeade is an established employee experience and corporate-wellness platform serving large US enterprises with a broader portfolio that includes well-being, engagement, and inclusion. It overlaps with Twiik's TeamBoost but at much larger enterprise scale and with deeper analytics.
• Wellhub (formerly Gympass): Wellhub is a global corporate-wellness benefits marketplace connecting employees to gyms and digital fitness apps. It competes with Twiik's TeamBoost and corporate reseller strategy by giving employers a single-vendor route to multiple fitness partners.

Direct peers

• TrueCoach: TrueCoach is a personal-trainer SaaS for workout programming, client check-ins, and progress tracking, with tiered subscription pricing. It competes head-to-head with Twiik's coach platform for the same SMB PT and small-gym customer segment.
• Trainerize: Trainerize is a B2B platform that enables personal trainers and gyms to deliver online coaching, custom programs, and client management — directly overlapping Twiik's Coach Plattformen in functionality, target buyer (PTs and gyms), and pricing model (monthly SaaS subscriptions).
• Wellable: Wellable provides corporate wellness challenges, activity tracking, and employee engagement programs for employers — the same buyer (HR/corporate wellness) and use case (gamified employee activity challenges) as Twiik's TeamBoost product.
• PT Distinction: PT Distinction is a coaching SaaS for personal trainers offering workout programming, nutrition planning, and client-branded apps on a subscription basis — directly comparable to Twiik's PT Online and Coach Platform in functionality and SMB PT target market.

Emerging players

• Welltory: Welltory is a wellness-data platform that aggregates wearable metrics (HRV, sleep, activity) into personalized recommendations. It overlaps with Twiik's wearable-integration and training-diary value proposition for individual consumers focused on holistic health.
• BetterMe: BetterMe is a fast-growing direct-to-consumer digital fitness, nutrition, and mindfulness app with a broad content library. It overlaps with Twiik's consumer Premium tier (workout logging, bootcamps, mindfulness content) and competes for the same end-user attention.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/twiikme
• LinkedInlinkedin.com/company/twiik

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

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

M&A1 record

Investments

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

Frequently asked questions about Twiik