Nordic Wellness

What Nordic Wellness does

Nordic Wellness AB is a privately held Swedish fitness operator and the country's largest gym chain, founded in 1997 in Gothenburg and operating 441 club locations with approximately 590,000 members and 5,300+ employees across Sweden as of mid-2026. The company runs a multi-format physical network that spans large flagships (e.g., Backaplan Gothenburg, Nordic Wellness Port 73 Stockholm at 5,200 sqm, Ingelsta Norrkoping at 6,500 sqm, St Lars Lund at 4,700 sqm), regional standard gyms, padel centers (163 courts across 27 sites, bookable via MATCHi), indoor-golf simulators (Trackman IO), and boutique studios (Endorfin, Reformer Pilates).

Its digital platform consists of a proprietary iOS/Android mobile app for membership management, class booking, and the Triggz loyalty program, complemented by Wellness Online (virtual training), GymCoachen (digital workout guidance), and Mobil inpassering (QR-code mobile club access at SEK 19/month). The company also owns and retails a proprietary 'Nord' sports-nutrition line (energy drinks, protein, PWO, creatine) across club shops and the online store, and operates the 'Grand Fitness' premium concept in Gothenburg, Stockholm, Boras, and Malmo.

Nordic Wellness generates revenue primarily through tiered recurring monthly memberships (Studio from 319 kr, regional Gold from 499 kr, Sweden-wide from 599 kr, plus Student, Senior, Senior Dag, Youth, and FAR prescription tiers) on autogiro with no commitment period, augmented by personal training (760 kr/hour), padel rentals, retail, corporate wellness via Friskvardsbidrag benefit portals (Benify, Wellnet, Soderberg & Partners, Edenred, Epassi), and add-on subscriptions such as mobile access. Distribution is direct-to-consumer through owned clubs, the website, and the app, supplemented by B2B benefit-portal channels and event marketing (Nordic Wellness Open, Swedish Padel Tour, Strong Together, Partille Cup and Gothia Cup sponsorships, Nordic Wellness Arena naming rights). Growth has been driven by a combination of greenfield openings, a programmatic M&A roll-up (Peak Flow/Nordic Flow 2024, Factory Fitness Tannefors 2025, Step In 2026), and brand-extension moves including the Clemson University cold-plunge and breathwork partnership.

Name

Nordic Wellness

Legal name

Nordic Wellness AB

Website

https://nordicwellness.se

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Nordic Wellness is Sweden's largest privately held gym chain, operating 441 clubs and serving roughly 590,000 members nationwide with tiered subscriptions, group training, padel, boutique studios, digital coaching, and proprietary sports nutrition.

Ownership category

akta.pro rank

Product category

Health and Fitness Club Services

NAICS

Fitness and Recreational Sports Centers (713940), Diet and Weight Reducing Centers (812191)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

akta.pro secondary industry

Corporate/Workplace Wellness Coaching (HSADAGAL)

Keywords

• Gym memberships
• Fitness club services
• Padel court rentals
• Personal training services
• Sports nutrition retail

Headquarters

HQ city

Gothenburg

HQ country

Sweden

HQ region

Europe

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Gym Membership Subscriptions: Recurring monthly membership fees across tiered plans (Studio, Stadskort, Guld, Sverige, Student, Senior, Ungdom, FAR). Members can choose auto-debit (autogiro) with or without commitment periods, or pay annually. Annual campaign pricing (e.g., 'Trana aret ut' at 2,795 kr one-time) and seasonal promotions (summer campaigns) provide additional subscription variants. All autogiro plans are available without commitment periods.
2. Personal Training Sessions: One-on-one and duo personal training sessions priced at 760 kr/hour (single), with discounted multi-session packages: 5 hours at 3,650 kr, 10 hours at 7,000 kr, 20 hours at 13,400 kr, and 30 hours at 19,200 kr. PT sessions are available at all club locations and represent a high-margin service revenue stream.
3. Padel Court Rentals: Padel facilities across 27 locations with 163 courts generate revenue through court rental fees. Nordic Wellness partners with MATCHi for booking. Seasonal promotions (e.g., 50% discount on single and double courts during summer weeks 28-32) drive volume.
4. Retail - Nutrition and Supplements: Sale of proprietary 'Nord' brand supplements (protein powders, casein, energy drinks, PWO shots, protein bars, creatine) and 'Wellness Nutrition My Whey' products through club shops and the online store.
5. Supplementary Membership Add-ons: Add-on services including Mobil inpassering (mobile access at 19 kr/month), mobile access passes (1 month 19 kr, 3 months 53 kr, 6 months 114 kr, 12 months 228 kr), and day passes (150 kr).

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Nordic Wellness operates Sweden's largest chain of fitness clubs, providing access to 441 gym and wellness facilities nationwide for over 590,000 members on tiered subscriptions starting at 299 kr/month. The core offering includes gym access, group fitness classes, padel courts, personal training, and supplementary services including a proprietary supplement brand (Nord), indoor golf via Trackman simulators, corporate wellness programs, and digital training through the Wellness Online platform and mobile app.

Product overview

Nordic Wellness is a Sweden-wide gym chain offering a multi-tiered fitness platform spanning over 400 physical club locations. The core offering centers on gym access, group training, and wellness services across membership tiers (Studio, Silver, Gold regional, Sweden-wide, Student, Senior, Youth). The company operates several sub-brands and premium concepts: Grand Fitness (premium upscalegyms in Gothenburg, Stockholm, Borås, Malmö), Endorfin (boutique studios), Reformer Pilates (boutique Pilates studios starting in Halmstad), and its proprietary supplement brand 'Nord' (energy drinks, protein bars, protein powder, PWO, creatine). Complementary services include padel (163 courts across 27 locations, bookable via MATCHi), indoor golf (Trackman IO simulators), personal training, corporate wellness (Wellness for Business with benefit portal integrations including Epassi, Benifex, Wellnet, Edenred, Söderberg & Partners), Kidz Club child care, and Solarium. Digital products include the Nordic Wellness mobile app (available on iOS/Android), Wellness Online virtual training, GymCoachen digital gym coach, and the Triggz loyalty rewards program. The company has expanded through acquisitions including Peak Flow (rebranded Nordic Flow), Factory Fitness Tannefors, and Step In, and holds naming rights to Nordic Wellness Arena (formerly Bravida Arena). Major flagship locations span 4,400-6,500+ square meters and feature HYROX training areas, group fitness studios, and Reformer Pilates.

Differentiator

Problem solved

Functional benefit

Brands

• Grand Fitness: Premium fitness concept operated by Nordic Wellness, located in Göteborg, Stockholm, Borås and Malmö.
• Nord
• Endorfin
• Nordic Flow
• Wellness Nutrition
• Triggz

Products and services

• Nordic Wellness (core gym chain membership) Sweden-wide gym chain membership providing access to 441 club facilities across Sweden. Members select from tiered plans (Studio, City/Stadskort, Gold regional Guld, Sweden-wide, Student, Senior, Youth, FAR) starting from 299 kr/month, with autogiro and annual options.
• Grand Fitness Premium upscale gym concept operated by Nordic Wellness, currently available in Gothenburg, Stockholm, Boras, and Malmo. Provides higher-end equipment and environment compared to standard Nordic Wellness clubs.
• Padel (court rentals and facilities) Padel facilities across 27 Nordic Wellness locations with 163 courts in Sweden. Courts are bookable via the MATCHi platform. Hosts the Nordic Wellness Open (200,000 SEK prize pool) and Swedish Padel Tour events at Karlstad Strand.
• Indoor Golf (Inomhusgolf) Indoor golf offering powered by Trackman IO simulators available at Nordic Wellness clubs. Members can play iconic courses, practice technique, and enjoy golf year-round regardless of weather, with pricing from 99 kr/hour.
• Wellness Online Digital/online training platform offering virtual group fitness classes and workouts accessible to members remotely, extending the Nordic Wellness experience beyond physical club locations.
• Triggz Loyalty Program Member loyalty rewards program in which members earn 100 Triggz per gym check-in (max 200 per day) and 50 Triggz per Wellness Online session, redeemable for discounts and rewards to encourage daily engagement and retention.
• Personal Training One-on-one and duo personal training sessions at club locations with certified PTs. Individual sessions at 760 kr/hour with multi-session packages (5/10/20/30 hours) and small-group PT options available.
• Nord (Proprietary Supplement Brand) Nordic Wellness's own brand of sports nutrition and dietary supplements including energy drinks, protein bars, protein powder, PWO (pre-workout), and creatine, sold through club shops and the online store.
• Endorfin (boutique studio) Boutique wellness and recovery studio concept operated by Nordic Wellness offering specialized training and recovery experiences distinct from standard gym offerings. Accessible to members with Sweden-wide cards.
• Wellness for Business (Corporate Wellness) Corporate wellness solution providing Swedish employers with Friskvardsbidrag integration, employee fitness memberships, and group booking options via partner benefit portals (Benify, Epassi, Wellnet, Soderberg & Partners, Edenred).
• Kidz Club (childcare service) Child care service at select Nordic Wellness club locations, allowing parents to exercise while children are supervised by staff.
• Smart Training (Biocircuit automated circuit) Automated circuit training system (Biocircuit) at select Nordic Wellness clubs providing guided, time-efficient workouts through programmed exercise stations.
• GymCoachen (Digital Gym Coach) Digital gym coach feature accessible via the Nordic Wellness app, providing members with workout guidance and planning tools including a complete gym workout pass with machine guidance and free weights instruction.
• Mobil inpassering (Mobile Access Add-on) Add-on service allowing members to open club entrance doors and gates via QR code scanning in the Nordic Wellness app for keyless entry. Priced at 19 SEK/month via autogiro or as prepaid packages (1/3/6/12 months).
• Nordic Wellness Port 73 (flagship facility) Flagship large-format Nordic Wellness club in Stockholm featuring approximately 5,200 square meters of training space with expanded group training studios, a larger gym floor, HYROX training area, and Reformer Pilates studio.
• Reformer Pilates (boutique studio) Boutique group fitness offering with dedicated studios featuring Reformer Pilates equipment. The first studio opened in Halmstad in October 2025.
• Step In (acquired chain) Acquired gym chain in northern Sweden added to Nordic Wellness, providing 11 additional club locations in Norrland and surrounding areas.

Quantifiable outcome

• Nordic Wellness is the first gym chain in the Nordics to reach 400 clubs
• +2 more outcomes

Named customers2 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature5 records

Partnerships

13 partnerships are on record, tiered major, core and minor.

• Partille Cup and Gothia CupmajorGTM or Marketing Partner · 1 June 2026Nordic Wellness entered into sponsorship partnerships as a proud partner of two of the world's largest youth sports tournaments: Partille Cup and Gothia Cup. These youth handball and soccer tournaments respectively attract hundreds of thousands of participants and spectators annually, aligning Nordic Wellness with youth sports and family wellness.
• Step In (Acquisition)coreStrategic or Co-development Partner · 1 April 2026Nordic Wellness acquired gym chain Step In, adding 11 new clubs in several cities in northern Sweden including 3 clubs in Lulea and 2 in Skelleftea. From April 1, 2026, Step In members gained access to all Nordic Wellness clubs and vice versa, strengthening Nordic Wellness' presence in Norrland.
• Clemson UniversityminorStrategic or Co-development Partner · 20 December 2025Nordic Wellness and Clemson University formed a partnership to address the student mental health crisis by implementing peer-led cold plunging and breathwork programs. The initiative includes a certification platform for students and alumni involvement through fundraising efforts. This represents Nordic Wellness' first major U.S. academic partnership, extending its wellness brand into the higher education mental health space.
• BK HackenmajorGTM or Marketing Partner · 9 December 2025Nordic Wellness acquired naming rights to Hisingens football arena (previously Bravida Arena) through a new five-year agreement with BK Hacken football club. Effective January 1, 2026, the arena was renamed Nordic Wellness Arena. This high-visibility sponsorship provides brand exposure at major sporting events and positions Nordic Wellness as a mainstream Swedish brand.
• Factory Fitness TanneforsminorStrategic or Co-development Partner · 6 October 2025Nordic Wellness acquired Factory Fitness Tannefors, strengthening its presence in Linkoping with an additional facility.
• Les Mills InternationalcoreTechnology or Integration · 8 August 2025Les Mills, a New Zealand-based group fitness company, launched Les Mills Yoga, a four-part yoga program designed for gyms. Nordic Wellness piloted the program alongside Swedish chains STC and Actic, achieving an 86 percent satisfaction rate among participants with 94 percent rating instructor quality positively. Nordic Wellness offers Les Mills group fitness classes including BODYCOMBAT, BODYPUMP, RPM, BODYBALANCE, LES MILLS CORE, and LES MILLS DANCE across its clubs.
• Peak Flow (rebranded as Nordic Flow)coreStrategic or Co-development Partner · 27 June 2024Nordic Wellness acquired Peak Flow and rebranded it as Nordic Flow. This acquisition expands Nordic Wellness' product portfolio in the digital or water/wellness category.
• BenifycoreGTM or Marketing PartnerBenify (benify.com/sv/) is one of Nordic Wellness' corporate wellness benefit portal partners, enabling Swedish employers to offer Nordic Wellness memberships as a Friskvardsbidrag (pre-tax wellness benefit) to their employees.
• EpassicoreGTM or Marketing PartnerEpassi (epassi.se/sv/) is a corporate wellness benefit portal partner enabling Swedish employers to provide Nordic Wellness gym memberships as a Friskvardsbidrag employee benefit.
• WellnetminorGTM or Marketing PartnerWellnet is a Friskvardsbidrag benefit portal partner through which Swedish employers can provide Nordic Wellness memberships as an employee wellness benefit.
• EdenredminorGTM or Marketing PartnerEdenred is a Friskvardsbidrag benefit portal partner through which Swedish employers can provide Nordic Wellness memberships as an employee wellness benefit.
• Sodermans & PartnersminorGTM or Marketing PartnerSodermans & Partners is a Friskvardsbidrag benefit portal partner enabling Swedish employers to offer Nordic Wellness gym memberships as a pre-tax employee wellness benefit.
• MATCHicoreChannel Partner/ Reseller/ DistributorNordic Wellness uses MATCHi for padel court booking at its 27 padel locations with 163 courts across Sweden. MATCHi is the booking platform through which members and non-members reserve court time.

Scale indicators6 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• SATS Group: SATS is the largest fitness chain in the Nordics operating a subscription-based gym and personal training model across Sweden, Norway, Finland, and Denmark. Direct competitor to Nordic Wellness's mass-market gym positioning in the same Swedish cities.
• Actic Group: Actic is a Nordic gym chain with significant Swedish presence, focused on accessible fitness centers with indoor swimming. Direct competitor in Sweden that co-piloted the Les Mills Yoga program with Nordic Wellness.
• Fitness24Seven: Low-cost 24/7 gym chain with substantial Swedish footprint. Direct competitor to Nordic Wellness's affordable gym tier on price and access-based positioning.
• STC Training: STC is a Swedish gym chain with multiple locations that co-piloted Les Mills Yoga with Nordic Wellness. Direct competitor in the membership-based Swedish fitness market.
• Friskis & Svettis: Sweden's largest non-profit fitness organization with broad nationwide presence. Competes directly with Nordic Wellness on subscription gym access for the general Swedish population.
• Puls & Träning: Puls & Träning operates multiple Swedish gym locations under a similar community-access fitness model. Direct competitor in the regional Swedish gym market.

Broad incumbents

• Basic-Fit: Europe's largest low-cost fitness chain with operations across multiple countries. Comparable business model on low-cost subscription gyms and a potential future entrant that could compress Nordic Wellness's pricing in Sweden.
• The Gym Group: UK-listed low-cost gym operator with a multi-site subscription model similar to Nordic Wellness's affordable tier. Comparable on unit economics and member-volume positioning.
• PureGym: One of the world's largest low-cost gym operators with a subscription-based, no-contract model. Comparable to Nordic Wellness on scale-driven low-cost positioning in the fitness market.
• Life Time Fitness: US-based premium fitness operator with large-format flagship facilities. Comparable to Nordic Wellness's flagship and Grand Fitness tier on premium multi-modality (gym, group fitness, recovery, retail) facility model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/nordicwellness
• Instagraminstagram.com/nordicwellness

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries5 records

Funding overview

Funding rounds

Investors

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 Nordic Wellness