Clever fit
Clever fit is a German fitness franchisor operating 500+ low-cost gyms across 7 European countries, serving ~1.2 million members through 200+ franchise partners; acquired by Basic-Fit N.V. in 2025 as the largest European fitness deal of the year.
- Company typePrivate
- Founded2004
- HeadquartersLandsberg Am Lech, Germany
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Clever fit does
Clever fit is a German-headquartered fitness franchise operator founded in 2004 and based in Landsberg am Lech. The company runs a low-cost, asset-light franchise model with 500+ studios across 7 European countries — Germany, Austria, Switzerland, Romania, the Czech Republic, and Croatia — serving approximately 1.2 million members through a network of 200+ franchise partners, several of whom operate 20+ studios each.
The core product is a value-priced gym membership anchored around €34.90/month, granting access to digitally enabled training floors. Studios deploy eGym Circuit AI-connected strength machines and Digital Fitness Floor installations that personalize resistance and rep targets per member session. The offering has been extended into functional training (HYROX format, KingsBox equipment), nutrition (Clever fit Food), corporate wellness programs, and standardized operator training through the Clever fit Academy.
Revenue is generated primarily through franchise fees and royalties, supplemented by centralized services sold to franchisees — equipment procurement, real estate and site-selection assistance, and franchisee financing — which lower the equity threshold for new studio openings. End-consumer membership revenue accrues to franchisee-operated studios rather than the franchisor balance sheet, giving Clever fit a fee-and-services economic profile rather than a direct retail model. In 2025, Clever fit was acquired by Basic-Fit N.V. (493 clubs at acquisition), the largest M&A transaction in the European fitness market that year, positioning Clever fit as the DACH and Central/Southern European growth engine within a publicly listed pan-European low-cost fitness consolidator.
Clever fit firmographics
Firmographics- Name
- Clever fit
- Legal name
- Clever fit GmbH
- Website
- https://clever-fit.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Acquired
- Headcount range
- 101–250 employees
- Short description
- Clever fit is a German fitness franchisor operating 500+ low-cost gyms across 7 European countries, serving ~1.2 million members through 200+ franchise partners; acquired by Basic-Fit N.V. in 2025 as the largest European fitness deal of the year.
- Ownership category
- akta.pro rank
Clever fit industry classification
Industry- Product category
- Fitness Centers and Gyms
- NAICS
- Fitness and Recreational Sports Centers (713940)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Fitness Equipment & Performance Accessories Retail (CRAMABAD)
- akta.pro secondary industry
- Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms) (CRAMADAG)
Keywords
Where Clever fit is headquartered
LocationHeadquarters
- HQ city
- Landsberg Am Lech
- HQ country
- Germany
- HQ region
- Europe
Offices3 records
Markets served
Clever fit business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Franchise Fees and Licensing: Clever Fit operates primarily as a franchise system. The company generates revenue by licensing its brand, business model, and support services to franchisees who open and operate individual fitness studios. Franchisees pay for the proven concept, training, and ongoing support.
- Franchisee Studio Revenue: Individual franchise studios generate membership revenue from end consumers. Memberships are sold at studio level with various contract terms (monthly cancelable, 6-24 month terms). Studios offer premium amenities (solarium, massage, personal training) as upsell opportunities. Basic special membership starting at €34.90/month in Croatia.
- In-House Services to Franchisees: Provides financing facilitation (bank partnerships), real estate location services, and equipment procurement through network of European sports equipment manufacturers. Revenue derived from negotiated terms and volume purchasing advantages passed to franchisees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Basic membership in Croatia |
| Subscription | Multi-year contract | Summer offer Switzerland |
| Subscription | Annual | Standard membership (implied) |
| Subscription | Monthly | Gold/Or membership with enhanced amenities |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels9 records
Clever fit product offering
Product offeringCore offering
Clever fit operates a chain of high-performance fitness studios across 7 European countries, selling affordable premium gym memberships with access to modern equipment, functional training zones, group fitness classes (30+ courses), and wellness amenities. Beyond direct consumer memberships, Clever fit licenses a turnkey franchise system to entrepreneurs, providing brand, equipment procurement, financing facilitation, real estate location services, training via the clever fit Academy, and ongoing operational support.
Product overview
Clever fit is a German fitness studio chain that has expanded internationally across 7 European countries. The core offering is a network of high-performance fitness studios providing affordable premium fitness memberships. The portfolio includes the core studio business (Clever fit Fitness Studios), a franchise program (Clever fit Franchise) enabling entrepreneurs to open their own studios, and supporting services like the clever fit Switzerland App for member access and tracking, Group Fitness classes, Corporate Fitness programs for enterprises, the Academy for trainer certification, and Global4ce as an in-house marketing agency. The Swiss operations are run by Clever Sports AG, while the parent company clever fit GmbH is based in Germany.
Differentiator
Problem solved
Functional benefit
Brands
- Global4ce: The in-house marketing agency of clever fit GmbH, handling marketing services for the franchise network.
Products and services
- Clever fit Fitness Studios Chain of high-performance fitness studios across 7 European countries offering affordable premium fitness with modern equipment, functional training zones, group classes, and wellness amenities for individual members on subscription contracts.
- Clever fit Franchise Turnkey franchise system licensing the clever fit brand, business model, equipment sourcing, financing facilitation, real estate location services, training, and ongoing operational/marketing support to independent franchisees who open and operate fitness studios.
- Clever fit Group Fitness Over 30 different group fitness classes including HIIT, spinning, and yoga, available to members as part of their standard or premium (Gold/Or) membership at all studio locations.
- Clever fit Corporate Fitness Enterprise fitness program allowing companies to provide gym memberships to their employees as part of workplace wellness and employee benefits offerings.
- Clever fit Mobile App Mobile application providing members with workout tracking, training plans, and access to their fitness data across all clever fit studios; developed in partnership with EGYM.
- Clever fit Academy Training academy that certifies fitness trainers and studio management staff, ensuring consistent service quality across the franchise network.
- Global4ce Marketing Agency In-house marketing agency providing centralized marketing services, campaign management, and brand consistency support for the clever fit franchise network.
- Smart Key / Access Bracelet Digital membership access bracelet that allows members to enter all clever fit studios from 06:00 to 24:00 using a single key across the network.
Quantifiable outcome
- Profit margins of 25-30% on average for franchisees (vs 12% for major fast food chains)
- +3 more outcomes
Companies that use Clever fit
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles3 records
Clever fit technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature6 records
Clever fit partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Basic-FitcoreBasic-Fit acquired Clever Fit in 2025 as the largest M&A transaction in the European fitness market that year. The acquisition included 493 clubs as part of Basic-Fit's European expansion strategy.
- SWICA KrankenversicherungcoreSwiss health insurance partnership allowing members to claim up to CHF 900 reimbursement for fitness memberships through Qualitop-certified Clever Fit studios.
- QualitopcoreAll Swiss Clever Fit studios are Qualitop-certified, enabling health insurance reimbursement for members.
- Global4ceminorIn-house marketing agency of clever fit GmbH providing marketing support for franchise network.
Scale indicators9 records
Recent moves7 records
Expansion highlights7 records
Clever fit competitors and assessment
Company assessmentBroad incumbents
- Basic-Fit: Europe's largest low-cost fitness chain and Clever Fit's parent company post-2025 acquisition. Directly comparable low-cost, multi-country subscription fitness model serving similar value-conscious consumers across Europe.
- PureGym: UK-headquartered, pan-European low-cost fitness operator. Comparable low-cost, no-frills subscription model with rapid multi-country expansion, putting Clever Fit's European rollout under competitive pressure.
- John Reed Fitness Music Club: RSG Group's design-led, value-priced fitness chain. Competes with Clever Fit in the affordable, experience-driven gym segment across DACH with a similar subscription model.
Direct peers
- McFIT: Germany-originated budget fitness brand owned by RSG Group; competes head-to-head with Clever Fit in the affordable gym segment across DACH with a similar membership-based, equipment-led value proposition.
- Fit/One: German low-cost fitness chain expanding across DACH and Eastern Europe with a comparable subscription model, modern equipment, and aggressive pricing — directly competing with Clever Fit in the value tier.
- Mrs. Sporty: Germany-based women-focused fitness franchise with a similar franchise-led growth model, targeting a similar price-sensitive consumer with smaller, neighborhood-format studios.
- Bodystreet: European EMS (electrical muscle stimulation) fitness franchise with comparable studio-based franchise model, multi-country European footprint, and value-oriented consumer targeting.
Regional players
- Kieser Training: German strength-training franchise with a DACH-focused, equipment-centric model (e.g., back machines, strength circuits). Comparable on studio format and franchise structure, though positioned at a higher price point.
- INJOY: German fitness and wellness franchise network operating in DACH with comparable studio economics, franchise support model, and mid-market positioning to Clever Fit.
- Holmes Place: European premium health club operator with multi-country presence in DACH/CEE. Comparable in multi-country European footprint and premium-augmented subscription model, though at a higher price tier.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Clever fit social profiles
Digital presenceClever fit compliance and trust
Trust signalCompliance1 record
Clever fit financial estimates
Financial estimateRevenue estimate
Valuation estimate
Clever fit leadership team
Management profileNumber of profiles
Profiles5 records
Clever fit funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Clever fit M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Clever fit
What does Clever fit do?
Clever fit operates a chain of high-performance fitness studios across 7 European countries, selling affordable premium gym memberships with access to modern equipment, functional training zones, group fitness classes (30+ courses), and wellness amenities. Beyond direct consumer memberships, Clever fit licenses a turnkey franchise system to entrepreneurs, providing brand, equipment procurement, financing facilitation, real estate location services, training via the clever fit Academy, and ongoing operational support.
Is Clever fit a public or private company?
Clever fit is a private company. It is classified as corporate owned and is currently acquired.
When was Clever fit founded?
Clever fit was founded in 2004. It employs 101 to 250 people.
Where is Clever fit based?
Clever fit is headquartered in Landsberg Am Lech, Germany, in the Europe region.
How does Clever fit make money?
Three revenue lines are on record. Franchise Fees and Licensing is the primary driver. The others are franchisee Studio Revenue and in-House Services to Franchisees.
Who are Clever fit's main competitors?
Broad incumbents on record are Basic-Fit, PureGym and John Reed Fitness Music Club. Direct peers are McFIT, Fit/One, Mrs. Sporty and Bodystreet. Regional players are Kieser Training, INJOY and Holmes Place.
Does Clever fit have an API?
No public API is recorded for Clever fit.
What industry is Clever fit in?
Clever fit's product category is Fitness Centers and Gyms. Its primary akta.pro industry code is CRAMABAD, Fitness Equipment & Performance Accessories Retail, with a secondary code of CRAMADAG, Home Gym Systems & Smart Fitness Equipment Retail (Connected Mirrors, Smart Bikes, All-in-One Gyms). Its NAICS code is 713940 and its SIC code is 7997.