EASYFITNESS

What EASYFITNESS does

EASYFITNESS Franchise GmbH, headquartered in Hanover, Germany, is the franchisor of the EASYFITNESS fitness studio network founded in 2007. The company operates a Germany-centric franchise system with disclosed expansion into Dubai, comprising more than 200 studios run by independent franchise partners under the registered EASYFITNESS® trademark. The franchisor entity itself is small (11–50 employees) and is led by Geschäftsführer (Managing Director) Jens Tappe.

The product portfolio is organized into four gym concepts plus ancillary modules. EF Lifestyle & Sport is the flagship full-service studio offering cardio, free weights, functional training, plate-loaded machines, and group courses. EF The Smart Gym is an unstaffed, fully automated micro-studio operating 24/7 via QR/keyless entry and CCTV monitoring. EF EMS delivers 20-minute full-body Electrical Muscle Stimulation workouts with a personal trainer, and EF Premium is a higher-end concept with wellness amenities including whirlpool and sauna. Add-on modules include Fit22 hydraulic circuit training, Les Mills and free-format group courses (BodyPump, BodyCombat, BodyBalance, Yoga, Zumba, TRX), personal training, vibration training, wellness services (solarium, water-massage beds), and the Firmenfitness B2B corporate channel. Technology infrastructure is anchored by Magicline (member management, contracts, booking), the EASYFITNESS mobile app, QR-code-linked equipment tutorials, and a WhatsApp Business API integration via Sinch for member communications.

The business model is asset-light franchising. EASYFITNESS Franchise GmbH captures upfront franchise fees, ongoing royalties from franchisees, and brand/technology licensing revenue; franchisees operate individual studios and earn revenue from a tiered membership structure (monthly-cancellable Flex tariff, 12-month and 24-month contracts), corporate fitness (Firmenfitness) partnerships at employer-negotiated rates, cross-access aggregator deals with Urban Sports Club and Hansefit, and ancillary point-of-sale sales (drinks, supplements, snacks, day tickets, trial Probetraining sessions). Marketing and acquisition run through studio foot traffic, online self-registration via easyfitness.club, and a multi-channel digital presence (Facebook, Instagram, YouTube, TikTok, LinkedIn, Google Ads, Microsoft Advertising). The company has not disclosed external funding, parent ownership, or public listing.

Name

EASYFITNESS

Legal name

EASYFITNESS Franchise GmbH

Website

https://easyfitness.club

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

EASYFITNESS Franchise GmbH is a Hanover-based franchisor of a German fitness studio network founded in 2007, operating 200+ studios across four concepts (Lifestyle & Sport, Smart Gym, EMS, Premium) and serving individual consumers, corporate employers, and aggregator-network members via flexible memberships and B2B partnerships.

Ownership category

akta.pro rank

Headquarters

HQ city

Hanover

HQ country

Germany

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Core revenue from monthly membership fees with flexible tariff options including monthly cancellable Flex tariff, 12-month, and 24-month contracts. Members pay monthly in advance or mid-month via direct debit.
2. Add-on Services: Additional revenue from optional services including solarium, water massage beds, drinks, nutritional supplements, and snacks sold at studios.
3. Corporate Fitness Programs: Revenue from B2B corporate fitness partnerships where companies offer employee memberships at discounted rates.
4. Trial Training & Day Passes: Revenue from one-time trial training sessions and day tickets for non-members wanting to test facilities before committing.
5. Franchise Fees: Revenue from franchise partners who pay for the right to operate EASYFITNESS studios under the brand.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

EASYFITNESS operates a German fitness franchise network of over 200 studio locations offering membership-based lifestyle and sport training. Core services include full-service gym access (EF Lifestyle & Sport), 24/7 automated micro-studios (EF The Smart Gym), 20-minute Electrical Muscle Stimulation workouts (EF EMS), and premium wellness-equipped facilities (EF Premium). Members access equipment, group courses, personal training, and EMS via flexible monthly, 12-month, or 24-month subscriptions.

Product overview

EASYFITNESS is a German fitness franchise operating over 200 studio locations under four distinct concepts: EF Lifestyle & Sport (the core full-service gym), EF The Smart Gym (24/7 automated micro-studios), EF EMS (electrical muscle stimulation), and EF Premium (high-end with wellness). The unified membership platform enables cross-location access, while add-on modules include group courses (Les Mills and free formats), Fit22 circuit training, Personal Training, Corporate Fitness partnerships, and wellness amenities. The EASYFITNESS App provides mobile access to contract management, training plans, and QR-enabled equipment tutorials. Green 2 Green and Sporting Co-Work represent lifestyle and community initiatives within the portfolio.

Differentiator

Problem solved

Functional benefit

Brands

• EF Lifestyle & Sport: Main fitness studio concept combining lifestyle and sport with high-quality equipment and modern ambiance.
• EF The Smart Gym
• EF EMS
• EF Premium
• Green2Green
• Sporting Co-Work
• Fit22

Quantifiable outcome

• 4.7★ Google rating at Hildesheim-City based on 942 reviews
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration22 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Magicline GmbHcoreTechnology or IntegrationMagicline provides the member management software solution used by EASYFITNESS for managing memberships, contracts, and studio processes. Magicline acts as a data processor under GDPR, storing member data in certified EU data centers with encrypted transmission.
• Urban Sports ClubminorChannel Partner/ Reseller/ DistributorPartnership allowing Urban Sports Club members to access EASYFITNESS studios as part of their fitness network membership.
• HansefitminorChannel Partner/ Reseller/ DistributorPartnership allowing Hansefit members to access EASYFITNESS studios through the Hansefit corporate wellness network.
• Les MillsminorStrategic or Co-development PartnerLes Mills provides group fitness course content including BodyPump, BodyCombat, BodyBalance, CX Worx, BodyAttack, Sh'Bam, BodyJam, LMI Step, and RPM programs offered at EASYFITNESS studios.
• Corporate Fitness EmployersminorChannel Partner/ Reseller/ DistributorVarious employer partnerships through the Firmenfitness program offering employee fitness memberships at discounted corporate rates.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Mrs.Sporty: German women-only fitness franchise. Comparable as a German franchise operator in the fitness space with multiple small studios and a recurring membership model.
• McFit: Germany's largest low-cost fitness chain and EASYFITNESS's most direct competitor. Targets the same price-sensitive consumer with high-volume, no-frills gyms and now also offers premium concepts (Black Box) and EMS (McFit EMS), mirroring EASYFITNESS's multi-tier portfolio.
• clever fit: German discount fitness franchise with a similar positioning to EASYFITNESS: affordable monthly fees, flexible contracts and a wide studio footprint. Directly comparable on price point, franchise model and German-market focus.
• Basic-Fit: Europe's largest low-cost fitness operator with expanding German footprint. Competes with EASYFITNESS on price, 24/7 access and standardized studio experience across multiple European countries.
• PureGym: UK-origin low-cost gym chain expanding into Germany. Closely comparable business model: low monthly fees, 24/7 access, no long-term contracts and large-format studios targeting the same value-oriented consumer segment.
• Kieser Training: German strength-training chain focused on health-oriented back and strength training. Comparable as a German branded fitness chain with a clearly differentiated training concept and recurring memberships.
• FIT/ONE: German discount fitness chain with broad national coverage and a similar low-cost, no-frills positioning. Directly comparable to EASYFITNESS on price tier, member profile and German-market geography.

Broad incumbents

• Fitness First: Established premium German fitness chain. Competes with EASYFITNESS at the upper end of the market (vs. EF Premium) and operates the John Reed music-led concept that overlaps with EASYFITNESS's lifestyle positioning.

Others

• Urban Sports Club: Corporate wellness aggregator that partners with EASYFITNESS. Functions as a distribution channel rather than a direct gym operator but competes for the same employer-sponsored fitness budget and shapes end-member price discovery.
• Hansefit: Corporate fitness network in Germany that provides EASYFITNESS cross-access for members. A channel partner and demand source, but also a strategic dependency that aggregates price-sensitive corporate demand across competing studios.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCyb8qZ07E-eHRysUED1zF3g
• Facebookfacebook.com/easyfitness.club
• LinkedInde.linkedin.com/company/easyfitness-franchise
• Instagraminstagram.com/easyfitness.club
• TikToktiktok.com/@easyfitness.club
• Xx.com/easyfitnessvs

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 EASYFITNESS