My Fitness

What My Fitness does

MyFitness (legal entity: MY FITNESS AS) is an Estonian privately held fitness club chain founded in 2008 and headquartered in Tallinn, operating 19+ company-owned fitness clubs across Estonia's four largest cities—14 in Tallinn, 3 in Tartu, 1 in Narva, and 1 in Viljandi—plus clubs in Latvia via the myfitness.lv domain. The company offers multi-tiered subscription memberships (€39–€67/month for Day, Full, and multi-club MyF+ packages), group training led by certified instructors using licensed Les Mills programming, proprietary Club-in-Club studio concepts (Studio X, Fusion Pilates, BoxBox, Booty Studio), personal training, youth programs, swimming school, and ancillary wellness services including Red Light Therapy (RedWave Pure PBM), bioimpedance body composition analysis (Jawon IOI 353), saunas/spas, smoothie bars, and childcare at select locations.

The platform layer is built around a mobile app (iOS, Android, Huawei) providing digital membership cards, class registration, training reminders, statistics, and personalized digital vouchers, complemented by the wholly-owned NETFIT online video training platform (netfit.ee) for remote workouts and integration with the global TrainAway gym access network. Club locations are equipped with Technogym hardware and differentiated atmospheres designed for each Club-in-Club concept. The company employs 251–500 people and operates with no disclosed external private equity or venture capital backing, with Erkki Torn as CEO/Chairman and Tiina Matikainen as General Director.

MyFitness generates revenue primarily through recurring monthly membership subscriptions, supplemented by personal training, B2B corporate wellness contracts (serving 250+ Estonian companies including Enefit, ABB, and Euronics with a minimum 5-employee threshold), pay-as-you-go recovery and wellness services (Red Light Therapy, body composition analysis), trial passes (€5), day passes, swimming school fees, and smoothie bar sales. Go-to-market combines direct-to-consumer self-serve acquisition (online and in-club), a dedicated B2B corporate sales motion, and digital marketing across Google Ads, Facebook, Instagram, LinkedIn, YouTube, and the MOVE Blog content channel. The company is actively reinvesting in facility upgrades, with Phase 2 renovation of the Rocca al Mare club launched in June 2026.

Name

My Fitness

Legal name

MY FITNESS AS

Website

https://myfitness.ee

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

101–250 employees

Short description

MyFitness is an Estonian privately held fitness club chain operating 19+ company-owned clubs across Estonia and Latvia, offering subscription gym access, group training, personal training, recovery services, and B2B corporate wellness to individual consumers and 250+ corporate clients.

Ownership category

akta.pro rank

Product category

Fitness Club Services

NAICS

Fitness and Recreational Sports Centers (713940), Offices of Other Health Practitioners (6213)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro industry

PRIMARYEDALAIAE

Group Fitness, Personal Training & Wellness Coaching

Education/Student Services & Campus Operations/Athletics, Recreation & Fitness

SECONDARYHSADAAAA

General Personal Training (In-Person & Virtual)

Home & Personal Services/Fitness, Wellness & Personal Training/Personal Training (In-Person & Virtual)

SECONDARYHSADAGAL

Corporate/Workplace Wellness Coaching

Home & Personal Services/Fitness, Wellness & Personal Training/Health Coaching & Lifestyle Wellness

SECONDARYHSADABAI

Senior/Low-Impact Group Fitness

Home & Personal Services/Fitness, Wellness & Personal Training/Group Fitness & Bootcamps

Keywords

• Fitness club memberships
• Group training classes
• Personal training services
• Corporate wellness programs
• Recovery and wellness services

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Monthly membership fees for gym access. Multiple tiers: Day Package (limited hours), Full Package (unrestricted). MyF+ packages grant access to all Estonia clubs. Youth (15-24) and senior (60+) discounts available. Requires membership agreement and e-invoice standing order.
2. Personal Training Services: One-on-one or small-group (2-5 people) personal training sessions with professional trainers. Includes training program design, technique guidance, and nutrition advice.
3. Day Passes / Single Visits: Trial training at €5 per visit. Single-use access to group training sessions when places are available.
4. B2B Corporate Fitness Contracts: Companies of 5+ employees receive discounted membership rates. Direct billing between MyFitness and employer with employee compensation models. Services include group training, office exercise, body composition analysis, and lectures.
5. Recovery and Wellness Services: Red Light Therapy sessions (€8 for 10 min, €16 for 20 min), spa, sauna, solarium, and recovery zone services. Also available to non-members.
6. Swimming School and Youth Camps: Swimming lessons for children and adults, youth training camps (seasonal), and specialized youth fitness programs.
7. Smoothie Bar Sales: Smoothie sales at Kristiine, Järve, and Ülemiste City clubs with stamp card loyalty program.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

MyFitness operates a chain of 19+ owned fitness clubs across Estonia (Tallinn, Tartu, Narva, Viljandi) and Latvia, selling monthly membership subscriptions (€39-67/month tiered Day and Full Packages, plus multi-club MyF+ variants) that grant access to Technogym-equipped gyms, 500+ weekly group training classes, personal training, swimming pools, and recovery/wellness amenities. A B2B corporate wellness program sells group training, office exercise, body composition analysis, and lectures to companies of 5+ employees via custom contracts. Additional revenue comes from ancillary paid services including Red Light Therapy (€8-€16/session), Body Composition Analysis (€20/session), the NETFIT online video training platform, smoothie bars, and childcare for ages 2-7.

Differentiator

Problem solved

Functional benefit

Brands

• NETFIT: Online video training platform offering virtual workouts
• Studio X
• Fusion Pilates
• BoxBox
• Booty Studio
• Recovery Zone
• Youth Camps

Products and services

• Gym (Jõusaal) Full-service fitness facility with Technogym equipment and dedicated zones for strength training, free weights, cardio, functional training, and cross training. Available across all 19+ MyFitness clubs in Estonia and Latvia; included with Full and Day Package memberships.
• Group Trainings (Rühmatreeningud) Instructor-led group fitness classes across Cardio, Strength, Body & Mind, Dance, and Aqua categories. Includes Les Mills licensed programming (BodyAttack, BodyCombat, BodyPump, BodyBalance). 500+ weekly sessions available to members.
• Personal Training (Personaaltreeningud) Individual or small-group (2-5 people) training sessions with certified personal trainers, including custom program design, technique guidance, and nutrition advice. Pricing available via trainer quote.
• Membership Packages (MyF and MyF+) Tiered monthly subscriptions granting club access: Day Package and Full Package for single-club use, plus MyF+ variants for multi-club access across all Estonia locations. Prices €39-€67/month with discounts for ages 15-24 and 60+.
• NETFIT Online Training Platform Online video-based workout platform enabling remote training, with a library of guided workouts for MyFitness members and a separate subscription for non-members.
• B2B Corporate Wellness Services Corporate wellness packages for companies of 5+ employees, including on-site or in-club group training, office exercise sessions, Body Composition Analysis Health Days, health lectures, and group personal training. Pricing via custom quote. Used by 250+ Estonian companies.
• Swimming School (Ujumiskool) Swimming instruction programs including water aerobics, adult lessons, children's programs, and personal swimming training for all ages. Uses pool facilities at select MyFitness clubs.
• Youth Training (Noortetreeningud) Fitness programs designed for youth aged 12-15 (with adult) and 15+ independently, combining HIIT, cardio, and boxing for overall physical development. Includes seasonal youth training camps (e.g., 27-30 July 2026 at Tuksi).
• Club-in-Club Studios Specialized boutique studio concepts: Studio X (HIIT), Fusion Pilates (Reformer), BoxBox (boxing), Booty Studio, and Cross Training. Each offers a unique atmospheric environment with specialized lighting, music, and trainer programming.
• Red Light Therapy (Punavalgusteraapia) Photobiomodulation therapy using red and near-infrared light to support cellular recovery, reduce inflammation, improve skin health, and accelerate muscle recovery. Sessions: €8 for 10 minutes or €16 for 20 minutes; available to members and non-members.
• Recovery Zone Post-workout recovery facility featuring massage chairs, roller massage equipment, and relaxation spaces to support muscle recovery. Available at select MyFitness club locations.
• Spa and Saunas Relaxation facilities including pools, jacuzzis, and saunas available at select club locations (Rocca al Mare, Ülemiste City, Rävala).
• Body Composition Analysis Professional bioimpedance analysis using Jawon IOI 353 technology, providing biological age, fat percentage, muscle mass, metabolic rate, and trainer recommendations. Priced at €20 per session with a personal trainer.
• Smoothie Bar Beverage service offering nutritional smoothies (Champs Breakfast, Blueberry Recovery, Pineapple Breeze) at Kristiine, Järve, and Ülemiste City clubs, with a stamp-card loyalty program.
• Childcare (Lastehoid) Supervised children's play area for members' children aged 2-7 during workout sessions. Free for members; €5 per session for non-members. Available at Rocca al Mare, Järve, Linnamäe, Kärberi, and Viimsi clubs.

Quantifiable outcome

• 250+ companies use MyFitness corporate wellness services
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature7 records

Partnerships

23 partnerships are on record, tiered minor and core.

• NikeminorGTM or Marketing PartnerInternational sports brand offering high-quality sports footwear, clothing, and equipment. Nike provides brand partnership and co-marketing opportunities with MyFitness.
• SportlandminorGTM or Marketing PartnerLargest chain of sports stores in Estonia. Partner provides member discounts and cross-promotion of sports products and fitness gear.
• A. Le CoqminorOthersSoft drink supplier providing beverages to MyFitness sports clubs.
• Les MillscoreTechnology or IntegrationLes Mills training programs from New Zealand are globally recognized concept classes (BodyAttack, BodyCombat, BodyPump, BodyBalance, etc.) used in MyFitness group training schedule. Licensed programming for standardized fitness classes.
• Swedbank Tallinn MarathonminorGTM or Marketing PartnerEstonia's largest international sporting event. MyFitness provides promotional support and marathon participation opportunities for members.
• LHV MaijooksminorGTM or Marketing PartnerAnnual spring running event starting from the Song Festival Grounds. MyFitness supports the event and promotes member participation.
• MobireminorGTM or Marketing PartnerFull-service car rental company. Partner provides mobility services potentially for corporate client or staff needs.
• Eesti Koolispordi Liit (Estonian School Sports Federation)minorGTM or Marketing PartnerOrganization promoting physical development and healthy lifestyles for schoolchildren. MyFitness supports youth sports initiatives.
• TrainAwayminorChannel Partner/ Reseller/ DistributorGlobal gym access platform allowing MyFitness clubs to be accessible to international travelers and digital nomads through the TrainAway network.
• Caffeine CoffeeminorGTM or Marketing PartnerCoffee shop chain. Partner venues host after-parties for MyFitness community events (e.g., Speed Dating after-chill at Caffeine Rävala and Tartu Caffeine).
• NOCCOminorGTM or Marketing PartnerBeverage brand sponsoring MyFitness Speed Dating and community events. Provides product samples and prizes for event participants.
• Nordic Hotel ForumminorGTM or Marketing PartnerHotel in Tallinn partnering with MyFitness Speed Dating event by providing SPA visit as grand prize (free package for two with breakfast and SPA).
• Lydia HotelminorGTM or Marketing PartnerHotel in Tartu partnering with MyFitness Speed Dating event by providing SPA visit as grand prize option in Tartu.
• StebbyminorOthersPlatform for processing sports compensation claims. Members pay for services and submit receipts to Stebby for reimbursement.
• Estonian National Opera (Rahvusooper Estonia)minorGTM or Marketing PartnerEstonia's leading opera and ballet theater. MyFitness supports cultural initiatives as part of its CSR/sponsorship program.
• Estonian Drama Theatre (Eesti Draamateater)minorGTM or Marketing PartnerOne of Estonia's oldest and most prestigious theaters. Part of MyFitness cultural sponsorship and community support program.
• Estonian Football Association (Eesti Jalgpalli Liit)minorGTM or Marketing PartnerLeading organization for football promotion and development in Estonia. MyFitness supports national sports initiatives.
• TalTech CheerleadersminorGTM or Marketing PartnerEstonia's first competitive cheerleading club, European champions and 7-time Estonian champions. MyFitness supports their athletic activities.
• Perekaart (Estonian Association of Large Families)minorGTM or Marketing PartnerUnion of Large Families providing a Family Card with benefits. MyFitness offers preferential terms for large families through this partnership.
• FC FloraminorGTM or Marketing PartnerEstonia's oldest and most successful football club, multiple national champion, known for youth development. MyFitness supports through sponsorship.
• FCI LevadiaminorGTM or Marketing PartnerOne of Estonia's most successful football clubs, multiple national champion. MyFitness supports through sponsorship.
• Tallinna LinnateaterminorGTM or Marketing PartnerTheater known for unique productions, deep dramaturgy, and intimate atmosphere. Part of MyFitness cultural sponsorship program.
• Südalinna TeaterminorGTM or Marketing PartnerProfessional theater in Tallinn offering performances in Russian, enriching Estonia's cultural life. Supported by MyFitness.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• SATS Group: Leading Nordic fitness club operator (Norway, Sweden, Denmark, Finland) with subscription memberships, group training, personal training, and corporate wellness. Same premium-mid-tier positioning and multi-club subscription model as MyFitness, but at significantly larger Nordic scale.
• Fitness World: Largest fitness chain in Denmark with multi-club membership subscriptions, group training, and personal training offerings. Closely comparable business model and tier-based pricing to MyFitness.
• Basic-Fit: Europe's largest low-cost fitness chain with 1,300+ clubs across multiple countries. Subscription-only model with no-frills positioning; direct competitor for price-sensitive members in markets like Estonia and Latvia if expansion occurs.
• PureGym: UK-headquartered low-cost fitness chain with 600+ clubs across Europe. Pure subscription model with 24/7 access and group classes; relevant benchmark for MyFitness's pricing and operational scale-up.
• McFIT: German-founded low-cost fitness chain operating across multiple European countries. Subscription-based fitness with group classes; comparable operational footprint in continental European fitness markets.

Emerging players

• Wellhub (formerly Gympass): Corporate wellness platform giving employees access to thousands of gyms and studios globally. Directly comparable to MyFitness's B2B corporate wellness program in target customer (HR/employers) and value proposition, though operating as an aggregator rather than a facility operator.

Broad incumbents

• Smartfit: Latin America's largest fitness chain with 1,000+ low-cost gyms operating a subscription model with standardized class programming. Demonstrates the global playbook of scaling a subscription fitness chain across multiple geographies.

Others

• Les Mills International: Global leader in group fitness programming (BodyPump, BodyAttack, RPM, etc.) licensing content to clubs including MyFitness. Technology/programming partner rather than competitor, but represents the wider group-fitness content ecosystem.
• Technogym: Premium Italian fitness equipment manufacturer whose machines MyFitness uses across all clubs. Equipment supplier rather than competitor, but defines the equipment tier/quality axis on which MyFitness competes.

Regional players

• Sportlife (Ukrex Sport): Multi-club fitness operator in Ukraine and Eastern Europe with subscription memberships and group training. Comparable format but geographically separate from MyFitness; useful regional benchmark.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/EestiMyFitness
• Facebookfacebook.com/MyFitness
• LinkedInlinkedin.com/company/myfitness-group
• Instagraminstagram.com/myfitnesseesti

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries2 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 My Fitness