What Fitness24Seven does

Fitness24Seven AB is a privately held, founder-owned budget fitness chain founded in 2003 by Christian Ask in Malmö, Sweden. The company operates 296 gyms across five countries on three continents (Sweden, Norway, Finland, Colombia, and Thailand), with a further seven locations announced for 2026-2027, marketed under a single 299 kr/month subscription that grants unlimited access to all gyms, group training, and women's-only gym sections. The core product is a 24/7 self-service gym experience supported by a mobile app launched in 2023 that replaces physical membership cards with QR/digital entry across the Nordic footprint.

Revenue is generated primarily through recurring monthly subscriptions, an annual prepayment option at 1,395 kr that converts to monthly billing, a discounted youth tier for ages 15-17, and ancillary streams such as optional accident insurance (189 kr/year or 16 kr/month) and personal training services operated by independent PT consultants at the gyms. The corporate wellness channel (Friskvård för företag) and event sponsorships with Vasaloppet, Midnattsloppet, and Jönköping Marathon extend reach beyond direct-to-consumer sign-ups. Customer segments include individual budget-conscious fitness consumers, youth, women seeking dedicated gym space, and corporate wellness buyers.

Technology is operationally focused rather than differentiated: a mobile app provides access, class booking, and member management; group training content is sourced through a Les Mills partnership; and the Fitness24Seven 2.0 concept (launched 2017) standardizes modernized interior design across newer gyms. Loyalty tiers (Gold/Black, introduced 2016) and sub-brands such as Train & Learn, X-court, HYROX, and Slow Running diversify the product surface. The company operates through wholly-owned regional subsidiaries in each country and has no disclosed AI/ML capabilities, no external funding rounds, and no M&A activity to date.

Name

Fitness24Seven

Legal name

Fitness24Seven AB

Website

https://se.fitness24seven.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Fitness24Seven is a founder-owned, Sweden-based budget fitness chain operating 296 gyms across five countries, offering 24/7 access, group training, and a single 299 kr/month membership for individual and corporate consumers.

Ownership category

akta.pro rank

Product category

Fitness Center Services

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

General Personal Training (In-Person & Virtual) (HSADAAAA)

Keywords

• Budget gym memberships
• Group fitness classes
• 24/7 gym access
• Personal training services
• Corporate wellness programs

Headquarters

HQ city

Lund

HQ country

Sweden

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Monthly Membership: Recurring monthly subscription at 299 kr/month. Includes unlimited access to all 280+ gyms, group training, and women's gym facilities. No joining fee for new members during promotions. 2-month cancellation notice required.
2. Annual Prepayment: One-time payment of 1395 kr for unlimited training until year-end (December 31). Includes free start-up fee (value 249 kr). Converts to ongoing monthly membership at standard 299 kr/month after year-end.
3. Accident Insurance: Optional add-on insurance covering medical disability, treatment costs, dental costs, rehabilitation costs, and hospital stays due to accidents at training facilities. Available at 189 kr/year prepaid or 16 kr/month via direct debit.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Fitness24Seven operates a budget fitness chain providing 24/7 gym access across 280+ locations in 5 countries. The core offering is a monthly subscription membership (299 kr/month) that includes unlimited access to all gyms, group training classes, and women's-only gym sections. Additional services include personal training, the Train & Learn educational concept, corporate wellness programs (Friskvård för Företag), and optional accident insurance.

Product overview

Fitness24Seven operates a budget gym chain across 5 countries (Sweden, Norway, Finland, Colombia, Thailand) with 280+ locations. The core offering is 24/7 gym memberships with unlimited access and included group training. Key products include: core gym membership, group training (with Les Mills programs), personal training services, Train & Learn educational sessions (Basic Power Lifts, Lower/Upper Body, Glute & Core, Free Weights, Push & Pull, Strong Posture, Strength for Women), mobile app-based access, and loyalty tiers. Additional offerings encompass women's-only gyms (Tjejgym), HYROX training, X-Court functional areas, Slow Running outdoor sessions, accident insurance, corporate wellness services, and vending machines (Shop24Seven). The 2.0 concept represents upgraded gym locations with modern design.

Differentiator

Problem solved

Functional benefit

Brands

• Train & Learn: A 45-minute training concept combining exercise with education, teaching proper technique and building confidence for independent gym use.
• X-court
• Fitness24Seven 2.0

Products and services

• Gym Membership (Gymmedlemskap) Core subscription offering providing 24/7 unlimited access to 280+ gym locations across 5 countries with included group training classes and women's gym access. Priced at 299 kr/month with 2-month cancellation notice.
• Group Training (Gruppträning) Instructor-led group fitness classes including Les Mills programs (Body Combat, Body Pump, RPM) covering martial arts, wellness, dance, strength, HIIT, cardio, indoor cycling, and outdoor training categories. Included with standard membership.
• Women's Gym (Tjejgym) Separate female-only gym section within most locations, offering a private training environment with free weights and strength machines for women who prefer not to train in mixed-gender areas.
• Personal Training (Personlig Tränare)
• Train & Learn
• HYROX Training
• Slow Running
• Outdoor Training (Utomhuspass)
• Accident Insurance (Olycksfallsförsäkring)
• Loyalty Program (Lojalitetsprogram)

Quantifiable outcome

• Access to 280+ gyms in 5 countries with one membership
• +2 more outcomes

Named customers2 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

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• VasaloppetcoreStrategic or Co-development Partner · 27 February 2026Official supplier partnership with Vasaloppet, the world's oldest and largest cross-country ski race. First held in 1922, Vasaloppet now includes cycling, running, and skiing disciplines attracting approximately 100,000 participants annually along the historic route between Sälen and Mora. Fitness24Seven provides sponsorship and supplier services for this major sporting event.
• EsperancaminorStrategic or Co-development Partner · 1 January 2011Charity organization founded by Fitness24Seven in 2011. The company continues to work closely with Esperanca to contribute to better health and quality of life for those living under challenging conditions. Part of Fitness24Seven's social responsibility initiatives.
• Jönköping MarathoncoreStrategic or Co-development PartnerPartnership with one of Sweden's most scenic marathon events that has become a goal for runners at all levels. First held in 2017, the classic 42.2km course takes participants through charming city environments and along Vättern's glittering shoreline. The event now offers multiple distances attracting elite runners and recreational runners from around the world.
• MidnattsloppetcoreStrategic or Co-development PartnerPartnership with one of Sweden's most unique and colorful running events where participants run through illuminated city streets in magical evening atmosphere. First organized in 1982 in Stockholm and has since grown to become a popular event in several Swedish cities. The classic 10km course remains the core, with shorter distances and children's races also available.
• Les MillscoreTechnology or IntegrationLes Mills group training program is offered at several Fitness24Seven gyms. Les Mills provides large group training content used at gyms worldwide, offering various fitness classes including Body Combat, Body Pump, RPM, and other instructor-led group training formats.

Scale indicators7 records

Recent moves16 records

Expansion highlights5 records

Direct peers

• Basic-Fit: Europe's largest low-cost fitness operator with ~1,300+ clubs across the Netherlands, Belgium, France, Spain, Germany, and Luxembourg. Closely comparable business model — budget 24/7 gyms with subscription pricing and group training — and a potential entrant into the Nordics or Colombia.
• Smart Fit: Latin America's largest fitness chain with 1,000+ units across Brazil, Mexico, Chile, Colombia, and other LatAm markets. Direct competitor in Fitness24Seven's Colombian operations and a benchmark for LatAm low-cost gym economics.
• SATS Group: SATS is the largest fitness chain in the Nordics with ~250+ clubs across Norway, Sweden, Denmark, Finland, and Spain. Directly comparable as a multi-country Nordic fitness operator, though SATS is positioned more premium than Fitness24Seven's budget offering.
• Nordic Wellness: One of Sweden's largest gym chains operating ~300+ clubs primarily in Sweden. Closest direct competitor in the Swedish market, competing on price, network breadth, and 24/7 access.
• PureGym: UK's largest low-cost gym chain with 600+ clubs across the UK, Denmark, Switzerland, and Poland. Direct comparable on low-cost 24/7 model, no-contract membership, and group training included.
• The Gym Group: UK-listed low-cost gym operator with ~230+ clubs across the UK. Comparable business model focused on affordable, flexible, 24/7 memberships with limited frills.
• McFIT / RSG Group: RSG Group operates Europe's largest fitness portfolio including McFIT (budget gyms), John Reed (boutique), and Holmes Place (premium). McFIT is the closest comparable to Fitness24Seven's budget gym model in Germany and expanding across Europe.

Broad incumbents

• Life Time Fitness: Large US premium fitness operator with ~175+ athletic country clubs offering extensive amenities. Comparable as a multi-location fitness operator with broad service portfolio (gym, group classes, personal training), but at premium price tier.
• Planet Fitness: Largest low-cost fitness franchise globally with ~2,500+ clubs across the US, Mexico, Canada, and Australia. Closely comparable on low-cost, no-frills value proposition and membership-only model, though US-focused and operating via franchise model.

Regional players

• World Class: Premium fitness chain operating ~80+ clubs primarily across the Baltics, Poland, and CIS countries. Regional peer with similar multi-country footprint but premium positioning versus Fitness24Seven's budget model.

Market position

Strengths5 records

Weaknesses3 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Fitness24SevenSweden
• Xx.com/F24S_SWE

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&A

Investments

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

Frequently asked questions about Fitness24Seven