Friskis & Svettis

What Friskis & Svettis does

Friskis & Svettis is a non-profit fitness association headquartered in Stockholm, Sweden, founded in 1978 and operating across Sweden (with affiliated presence in Norway and Europe) from 159 cities and towns and hundreds of physical training facilities. The organization provides gym access, group fitness classes, and wellness-education programs, organized into more than eleven class formats including Yoga, Cirkelfys, HYROX HIT, Multifys, Coreflex soft, Spin distans, Cirkelgym, Dans fusion, HYROX Cirkel, Skivstång, and the signature Jympa class, with Pilates scheduled to launch in autumn 2026. Its core technology is a third-party online booking and membership management platform at goactivebooking.com, used for class scheduling and member self-service via the Friskis website. Customers span individual fitness members (primary), youth athletes and sports teams using Friskis as "idrottens gym" for pre-season conditioning and rehabilitation, corporate clients leveraging Sweden's friskvårdsbidrag wellness-tax-benefit channel, schools and preschools running "Friskis för skolor" and "Friskis för förskolor" programs, and healthcare-referred patients participating in the FaR (Fysisk aktivitet på recept) program.

Revenue is generated primarily through recurring subscription memberships (including a public summer pass benchmarked at 995 kr / ~$95 for access to all gyms and group training through August 31), supplemented by corporate wellness contracts and sports-club/team training fees. The go-to-market model is direct-to-consumer via the owned-and-operated physical gym network and website/app booking, with channel partners being corporate employers who resell memberships as employee benefits and youth sports clubs that drive member referrals. Marketing is multi-channel: brand-and-acquisition activity on Facebook, YouTube, Instagram, and TikTok; the branded "Snack om träning" podcast; seasonal free Parkträning events in Swedish parks; and content marketing via the company website and trend-forecasting reports. Leadership is represented by Generalsekreterare Janna Hellerup, who publicly anchors the organization's positioning around community, athletic conditioning, and youth sports development. No funding rounds, institutional investors, acquisitions, or ownership changes are disclosed in the source material; the entity appears to operate as an independent membership association under a Swedish non-profit structure.

Name

Friskis & Svettis

Legal name

Friskis & Svettis

Website

https://friskissvettis.se

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

11–50 employees

Short description

Friskis & Svettis is a Swedish non-profit fitness association founded in 1978, operating 159 locations nationwide with hundreds of training facilities offering gym access, 11+ group class formats, and corporate and youth-sports wellness programs.

Ownership category

akta.pro rank

Product category

Fitness Center & Group Training

NAICS

Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

akta.pro secondary industries

Sports-Specific Group Conditioning (HSADABAK), Yoga, Pilates & Mind-Body Movement Education (EDAAAHAC)

Keywords

• Group fitness classes
• Gym membership services
• Corporate wellness programs
• Outdoor fitness training
• Sports team conditioning

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Recurring membership fees granting access to all Friskis gyms, group training classes, and facilities across Sweden. Offers summer passes and various membership tiers.
2. Corporate Wellness Programs: Friskvårdsbidrag (corporate wellness benefit) programs for businesses, providing employees access to fitness facilities as part of workplace wellness initiatives.
3. Sports Club and Team Memberships: Specialized fitness training services for youth athletes, sports teams, and athletic associations for pre-season training, fitness conditioning, and rehabilitation.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Friskis & Svettis operates a nationwide network of gym facilities in Sweden offering group training classes (Yoga, Cirkelfys, HYROX, Jympa, Spin, Dans fusion, Skivstång, etc.), general gym access, corporate wellness programs (friskvårdsbidrag), outdoor park training in summer, and specialized programs for sports teams, schools, and healthcare-prescribed exercise (FaR). Members access classes and facilities via a membership subscription and an online booking platform.

Product overview

Friskis & Svettis is a Swedish fitness organization offering gym facilities and group fitness classes at 159 locations across Sweden. The service portfolio consists of a core gym membership providing access to facilities and group training, complemented by diverse group exercise classes including Yoga, Cirkelfys, HYROX HIT, Multifys, Coreflex soft, Spin distans, Cirkelgym, Dans fusion, HYROX Cirkel, Skivstång, and Jympa. Additional offerings include seasonal outdoor Parkträning, the upcoming Pilates program launching in fall 2026, summer-specific Sverigekort membership, and the Snack om träning podcast for fitness inspiration. The organization positions itself as 'idrottens gym' (sports people's gym), serving youth athletes, sports teams, and the general public.

Differentiator

Problem solved

Functional benefit

Brands

• Snack om träning: Podcast featuring inspiring guests and recognition content.

Products and services

• Gym Membership

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Youth Sports Clubs and Athletic AssociationscoreStrategic or Co-development PartnerFriskis & Svettis positions itself as 'idrottens gym' (the gym of athletics), serving youth athletes and entire sports teams for fitness training, pre-season conditioning, and rehabilitation. These partnerships are central to their brand identity.
• Swedish Schools and PreschoolsminorStrategic or Co-development PartnerFriskis offers specialized programs for schools (Friskis för skolor) and preschools (Friskis för förskolor), providing age-appropriate physical activity programs for educational institutions.
• Healthcare System (FaR - Physical Activity on Prescription)minorStrategic or Co-development PartnerFriskis participates in Sweden's FaR (Fysisk aktivitet på recept) program, integrating fitness services with healthcare prescriptions for physical activity-based rehabilitation and health improvement.
• Corporate EmployerscoreChannel Partner/ Reseller/ DistributorSwedish employers offer Friskis memberships as friskvårdsbidrag (corporate wellness benefits), effectively reselling/distributing membership access to employees as part of workplace wellness programs.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• 24 Hour Fitness: 24 Hour Fitness is a large US-based membership fitness chain. While geographically separate, it operates a comparable large-footprint, membership-based gym model with group classes that targets the same value-conscious fitness consumer archetype as Friskis.
• Basic-Fit: Basic-Fit is Europe's largest low-cost fitness chain with thousands of clubs across the Netherlands, Belgium, France, Spain, and Germany. Not yet in Sweden, but represents the type of scaled, low-cost competition that could enter and pressure Friskis's value proposition.

Direct peers

• SATS: SATS (formerly SATS Elixia) is the largest fitness chain in the Nordics with hundreds of clubs across Norway, Sweden, Finland, and Denmark. Directly competes with Friskis in the Swedish market on membership, group classes, corporate wellness, and footprint — the most directly comparable peer.
• Actic: Actic is a Nordic gym chain operating in Sweden, Norway, and Germany with a focus on accessible memberships and swim facilities. Comparable to Friskis on geographic distribution, member demographics, and Sweden-focused footprint.
• Fitness24Seven: Fitness24Seven is a Swedish-origin low-cost 24/7 gym chain with locations across Sweden, Norway, and other markets. Competes with Friskis on price point and has rapidly scaled footprint in the same Swedish geography.
• Nordic Wellness: Nordic Wellness is one of Sweden's largest fitness chains with broad geographic coverage, offering gym memberships, group classes, and personal training. Directly competes with Friskis on price, class variety, and location footprint within Sweden.
• World Class: World Class is a premium fitness chain with presence in Sweden, focusing on premium memberships, group classes, and personal training. Targets a higher-WTP urban segment but directly competes for the same Swedish fitness members in major cities.

Others

• Wellnet: Wellnet is a Swedish corporate wellness platform aggregating multiple fitness and wellness providers under employer benefit programs. Acts as both a potential partner and a distribution channel for Friskis's corporate wellness offering.
• Epassi: Epassi is a leading Nordic corporate wellness benefit platform that distributes friskvårdsbidrag and similar benefits to employees across multiple fitness providers. Not a direct competitor, but shapes the distribution channel Friskis relies on for corporate member acquisition.

Emerging players

• Itrim: Itrim is a Swedish health and fitness brand focused on weight loss and lifestyle coaching programs with in-person coaching. Has partial overlap with Friskis's wellness positioning and competes for the same health-conscious Swedish demographic with a more programmatic offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCPWfUj6ab75Uavh5LqCQi-A
• Facebookfacebook.com/FriskisSvettisRiks
• Instagraminstagram.com/friskissvettis
• TikToktiktok.com/@friskissvettis
• Xx.com/friskissvettisr
• LinkedInlinkedin.com/company/friskis-svettis-riks

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 Friskis & Svettis