What Fitnessland does

Fitnessland (legal entity FITNESSLAND HOLDING GMBH) is a privately held German fitness studio chain headquartered in Braunschweig, operating 28 wholly-owned studios across Northern Germany under two brands: 23 FITNESSLAND clubs and 5 HYGIA studios acquired in 2021. Founded in 2000, the group serves 70,000+ members with a core product set covering strength training, cardio, functional training, 30+ group courses per location, sauna and wellness, and add-on services such as personal training, solarium, and physiotherapy via its PHYSIO-CENTRUM subsidiary. The standard membership is a monthly subscription that grants reciprocal access to all 23 FITNESSLAND clubs, while a premium Black Edition tier bundles mineral drink, coffee, sauna, solarium, and exclusive cycling access.

The underlying technology stack is conventional for a multi-site fitness operator: standard modern gym equipment from third-party manufacturers, an online membership signup and management portal, and the MoreSports third-party booking platform for trial sessions and class scheduling. There is no proprietary software product, mobile app, or AI component disclosed, and the business does not franchise — every studio is operated in-house through a holding structure that includes FITNESSLAND HOLDING GMBH, FITNESSLAND GMBH, FITNESSLAND GMBH HANNOVER, FITNESSLAND ZENTRALE GMBH, McV! BRAUNSCHWEIG GMBH, VIENNA BRAUNSCHWEIG GMBH, and PHYSIO-CENTRUM FÜR THERAPIE UND TRAINING.

The revenue model is anchored in recurring monthly subscriptions collected via SEPA direct debit, supplemented by one-time day passes (€14.90), setup fees, premium Black Edition upgrades, HYGIA add-on fees, personal training, and B2B corporate fitness routed through Hansefit, Wellpass, and Urban Sports Club channel partnerships. Go-to-market is sales-led via direct studio sales, free trial sessions, and information consultations, with brand awareness driven by sponsorships of professional sports teams including VfL Wolfsburg, THW Kiel, Eintracht Braunschweig, and Basketball Löwen Braunschweig. The group employs 101–250 people and is led by Dominik Horn and Thomas Gründel as managing directors of the holding entity; no private equity or venture capital is indicated.

Name

Fitnessland

Legal name

FITNESSLAND HOLDING GMBH

Website

https://fitnessland.de

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

101–250 employees

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

Weight Loss & Body Transformation Training (HSADAAAC)

akta.pro secondary industry

Endurance & Running/Cycling Training (HSADAAAG)

Keywords

• Fitness studio memberships
• Group fitness courses
• Personal training services
• Sauna wellness facilities
• Corporate fitness programs

Headquarters

HQ city

Braunschweig

HQ country

Germany

HQ region

Europe

Offices25 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Monthly Membership Subscriptions: Recurring monthly membership fees providing access to all 23+ FITNESSLAND studios, with tiered pricing based on membership level (standard vs Black Edition premium). Monthly payment via SEPA direct debit with option for monthly cancellation after minimum contract period.
2. Day Passes: One-time day passes available for non-members at 14.90 Euro per visit, allowing temporary access to studio facilities.
3. Personal Training Services: Individual coaching sessions with personal trainers, including customized training plans and nutrition coaching for additional fees.
4. Membership Add-ons and Upgrades: Additional fees for HYGIA club access for standard members, specialty services, and membership modifications. Setup fees including supervision charge and administrative fee for account activation.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

FITNESSLAND operates 28 in-house fitness studios across Northern Germany (23 FITNESSLAND clubs plus 5 acquired HYGIA studios), providing monthly gym memberships, group fitness courses, personal training, sauna and wellness access, and solarium. The Black Edition premium tier bundles unlimited drinks, coffee, sauna, solarium, and cycling courses under one monthly fee. Day passes are sold to non-members at 14.90 EUR, and corporate fitness packages are available to businesses through a dedicated B2B channel.

Product overview

FITNESSLAND operates a network of 28 fitness studios across Northern Germany (23 FITNESSLAND clubs and 5 HYGIA studios), all managed in-house without franchising. The core product is the Standard Membership providing access to equipment, group fitness courses, and sauna facilities. The premium Black Edition add-on enhances the membership with all-inclusive drinks and tanning services. Personal Training offers individual coaching as an additional service tier. The HYGIA sub-brand provides women's-only fitness facilities with tiered pricing.

Differentiator

Problem solved

Functional benefit

Products and services

• FITNESSLAND Standard Membership Core monthly membership providing access to all 23 FITNESSLAND studios with modern fitness equipment, group courses, sauna facilities, and wellness amenities. Tariff-based subscription with monthly billing via SEPA direct debit and option for monthly cancellation after minimum contract period.
• Black Edition Premium Membership All-inclusive premium monthly tier that bundles mineral drink flatrate, coffee flatrate, unlimited sauna and solarium access, and exclusive cycling course access on top of all Standard Membership benefits. Sold as an upgrade to the standard tariff.
• Personal Training One-on-one coaching service delivered by certified personal trainers offering individualized training plans, ongoing progress analysis, and nutrition guidance for goal-oriented members. Sold as an additional service on top of base membership.
• Fitness Courses Group exercise classes spanning Zumba, Pilates, Yoga, Cycling, Body Pump, and specialized courses (including JAMFYA) delivered across all studio locations. Included with standard and Black Edition memberships.
• Sauna & Wellness Relaxation facilities featuring indoor and outdoor sauna sections, with dedicated Ladies Sauna days at select studios. Included in both Standard and Black Edition memberships.
• Solarium Tanning bed services for vitamin D supplementation. Included with Black Edition membership or sold separately to standard members.
• HYGIA Studios (Ladies Clubs) Five fitness studios operated under the HYGIA sub-brand featuring ladies-only facilities with tiered pricing categories. Acquired by FITNESSLAND in 2021 to serve female members preferring women-only environments.
• Day Pass One-time day pass at 14.90 EUR for non-members providing temporary access to studio facilities. Sold to prospects and non-members for single-visit access.
• Information Consultation (Infogespräch) Complimentary 30-minute consultation session for prospective members, including a studio tour and personalized presentation of membership tariffs and training concepts.
• Trial Training (Probetraining) Free, non-binding introductory training session of approximately 60 minutes with a personal trainer at the prospect's chosen studio location, designed to convert leads into members.

Quantifiable outcome

• Over 70,000 members train at FITNESSLAND studios
• +1 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• HansefitcoreChannel Partner/ Reseller/ DistributorOfficial Hansefit partner - Hansefit members can access FITNESSLAND studios without additional costs using their Hansefit membership card or app. Partnership promotes corporate wellness and employee fitness benefits.
• WellpasscoreChannel Partner/ Reseller/ DistributorCooperation with Wellpass (formerly EGYM Wellpass) - corporate fitness network allowing employees with Wellpass memberships to access FITNESSLAND studios.
• Urban Sports ClubminorChannel Partner/ Reseller/ DistributorPartnership with Urban Sports Club allowing their members to access FITNESSLAND Köln location through the Urban Sports Club platform.
• Eintracht BraunschweigminorGTM or Marketing PartnerOfficial fitness partner of Eintracht Braunschweig football club (2. Bundesliga) - provides fitness facilities and training support for the professional sports team.
• VFL WolfsburgminorGTM or Marketing PartnerOfficial fitness partner of VFL Wolfsburg football club (1. Bundesliga) - provides fitness facilities and training support.
• Basketball Löwen BraunschweigminorGTM or Marketing PartnerOfficial fitness partner of Basketball Löwen Braunschweig professional basketball team.
• THW KielminorGTM or Marketing PartnerOfficial fitness partner of THW Kiel handball club (1. Bundesliga).
• New Yorker Lions BraunschweigminorGTM or Marketing PartnerOfficial fitness partner of New Yorker Lions American football team (GFL - German Football League).
• MTV BraunschweigminorGTM or Marketing PartnerOfficial fitness partner of MTV Braunschweig handball club (3. Bundesliga).
• Kiel Baltic HurricanesminorGTM or Marketing PartnerOfficial fitness partner of Kiel Baltic Hurricanes American football team (GFL).
• Freie Turnerschaft Braunschweig e.V.minorGTM or Marketing PartnerSports club sponsorship partnership with Freie Turnerschaft Braunschweig e.V.

Scale indicators3 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• McFIT (RSG Group): Germany's largest discount fitness chain and the most direct low-cost competitor. Operates a similar multi-studio, subscription-based model across Germany, directly competing for the same value-conscious consumer segment that Fitnessland targets.
• Clever Fit: Discount German fitness chain with a heavy regional franchise model. Competes on price and geographic reach, especially in mid-sized German cities overlapping with Fitnessland's Northern Germany footprint.
• Fitness First Germany: Premium German fitness club chain offering memberships, group classes, personal training, and wellness amenities. Closely comparable to Fitnessland in target customer, pricing tier, and full-service studio positioning.
• John Reed (RSG Group): Boutique-style fitness club chain from RSG Group combining training, music, and design-led interiors. Competes with Fitnessland for the urban, design-conscious fitness consumer in overlapping German metro markets.
• Kieser Training: German strength-training specialist with a network of owned studios offering machine-based training programs. Closely comparable as a German multi-location, premium subscription-based fitness operator with an emphasis on coached training.
• Mrs.Sporty: German women-only fitness franchise chain. Directly comparable to Fitnessland's HYGIA Ladies sub-brand in target customer, women-only positioning, and personal training-led offering.

Broad incumbents

• Urban Sports Club: European corporate and consumer sports aggregator partnering with Fitnessland. Comparable as an aggregator shaping how end users choose and pay for studio access; its network effects can redirect member traffic across the German fitness landscape.
• Basic-Fit: Europe's largest discount fitness operator with a large German footprint. Competes primarily on price but increasingly on breadth of network access, posing a structural threat to mid-market chains like Fitnessland.
• Hansefit: Germany's largest corporate fitness aggregator and a core distribution partner of Fitnessland. Comparable as a fitness access platform even though not a direct operator; its economics directly influence Fitnessland's B2B revenue.

Regional players

• InJoy (now easyFit / Sky-fit): German franchise fitness chain with a strong presence in smaller and mid-sized German cities. Comparable in size and regional focus, and a relevant competitor for the same value-conscious, mid-market German consumer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/_FITNESSLAND_
• Facebookfacebook.com/FITNESSLAND.de
• LinkedInlinkedin.com/company/fitnessland-braunschweig

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 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 Fitnessland