What Aktivitus does

Aktivitus is a Sweden-based wellness and fitness company founded in 2004 by Mattias and Sara, two elite cyclists, in Göteborg. It operates a multi-clinic platform offering physiological performance testing (lactate threshold tests for cycling, running, skiing and triathlon; VO2max; Wingate anaerobic power; body composition; blood, hemoglobin and long-term ECG analysis; sodium/sweat analysis; and running/skiing technique analysis), individual coaching and personal training, health coaching, mental training, nutrition counseling, recurring membership subscriptions (Aktivitus Membership for performance, plus iForm and Life for health-focused segments), corporate wellness packages (Healthy Workplace certification, wellness packages, lectures, team events), organized training trips and events, and a curated training-product webshop. The company employs 50+ staff across five clinic locations in Göteborg, Stockholm (Pampas and City Epicenter), Malmö (Västra hamnen), Linköping, and Falun (Dalarna), and claims Sweden's leading physiological-testing franchise with 25,000-100,000+ tests administered since inception and 100+ corporate customers served.

The business model is hybrid: transaction-based test and analysis fees (pay-as-you-go), recurring monthly subscription memberships, enterprise contracts for corporate wellness, event revenue from training trips, and retail margin from the webshop. Pricing for individual coaching is opaque (contact-based) while subscriptions are monthly recurring and corporate contracts are annual. A meaningful structural advantage is integration with Sweden's principal employer friskvårdsbidrag portals (Benifex, Epassi, Wellnet), which lets employees pay for services through pre-tax employer benefits up to 5,000 SEK/year, simultaneously lowering consumer price friction and warming up the B2B channel.

The go-to-market is sales-led and dual-track: direct-to-consumer via website/phone booking and walk-in clinics, and direct B2B field sales for corporate wellness packages. Marketing leverages content (blog/news articles), email newsletter, and organic social (LinkedIn, Facebook, Instagram). The company is privately held, has no disclosed institutional funding or parent company, and operates as a single legal entity (Aktivitus AB, Sweden org. no. 556878-2238). Revenue is not publicly disclosed.

Name

Aktivitus

Legal name

Aktivitus AB

Website

https://aktivitus.se

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Physiological Testing and Performance Coaching Services

NAICS

Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (611620), Offices of Physical, Occupational and Speech Therapists, and Audiologists (62134)

SIC

Services-Membership Sports & Recreation Clubs (7997), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Endurance & Conditioning Coaching (running, cycling, triathlon) (HSADAEAD)

akta.pro secondary industries

Endurance & Running/Cycling Training (HSADAAAG), Strength & Conditioning / Athletic Performance Training (HSADAEAB), Endurance Sports Coaching & Training Camps (Running, Cycling, Triathlon, Swimming) (MPAKAJAH)

Keywords

• Physiological testing services
• Performance coaching
• Corporate wellness programs
• Training zone optimization
• Health and fitness subscriptions

Headquarters

HQ city

Göteborg

HQ country

Sweden

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Corporate Wellness Services: B2B wellness services including health certificates, lectures, corporate events, and health surveys aimed at reducing sick leave, increasing productivity, and improving employee well-being.
2. Individual Health Services: Membership programs (Aktivitus Membership, iForm, Life), coaching, personal training, mental training, nutrition counseling, and physiological testing for private individuals.
3. Training Trips and Events: Organized training trips, events, and workshops including cycling weeks in Gran Canaria, triathlon weeks at Playitas, and cycling tours through the French Alps.
4. Health and Training Products: Webshop offering carefully selected and tested training and competition products.
5. Friskvårdsbidrag (Health Benefit) Integration: Services covered through employer-provided tax-free health benefits up to 5000 SEK/year via platforms like Benify, Epassi, and Wellnet.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Aktivitus delivers physiological testing and personalized coaching services to optimize athletic performance and health. Its portfolio includes threshold tests for cycling, running, skiing, and triathlon; VO2max and Wingate assessments; body composition, blood, and sweat analysis; and ECG monitoring. The company also provides subscription memberships (Aktivitus Membership, iForm, Life), one-on-one coaching in health, personal training, mental training, and nutrition, and corporate wellness offerings including health certifications, lectures, and events.

Product overview

Aktivitus is a Swedish health and fitness company offering a comprehensive portfolio of services for both corporate clients and private individuals. The core offering centers on physiological testing services (threshold tests for cycling, running, skiing, and triathlon; VO2max tests; Wingate tests) and body/technique analysis services. For ongoing support, the company provides subscription memberships: Aktivitus Membership (performance-focused coaching), Aktivitus iForm, and Aktivitus Life (health-focused alternatives). Individual services include health coaching, mental training, nutrition counseling, and personal training. Corporate services encompass health certificates, wellness packages, lectures, and team events. The company also organizes training trips and operates a product webshop.

Differentiator

Problem solved

Functional benefit

Brands

• Aktivitus Membership: A subscription service including tests, training programs and coaching for performance optimization.
• Aktivitus iForm
• Aktivitus Life
• Healthy Workplace by Aktivitus

Products and services

• Aktivitus Membership A monthly subscription offering regular physiological tests, personalized training programs, and coaching to help members become faster, stronger, and more endurance-focused. Designed for performance-oriented athletes who want recurring measurement-led coaching.
• Aktivitus iForm A monthly subscription focused on health rather than performance, providing personalized training guidance and ongoing coaching for individuals whose priority is overall wellness.
• Aktivitus Life A monthly subscription for individuals prioritizing overall health over athletic performance, offering coaching and structured support to improve long-term well-being.
• Coaching & Personlig träning Personal training and coaching sessions delivered by experienced Aktivitus coaches for individuals seeking structured, expert-led training support.
• Hälsocoaching Health coaching service supporting clients in setting and reaching personal wellness goals through structured guidance from Aktivitus coaches.
• Mental träning Mental training service supporting the psychological aspects of athletic performance and overall well-being for athletes and individuals.
• Kostrådgivning Nutrition counseling service to optimize diet for athletic performance, recovery, and overall health, provided by Aktivitus nutrition experts.
• Tröskeltest cykel Cycling-specific threshold test that determines lactate threshold and training zones to optimize endurance training for cyclists.
• Tröskeltest löpning Running-specific threshold test that determines lactate threshold and training zones for endurance and performance improvement in runners.
• Tröskeltest skidor Cross-country skiing threshold test to determine lactate threshold and training zones for skiers.
• Tröskeltest triathlon Combined cycling and running threshold test designed for triathletes to identify training zones across the two main disciplines.
• Tröskeltest + VO2max Combined threshold test and VO2max measurement service delivering a comprehensive performance analysis in a single session.
• Tröskeltest Duo Dual-discipline threshold test covering two sports in a single assessment for athletes training across multiple disciplines.
• VO2max-test Maximum oxygen uptake test measuring aerobic capacity through progressively increasing exercise intensity to determine VO2max.
• Wingate-test Anaerobic power test measuring short-term explosive strength and power output through the standardized Wingate protocol.
• Funktionsanalys Functional analysis service assessing strength and mobility to identify imbalances and improve movement performance.
• Skidteknikanalys Skiing technique analysis service that identifies inefficiencies in classic or skate skiing technique and provides corrective feedback.
• Löpteknikanalys Running technique analysis service to assess gait and form, identify injury risk factors, and recommend corrections.
• Funktions- & Löpteknikanalys Combined functional and running technique analysis service providing a comprehensive view of strength, mobility, and gait in a single assessment.
• Kroppssammansättning Body composition analysis measuring muscle mass, body fat percentage, and water content to inform training and nutrition plans.
• Blodanalys Blood analysis service used to identify health and performance-relevant biomarkers and guide training or lifestyle adjustments.
• HB Analys Hemoglobin analysis service measuring blood oxygen-carrying capacity to assess endurance performance and recovery status.
• Långtids-EKG Extended electrocardiogram monitoring service providing cardiac health assessment over a longer time period than standard ECG.
• Natriumanalys – Svettanalys Sodium and sweat analysis service to optimize salt intake and hydration balance for endurance athletes.
• Hälsocertifikat (Healthy Workplace by Aktivitus) Corporate certification program that certifies workplaces as healthy environments through structured assessment and improvement measures.
• Företagserbjudande Corporate wellness package combining testing, coaching, and educational components designed to reduce sick leave, increase productivity, and improve employee well-being.
• Föreläsningar Motivational and educational lectures on health, training, and performance delivered to corporate audiences and other groups.
• Företagsevents Corporate team-building and health-focused events organized by Aktivitus for company clients.
• Hälsoundersökning Corporate health survey used to assess employee well-being and identify improvements in workplace health and productivity.
• Hälsopaket Bundled health packages that combine multiple Aktivitus services, including tests, coaching, and analysis, into a single integrated program.
• Events & Resor Organized training trips and events, including cycling weeks on Gran Canaria, triathlon weeks at Playitas, and cycling tours of the French Alps.
• Webshop Online retail store offering carefully selected training and competition products curated by Aktivitus.

Quantifiable outcome

• Reduced sick leave rates for corporate clients
• +2 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature6 records

Partnerships

Four partnerships are on record, tiered core and minor.

• BenifexcoreChannel Partner/ Reseller/ DistributorFriskvårdsportal (health benefit portal) integration allowing employers' employees to use pre-paid health benefits for Aktivitus services.
• EpassicoreChannel Partner/ Reseller/ DistributorFriskvårdsportal (health benefit portal) integration enabling employees to pay for Aktivitus services using employer-provided health benefit allocations.
• WellnetcoreChannel Partner/ Reseller/ DistributorFriskvårdsportal (health benefit portal) integration for health benefit reimbursement of Aktivitus services.
• Profit Media ABminorImplementation/ SI/ Consulting PartnerMarketing agency responsible for website development, SEO, and Google Ads. Website credits state 'Utvecklad med passion av Profit Media, SEO Byrå & Google Ads Byrå'. Also hosts Plausible analytics infrastructure.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Actic: Nordic gym and wellness chain operating facilities across Sweden, Norway and other markets. Competes for the same recreational-athlete customer and offers personal training, though without Aktivitus' specialised physiological testing services.
• WHOOP: Consumer wearable and subscription service providing continuous physiological monitoring (heart rate, recovery, strain). Comparable to Aktivitus' subscription health-monitoring value proposition and overlaps on VO2max and recovery insights, though delivered via hardware rather than in-clinic testing.
• SATS: Largest Nordic low- and mid-market gym chain with broad fitness, personal training and group class offerings. Overlaps with Aktivitus on personal training, coaching and Sweden/Nordic presence, but lacks Aktivitus' physiology-testing depth.
• Catapult Sports: Global provider of athlete monitoring and performance analysis technology for elite teams and leagues. Comparable to Aktivitus on physiological and performance measurement for athletes, but addresses professional teams with wearables and software rather than in-clinic services.

Direct peers

• Vectura: Swedish provider of occupational health, corporate wellness and rehabilitation services. Closely comparable to Aktivitus' B2B corporate wellness, health certificates and employee-health offerings in the same domestic market.
• Itrim: Swedish weight-management and health-coaching chain operating on a subscription/membership model with both online and in-clinic services. Highly comparable to Aktivitus' individual health-coaching memberships (iForm, Life) and corporate wellness motion in the same Swedish market.
• Wellobe: Nordic digital and on-site corporate wellness provider focused on preventing sick leave and improving employee health. Comparable to Aktivitus' B2B corporate wellness offering (Healthy Workplace, health certificates, lectures, surveys).
• PNOĒ: Provider of clinical-grade cardiopulmonary and VO2max metabolic testing equipment and software for performance, health and research use. Directly comparable to Aktivitus' VO2max and threshold testing core offering, though PNOĒ is a technology provider rather than a service operator.

Emerging players

• TrainingPeaks: Endurance-athlete training-platform offering structured workout planning, zone-based training and coach collaboration. Adjacent to Aktivitus' endurance coaching and threshold-test-based training zone prescription, but delivered via software rather than in-clinic testing.

Regional players

• Friskis&Svettis: Large Swedish non-profit fitness organisation with memberships, group training and personal training across the country. Comparable on Sweden-only fitness membership scale and recreational-athlete customer base, but not focused on physiological testing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Aktivitus
• LinkedInlinkedin.com/company/aktivitus
• Instagraminstagram.com/aktivitus

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Aktivitus