Mrs.Sporty GmbH

What Mrs.Sporty GmbH does

Mrs.Sporty GmbH is a Berlin-based private franchise company operating Europe's largest boutique women-only fitness brand, with 170+ clubs across Germany, Austria, Switzerland, Italy, and Saudi Arabia serving more than 50,000 members and a trainer network of over 3,000 certified professionals. Founded in 2004 by Niclas Bönström and co-developed with tennis legend Stefanie Graf (alongside co-founder Mark Mastrov), the company targets women across all age groups and fitness levels with an emphasis on inclusive, non-judgmental training environments that address specific female health needs including weight management, pelvic floor health, back pain, post-pregnancy recovery, and menopause-related metabolic changes.

The product offering is structured around a hybrid fitness ecosystem. Core in-club offerings include the daily30 group training format (30-minute circuit sessions streamed daily from the Berlin headquarters with heart-rate-zone calibration and a two-trainer principle) and Pixformance interactive smart trainers providing sensor-based functional training feedback. Supplementary services include PelviPower/MyPelvi magnetic-field pelvic floor therapy (delivering up to 25,000 muscle contractions per 22-minute session), Normatec Recovery Boots for lymphatic drainage, outdoor group training, and individualized nutrition counseling developed with medical partner IPN. The Mrs.Sporty@Home digital platform extends the offering with live-streamed and on-demand workouts, with membership access structured across three tiers (Basic, Comfort, Premium).

Revenue is generated through a franchise model: independent franchise partners operate individual clubs and pay licensing and ongoing support fees to Mrs.Sporty GmbH, while consumer-side revenue flows through subscription memberships (monthly or longer-term contracts) and à la carte services at the franchise-partner level. Pricing is set locally by each franchise partner; a standardized trial offer of €7 for 7 days supports customer acquisition. In April 2025, Mrs.Sporty merged with Danish digital fitness provider Motosumo to form a new European fitness group co-led by Bönström and Motosumo co-founder Kresten Juel Jensen, with both brands continuing to operate under their existing names. The merger extends the company's digital distribution capabilities and provides access to aggregator channels (WellHub/Gympass, ClassPass), while MyPelvi operates as a wholly-owned subsidiary focused on pelvic floor health services.

Name

Mrs.Sporty GmbH

Legal name

Mrs.Sporty GmbH

Website

https://mrssporty.de

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Mrs.Sporty GmbH operates Europe's largest boutique women-only fitness franchise, with 170+ clubs across five countries serving 50,000+ members through a hybrid ecosystem of in-club training, smart-trainer technology, digital platforms, and specialized women's health services including pelvic floor therapy and menopause programming.

Ownership category

akta.pro rank

Product category

Boutique Women's Fitness

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)

akta.pro secondary industries

Sport-Specific Private Coaching & Instruction (1:1, Small Group) (MPAKAJAE), Performance Analysis & Video Coaching (HSADAEAG), Strength & Conditioning / Athletic Performance Training (HSADAEAB)

Keywords

• Women's fitness franchise
• Boutique fitness studios
• Functional group training
• Pelvic floor therapy
• Hybrid fitness platform

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fitness Club Memberships: Monthly or annual subscription-based memberships for access to club facilities, group training, and digital platform. Individual pricing set by franchise partners at local level. Three tiers available: Basic, Comfort, and Premium packages.
2. Supplementary Services: Additional revenue from à la carte services including lymph massage (Recovery Boots), Beckenboden training sessions, and nutrition counseling packages. Sold as add-ons to base membership.
3. Franchise Fees: Franchise partners pay licensing and support fees to use the Mrs.Sporty brand, concept, and receive ongoing services from the franchisor.
4. Online Training Subscriptions: Digital platform access included with membership, with promotional free trials and special offers to drive adoption.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Mrs.Sporty GmbH operates a women-only boutique fitness franchise, providing 30-minute functional group training, individual smart-trainer sessions, pelvic floor therapy, and an online training platform delivered through 170+ franchise clubs and a digital subscription service. Franchise partners license the brand, concept, training content, and technology stack to operate local studios serving primarily female members across Germany, Austria, Switzerland, Italy, and Saudi Arabia.

Product overview

Mrs.Sporty is a boutique women-only fitness franchise operating over 170 clubs across Germany, Austria, Switzerland, Italy, and Saudi-Arabien. The company offers a hybrid fitness ecosystem combining in-club training (daily30 group sessions, Pixformance smart trainers), digital platforms (Mrs.Sporty at Home online training), and supplementary services (Beckenbodentraining, Lymphmassage, Outdoor Training). The portfolio includes three membership tiers (Basic, Comfort, Premium) and specialized programs like Body Reset for menopause support. The company recently merged with Danish fittech company Motosumo to expand digital capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• Mrs.Sporty at Home: Online training platform offering daily live classes and on-demand workouts for members to train at home or while traveling.
• MyPelvi
• daily30

Products and services

• Mrs.Sporty Club Membership Women-only boutique fitness studio membership providing personalized small-group training with certified trainers, individualized training plans, and flexible subscription terms across three tiers (Basic, Comfort, Premium).
• daily30 Group Training Daily 30-minute full-body group training sessions streamed from headquarters to franchise clubs, featuring the 2-trainer principle with real-time heart rate monitoring displayed on club screens.
• Pixformance Functional Training Individual functional training using Pixformance digital smart trainers that guide members through exercises with real-time movement-execution feedback across various focus areas.
• MyPelvi Beckenbodentraining (Pelvic Floor Training) Pelvic floor training delivered via the MyPelvi brand using PelviPower magnetic field therapy that induces up to 25,000 muscle contractions per 22-minute session for incontinence prevention, sexual health, and post-pregnancy recovery.
• Mrs.Sporty at Home (Online Training Platform) Online training platform offering daily live-streamed 30-minute classes and an on-demand workout library accessible via smartphone, tablet, or PC, with nutrition content and webinars.
• Body Reset Program Specialized 8-week holistic program designed for women in perimenopause and menopause, combining strength training, nutrition guidance, and recovery for metabolic activation and weight management.
• Mrs.Sporty Ernährungskonzept (Nutrition Program) Individualized nutrition plans developed in collaboration with medical and nutrition experts from IPN, bundled into higher membership tiers and also available as a standalone offering.
• Mrs.Sporty Franchise Business Franchise opportunity licensing the Mrs.Sporty brand, business concept, training content, smart-trainer technology, and ongoing operational support to independent entrepreneurs operating local women's fitness studios.

Quantifiable outcome

• 2.17 kg body fat reduction per member on average
• +7 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• MotosumocoreStrategic or Co-development Partner · 28 April 2025Mrs.Sporty and Motosumo announced a merger in April 2025, forming a new European fitness group. Mrs.Sporty contributes 170+ clubs and franchise expertise; Motosumo provides digital fitness technology including live-streamed and on-demand workouts. The Co-CEOs Niclas Bönström (Mrs.Sporty) and Kresten Juel Jensen (Motosumo) lead the new group. Both brands continue operating independently under their existing names.
• Stefanie GrafcoreOthersTennis legend and co-founder of Mrs.Sporty. Brings expertise in sports, nutrition, and performance. Remains involved in the newly merged fitness group following the Motosumo merger.
• Mark MastrovcoreOthersFitness entrepreneur and co-founder of Mrs.Sporty, internationally known for building global fitness brands. Supports the growth of the new group with decades of experience and strategic vision.
• MyPelvi (MP Franchise Development GmbH)coreTechnology or IntegrationRelated company providing pelvic floor training using magnetic field therapy (PelviPower). Operates as separate brand with own franchise network. Mrs.Sporty and MyPelvi share founding team (Niclas Bönström) and are presented together at franchise events. Over 100 MyPelvi locations established since 2023, with award recognition in 2024.
• Institut für Prävention und Nachsorge (IPN)minorStrategic or Co-development PartnerMedical and nutritional expert collaboration for developing Mrs.Sporty's nutrition concept, ensuring scientific basis for dietary recommendations.
• WellHub (formerly Gympass)minorChannel Partner/ Reseller/ DistributorCorporate fitness platform partnership through Motosumo integration, providing access to Mrs.Sporty content for WellHub members.
• ClassPassminorChannel Partner/ Reseller/ DistributorAccess platform partnership through Motosumo integration, allowing ClassPass users to access Mrs.Sporty workouts.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• F45 Training: F45 is a globally scaled boutique functional-training franchise with similar 30-45 minute group workouts and franchise-led expansion. Comparable on franchise model, training format, and member economics.
• Orangetheory Fitness: Premium boutique fitness franchise offering heart-rate-monitored group workouts. Highly comparable on heart-rate-based training technology, premium pricing, and franchise distribution model.
• Curves International: Curves is the most directly comparable women's-only 30-minute fitness franchise globally. It shares the women-only, time-efficient, small-group fitness franchise model that Mrs.Sporty has built across DACH.

Emerging players

• Barry's Bootcamp: Premium boutique fitness brand with signature instructor-led group workouts. Comparable on premium women's boutique positioning and on global expansion ambitions, though Barry's is corporate-owned rather than franchise-led.
• 8fit: Digital fitness and nutrition app providing home workouts and meal planning with a female-skewed user base. Overlaps with Mrs.Sporty@Home on digital women's fitness and competes for at-home training minutes.

Regional players

• PureGym: Pan-European budget fitness chain with significant UK and Northern European presence. Competes with Mrs.Sporty for value-conscious women who would otherwise choose low-cost gym memberships.
• Clever Fit: German-headquartered discount fitness franchise with hundreds of locations across Germany, Austria, and other European markets. Direct geographic overlap with Mrs.Sporty's core DACH network at a lower price tier.
• Basic-Fit: Europe's largest low-cost gym operator with over 1,000 clubs across Europe. Operates in the same DACH/Northern European geographies as Mrs.Sporty and competes for the same female fitness consumer at a much lower price point.

Others

• Wellhub (formerly Gympass): Corporate wellness platform that aggregates gyms and studios for employer-sponsored access. Mrs.Sporty's Motosumo partnership already places Mrs.Sporty content inside Wellhub, making Wellhub an enabling channel rather than a competitor.

Broad incumbents

• RSG Group (McFIT, JOHN REED, Gold's Gym Europe): Europe's largest fitness conglomerate operating multiple brands including McFIT and JOHN REED. Same DACH market as Mrs.Sporty, with overlapping membership and women-focused offerings, but at a broader and more value-tier positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/mrssportygmbh
• Facebookfacebook.com/Mrs.Sporty
• LinkedInlinkedin.com/company/mrs.sporty-gmbh
• Instagraminstagram.com/mrs.sporty/?hl=de

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Mrs.Sporty GmbH