Medley
Medley AB is a Swedish operator of 30+ public bath and fitness facilities across seven regions, serving individual consumers via tiered memberships and Swedish municipalities via facility-management contracts. Founded 2001; 100% owned by Tagehus since 2012.
- Company typePrivate
- Founded2001
- HeadquartersStockholm, Sweden
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingServices
What Medley does
Medley AB is a Swedish operator of public bath and fitness facilities, founded in 2001 and headquartered at Sankt Eriksgatan 119, Stockholm. The company runs more than 30 facilities across seven Swedish regions — Stockholm, Västerås-Eskilstuna, Halland, Östergötland/Södermanland, Linköping, Norrkőping and Tingsryd — under a hybrid model in which some facilities are owned directly and others are publicly-owned bath and fitness centers operated under management contracts with Swedish municipalities. Medley serves two distinct customer sets: individual consumers and families (children, youth, students, adults and seniors) through a tiered membership structure, and Swedish municipalities as a B2B channel for public-facility management. The business generated 5M+ facility visits, 25,000 swimming school participants and 30,000+ group training sessions annually against FY2024 revenue of approximately 500M SEK.
The product portfolio is anchored on tiered memberships — Bas (single facility), Plus (regional) and Max (national) — applied to both bath-only (Bad) and training-plus-bath (Träning) packages. Beyond memberships, Medley operates a swimming school (babies through adults), Les Mills-licensed group training (BodyPump, BodyCombat, yoga, pilates, functional training, HYROX), personal training, seasonal summer passes (Sommarkort), birthday party hosting (Badkalas), and relaxation/spa amenities. The 2025 launch of Medley Run extends the offering into outdoor running training. The technology stack is a composition of third-party integrations rather than proprietary infrastructure: the Medley mobile app is layered onto Technogym MyWellness for equipment and training data, BRP Systems for membership and booking backend, Exorlive for trainer-led programming, and MailChimp for member communications; payments flow via Nordic Payments Platform (P27/Autogiro), with Collectia handling debt collection and QuickSearch managing incident reporting.
Medley is privately held, 100% owned by the Swedish property and enterprise company Tagehus since 2012, with no venture capital or public-market backing. The corporate group comprises three Swedish private limited companies: Medley AB (primary operating entity), Medley Utveckling AB (development), and Medley Holding AB (holding intermediate). Revenue is generated principally through recurring monthly membership subscriptions (with 12-month binding and month-to-month options), complemented by course and lesson fees, personal training, municipal facility-management contracts, and transaction-based revenue from events, birthday parties and day passes. Headcount per the company's own career page is approximately 250 employees, although a separate firmographic range of 501–1000 indicates possible inclusion of part-time or contracted staff; this discrepancy should be noted by any analyst triangulating operating metrics.
Medley firmographics
Firmographics- Name
- Medley
- Legal name
- Medley AB
- Website
- https://medley.se
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Medley AB is a Swedish operator of 30+ public bath and fitness facilities across seven regions, serving individual consumers via tiered memberships and Swedish municipalities via facility-management contracts. Founded 2001; 100% owned by Tagehus since 2012.
- Ownership category
- akta.pro rank
Medley industry classification
Industry- Product category
- Public Bath and Fitness Facility Operations
- NAICS
- Fitness and Recreational Sports Centers (71394), Fitness and Recreational Sports Centers (713940)
- SIC
- Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Aquatic Centers & Swimming Facilities (MPAKAEAF)
- akta.pro secondary industries
- Aquatics Programs (Pools, Swim Lessons, Lifeguarding) (EDALAIAF), Aqua Fitness Classes (HSADABAL), Water Parks (Outdoor/Indoor, Wave Pools & Slides) (THAJAEAB)
Keywords
Where Medley is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
Medley business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales, Supply Chain
Revenue model
- Membership Subscriptions: Monthly recurring membership fees for access to facilities. Membership tiers include Bas (single facility), Plus (regional), and Max (national). Revenue from monthly subscription payments with 12-month binding periods or month-to-month options.
- Swimming School and Courses: Revenue from swimming lessons for babies, children, youth, and adults. Includes babysimskola, simskola barn, simskola ungdom, and adult swimming courses.
- Municipal Facility Management: Operating bath and fitness facilities on behalf of Swedish municipalities. Revenue derived from municipal contracts to manage publicly-owned facilities.
- Guest Services and Events: Birthday party bookings (badkalas), day passes, summer cards, and event services.
- Personal Training: Personal training services offered at facilities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Bas membership - Single facility access |
| Subscription | Monthly | Plus membership - Regional access |
| Subscription | Monthly | Max membership - National access |
| Subscription | Monthly | Bad Bas membership - Bath only |
| Subscription | Monthly | Bad Plus membership - Regional bath access |
| Subscription | Monthly | Bad Max membership - National bath access |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Medley product offering
Product offeringCore offering
Medley operates and develops bath (swimming) and fitness facilities across Sweden, running more than 30 locations either directly or under management contracts for Swedish municipalities. Its core offering is a tiered membership program (Bas, Plus, Max) granting access to pools, gyms, group training, and saunas, supplemented by swimming school for all ages, personal training, group fitness classes, birthday parties, and summer passes.
Product overview
Medley is a Swedish swimming facility and fitness center operator running over 30 facilities across Sweden on behalf of municipalities. Its product portfolio centers on a tiered membership model (Bas, Plus, and Max) that differentiates by geographic access scope — from a single local facility to nearly all locations nationwide. Core products include Bad Medlemskap (pool and bathing access), Träningsmedlemskap (gym, group training, and water training), and Simskola & Simkurser (swimming lessons for all ages from babies to adults). The ecosystem is supplemented by add-on services such as Personlig Träning (personal training via Technogym MyWellness and Exorlive), Träningsresan (onboarding program), Relax (saunas and spa), Badkalas (birthday parties), and the digital Medley-appen (for pass booking and app-based facility access). The company also offers seasonal products like Sommarkort, demographic-specific tiers (Student, Senior, Barntillägg), and group fitness classes under the Les Mills brand. Products are distributed through physical facilities, the Medley-app, and the medley.se web platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Medley Bad Medlemskap (Bath Membership)
Quantifiable outcome
- 5+ million visits annually across all facilities
- +2 more outcomes
Companies that use Medley
Customer profileNamed customers2 records
Segments5 records
Ideal customer profiles2 records
Medley technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature2 records
Medley partnerships and signals
Strategic signalScale indicators6 records
Recent moves5 records
Expansion highlights5 records
Medley competitors and assessment
Company assessmentRegional players
- Team Olivia: Swedish aquatic and training operator with municipal facility exposure. Overlaps with Medley's swimming school and bath-management offerings at a regional scale.
- Torp & Co Bad och Träning: Regional Swedish bath and fitness operator. Comparable on municipal-bath operating model but smaller and regionally focused, illustrating the fragmented competitive set Medley leads.
Direct peers
- Fitness24Seven: Low-cost 24/7 gym chain in Sweden and the Nordics. Competes primarily for budget-conscious training members; relevant peer for pricing pressure on Medley's gym-only segment.
- Actic Group: Nordic gym operator with municipal-contract exposure similar to Medley's B2B bath-management model. Closely comparable on operating-model mix of consumer memberships and public-sector facility operations.
- Friskis&Svettis: Swedish non-profit fitness cooperative offering gym access, group classes, and outdoor training nationwide. Competes with Medley on training and group fitness, with comparable multi-tier membership economics.
- SATS Group: Nordic fitness chain operating gyms, group training, and personal training across Sweden and Norway. Directly comparable to Medley's training and group-fitness offering, though SATS lacks Medley's public-bath/simskola specialization.
- Nordic Wellness: Swedish gym and fitness chain with strong regional presence and family/membership positioning. Overlaps directly with Medley's gym, group training, and personal training categories and competes for similar demographic segments.
- Basic & More: Swedish budget fitness chain with a multi-site subscription model. Comparable on tiered membership economics and demographic breadth (youth, family, corporate).
Broad incumbents
- World Class: Premium fitness operator with clubs across multiple European markets. Comparable on premium positioning and personal training, but a broader incumbent rather than a Sweden-only specialist.
Others
- Storskogen: Swedish-listed acquirer of service businesses including facility management and training operators. Adjacent — relevant as a capital partner and consolidator in Medley's space rather than a direct operating competitor.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Medley social profiles
Digital presenceMedley financial estimates
Financial estimateRevenue estimate
Valuation estimate
Medley leadership team
Management profileNumber of profiles
Medley subsidiaries and ownership
Company hierarchySubsidiaries3 records
Medley funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Medley M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Medley
What does Medley do?
Medley operates and develops bath (swimming) and fitness facilities across Sweden, running more than 30 locations either directly or under management contracts for Swedish municipalities. Its core offering is a tiered membership program (Bas, Plus, Max) granting access to pools, gyms, group training, and saunas, supplemented by swimming school for all ages, personal training, group fitness classes, birthday parties, and summer passes.
Is Medley a public or private company?
Medley is a private company. It is classified as corporate owned and is currently operating.
When was Medley founded?
Medley was founded in 2001. It employs 501 to 1,000 people.
Where is Medley based?
Medley is headquartered in Stockholm, Sweden, in the Europe region.
How does Medley make money?
Five revenue lines are on record. Membership Subscriptions are the primary driver. The others are swimming School and Courses, municipal Facility Management, guest Services and Events and personal Training.
Who are Medley's main competitors?
Regional players on record are Team Olivia and Torp & Co Bad och Träning. Direct peers are Fitness24Seven, Actic Group, Friskis&Svettis, SATS Group, Nordic Wellness and Basic & More. World Class is listed as a broad incumbent. Storskogen is listed as an others.
Does Medley have an API?
No public API is recorded for Medley.
What industry is Medley in?
Medley's product category is Public Bath and Fitness Facility Operations. Its primary akta.pro industry code is MPAKAEAF, Aquatic Centers & Swimming Facilities, with a secondary code of EDALAIAF, Aquatics Programs (Pools, Swim Lessons, Lifeguarding). Its NAICS code is 71394 and its SIC code is 7997.