Medley

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.

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

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

• Public bath facilities
• Swimming instruction
• Fitness memberships
• Municipal facility management
• Aquatic wellness services

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. Swimming School and Courses: Revenue from swimming lessons for babies, children, youth, and adults. Includes babysimskola, simskola barn, simskola ungdom, and adult swimming courses.
3. Municipal Facility Management: Operating bath and fitness facilities on behalf of Swedish municipalities. Revenue derived from municipal contracts to manage publicly-owned facilities.
4. Guest Services and Events: Birthday party bookings (badkalas), day passes, summer cards, and event services.
5. Personal Training: Personal training services offered at facilities.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core 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

Named customers2 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature2 records

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Regional 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

• Facebookfacebook.com/medley.se
• LinkedInlinkedin.com/company/medley-holding-ab
• Instagraminstagram.com/medleysverige

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 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 Medley