Frihet i Rörelse
Frihet i Rörelse is a founder-owned movement and fitness studio in Halmstad, Sweden, serving local adults with personalized mobility, strength, and functional training via small-group classes, personal training tiers, workshops, and meditation courses since 2019.
- Company typePrivate
- Founded2019
- HeadquartersHalmstad, Sweden
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Frihet i Rörelse does
Frihet i Rörelse AB is a single-location movement and fitness studio operating from Viktoriagatan 10 in Halmstad, Sweden, founded in 2019 by Tim Fredman. It positions itself as Halmstad's first dedicated movement studio, serving adults seeking long-term improvements in mobility, flexibility, and functional strength — particularly those suffering from stiffness, pain from prior one-sided training, age-related limitations, or post-injury recovery needs. The customer base is overwhelmingly local and consumer, served via max-8-participant group formats that prioritize individual adaptation within a community setting. The studio is led by founder Tim Fredman (19 years of training experience, mentored under Ido Portal and Jon Yuen) alongside trainers Marcus Otter and Simon Kullgren.
The service portfolio is organized into three tiers of personal training (PT 1:1, PT 4:1, and PT-grupp), five distinct group class formats covering upper-body, lower-body, full-body strength, mobility, and handstand training, plus a 4-session meditation course, annual international workshops, online coaching, a customized Rörlighetsprogram, an Anslagstavla online community, and a (currently empty) Webbutik e-commerce storefront. The underlying technical stack is intentionally lean: a WordPress website, the Wondr platform for member login and class booking, a YouTube channel, and an online community board. The methodology — coupling mobility and strength through fundamental bodyweight movements — is the principal differentiator, codified across the class formats and traceable to the founders' coaching lineage.
Commercially, Frihet i Rörelse operates a hybrid revenue model. Monthly recurring subscriptions cover memberships, PT 1:1, PT 4:1, and online coaching, with 20-day cancellation notice and a 300 SEK late-cancellation fee signaling sticky contract terms. Episodic, one-time revenue is generated through workshops and the 1495 SEK meditation course. Pricing is quote-based rather than publicly listed, and the go-to-market is multi-modal: sales-led via a free consultation funnel, event-driven through annual workshops and meditation courses, and community-led via the Anslagstavla platform and quarterly member test days. The company is privately held by its founder, with no external investors, parent entity, or M&A activity disclosed.
Frihet i Rörelse firmographics
Firmographics- Name
- Frihet i Rörelse
- Legal name
- Frihet i rörelse AB
- Website
- https://frihetirorelse.se
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Frihet i Rörelse is a founder-owned movement and fitness studio in Halmstad, Sweden, serving local adults with personalized mobility, strength, and functional training via small-group classes, personal training tiers, workshops, and meditation courses since 2019.
- Ownership category
- akta.pro rank
Frihet i Rörelse industry classification
Industry- Product category
- Personal Training and Fitness Services
- NAICS
- Sports and Recreation Instruction (61162)
- SIC
- Services-Membership Organizations (8600)
- akta.pro primary industry
- Online/Remote Personal Training & Programming (HSADAAAM)
- akta.pro secondary industry
- Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI)
Keywords
Where Frihet i Rörelse is headquartered
LocationHeadquarters
- HQ city
- Halmstad
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Frihet i Rörelse business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Membership Subscriptions: Monthly recurring membership with ongoing payment. Members access PT groups, classes, and studio facilities. Payment via card or invoice, with 20-day cancellation notice.
- Personal Training 1:1: One-on-one personal training sessions with individual attention and customized programs. Payment either full upfront or monthly installments.
- Personal Training 4:1: Shared personal training with 3 other people, providing individual adaptation with group community. Skeleton program customized to individual needs.
- Meditation Courses: 4-session group meditation course held in-person at the studio. Price 1495 SEK. Includes theory, practice, reflection and homework.
- Workshops: Annual workshops featuring international trainers. International coaches travel to Halmstad to share knowledge.
- Online Coaching: Remote coaching services with scheduled sessions. Cancellation within 24h charges half the cost.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Meditation Course - 4 sessions |
| Subscription | Monthly | Monthly Membership |
| Subscription | Multi-year contract | Personal Training 1:1 |
| Subscription | Monthly | Personal Training 4:1 |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
Frihet i Rörelse product offering
Product offeringCore offering
Frihet i Rörelse is a movement and fitness studio based in Halmstad, Sweden, founded in 2019. The studio provides in-person personal training in 1:1, 4:1 (small group), and group formats, complemented by mobility classes, meditation courses, and movement-focused workshops aimed at individual clients.
Product overview
Frihet i Rörelse is a movement and fitness studio in Halmstad, Sweden, founded in 2019, offering a coordinated portfolio of in-person and digital services centered on mobility and strength training. The core service lineup consists of three personal training tiers: PT 1:1 (individual one-on-one sessions), PT 4:1 (four clients sharing one trainer), and PT-grupp (small-group training, max 8 participants). These are complemented by five distinct group class formats—Movement-träning Överkropp, Movement-träning Underkropp, Movement-Styrka, Rörlighetsträning Underkropp, and Handståendeklass—all built on bodyweight training and functional strength principles. Beyond classes, the studio offers workshops (annual events with international trainers), a Meditationskurs (4-session in-person course), and a Rörlighetsprogram (customized mobility program). Digital touchpoints include Online Coaching, an Anslagstavla online community, and a Webbutik e-commerce store. The studio is run by founder Tim Fredman alongside trainers Marcus Otter and Simon Kullgren.
Differentiator
Problem solved
Functional benefit
Products and services
- 1:1 Personal Training
- 4:1 Small Group Training
- Group Training Classes
- Mobility Classes
- Meditation Courses
- Movement Workshops
Quantifiable outcome
- Regular members report improved strength and mobility after 6+ months of consistent training
- +1 more outcomes
Companies that use Frihet i Rörelse
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles1 record
Frihet i Rörelse technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Frihet i Rörelse partnerships and signals
Strategic signalScale indicators6 records
Recent moves7 records
Expansion highlights6 records
Frihet i Rörelse competitors and assessment
Company assessmentBroad incumbents
- Actic: Nordic gym chain with a presence in Sweden offering gym, PT, and group training. Comparable as a regional fitness incumbent competing for the same local Halmstad-area consumer fitness budget.
- SATS: Largest Nordic fitness chain with broad gym and PT services across Sweden and Norway. Comparable as the dominant Swedish fitness incumbent Frihet competes with for general training customers, but lacks Frihet's mobility/movement specialization and small-class intimacy.
- Friskis & Svettis: Sweden-wide non-profit fitness organization offering group classes and gym access. Comparable as a Swedish category leader for group-based training, contrasting with Frihet's small-group, premium, methodology-led positioning.
- Nordic Wellness: Major Swedish fitness chain with hundreds of locations and PT offerings. Comparable as a Sweden-wide competitor with broader reach and lower price points, though it does not focus on a movement-culture methodology.
Emerging players
- Original Strength: Movement-based training system emphasizing foundational patterns and restorative exercise. Comparable as a niche methodology-led training brand with a similar philosophical orientation toward sustainable, lifelong movement rather than performance aesthetics.
- Kinstretch: Mobility and controlled-articular-rotations training system taught through certified instructors. Comparable as a small-group, methodology-led mobility concept with a focus on joint health and longevity — a parallel philosophy to Frihet i Rörelse's mobility-first training.
Direct peers
- GMB Fitness: Online and in-person training platform focused on bodyweight strength, mobility, and handstands. Most directly comparable peer because of shared methodology (fundamental movements, bodyweight strength, handstand training) and similar target audience of adults seeking sustainable, skill-based fitness.
- The Movement Athlete: Online movement and mobility training program covering flexibility, strength, and skill work. Comparable on philosophy (longevity of movement, fundamental skills) and on the digital delivery of personalized mobility programming similar to Frihet i Rörelse's Rörlighetsprogram.
Regional players
- STC Training Club: Swedish-based premium PT and small-group training operator. Comparable as a Sweden-focused, premium, small-group personal training brand competing in a similar positioning to Frihet i Rörelse, though with broader Swedish geography.
Others
- CrossFit Affiliates (Halmstad): Local CrossFit boxes operating in the Halmstad region. Comparable as adjacent functional-fitness providers competing for the same local training enthusiast demographic, though their methodology (high-intensity, group WODs) differs materially from Frihet's mobility-first approach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Frihet i Rörelse social profiles
Digital presenceFrihet i Rörelse financial estimates
Financial estimateRevenue estimate
Valuation estimate
Frihet i Rörelse leadership team
Management profileNumber of profiles
Profiles1 record
Frihet i Rörelse funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Frihet i Rörelse 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 Frihet i Rörelse
What does Frihet i Rörelse do?
Frihet i Rörelse is a movement and fitness studio based in Halmstad, Sweden, founded in 2019. The studio provides in-person personal training in 1:1, 4:1 (small group), and group formats, complemented by mobility classes, meditation courses, and movement-focused workshops aimed at individual clients.
Is Frihet i Rörelse a public or private company?
Frihet i Rörelse is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Frihet i Rörelse founded?
Frihet i Rörelse was founded in 2019. It employs 1 to 10 people.
Where is Frihet i Rörelse based?
Frihet i Rörelse is headquartered in Halmstad, Sweden, in the Europe region.
How does Frihet i Rörelse make money?
Six revenue lines are on record. Membership Subscriptions are the primary driver. The others are personal Training 1:1, personal Training 4:1, meditation Courses, workshops and online Coaching.
Who are Frihet i Rörelse's main competitors?
Broad incumbents on record are Actic, SATS, Friskis & Svettis and Nordic Wellness. Emerging players are Original Strength and Kinstretch. Direct peers are GMB Fitness and The Movement Athlete. STC Training Club is listed as a regional player. CrossFit Affiliates (Halmstad) is listed as an others.
Does Frihet i Rörelse have an API?
No public API is recorded for Frihet i Rörelse.
What industry is Frihet i Rörelse in?
Frihet i Rörelse's product category is Personal Training and Fitness Services. Its primary akta.pro industry code is HSADAAAM, Online/Remote Personal Training & Programming, with a secondary code of HSADACAI, Private 1:1 Yoga/Pilates & Small-Group Sessions. Its NAICS code is 61162 and its SIC code is 8600.