EasyFit

What EasyFit does

EasyFit is a Finnish franchised fitness center chain operating 35+ gym locations across Finland, anchored by a 10-location cluster in Helsinki and extending through secondary and tertiary cities such as Joensuu, Rovaniemi, Kajaani, and Savonlinna. The business sells tiered monthly memberships — Basic (single gym access, €36.90/month), Plus (nationwide gym access with live classes, €46.90/month), and Premium (BioCircuit and HYROX services, from €56.90/month) — complemented by personal training, group exercise, indoor cycling, virtual classes, and a standalone €15.90/month online workout library. Revenue is supplemented by coaching packages (e.g., EasyStart at €59, running groups at €119, HYROX kickoff at €99), one-time start-up fees, and pay-as-you-go passes (10-Card bundle at €129.90, single visits at €15.90). Payment options include MobilePay, e-invoicing, and accepted Finnish exercise benefits (Smartum, ePassi, Edenred).

The underlying platform combines a proprietary mobile app used for door access, workout logging, reward tracking, and membership management with virtual studio streaming, electronic locker access, and the Reward Path (Palkintopolku) gamification engine that releases tiered merchandise rewards based on logged visits. The Premium tier features BioCircuit, an AI-driven circuit training system that auto-adjusts equipment to individual users for 30-minute personalized workouts. Operations are primarily delivered through franchisees (entrepreneur operators) who run individual centers while leveraging the centralized EasyFit brand, technology stack, content library, and marketing infrastructure.

The go-to-market is self-serve and digital: customers purchase memberships online through easyfit.fi or the mobile app, select a center, and access facilities via the app. A community-led layer (HYROX competitions, running groups, small-group coaching workshops) and seasonal campaigns (e.g., summer 2-for-50%-off promotion) drive acquisition and engagement. The entity is privately held, incorporated and operating exclusively in Finland, with no disclosed institutional funding, external parent, or public listing.

Name

EasyFit

Legal name

EasyFit

Website

https://easyfit.fi

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

EasyFit is a Finnish franchised fitness center chain operating 35+ locations nationwide, offering tiered gym memberships, personal training, group exercise, virtual classes, and an online workout library to individual consumers across Finland.

Ownership category

akta.pro rank

Product category

Fitness Center Services

NAICS

Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

General Personal Training (In-Person & Virtual) (HSADAAAA)

akta.pro secondary industries

Small-Group Personal Training (Semi-Private) (HSADAAAN), Functional Fitness / Cross-Training Groups (HSADABAH)

Keywords

• Gym memberships
• Personal training
• Group fitness classes
• Fitness center chain
• Coaching services

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices33 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Gym Membership Subscriptions: Recurring monthly subscription fees from three-tier membership model (Basic, Plus, Premium). Members pay monthly fees with one-month notice period for cancellation. Subscriptions automatically continue until terminated.
2. Coaching and Personal Training Services: Revenue from personal training sessions, small group coaching programs, and workshops. Includes EasyStart sessions at 59 EUR, running small groups at 119 EUR, HYROX kickoff programs at 99 EUR, and other coaching packages.
3. Online/Virtual Membership Add-on: Separate online-only membership subscription for 15.90 EUR/month providing access to virtual workout library. Also included automatically with all EasyFit gym memberships.
4. Single Gym Visits and Short-term Passes: One-time purchases including single gym visits at 15.90 EUR, 7-day trial passes, 10-visit cards, and weekly passes. Provides flexible entry points for non-members.
5. Membership Start-up Fees: One-time joining fees for new members (normally 29.90 EUR, sometimes waived during promotions).

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

EasyFit operates a Finnish gym chain providing access to 35+ fitness centers across Finland through a tiered membership model (Basic, Plus, Premium). The company delivers personal training, small group coaching, live and virtual group exercise classes, HYROX functional training, BioCircuit AI-powered circuit training, and an online workout library. Members access facilities via a proprietary mobile app that also tracks workouts and a Reward Path gamification program.

Product overview

EasyFit is a Finnish gym chain offering a tiered membership model with three levels: Basic (single gym access, €36.90/month), Plus (all gyms + live classes, €46.90/month), and Premium (all Plus benefits + premium services like HYROX and BioCircuit, from €56.90/month). The ecosystem includes a proprietary mobile app for access control, workout logging, and reward tracking; an Online digital workout library (included or €15.90/month standalone); Virtual Classes for on-demand guided workouts; and Coaching Services with EasyStart sessions, free PT consultations, and free workout programs. The Reward Path gamification system incentivizes regular visits. Premium locations feature HYROX functional training and BioCircuit AI-powered circuit training. All memberships include access to group fitness and the reward program.

Differentiator

Problem solved

Functional benefit

Products and services

• Basic Membership
• Plus Membership
• Premium Membership
• Online Workout Library (Online-treenikirjasto)
• Coaching Services
• EasyStart Session
• 7-Day Trial Pass (Tutustumisviikko)
• Single Gym Visit
• 10-Card Bundle
• HYROX Training
• BioCircuit

Quantifiable outcome

• Members can earn rewards including water bottles (6 visits/month), towels (24 visits/3 months), gym bags (100 visits/year), and bath towels (500 visits/5 years) by logging workouts

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability1 record

Feature6 records

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• AnyTime Fitness: Global 24/7 franchise fitness club network with the same franchise-driven expansion model and key-card-based 24/7 access as EasyFit's Rajatorppa/Rekola locations.
• Fitness24Seven: Nordic 24/7 budget gym chain competing for the same value-conscious member, with similar low monthly price points and access-driven proposition in overlapping Nordic geographies.
• Basic-Fit: Europe's largest low-cost gym operator with a similar multi-location, tiered-subscription, self-serve model. Competes with EasyFit on price, accessibility, and breadth of network within European markets.
• Elixia: Legacy Finnish gym operator now under SATS Group, serving individual and corporate fitness memberships - directly competitive with EasyFit's individual consumer + employer benefit wallet strategy in Finland.
• SATS: Nordic full-service gym chain operating in Finland, Sweden, Norway. Directly competes with EasyFit for the same mass-market Finnish fitness membership, with multi-tier subscriptions and group classes.
• World Class Finland: Finnish premium health club chain directly competing in the same Helsinki and regional markets with personal training, group exercise, and recovery/wellness services that overlap EasyFit's Premium tier.

Others

• Smartum: Finland's leading employer-paid exercise benefit (liikuntaetu) wallet provider - integrated into EasyFit's checkout. Indirectly comparable as the employer channel that anchors a significant share of EasyFit's subscription revenue.
• ePassi: Finnish employee benefit platform accepted as a payment method at EasyFit - an ecosystem counterpart that channels employer-paid wellness spend toward EasyFit memberships.
• Technogym: Global premium fitness equipment and connected-fitness platform provider whose machines/ecosystem power EasyFit's BioCircuit and digital training experiences - analogous enabling technology comparable to EasyFit's stack.

Broad incumbents

• PureGym: Large UK-headquartered low-cost gym operator with comparable low-price, multi-location, no-frills subscription model. Demonstrates the European budget-gym benchmark EasyFit must compete against as European chains eye the Nordics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/easyfitseinajok
• Facebookfacebook.com/EasyFit.fi
• LinkedInlinkedin.com/company/easyfit-kalasatama

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 EasyFit