Mudo Gym

What Mudo Gym does

Mudo Gym (legal entity Mudo AS) is a Norwegian privately-held fitness center chain founded in 1998 in Oslo, operating a franchise model that combines traditional gym facilities with martial arts programs for adults and children. The core offering integrates strength and conditioning equipment (treadmills, cycles, ellipticals, rowing machines, free weights, Technogym apparatus) with group fitness classes (Crosstraining, Yoga, Fitness Boxing, Running) and a structured martial arts curriculum spanning Taekwondo, Brazilian Jiu-Jitsu, kickboxing, and boxing. The company's distinctive positioning is its family-ecosystem model, where parents can train in the gym while children participate in supervised martial arts classes through the MUDO Tiger program (ages 5+), with a concurrent family booking system in the mobile app enabling coordinated scheduling.

The business model operates through franchise distribution with 20+ locations in Norway and international expansion under the HITIO Gym brand in Sweden, the UK, and Portugal, totaling 80+ franchisees across four countries as of late 2021. Revenue is generated primarily through tiered monthly subscriptions (Gym 429-699 NOK, Complete 599-899 NOK, Family 1,199-1,599 NOK, Children's 349-549 NOK), mandatory annual fees (199-360 NOK), drop-in passes, personal training sessions (850-990 NOK/hour), and corporate team building packages (5,500-6,800 NOK). The MUDO App, launched in March 2023, provides digital access control, class booking, and membership management. Marketing is conducted through an in-house agency (Digistar) plus location-specific social media, newsletters, and direct sales of corporate packages. The company has no disclosed institutional investors or external funding rounds.

Name

Mudo Gym

Legal name

Mudo AS

Website

https://mudogym.no

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Mudo Gym is a Norwegian franchise fitness chain founded in 1998, combining gym facilities with martial arts programs for adults and children. Operating 20+ locations in Norway plus international franchises (HITIO Gym) across Sweden, UK, and Portugal, it serves families and individuals seeking concurrent parent-child training.

Ownership category

akta.pro rank

Product category

Fitness Centers

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Combat Sports Gyms & Dojos (MMA, Boxing, Wrestling, Martial Arts) (MPAKAJAG)

akta.pro secondary industries

Boxing & Kickboxing Fitness Classes (HSADABAF), General Personal Training (In-Person & Virtual) (HSADAAAA)

Keywords

• Fitness center memberships
• Martial arts training
• Family fitness programs
• Franchise gym operations
• Corporate wellness services

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices13 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Monthly recurring membership fees with various tiers (Gym, Complete, Martial Arts, Family). Members pay monthly fees with optional binding periods. Annual fee charged separately.
2. Annual Membership Fee: Mandatory annual fee covering chain-wide access and extended accident insurance. Rates vary by membership type: Gym 249 NOK, Complete/Martial Arts 360 NOK, Family 199 NOK per registered family member.
3. Drop-in and Pass Sales: Day passes and weekly passes available for non-members. Day passes typically 129-200 NOK, weekly passes around 300 NOK.
4. Personal Training Services: One-on-one personal training sessions and session packages offered at individual gym locations. Session-based pricing ranging from 850-990 NOK per hour.
5. Corporate Team Building: Corporate fitness and team building events offered to businesses. Packages include guided workouts and refreshments. EnergyBoost package at 5,500 NOK, Ultimate TeamBoost at 6,800 NOK.
6. Start Packages: Equipment packages sold to new members for martial arts disciplines. Kickboxing start package (gloves, t-shirt, pants) at 690 NOK. Taekwondo uniform at 590 NOK.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Mudo Gym operates a franchise network of family-oriented fitness centers in Norway under the Mudo Gym brand (and internationally as HITIO Gym), combining traditional gym access with martial arts programs for both adults and children. Core offerings include strength and cardio equipment-based gym access, group fitness classes (Crosstraining, Yoga, Fitness Boxing, Running), martial arts instruction (Taekwondo, Kickboxing, Brazilian Jiu-Jitsu, Boxing), family memberships that allow household members to train together or concurrently, and children's programs starting from age 5.

Product overview

Mudo Gym operates as a family-focused fitness center chain offering a unified platform with multiple interconnected services. The core offering includes gym access with strength and conditioning equipment, supplemented by group fitness classes (Crosstraining, Yoga, Fitness Boxing, Running), and martial arts programs for all ages (Taekwondo, Kickboksing, Brasiliansk Jiu-Jitsu, Boxing). The company provides family membership plans enabling household members to train simultaneously, with dedicated children's programs like Tiger from age 5. Additional services include Personal Training, corporate team building packages (Bedriftstrening), and home training options. The MUDO App serves as the digital platform for member access, door unlocking, and class booking. The franchise model allows expansion across Norway, Sweden, UK, and Portugal under the HITIO Gym brand internationally.

Differentiator

Problem solved

Functional benefit

Brands

• MUDO App: Mobile application for members to access gyms, book classes, and manage membership.
• MUDO Tiger
• Digistar

Products and services

• Treningssenter (Gym Membership) Complete fitness center access with strength and conditioning equipment including treadmills, bikes, ellipticals, rowing machines, free weights, and strength apparatus. Targeted at adult members (typically ages 14-16+).
• Fitness Gruppetimer (Group Fitness Classes) Group fitness classes including Crosstraining, Yoga, Fitness Boxing, and Running sessions for adult members.
• Kampsport Barn (Children's Martial Arts) Martial arts training programs for children from 5 years old, including the MUDO Tiger Taekwondo program and kickboxing for ages 8 and up, with structured progression and belt advancement.
• Kampsport Ungdom/Voksne (Youth/Adult Martial Arts) Martial arts training including Taekwondo, Kickboksing (Kickboxing), Brasiliansk Jiu-Jitsu (Brazilian Jiu-Jitsu), and Boxing for teenagers and adults.
• Familiemedlemskap (Family Membership) Family membership allowing all household members full access to all training offerings at a single location for one bundled price (1,199-1,599 NOK/month with 199 NOK annual fee per registered family member; only valid at enrolled location).
• Bedriftstrening (Corporate Training/Team Building) Corporate team building and fitness training packages including Fitness Boxing and strength training with personal trainer, available as EnergyBoost (5,500 NOK, 1 hour, up to 24 participants) or Ultimate TeamBoost (6,800 NOK with snacks and protein shake). Delivered on-site at requested gym locations.
• Hjemmetrening (Home Training) Online training sessions available for members to exercise at home, including various workout programs accessible digitally through the Mudo Gym website.
• Personlig Trener (Personal Training) Personal training services offered at all locations with various packages and PT levels available. Single session 55 minutes priced at 850-990 NOK; multi-session packages available at 10-15% volume discounts.

Quantifiable outcome

• 40% increase in membership numbers within two months of reopening after COVID lockdown (HITIO Gym Hoxton, UK)

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• EVO Fitness: Low-cost Norwegian gym operator with broad Norwegian footprint. Competes with Mudo Gym on price tier and represents the discount alternative within the same Norwegian subscription-gym market.
• UFC Gym: Global MMA/fitness franchise combining combat sports training with general fitness, similar hybrid positioning to Mudo's taekwondo/kickboxing/BJJ plus gym model. Targets comparable adult and youth demographics seeking combat-focused conditioning.
• TITLE Boxing Club: International franchise specializing in boxing-inspired fitness classes. Highly comparable to Mudo Gym's Fitness Boxing offering as a martial-arts-anchored boutique franchise targeting mass-market consumers.
• Fresh Fitness: Norwegian fitness chain offering memberships, group classes, and personal training across multiple Norwegian cities. Competes head-to-head with Mudo Gym for similar price-sensitive and family-oriented gym members in Norway.
• SATS Group: Largest fitness chain in the Nordics, operating membership-based gyms across Norway and neighboring countries. Directly comparable to Mudo Gym as a subscription gym chain in the same Norwegian market with overlapping member demographics.

Regional players

• Fitness24Seven: Swedish-originated low-cost 24/7 gym franchise operating in the Nordics and Europe. Comparable Nordic-region competitor for budget-conscious members and a potential market entrant context for HITIO Gym's Swedish operations.
• Nordic Wellness: Subscription-based gym chain based in Sweden with broad Scandinavian presence. Directly comparable as a multi-tier family/membership gym operator, with primary overlap in Sweden where Mudo operates HITIO Gym locations.

Others

• Technogym: Global fitness equipment manufacturer and digital wellness platform whose equipment is used in Mudo Gym facilities. Comparable as a fitness technology/infrastructure vendor rather than direct operator; relevant for understanding equipment and digital ecosystem context.

Broad incumbents

• Holmes Place: Premium European health club chain offering fitness, spa, and wellness services. Represents the broader premium-tier incumbent that competes for higher-spending adult members in the same family/professional segment.
• F45 Training: Global franchise of functional group fitness studios. Comparable franchise-economics and youth/family-appealing positioning; competes with Mudo's Crosstraining group classes rather than its martial arts core.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/mudogymfredrikstad
• Instagraminstagram.com/mudogymfredrikstad

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Mudo Gym