FitActive
FitActive is an Italian fitness franchise operating 210 low-cost gyms across seven countries, offering 24/7 unlimited access for €19.90/month through a franchise-led model targeting mass-market consumers and aspiring franchisee entrepreneurs.
- Company typePrivate
- Founded2007
- HeadquartersBovisio Masciago, Italy
- Headcount—
- GTM typeB2C
- OfferingServices
What FitActive does
FitActive, operated by Fitness Investment SRL, is an Italian low-cost gym franchise founded in 2007 by Eduardo Montefusco in Seveso and headquartered in Bovisio Masciago. As of April 2026 the network comprises 210 clubs across seven countries — Italy, Spain, Switzerland, Brazil, Albania, Romania and North Macedonia — of which 170 were greenfield openings and 11 acquisitions, with the remainder being legacy or partnership sites. FitActive's core offering is a single €19.90/month subscription that grants members 24/7 automated access to every FitActive club, unlimited group courses, and ancillary services (tanning, vibration platforms, energy drinks, BMI and nutrition tools), positioned under the 'Allena la Felicità' (Train Happiness) brand identity to make fitness accessible to mass-market Italian consumers.
The company operates a franchise-led go-to-market: entrepreneurs open FitActive-branded clubs under license, paying franchise fees and using the company's brand, systems and operational framework, while the parent company retains centralized brand, marketing, and product stewardship. Growth is supplemented by direct-to-consumer membership sales through clubs, a website, and free trial offers, and by adjacent monetization streams including own-brand nutritional supplements (four categories), Choco Rice snacks, branded merchandise, a fitness cruise experience (Costa Fascinosa, May 2026), and corporate welfare partnerships. FitActive complements its core offering with a content ecosystem — FitActive Magazine, blog, video gallery, and the SfigActive comedy series on Amazon Prime Video — used as member engagement and brand-building assets rather than primary revenue drivers.
In 2025 FitActive executed its first cross-border acquisition (KeasyFit in Spain, 8 centers) and entered Albania, Romania and Brazil, while in April 2026 it opened its 181st gym in Skopje, North Macedonia. Deloitte's European Health and Fitness Market Report 2024 ranks FitActive 18th by number of clubs, 20th by revenue and 19th by members, making it the only Italian brand in the European Top 20. The company is privately held and founder-controlled, with €5,000,000 fully paid-in share capital and no disclosed institutional investor involvement; the model relies on franchisee capital for unit growth rather than balance-sheet-funded expansion.
FitActive firmographics
Firmographics- Name
- FitActive
- Legal name
- Fitness Investment SRL
- Website
- https://fitactive.it
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Short description
- FitActive is an Italian fitness franchise operating 210 low-cost gyms across seven countries, offering 24/7 unlimited access for €19.90/month through a franchise-led model targeting mass-market consumers and aspiring franchisee entrepreneurs.
- Ownership category
- akta.pro rank
FitActive industry classification
Industry- Product category
- Low-cost fitness club memberships
- NAICS
- Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- General Personal Training (In-Person & Virtual) (HSADAAAA)
Keywords
Where FitActive is headquartered
LocationHeadquarters
- HQ city
- Bovisio Masciago
- HQ country
- Italy
- HQ region
- Europe
Offices2 records
Markets served
FitActive business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain
Revenue model
- Membership Subscriptions: Monthly membership fees providing unlimited access to all FitActive clubs across Italy and internationally. Base subscription at 19.90€/month with full access to all clubs 24/7.
- Franchise Fees: Revenue from franchise partners who pay to open FitActive branded gyms using the company's established brand, systems, and operational framework.
- Merchandise and Supplements: Sale of FitActive branded supplements (4 categories: muscle building, fat loss, energy/endurance, daily wellness) and merchandise including rice cakes with dark chocolate, sold through shop.fitactive.it.
- Additional Services: Revenue from additional services including group courses, tanning lamps, energy drinks, vibration platforms, and relaxation chairs included in membership.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Standard Membership - 19.90€/month |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
FitActive product offering
Product offeringCore offering
FitActive sells low-cost, 24/7 unlimited-access gym memberships (from €19.90/month) across a franchise network of 210+ branded fitness clubs in 7 countries, with unlimited group courses and additional wellness services (tanning, vibration platforms, relaxation chairs) included. The company also generates revenue by licensing the FitActive brand and operating model to franchise partners who open new clubs, and sells proprietary supplements, merchandise, and snack products through its online shop.
Product overview
FitActive is a fitness gym network operating on a franchise model, offering unlimited 24/7 gym access across over 210 club locations in 7 countries (Italy, Spain, Switzerland, Brazil, Albania, Romania, North Macedonia). The core offering includes gym membership at €19.90/month with access to all clubs, unlimited group courses, cardio and weights equipment, and additional services like BMI calculation and nutrition tables. The product portfolio extends to supplements (sold via shop.fitactive.it), merchandise, merchandise, branded food products (Choco Rice), entertainment content (SfigActive comedy series), and a fitness cruise experience. The company also operates a franchise program for entrepreneurs and has expanded internationally through acquisitions like KeasyFit in Spain.
Differentiator
Problem solved
Functional benefit
Products and services
- FitActive Gym Membership Flat-rate monthly gym membership (from €19.90/month) providing 24/7 unlimited access to all FitActive clubs in Italy and internationally, with no permanence and unlimited group courses included. Targeted at individual consumers seeking affordable, flexible fitness access across a wide network.
- Group Courses (Corsi di Gruppo)
Quantifiable outcome
- 210 clubs operating across 7 countries as of 2026
- +2 more outcomes
Companies that use FitActive
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
FitActive technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
FitActive partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- KeasyFitcoreFitActive acquired the KeasyFit chain and its 8 centers in Spain, reaching 9 active clubs in the Spanish market. This represents a historic milestone as FitActive becomes the only Italian gym chain to have acquired an external chain. The expansion is under direction of former KeasyFit owner Alessio Kulman as future Country Manager Spain.
- Como 1907coreFitActive became Official Lario Business Club Member of Como 1907, the historic Italian football club recently returned to Serie A. The partnership is based on shared values of determination, passion, teamwork and continuous growth. FitActive reinforces its link with professional sport while supporting a team representing community and relaunch based on solidity and future vision.
- Costa Fascinosa (Cruise)minorFitActive organized a branded fitness cruise experience aboard Costa Fascinosa from May 7-10, 2026, offering exclusive FitActive workouts, parties, shows and entertainment visiting Italy, France and Spain. Special price of €479 (instead of €579) with FITACTIVE code for €100 discount per person.
- Lega del Filo d'OrominorSince 2023, FitActive supports the Lega del Filo d'Oro Foundation with the 'AlleniAMO' project, funding physiotherapy and hydrotherapy activities for deaf-blind and multi-sensory impaired children. Part of FitActive's social responsibility initiatives.
- The European House – AmbrosetticoreFitActive participates in the Osservatorio Valore Sport forum organized by The European House – Ambrosetti (TEHA), contributing to discussions on sport development in Italy. CEO Eduardo Montefusco presented at the 3rd edition and the 4th edition (March 2026) at CONI Palace, Rome, addressing topics like sport accessibility and policy recommendations.
- Università Cattolica del Sacro CuoreminorCEO Eduardo Montefusco participated as guest speaker at the Catholic University of Milan for a course on Fundamentals of Computer Science, discussing talent, artificial intelligence and entrepreneurship with students. Part of FitActive's educational outreach and thought leadership initiatives.
Scale indicators9 records
Recent moves10 records
Expansion highlights6 records
FitActive competitors and assessment
Company assessmentDirect peers
- Fitness Park: French low-cost fitness chain with hundreds of clubs across France and Southern Europe. Operates a comparable subscription model with unlimited access at discount price points.
- GO fit: Spanish low-cost fitness operator with a large multi-site footprint. Directly comparable on Southern European market focus, large-format gym operations, and value-tier pricing.
- Italian fitness operator — Anytime Fitness Italia: 24/7 franchise-based fitness chain operating in Italy with comparable low-cost unlimited-access positioning. Directly competes with FitActive for franchisees and members in the Italian market.
- Clever Fit: German discount fitness franchise chain expanding across DACH and wider Europe via franchise model. Directly comparable to FitActive's franchise-led international rollout and value-tier positioning.
- McFIT (RSG Group): Germany-founded low-cost fitness brand under RSG Group operating hundreds of clubs across Europe. Directly comparable on price-driven, unlimited-access gym model targeting mass-market consumers.
- Basic-Fit: Pan-European low-cost fitness chain operating 1,400+ clubs across multiple countries with a similar 24/7 unlimited-access value proposition. Closest direct competitor to FitActive's discount positioning and multi-country rollout strategy.
Broad incumbents
- Virgin Active: Premium fitness club operator with presence in Italy and other European markets. Comparable as a multi-country fitness club competitor in Italy but with a premium positioning contrasting FitActive's discount model.
Emerging players
- Vivafit: Portuguese-origin women-focused low-cost fitness franchise expanding internationally. Comparable on franchise-based growth model targeting accessible fitness, though narrower demographic focus.
Others
- Technogym: Italian-headquartered global leader in fitness equipment manufacturing and digital wellness. Comparable as an Italian fitness industry leader and ecosystem participant; not a direct competitor but an adjacent major player in the same national ecosystem.
Regional players
- Italian fitness operator — GetFit: Italian low-cost fitness chain operating multiple clubs within Italy. Comparable on Italian-market focus and value-tier subscription model, though with smaller national footprint than FitActive.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
FitActive social profiles
Digital presenceFitActive financial estimates
Financial estimateRevenue estimate
Valuation estimate
FitActive leadership team
Management profileNumber of profiles
Profiles2 records
FitActive subsidiaries and ownership
Company hierarchySubsidiaries1 record
FitActive funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FitActive M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about FitActive
What does FitActive do?
FitActive sells low-cost, 24/7 unlimited-access gym memberships (from €19.90/month) across a franchise network of 210+ branded fitness clubs in 7 countries, with unlimited group courses and additional wellness services (tanning, vibration platforms, relaxation chairs) included. The company also generates revenue by licensing the FitActive brand and operating model to franchise partners who open new clubs, and sells proprietary supplements, merchandise, and snack products through its online shop.
Is FitActive a public or private company?
FitActive is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was FitActive founded?
FitActive was founded in 2007.
Where is FitActive based?
FitActive is headquartered in Bovisio Masciago, Italy, in the Europe region.
How does FitActive make money?
Four revenue lines are on record. Membership Subscriptions are the primary driver. The others are franchise Fees, merchandise and Supplements and additional Services.
Who are FitActive's main competitors?
Direct peers on record are Fitness Park, GO fit, Italian fitness operator — Anytime Fitness Italia, Clever Fit, McFIT (RSG Group) and Basic-Fit. Virgin Active is listed as a broad incumbent. Vivafit is listed as an emerging player. Technogym is listed as an others. Italian fitness operator — GetFit is listed as a regional player.
Does FitActive have an API?
No public API is recorded for FitActive.
What industry is FitActive in?
FitActive's product category is Low-cost fitness club memberships. Its primary akta.pro industry code is HSADAAAA, General Personal Training (In-Person & Virtual). Its NAICS code is 713940 and its SIC code is 7997.