FitActive

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.

Name

FitActive

Legal name

Fitness Investment SRL

Website

https://fitactive.it

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

51–100 employees

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

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 industry

PRIMARYHSADAAAA

General Personal Training (In-Person & Virtual)

Home & Personal Services/Fitness, Wellness & Personal Training/Personal Training (In-Person & Virtual)

Keywords

• Low-cost gym memberships
• Fitness franchise network
• 24/7 gym access
• Group fitness classes
• Fitness supplements retail

Headquarters

HQ city

Bovisio Masciago

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. Franchise Fees: Revenue from franchise partners who pay to open FitActive branded gyms using the company's established brand, systems, and operational framework.
3. 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.
4. Additional Services: Revenue from additional services including group courses, tanning lamps, energy drinks, vibration platforms, and relaxation chairs included in membership.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core 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

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• KeasyFitcoreStrategic or Co-development Partner · 1 January 2025FitActive 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 1907coreGTM or Marketing Partner · 1 January 2024FitActive 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)minorGTM or Marketing PartnerFitActive 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'OrominorGTM or Marketing PartnerSince 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 – AmbrosetticoreGTM or Marketing PartnerFitActive 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 CuoreminorGTM or Marketing PartnerCEO 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

Direct 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

• YouTubeyoutube.com/channel/UCilFkQ8EcwLBF-YC2gId4_g
• Facebookfacebook.com/fitactivemagnago
• Instagraminstagram.com/fitactive_il_fitness_x_tutti
• Xx.com/fitactivemb
• LinkedInlinkedin.com/company/fitactive-il-fitness-per-tutti

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about FitActive