What Puls & Träning does

STC (Scandinavian Training Center), also operating as STC Gym and referenced in the input as Puls & Träning, is a privately held Swedish fitness chain operating over 270 gym locations across Sweden. The company's core product is a subscription-based gym membership that grants access to the nationwide network of facilities, allowing members to train near home, work, or while traveling. This is supplemented by add-on services including personal training (Personlig Träning), online training (Onlineträning), and corporate wellness programs (Företag), as well as a health benefits bundle (Friskvård) and a content platform branded as STC Magazine.

The company operates as a direct-to-consumer business, acquiring members through its website (stc.se), mobile apps on iOS and Android (STC Training Club), and seasonal campaigns. Revenue is generated primarily through recurring membership subscriptions, with corporate wellness contracts as a secondary B2B channel. There is no mention of franchise or reseller models; all 270+ locations appear to be owned and operated. The technology stack is not explicitly detailed in the source material, but the platform includes a consumer website, native mobile apps, and an online training portal.

STC is actively expanding through both organic growth and acquisitions. Recent strategic moves include the acquisition of Top Fitness Center in Billdal (Gothenburg region, July 2026), the opening of a 2,000 square meter gym at Odenplan in Stockholm (2026), the conversion of the former Park cinema on Sturegatan into STC Sturegatan Park (2025), and a partnership with TCS Lidingöloppet, the world's largest cross-country race. The company's expansion appears concentrated in Sweden's largest urban markets, with particular focus on the Stockholm metropolitan area.

Name

Puls & Träning

Legal name

STC (Scandinavian Training Center)

Website

https://pulsochtraning.se

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

STC (Scandinavian Training Center) is a privately held Swedish fitness chain operating over 270 gym locations across Sweden, offering subscription-based memberships, personal training, online training, and corporate wellness programs to individual consumers and businesses.

Ownership category

akta.pro rank

Product category

Fitness Centers

NAICS

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

• Gym memberships
• Fitness centers
• Personal training
• Corporate wellness
• Online fitness training

Headquarters

HQ city

Enskede

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Gym Memberships: STC generates revenue primarily through recurring gym membership subscriptions. Members pay for access to over 270 gym locations across Sweden. The membership model is subscription-based with options for individual memberships and corporate wellness solutions (Företag). Additional revenue streams include personal training services and online training offerings.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

STC operates a network of more than 270 gym locations across Sweden, selling subscription-based gym memberships that grant access to its nationwide facilities. The core service is complemented by personal training, group fitness classes, online training, and corporate wellness programs (Företag) for employer-sponsored employee fitness benefits.

Product overview

STC (Scandinavian Training Center) operates a unified gym membership platform with over 270 gym locations across Sweden. The core offering is the STC Gym membership, which provides access to all gym facilities. This is supplemented by personal training services (Personlig Träning), online training (Onlineträning), and corporate wellness programs (Företag). Additional services include health benefits (Friskvård) and the STC Magazine content platform. The ecosystem also includes mobile apps available on iOS and Android, allowing members to manage their training and access gym locations on the go.

Differentiator

Problem solved

Functional benefit

Brands

• STC Magazine: Company magazine featuring inspiration, news, and training content including press releases about STC activities.

Products and services

• STC Gym Membership Subscription-based membership granting access to STC's network of more than 270 gym facilities across Sweden, with options for individual members and corporate clients. Members can train near home, work, or while traveling.
• Personlig Träning (Personal Training) One-on-one coaching with STC personal trainers who design sustainable training programs tailored to individual needs and long-term fitness goals.
• Onlineträning (Online Training) Digital training platform that lets members access workouts and fitness guidance remotely, complementing in-gym training through the STC Training Club mobile app and online channels.
• Företag (Corporate Wellness) Corporate wellness solution helping Swedish employers build sustainable fitness programs that get more employees physically active both during and outside of work hours, leveraging STC's nationwide gym network.
• Friskvård (Health Benefits) Health and wellness benefit integrated with STC membership, providing members with additional health-related services and support tied to their gym access.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• TCS LidingöloppetcoreStrategic or Co-development PartnerSTC has become a partner to TCS Lidingöloppet, the world's largest cross-country race (terränglopp). As the new partner, STC will contribute to creating energy both before and during the race weekend, supporting one of Sweden's largest sporting events.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• SATS: Publicly listed Nordic fitness chain operating several hundred clubs across Sweden, Norway, and Finland. Competes head-to-head with STC in Sweden with a similar premium-mid market positioning and group class offerings.
• Actic: Swedish gym operator with a nationwide network of medium-sized clubs. Closely comparable to STC on Swedish-only geographic focus and broad membership-based fitness offering.
• Fitness24Seven: Swedish-headquartered 24/7 low-cost gym chain with 200+ clubs across Scandinavia. Closely comparable to STC on price point, self-service model, and geographic footprint in Sweden.
• Friskis&Svettis: Non-profit Swedish fitness organization with hundreds of locations nationwide. Competes with STC on the same Swedish consumer base, particularly around group classes and accessible fitness, though structured as a cooperative rather than a commercial chain.
• Nordic Wellness: Sweden's largest low-cost gym chain with 300+ locations. Directly competes with STC on price, national Swedish footprint, and a similar broad-appeal membership model targeting the same everyday consumer.

Broad incumbents

• PureGym: UK-headquartered low-cost gym chain with 600+ locations across Europe. Comparable to STC on subscription model, no-frills positioning, and aggressive expansion playbook, though operating in different geographies.
• The Gym Group: UK publicly listed low-cost gym operator with 200+ sites. Comparable to STC on price-led subscription model and broad consumer targeting, though operating only in the UK.
• RSG Group (McFIT): European fitness conglomerate operating McFIT and other gym brands across multiple countries. Comparable to STC as a multi-brand fitness operator pursuing scale through physical club networks and ancillary services.
• Basic-Fit: Europe's largest low-cost gym operator with 1,300+ clubs across Europe. Comparable to STC on the low-cost subscription model and operational scale, though not present in Sweden.

Others

• Barry's: Global boutique fitness brand offering premium group workout classes. Adjacent to STC in the broader fitness services category but differentiated through premium positioning, smaller footprint, and instructor-led boutique experience rather than mass-market subscriptions.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• Xx.com/ptkista
• Facebookfacebook.com/stc.sverige
• LinkedInlinkedin.com/company/scandinavian-training-center

Revenue estimate

Valuation estimate

Number of profiles

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 Puls & Träning