What Umeå Performance Center does

Umeå Performance Center (UPC) is a privately held multi-sport training facility founded in 2017 in Umeå, Sweden, operating an 8,500 square meter venue following the UPC 2.0 expansion completed in January 2020. The company serves three primary customer segments: individual members on subscription-based GULD-kort (499 SEK/month) and Tvillingkort Guld (250 SEK/month) plans, corporate and municipal employees accessing UPC through Sweden's friskvårdsbidrag wellness benefit (notably via an agreement with Umeå Kommun covering ~10,000 employees and integrations with Benify and Actiway benefit portals), and elite sports teams including IBK Dalen, IF Björklöven, and Team ThorenGruppen. The product mix spans traditional strength and conditioning, a dedicated Floorball Center (opened December 2019), a Padel Center (opened November 2020), a Sport Science Lab equipped with Biodex isokinetic dynamometers, Trackman IO golf simulators, massage services delivered by three therapists, group training programs, and senior training offerings.

The business is operated under owner/CEO Johan Åsberg with a headcount in the 11-50 range. UPC holds a Diplomerat gym anti-doping certification, which is a prerequisite for serving elite athletes, and is affiliated with HYROX as an authorized event venue. Distribution is anchored in corporate and municipal wellness channels that automate payroll-deducted sign-ups, while elite team contracts provide B2B revenue and brand credibility. Pricing across the portfolio (membership tiers, 150 SEK day passes, 1,295 SEK summer cards, 350-800 SEK massage sessions, group training punch cards at 1,500-2,500 SEK) supports a tiered revenue model combining recurring subscriptions, transactional services, and contracted team and corporate engagements.

Name

Umeå Performance Center

Legal name

Umeå Performance Center AB

Website

https://umeaperformance.se

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Umeå Performance Center is a privately held 8,500 sqm multi-sport training facility in Umeå, Sweden, serving individual members, municipal and corporate employees via friskvårdsbidrag, and elite sports teams with gym, padel, floorball, golf, massage, and sport science services.

Ownership category

akta.pro rank

Product category

Health & Fitness Center Services

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (61162), Sports and Recreation Instruction (611620)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Strength, Conditioning & Speed/Agility Training Facilities (MPAKAJAD)

akta.pro secondary industries

Strength & Conditioning / Athletic Performance Training (HSADAEAB), Strength & Conditioning Bootcamps (HSADABAB)

Keywords

• Fitness center services
• Sports science testing
• Group fitness training
• Corporate wellness programs
• Combat sports training

Headquarters

HQ city

Umeå

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Gym Membership Subscriptions: Recurring monthly membership fees (Guld-kort at 499 kr/month with 249 kr annual fee and 1 month notice period; Tvillingkort Guld at 250 kr/month). Members get 24/7 access to all facilities including cardio, strength, functional, combat sports areas.
2. Day Passes: Single-visit passes for non-members at 150 kr per person. Can be purchased at the gate with Swish payment or at the reception.
3. Corporate Wellness Agreements: B2B agreements with companies where employees pay via monthly payroll deduction (250 kr/month for Guld-kort). Includes family member discount cards.
4. Municipal Health Benefit Agreement: Agreement with Umeå Kommun allowing ~10,000 municipal employees to use friskvårdsbidrag at reduced prices.
5. Massage Services: Sports massage offered by three certified therapists (Matilda, Moa, Therese). 25-minute sessions at 350-400 kr, 50-minute sessions at 700-800 kr. 10% discount for members.
6. Summer Card: Seasonal membership (June 1 to August 31) at 1295 kr for full 24/7 access.
7. Group Training Sessions: Free group classes for members including HYROX, All-Out, Wellness, UPC-X, Cardio Performance, and Core. Non-members can purchase day passes (150 kr) or multi-visit cards (10-kort 1500 kr, 20-kort 2500 kr).

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels9 records

Core offering

UPC operates an 8,500 kvm multi-sport training facility offering strength, cardio, functional/HYROX, combat sports, floorball, padel, and Trackman IO golf simulator training under one roof. The center sells 24/7 gym memberships, group classes (HYROX, All-Out, Wellness, UPC-X, Cardio Performance, Core), corporate and municipal wellness agreements, sports massage, senior training, and a Sport Science Lab delivering Biodex isokinetic, balance, and VO2 max testing for elite athletes and the general public.

Product overview

Umeå Performance Center (UPC) is a multi-sport fitness facility offering integrated training solutions across strength, cardio, functional/HYROX, combat sports, floorball, and padel. The core offering consists of 8,500 sqm of training space including a fully equipped gym with ELEIKO and Nordic Gym equipment, extensive cardio facilities with 16+ units of each major machine type, a 600 sqm functional training rig, 315 sqm combat sports area, 3 golf simulators with Trackman IO, a 500 sqm floorball center, and padel courts. The center operates 24/7 for members and supplements its core facilities with group training classes (HYROX, All-Out, Wellness, UPC-X, Cardio Performance, Core), professional massage services, senior training programs, and an advanced Sport Science Lab offering isokinetic strength testing (Biodex), balance assessment, and speed analysis. Membership tiers range from day passes (150 kr) to premium GULD cards (499 kr/month) and corporate agreements with Umeå Municipality. All services interconnect through the GymControl booking system, with specialized integrations for employee benefits (Benify, Actiway), golf booking (Matchi), and massage scheduling (BokaDirekt).

Differentiator

Problem solved

Functional benefit

Products and services

• UPC Strength Training Facility Complete strength training facility featuring plate-loaded and weight-stack machines, dumbbells, 8 half racks with Olympic bars and trap bars, lifting platforms, bumper plates, and 5 adjustable bench press stations. Available to all members with 24/7 access and used by elite club athletes for structured programs.
• UPC Cardio Department Extensive cardio zone with 10 treadmills, 18 RowErg rowing machines, 18 SkiErgs, 2 stair machines, 6 additional cardio machine variants, 16 Wattbikes, Octane AirdyneX bikes, Octane Max Trainers, and kayak ergometers. Designed for endurance, HIIT, and cross-training users.
• UPC Functional / HYROX Training 600 kvm functional training area with artificial turf running lanes, plyometric boxes, resistance sleds, rigs, monkey bars, battle ropes, bungee ropes, medicine balls, and a Speed Pulley cable system. UPC is an official HYROX Affiliated Gym offering scheduled HYROX group sessions.
• UPC Combat Sports 315 kvm area dedicated to combat sports, mobility, and stretching, equipped with mats, bags, dolls, mitts, gloves, kettlebells, barbells, and pilates balls. Open to members and used for martial arts training.
• UPC Golf Simulators 3 indoor golf simulators equipped with Trackman IO technology, operated as a separate booking via the Matchi platform. Available to members and the general public.
• UPC Floorball Center 500 kvm indoor floorball facility with two small 3v3 courts designed for small-sided games and individual player development. Open 7 days a week with on-site equipment provided.
• UPC Padel Center Indoor padel tennis facility developed as part of the UPC 2.0 expansion, billed as Umeå's largest padel hall. Operated as an adjacent subsidiary of Umeå Performance Center.
• UPC Group Fitness Classes Scheduled group fitness classes including HYROX (Tue & Thu 17:15-18:15), All-Out (45 min), Wellness (45 min), UPC-X (varied intensity), Cardio Performance (30 min), and Core (25 min). Free for members; non-members can purchase day passes (150 kr) or multi-visit cards (10-kort 1500 kr, 20-kort 2500 kr).
• UPC Massage Services Professional sports massage services by certified therapists Matilda, Moa, and Therese, providing Swedish classical massage, sports massage, and trigger point treatment in 25-minute (350-400 kr) or 50-minute (700-800 kr) sessions, with 10% member discount.
• UPC Senior Training (Seniorträning) Specialized training program for seniors featuring initial health tests, instructor-led sessions twice weekly, and outdoor activities at Broparken, designed for safe, guided strength and mobility work.
• Sport Science Lab Testing Advanced testing facility delivering isokinetic strength testing (Biodex System 4 Pro), balance and concussion assessment (Biodex Balance SD), speed and agility analysis (1080 Sprint), VO2 max cardiopulmonary testing, and annual isokinetic leg tests for club athletes.
• Corporate and Municipal Wellness Agreements B2B/B2G wellness agreements with companies and Umeå Kommun providing employees with GULD-kort membership at 250 kr/month via monthly payroll deduction, including family member discount cards, distributed through Benify and Actiway benefit portals.

Quantifiable outcome

• 500+ athletes have completed Biodex leg strength tests
• +2 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered strategic, core and minor.

• Sports Medicine UmeåstrategicStrategic or Co-development Partner · 29 May 2019Partnership to better assist sports clubs with prehab and rehabilitation training, joint educational programs, and advisory meetings for athletes, clubs, and patients.
• Umeå KommuncoreStrategic or Co-development Partner · 4 December 2018Friskvårdsavtal (health benefit agreement) with Umeå Municipality allowing approximately 10,000 municipal employees to train at UPC at reduced rates via monthly payroll deduction (250 kr/month for Guld-kort).
• BenifyminorChannel Partner/ Reseller/ Distributor · 11 September 2018Employee benefit portal integration allowing Benify users to order gym memberships directly through the Benify platform.
• ActiwayminorChannel Partner/ Reseller/ Distributor · 11 September 2018Employee benefit portal integration where Actiway users can have partial membership costs charged through the benefit portal.
• IF BjörklövencoreStrategic or Co-development Partner · 29 April 20183-year agreement extension covering both representative teams and youth teams (U16, J18, J20). Björklöven's hockey players train at UPC for pre-season and ongoing training.
• Team ThorenGruppen SKcoreStrategic or Co-development Partner · 29 April 2018Large joint agreement covering Team ThorenGruppen SK, Team ThorenGruppen FF, and Umeå City IBK for elite sports operations. Contracted players in 5 representative teams get full facility access plus annual isokinetic leg strength tests.
• IBK DalencoreStrategic or Co-development Partner · 9 April 20183-year agreement starting April 9, 2018 where UPC took over responsibility for all physical training of players in men's and women's elite floorball teams. Includes comprehensive fitness testing in Sport Science Lab and individualized training programs.

Scale indicators10 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Fitness24Seven: 24/7 budget gym chain dominant in Scandinavia; UPC matches the 24/7 access model and competes directly on convenience, though UPC targets a premium tier with greater equipment breadth.
• STC (Stockholms Tennishall / Gym & Träning): Multi-discipline Swedish sports club operator combining gym, group classes, padel, and other sports; closest peer in business model given UPC's similar mix of gym plus padel plus floorball plus golf under one roof.
• Friskis & Svettis: Swedish non-profit fitness organization with broad membership pricing and group-class focus; comparable to UPC's value-priced membership tiers and friskvårdsavtal participation, though UPC offers substantially more equipment and sport-specific facilities.
• Actic: Swedish gym chain operating mid-market fitness clubs often co-located with municipal/friskvård partnerships; similar operating model to UPC with municipal wellness integration, though UPC adds elite sports and multi-sport facilities.
• Nordic Wellness: One of Sweden's largest gym chains with hundreds of clubs and aggressive value positioning; UPC competes on the same friskvårdsavtal battlefield while competing on facility breadth (8,500 sqm) and elite sports partnerships.

Others

• ELEIKO: Premium Swedish strength equipment manufacturer and UPC supplier; comparable as an adjacent Swedish sport-performance company, with ELEIKO providing Olympic bars, plates, and benches that anchor UPC's strength offering.
• HYROX: Global competitive fitness racing format with affiliated-gym network; UPC is a HYROX-affiliated gym and offers scheduled HYROX training sessions, so HYROX is both a partnership counterparty and a comparable emerging fitness category.

Broad incumbents

• World Class: Premium Swedish fitness chain offering high-end clubs, group classes, and personal training; UPC's premium ELEIKO-equipped strength area and Sport Science Lab position it adjacent to World Class on premium, with similar target customer.
• SATS Group: Largest fitness chain in the Nordics operating ~250+ clubs across Scandinavia with full friskvårdsavtal integration; UPC competes head-to-head with SATS Umeå for the same friskvård-funded member base while UPC differentiates on multi-sport and sports science.

Emerging players

• Padel Only: Sweden-focused padel facility operator with multiple clubs; comparable to UPC Padel Center as a regional padel venue, though UPC bundles padel with a full gym and sport-science offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/umeaperformance
• Facebookfacebook.com/umeaperformance
• Instagraminstagram.com/umeaperformance
• LinkedInlinkedin.com/company/umeaperformance

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 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 Umeå Performance Center