FEEL24

What FEEL24 does

FEEL24 AS is a privately held Norwegian fitness center chain operating more than 100 owned gym locations nationwide, with deepest density in Northern Norway and active expansion into Trøndelag, Vestlandet, and Østlandet. The company is headquartered in Tromsø (Strandgata 5/7) and operates under legal entity Feel24 AS (Org.nr. 918 478 361) with a regional subsidiary, Feel24 Nordland AS, for Nordland-county operations.

The core product is a low-threshold gym membership providing 24/7 access across the entire network for NOK 449/month, supported by a proprietary mobile application (iOS and Android) that delivers digital door-access codes, class booking, and self-serve membership management. Around this core, FEEL24 has assembled a modular service portfolio including personal training, group fitness classes, healthcare services (physiotherapy, chiropractic, podiatry, nutritional counseling, osteopathy), golf simulators at select locations, squash courts at Feel24 Leknes, and the Feelgood accessible-fitness sub-brand. A corporate-membership line targets B2B wellness agreements with no commitment period, positioning the chain against sickness absence and productivity loss.

The revenue model is primarily subscription-recurring from individual members, with usage-based revenue from day passes, golf simulator rentals, and corporate event sponsorships, plus professional-services revenue from personal training and healthcare. Pricing features a 50% promotional discount for the first 3 months and a 12-month commitment option alongside the default ongoing membership with a 2-month notice period. Distribution is direct-to-consumer via the Feel24 website, the mobile app, and walk-in location signups; corporate sales are handled by a dedicated team. Marketing emphasizes accessibility, 24/7 access, and nationwide gym access under a single membership, supplemented by the Sommertur outdoor hiking program and TV-aksjonen charity partnerships.

Name

FEEL24

Legal name

Feel24 AS

Website

https://feel24.no

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

FEEL24 AS is a privately held Norwegian fitness chain operating 100+ owned gym locations across Norway, offering 24/7 access under a single membership starting at NOK 449/month, with personal training, group classes, healthcare services, and corporate wellness agreements.

Ownership category

akta.pro rank

Product category

Fitness Center Services

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

General Personal Training (In-Person & Virtual) (HSADAAAA)

akta.pro secondary industry

Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI)

Keywords

• Fitness center memberships
• Group fitness classes
• Personal training services
• Corporate wellness programs
• Health and wellness services

Headquarters

HQ city

Tromsø

HQ country

Norway

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Gym Membership Subscriptions: Recurring monthly membership fees providing 24/7 access to all Feel24 gyms nationwide. Members can choose between ongoing membership with 2-month notice period or 12-month commitment plans. Additional annual administration fee of 199 NOK applies.
2. Personal Training Services: Individual PT sessions and customized training programs offered by certified personal trainers at various locations. PTs operate independently with revenue share arrangements.
3. Golf Simulator Drop-in: Hourly rental of HD golf simulators at select locations. Drop-in bookings range from 199-399 NOK per 60 minutes.
4. Day Pass / Drop-in Memberships: Single-visit access to gyms available through prepaid drop-in packages.
5. Corporate Memberships: Business agreements providing company employees access to all gyms with no commitment period, aimed at reducing sickness absence and increasing productivity.
6. Healthcare Services: Physiotherapy, chiropractic, podiatry, nutritional counseling, and osteopathy services offered at various gym locations by licensed healthcare professionals.
7. Corporate Event Sponsorship: Corporate spinning marathon events where businesses pay 12,000 NOK per bike for team-building charity events supporting TV-aksjonen.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Feel24 operates 100+ company-owned gym locations across Norway, selling low-threshold 24/7 gym memberships (from NOK 449/month) that grant access to all locations nationwide through a digital door-code and mobile-app system. The chain supplements memberships with personal training, group classes, healthcare services (physiotherapy, chiropractic, nutritional counseling, podiatry, osteopathy), golf simulator rentals, and dedicated corporate wellness agreements.

Product overview

Feel24 operates as a multi-location fitness center chain offering a unified membership platform with modular add-on services. The core product is the gym membership providing 24/7 access to over 100 gyms across Norway. This core is supplemented by personal training, group classes, and health services (physiotherapy, chiropractic, nutritional counseling). Specialty offerings include the Feelgood accessible exercise concept, golf simulator facilities, and corporate membership packages. All services are managed through the Feel24 mobile app and supported by Avtalegiro payment integration.

Differentiator

Problem solved

Functional benefit

Brands

• Feelgood: A public health concept offering motorized exercise machines in an adult environment, focusing on accessibility for all fitness levels. Currently available at Feelgood Leknes.

Products and services

• Feel24 Gym Membership Recurring monthly membership providing 24/7 access to all Feel24 gym locations across Norway, with options for ongoing (2-month notice) or 12-month commitment plans and a NOK 199 annual administration fee. Available to individual consumers.
• Personal Training One-on-one coaching and customized workout plans delivered by certified personal trainers at Feel24 locations, with sessions billed through revenue-share arrangements.
• Group Classes Instructor-led group exercise sessions including strength, cardio, yoga, and dance classes scheduled at select Feel24 locations and bookable through the Feel24 mobile app.
• Health Services Physiotherapy, chiropractic, podiatry, nutritional counseling, and osteopathy delivered by licensed professionals at Feel24 locations, with both per-session and monthly subscription pricing.
• HD Golf Simulator Hourly rental of HD golf simulators with 280 virtual courses at select Feel24 locations, priced at NOK 199-399 per 60 minutes for drop-in bookings.
• Corporate Membership Business agreements providing company employees with access to all Feel24 gyms with no commitment period, marketed as a tool to reduce sickness absence and increase productivity.
• Feelgood Accessible Training Concept Accessible exercise concept featuring motorized training machines in an adult-friendly environment, targeting seniors and individuals with physical limitations who may feel intimidated by standard gyms.
• Squash Courts Bookable squash court facilities at select Feel24 locations (e.g., Feel24 Leknes) accessible via light-card system.
• Sommertur Outdoor Hiking Program Seasonal outdoor hiking program featuring 1,000+ trail destinations where members collect points and qualify for prize drawings through participation.

Segments4 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

Partnerships

One partnership is on record.

• Flyktninghjelpen (Norwegian Refugee Council)minorStrategic or Co-development Partner · 1 January 2026Feel24 partners with Norwegian Refugee Council for annual TV-aksjonen charity spinning marathon. The 2026 event supports Flyktninghjelpen's work for displaced people affected by war, conflict, and crises in Syria, Gaza, Afghanistan, Chad, Sudan, and DR Congo. Corporate participants pay 12,000 NOK per bike for the 12-hour spinning marathon, with proceeds going directly to the charity.

Scale indicators5 records

Recent moves22 records

Expansion highlights6 records

Broad incumbents

• Planet Fitness: Planet Fitness is the largest low-cost gym chain in the US with thousands of locations and a mass-market, "Judgement Free Zone" positioning. Conceptually comparable to Feel24's low-threshold targeting of non-traditional gym-goers at NOK 449/month.
• McFIT (John Reese / RSG Group): McFIT is a European low-cost gym pioneer operating under RSG Group. Closely comparable to Feel24's positioning as a mass-market, affordable, 24/7 gym chain with a digital-first membership experience.
• Basic-Fit: Basic-Fit is Europe's largest low-cost fitness chain with thousands of locations. Comparable to Feel24 on the low-cost, high-volume, multi-location 24/7 gym model and represents the dominant European template Feel24's model is derived from.
• SATS Group: SATS is the largest fitness chain in the Nordics, operating hundreds of clubs across Norway, Sweden, Denmark, and Finland. Directly comparable to Feel24 as a multi-location, membership-based gym operator with national presence, broad service portfolio (gym, PT, group classes), and digital membership platform.
• Elixia (member of Nordic Wellness): Nordic Wellness/Elixia is a major Nordic fitness chain with extensive club networks. Comparable to Feel24 in business model (membership, multi-location, group classes) but operates primarily in Sweden and competes with Feel24 only when Feel24 expands southward.

Regional players

• Actic Group: Actic is a Swedish-headquartered gym chain with Nordic presence. Comparable as a multi-location, subscription-based fitness operator with similar service portfolio (gym, PT, group classes), but primarily competes in Sweden rather than Norway.

Direct peers

• Fresh Fitness: Fresh Fitness is a Norwegian gym chain with a value-oriented, mass-market proposition. Competes with Feel24 for the same low-threshold, low-price consumer segment, with multiple locations across Norwegian cities.
• EVO Fitness: EVO is one of Norway's largest gym chains with a low-cost, high-accessibility positioning similar to Feel24. Operates 24/7 gyms across Norway with monthly subscriptions and a focus on mass-market fitness — a near head-to-head competitor in the same product category.
• 24Seven Fitness: 24Seven Fitness is a Norwegian 24/7 budget gym chain operating multiple locations nationwide. Directly comparable to Feel24 on the 24/7 access, low-monthly-fee, multi-location membership model.

Emerging players

• Barry's Bootcamp / F45 Training: F45 Training is a global franchise fitness concept combining group functional training with technology-driven workouts. Comparable to Feel24's group-class and functional-training offerings as a hybrid fitness model, though not a direct price-tier competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/feel24tromso
• Instagraminstagram.com/feel24tromso
• LinkedInlinkedin.com/company/feel24

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 FEEL24