Fresh Fitness AS

What Fresh Fitness AS does

Fresh Fitness AS is Norway's largest low-cost gym chain, founded in 2010 and operating 41-42 facilities nationwide with a reported membership base exceeding 80,000. The company is part of the SATS Group, Norway's leading fitness operator, and targets price-sensitive consumers seeking no-frills, accessible training facilities. Its operations are concentrated in the Norwegian market with no disclosed international presence.

The product offering is built around three subscription tiers: Basic (entry-level single-club access starting at 349 NOK/month), Flex (multi-club access at mid-tier pricing), and Smart (full-access plus digital/included services at the top tier). Supporting the membership model is a consumer-facing mobile app (Fresh Fitness Norge, launched 2023) and a redesigned Mine Sider self-service portal (2024), which together handle check-in, membership administration, payment, and class-related functionality. The technology stack is described as standard consumer software with no proprietary hardware or advanced AI/ML capabilities disclosed. Revenue is generated primarily through recurring monthly subscriptions, augmented by drop-in day passes and ancillary income from personal trainer booth rentals inside the facilities.

The business model is a high-volume, low-margin subscription operation: low monthly price points combined with automated, self-service digital infrastructure minimize variable cost per member, while the dense national footprint of 41+ locations drives convenience-led acquisition. Expansion is concentrated in the Oslo metropolitan area, with multiple new locations announced or opened across 2025-2026. The company also maintains a partnership with Antidoping Norge, supporting brand positioning around clean sport. Customer concentration is low given the B2C subscription model, with individual consumers representing the dominant revenue base.

Name

Fresh Fitness AS

Legal name

Fresh Fitness AS

Website

https://freshfitness.no

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

101–250 employees

Short description

Fresh Fitness AS operates Norway's largest low-cost gym chain, with 41-42 locations and 80,000+ members nationwide. The company offers tiered monthly subscriptions (Basic, Flex, Smart) supported by a mobile app and digital self-service portal, targeting price-sensitive individual consumers.

Ownership category

akta.pro rank

Product category

Budget Fitness Centers

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

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

Keywords

• Fitness center memberships
• Budget gym chain
• Group exercise classes
• Personal training services
• Gym access subscriptions

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Gym Membership Subscriptions: Fresh Fitness generates the majority of revenue from recurring monthly membership subscriptions. Three tiers are offered: Basic (access to one gym), Flex (access to all 40+ gyms + one free guest per month), and Smart (all gyms + bring-a-friend up to 30 times/month + one free freeze period per year). All tiers are available with or without a 12-month binding period, with binding providing a ~100 NOK/month discount. Memberships are auto-renewing rolling contracts with a 1-month notice period for cancellation.
2. Drop-in Day Passes: One-time entry passes sold for 150 NOK per day, allowing unlimited gym access on the day of purchase. Available for purchase online; used to attract trial users who may convert to full memberships.
3. Personal Training (PT) Sessions: Fresh Fitness hosts independent self-employed personal trainers (selvstendig næringsdrivende) who sell PT sessions directly to members. PT sessions are priced by PT level (1–5), with 10–20 session packages typical. Fresh Fitness charges a low booth rental and provides marketing on the gym floor and digitally, taking a share of PT revenues.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Fresh Fitness AS operates Norway's largest budget gym chain with 41+ locations, selling recurring monthly gym memberships in three tiers (Fresh Basic, Fresh Flex, Fresh Smart) that grant access to gym facilities, free weights, cardio equipment, locker rooms, and digital tools. Additional services include 150 NOK drop-in day passes, group fitness classes (HYROX, indoor running, general training) and personal training delivered by independent self-employed trainers within the gym facilities.

Product overview

Fresh Fitness AS is Norway's largest budget gym chain, operating 42 gym facilities across the country under a unified brand. The core offering is a portfolio of three membership tiers (Fresh Basic, Fresh Flex, Fresh Smart) providing access to gym facilities, group training classes, and personal training services. The company also offers drop-in day passes and corporate membership plans. The service is delivered through physical gym centers equipped with strength and cardio equipment, supported by a digital platform comprising the Fresh Fitness Norge mobile app (iOS/Android), the Mine Sider web portal, and group class booking functionality (Trondheim centers). Personal training is delivered by independent PTs across five certification levels. The membership tiers build on each other — Basic is single-center access, Flex adds all-center access plus one guest pass per month, and Smart is the premium tier adding up to 30 guest visits per month plus one free annual freeze period. The company positions itself as a low-cost, high-quality alternative to premium gym chains, with all-day access from 05:00–24:00, no long-term lock-in required (though discounted binding periods are available), and a digital-first member experience.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 41+ gyms and 80,000+ members, established 2010 — claimed as Norway's largest budget gym chain.
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• SATS Group (SATS Norge AS)coreStrategic or Co-development PartnerFresh Fitness operates as part of the SATS Group, sharing administrative and analytical/statistical functions with affiliated companies in Norway, Sweden, Denmark, and Finland. Fresh Fitness AS and SATS Norge AS act as joint data controllers for GDPR purposes. Fresh Fitness references the SATS Group's sustainability and human rights reports under the Norwegian Transparency Act (Åpenhetsloven).
• LowellminorOthersLowell is referenced as Fresh Fitness's external debt collection agency for handling overdue membership payments. Members who receive debt collection demands from Lowell must use the payment details on Lowell's invoice.
• Antidoping Norge (Norwegian Anti-Doping Agency)coreStrategic or Co-development PartnerFresh Fitness maintains a zero-tolerance doping policy and partners with Antidoping Norge for random doping testing at their gyms. All staff receive training on doping consequences. Anti-doping informational materials are posted at all gym locations. The partnership includes the option for members or staff to report suspected doping via Antidoping Norge's hotline (800 50 200).

Scale indicators5 records

Recent moves11 records

Expansion highlights4 records

Direct peers

• EVO Fitness: Norwegian low-cost gym chain competing head-to-head with Fresh Fitness on price, opening hours, and self-serve access. Closest direct competitor in the Norwegian budget segment with similar tiered subscription model.
• Smartfit: Latin America's largest fitness chain with 1,000+ low-cost gyms across Brazil, Mexico, and surrounding markets. Comparable subscription-first, low-frills model and aggressive unit expansion playbook.
• 3T (Treningssenter): Norwegian mid-market gym chain with multiple locations, group classes, and PT services. Competes for the same consumer segment as Fresh Fitness but with broader amenity offering and slightly higher price points.
• Basic-Fit: Europe's largest low-cost fitness chain operating ~1,300+ clubs across Europe. Highly comparable subscription tiers, low-price positioning, long opening hours, and self-serve member model — the European template Fresh Fitness follows.
• Planet Fitness: US-listed global leader in the value gym segment with 2,700+ locations. Comparable on aggressive unit economics, no-frills value positioning, tiered memberships, and app-driven member experience, though operating in a different geography.
• The Gym Group: UK-listed low-cost gym operator with 240+ sites. Directly comparable on no-frills positioning, multi-tier memberships, long opening hours, and app-based access — a public-market reference point for the Fresh Fitness business model.
• Actic Group: Swedish-Nordic gym operator (now part of SATS Group) operating community-based fitness centers across Sweden, Norway, and Germany. Directly comparable multi-center subscription model and group fitness focus, now a sister-brand within the same parent group.

Broad incumbents

• SATS Norge: Norwegian flagship brand of Fresh Fitness's parent SATS Group. Directly comparable premium-mass fitness operator with overlapping Norwegian footprint, broader amenity mix, and shared back-office infrastructure with Fresh Fitness.
• World Class Norge: Premium Norwegian fitness chain offering full-amenity clubs (pool, spa, group classes, PT). Comparable on multi-center footprint and tiered memberships, but positioned at the premium end versus Fresh Fitness's no-frills value model.

Emerging players

• Urban Sports Club: European corporate fitness aggregator offering multi-gym subscription passes (including Norway). Comparable on the multi-location access product and corporate/B2B channel that Fresh Fitness also serves via bedriftsavtale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/freshfitnessnorge
• TikToktiktok.com/@freshfitnessnorge
• LinkedInlinkedin.com/company/fresh-fitness-as

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Fresh Fitness AS