Itrim Sverige AB

What Itrim Sverige AB does

Itrim Sverige AB is a privately held Swedish health and wellness company founded in 2003, operating an integrated weight-loss, fitness, and behavioral-coaching platform through a tri-channel footprint of seven wholly-owned centers, eight franchise centers, and three licensed partner locations in Sweden — 18 sites in total, concentrated in Stockholm with additional cities including Gothenburg, Uppsala and Västerås. Its core offering is the 12-month Change program, which combines low-calorie meal replacements, EGYM-based circuit training, small-group personal training, and one-on-one health coaching, and is differentiated by the ViktminskningsGaranti — a money-back guarantee contingent on losing at least 7kg or reaching normal BMI. The product portfolio extends to Change Medical (medication-assisted weight loss), a 12 Weeks Challenge, the Stark Kvinna menopause concept, Itrim Balance (stress and recovery), senior training, and a Löparskolan running program, with an e-commerce web shop for meal replacement products.

Revenue is generated through recurring membership subscriptions (12-month commitments on an Active base layer around 595 SEK start fee), product sales via shop.itrim.se, supplementary PT and coaching services, and franchise/license fees from the eight franchise and three licensee operators who run the Itrim concept under their own P&L. Customers are individual B2C subscribers — adults seeking weight loss, women in menopause, seniors, stress-affected individuals, and a smaller corporate/Friskvård segment — acquired through inbound digital marketing, member referrals, and a booking-meeting conversion step.

The technology layer is light on proprietary software but operationally meaningful: EGYM smart circuit training equipment with adaptive resistance and on-screen feedback, a longitudinal proprietary health database from over 200,000 member journeys (linked ethically to Swedish national quality registers via a Karolinska Institutet collaboration), Parakey mobile access for unstaffed center entry, and standard Adobe/Google analytics. Scientific credibility is reinforced by an Expert Advisory Board including professors from Karolinska Institutet and Uppsala University, with research published in peer-reviewed journals including the International Journal of Obesity and the American Journal of Clinical Nutrition.

Name

Itrim Sverige AB

Legal name

Itrim Sverige AB

Website

https://itrim.se

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

101–250 employees

Short description

Itrim Sverige AB is a Swedish health and wellness company operating an integrated 12-month weight-loss, fitness, and coaching platform across 18 owned, franchised, and licensed centers, serving individual consumers seeking sustainable weight management.

Ownership category

akta.pro rank

Product category

Weight Management & Fitness Services

NAICS

Diet and Weight Reducing Centers (812191)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Weight Loss Coaching (Non-Clinical) (HSADAFAB)

akta.pro secondary industries

Weight Loss & Body Transformation Training (HSADAAAC), Corporate/Workplace Nutrition & Weight Management Programs (HSADAFAO), Weight Management & Behavior Change Education (EDAAAHAF)

Keywords

• Weight loss programs
• Fitness centers
• Personal training
• Meal replacements
• Wellness coaching

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices13 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Recurring monthly/annual membership fees providing access to gym facilities, group training, personal training sessions, coaching, and health analysis. Memberships include 12-month commitment periods with the Active base membership tier.
2. Meal Replacement Products: Sale of nutritional supplements including shakes, smoothies, soups, meal bars, and hot meals through the Itrim web shop and physical centers.
3. Additional Services: Additional paid services including extra coaching sessions, supplementary PT sessions beyond the membership allocation, and specialized programs.
4. Franchise and Licensing Fees: Revenue from franchise operations including 8 franchise centers and 3 licensed locations that pay royalties and fees to use the Itrim concept.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Itrim Sverige AB operates a chain of fitness and weight-loss centers across Sweden that deliver structured 12-month weight-management programs (anchored by "Change for Life") combining meal-replacement nutrition, EGYM smart circuit training, personal coaching, and behavioural follow-ups. The core product bundle is sold on 12-month subscription memberships (with a 595 SEK start fee and money-back weight-loss guarantee) and supplemented by proprietary meal-replacement products, personal training, and specialised programs such as Change Medical, Stark Kvinna, Itrim Balance, and senior training.

Product overview

Itrim Sverige AB is a Swedish health and wellness company offering an integrated fitness and weight management platform. The core offering centers on the Itrim Change weight loss program (12-month commitment with money-back guarantee) complemented by specialized sub-programs including Change Medical (with medication) and 12 Weeks Challenge. The service portfolio spans personal training (individual, duo, and small groups up to 8 people), EGYM smart circuit training, specialized offerings for seniors and menopausal women (Stark Kvinna), and coaching for stress management. The company also provides nutritional meal replacements (shakes, soups, hot meals, bars) as tools for rapid weight loss, plus digital/remote services for members unable to visit physical centers. All programs are backed by a scientific expert panel and a proprietary health database. The architecture follows a modular approach where base Active membership provides EGYM access and health coaching, with add-on programs for intensive weight loss, personal training, and specialized health conditions.

Differentiator

Problem solved

Functional benefit

Brands

• Stark Kvinna: A concept focused on menopause health for women who want to alleviate menopause symptoms through proper diet and exercise.
• Itrim Balance
• Change

Products and services

• Itrim Change (Change for Life) Core 12-month weight-loss program for adults combining personalised diet plans, Itrim meal replacements, health coaching, EGYM circuit training and regular follow-ups; guarantees at least 7 kg of weight loss or money back for qualifying members.
• Change Medical Medication-assisted weight-loss program for qualifying members, combining weight-loss medicine with Itrim's diet, exercise and coaching methodology for weight loss and stabilisation.
• 12 Weeks Challenge 12-week intensive weight-loss and fitness challenge designed to deliver rapid results and establish sustainable habits, using the Itrim training and nutrition approach.
• Itrim Active (Base Membership) Base subscription membership providing a personalised training plan, EGYM circuit-training access, health coach support and center access (valued at 595 SEK/month); the foundation offering under which all other programs are sold.
• EGYM Circuit Training Standalone smart circuit-training service using EGYM equipment with real-time visual feedback (yellow balls on screen) and adaptive resistance, suitable for all fitness levels and sold to members and walk-ins at Itrim centers.
• Personal Training (Individual/Duo and PT Small Group) One-on-one, duo, or small-group (max 8 participants) personal training sessions with individualised plans and follow-ups, focused on strength, core or conditioning and adaptable to each participant.
• Itrim Stark Kvinna Sub-brand program targeting women in menopause, combining targeted strength training, hormonal-balance nutrition and coaching to alleviate menopause symptoms and support long-term health.
• Coaching & Stresshantering (Health Coaching & Stress Management) Standalone health coaching service including stress testing, stress management courses and recovery tools, combining coaching conversations with practical techniques for stress reduction.
• Itrim Balance

Quantifiable outcome

• Weight loss of 1-2 kg/week for women, 2-3 kg/week for men
• +4 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Four partnerships are on record, tiered major, minor and core.

• Jill Kinney and Brent KnudsenmajorStrategic or Co-development Partner · 1 January 2011Partnership to establish Itrim US LLC for the American market. First international location opened in Lafayette, San Francisco Bay Area in July 2012. This venture later evolved into Monj Health.
• Joanna Järf / Forever EskilstunaminorChannel Partner/ Reseller/ Distributor · 1 January 2010First licensed Itrim program location in Sweden at Forever health club in Eskilstuna, establishing the licensing model for smaller Swedish cities.
• Karolinska InstitutetcoreStrategic or Co-development Partner · 1 January 2010Research collaboration involving ethical approval to link Itrim's health database with national quality registers at Socialstyrelsen. Enables research on how weight loss affects health outcomes including disease reduction, sick leave, and medication use.
• Uppsala UniversitycoreStrategic or Co-development PartnerOngoing research partnership with Professor Johan Sundström from Uppsala University. Professor serves on Itrim's Expert Advisory Board. Research focuses on cardiovascular health and weight management.

Scale indicators5 records

Recent moves11 records

Expansion highlights6 records

Direct peers

• Noom: Digital weight-loss coaching platform using behavior change psychology and coaching, paralleling Itrim's coaching + content approach. Comparable target customer (adults seeking sustainable weight loss) and recurring subscription model.
• SATS Group: Leading Nordic fitness chain offering memberships, personal training and group classes in a multi-center model similar to Itrim's gym footprint. Direct competitor in Swedish/Nordic gym memberships.
• Cambridge Weight Plan: VLCD-based weight-loss program using meal replacements with one-to-one consultant coaching. Closely comparable to Itrim's Change program in method, product, and coaching structure.
• Herbalife Nutrition: Global meal-replacement and nutrition supplement company with structured weight-management programs and coaching. Comparable on the meal-replacement product line and program-based weight management Itrim sells.
• Jenny Craig: Structured weight-loss program combining meal replacements with coaching, mirroring Itrim Change's bundled diet + coaching model. Direct peer in non-clinical weight-loss coaching.
• WW International (Weight Watchers): Global weight-loss coaching and behavior-change subscription brand operating structured programs similar to Itrim Change. Directly comparable on coaching-led weight management with recurring subscription model.
• Nordic Wellness: Swedish membership fitness chain with extensive center network across Sweden. Directly competes with Itrim for the same Swedish gym member base.

Broad incumbents

• Life Time Fitness: Large US health club and wellness operator offering memberships, personal training and integrated wellness programming. Comparable as a broad incumbent in membership fitness/wellness, though geographically North American.

Regional players

• Fitness24Seven: Nordic low-cost 24/7 gym chain with Swedish presence. Comparable on budget-friendly Nordic gym membership model, though lacking Itrim's coaching and weight-loss specialization.
• Friskis & Svettis: Swedish non-profit fitness organization with broad gym and group-class membership offerings across Sweden. Comparable Swedish fitness member base though more general-purpose than Itrim's weight-loss focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/ItrimSverige
• Facebookfacebook.com/ItrimSverige
• LinkedInlinkedin.com/company/itrim
• Instagraminstagram.com/itrim_sverige

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

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 Itrim Sverige AB