Janus Health Promotion

What Janus Health Promotion does

Janus Health Promotion (legal entity: Janus heilsuefling ehf., kt: 470316-1010) is a privately held Icelandic health promotion company headquartered in Hafnarfjörður, Capital Region, operating since its first municipal partnership in 2017 with roots in Dr. Janus Guðlaugsson's 2014 doctoral research on evidence-based training methods for elderly populations. The company delivers personalized strength, endurance, balance, and flexibility programs for individuals aged 60+, supported by comprehensive periodic health measurements, health education content, and the Heilsuapp mobile application (available on Google Play and App Store). The Heilsugagnagreinis (Health Data Analyzer), an electronic database launched in 2021, captures longitudinal participant outcomes and underpins externally validated efficacy metrics including 100% measurable progress across participants and a self-rated health improvement from 72 to 87 points over a two-year period.

Revenue is generated through three channels: (1) B2B2C municipal contracts with seven Icelandic sveitarfélög (Reykjanesbær, Hafnarfjarðarbær, Grindavíkurbær, Vestmannaeyjabær, Borgarbyggð, Fjarðabyggð, Garðabær, plus Akureyri) that subsidize participation for elderly residents; (2) direct-to-consumer monthly subscriptions on a website enrollment model at 6,900–27,900 ISK/month across remote and on-site tiers with 6 or 12-month commitments; and (3) co-funding from labor unions and pension funds. The company employs approximately 5–10 staff across multiple Icelandic locations including Akureyri, Vestmannaeyjar, Borgarnes, and Reyðarfjörður, with an annual client base of ~700 participants.

The company has received institutional recognition including a CHRODIS+ European Council best-project award (2018), a 2018 Rannís startup grant, OECD 2022 report inclusion projecting prevention of 464 chronic disease cases by 2050 if implemented nationally in Iceland, and a 2023 nomination for the Icelandic Public Health Awards. Planned expansions include Heilsuferðir (wellness travel) targeted for early 2026 and a Bætiefni (nutritional supplements) line. Leadership transitioned from Bára Sigurbjörg Ólafsdóttir to current CEO Ragnar Kormáksson (M.Sc. Business Finance), with the founder Janus Guðlaugsson retaining the Quality Manager role.

Name

Janus Health Promotion

Legal name

Janus heilsuefling

Website

https://janusheilsuefling.is

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Janus Health Promotion is an Icelandic health promotion company that delivers evidence-based strength, endurance, and mobility training programs for individuals aged 60+, sold through B2B2C municipal contracts across seven Icelandic municipalities and direct-to-consumer subscriptions, supported by a mobile app and longitudinal health outcomes database.

Ownership category

akta.pro rank

Product category

Senior Health Promotion Services

NAICS

Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412), Offices of Physical, Occupational and Speech Therapists, and Audiologists (62134)

SIC

Services-Health Services (8000)

akta.pro primary industry

Senior & Active Aging Personal Training (HSADAAAI)

akta.pro secondary industries

Senior/Low-Impact Group Fitness (HSADABAI), Chronic Condition Lifestyle Coaching (Non-Clinical) (HSADAGAH), Wellness Program Design & Accountability Coaching (HSADAGAC)

Keywords

• Elderly health promotion
• Senior fitness programs
• Evidence-based exercise
• Municipal health services
• Wellness subscriptions

Headquarters

HQ city

Hafnafirður

HQ country

Iceland

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Subscription - Remote Training: Monthly subscription for remote training programs (Fjarþjálfun) with prices ranging from 6,900 ISK to 14,900 ISK per month depending on commitment period and included services (with or without trainer support). Billed monthly with 6 or 12-month commitment periods.
2. Individual Subscription - On-site Training: Monthly subscription for on-site training programs (Staðþjálfun) at gym facilities with prices ranging from 19,900 ISK to 27,900 ISK per month. Includes access to gym facilities, trainer-led sessions 2x per week, endurance training 1x per week, and health measurements. Billed monthly with commitment periods.
3. Municipal Subsidy Programs: Municipalities (sveitarfélög) pay Janus Health Promotion to provide health promotion services for their elderly residents. Municipalities subsidize or fully fund participation for residents aged 60+, creating B2B revenue from government entities.
4. Labor Union/Pension Fund Co-funding: Some labor unions (stéttarfélög) and pension funds provide co-funding or subsidies for their members participating in Janus health programs, partially offsetting costs for individual subscribers.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Janus Health Promotion delivers evidence-based health promotion services for Icelandic individuals aged 60 and older through subscription-based programs combining strength training, endurance training, balance exercises, and health education. The company offers three program formats — remote training (Fjarþjálfun) and remote training plus (Fjarþjálfun+) delivered via a proprietary mobile health app, and in-person training (Staðþjálfun) at partner gym facilities — all supported by regular health measurements, longitudinal data tracking, and individualized coaching from university-educated trainers.

Product overview

Janus Health Promotion (Janus heilsuefling) operates as a unified health promotion service platform for individuals 60+ that combines personalized strength and endurance training with individual-centered training methods and health-related education. The core offering, Janus heilsuefling, provides three main program tiers: Fjarþjálfun (Remote Training) and Fjarþjálfun+ (Remote Training Plus) delivered via the proprietary Heilsuapp (Health App), and Staðþjálfun (In-Person Training) at physical gym facilities. Supporting the training programs are the Heilsugagnagreinis (Health Data Analyzer) database for tracking participant measurements over time, educational newsletters and health articles, closed Facebook community groups, and periodic comprehensive health measurements. Planned future offerings include Heilsuferðir (Health Trips) and Bætiefni (Supplements). The platform integrates directly with municipal governments (sveitarfélög) who subsidize participation for eligible residents.

Differentiator

Problem solved

Functional benefit

Brands

• Fjölþætt heilsuefling (Multifaceted Health Promotion): Evidence-based health promotion program for elderly citizens 60+ combining strength training, endurance training, mobility exercises, and health education

Products and services

• Janus heilsuefling (Multifaceted Health Promotion) The flagship evidence-based health promotion program combining strength training, endurance training, balance and flexibility exercises with personalized coaching and health-related education, designed for Icelandic individuals aged 60 and older with little or no prior exercise experience. The program is based on Dr. Janus Guðlaugsson's doctoral research and is delivered via remote app-based training, in-person gym sessions, or hybrid models.
• Fjarþjálfun (Remote Training) A subscription-based remote training program delivered via the Heilsuapp mobile application, providing scientifically designed exercise plans, electronic educational content from specialists, access to trainers via email, electronic health tips, and a closed Facebook community group. Available at multiple price tiers ranging from 6,900 ISK to 9,900 ISK per month depending on commitment period.
• Fjarþjálfun+ (Remote Training Plus) An enhanced remote training subscription that adds individualized exercise plans, monthly trainer-led strength training sessions, regular trainer communication monitoring participant progress, and comprehensive health measurements twice per year, beyond the standard remote training features. Available at 9,900 ISK to 14,900 ISK per month depending on commitment period.
• Staðþjálfun (In-Person Training) A subscription-based in-person training program delivered at partner gym and fitness facilities (e.g., World Class Skólastíg in Akureyri), including access to gym facilities, trainer-led strength training twice per week, endurance training once per week, regular walking and health-related events, comprehensive health measurements twice per period, and access to the Heilsuapp mobile application. Available at 19,900 ISK to 27,900 ISK per month depending on commitment period.
• Heilsuapp (Health App) A mobile health application providing exercise plans directly to participants' phones, continuous access to health measurements, user-friendly interface for communication with trainers, and progress tracking toward personal health goals. Available on Google Play and Apple App Store as a delivery channel for the Janus heilsuefling programs.
• Heilsugagnagreinis (Health Data Analyzer) An electronic database and analytics platform that tracks participant progress from exercises and health measurements over extended time periods, enabling longitudinal monitoring of outcomes and supporting the empirical evidence base cited by the OECD in their 2022 report.

Quantifiable outcome

• 100% of participants show measurable progress in key measurements including strength, walking ability, and quality of life
• +6 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and supporting.

• Fjarðabyggð MunicipalitycoreStrategic or Co-development Partner · 1 January 2024Fjarðabyggð municipality partnered with Janus Health Promotion for the Multifaceted Health Promotion program in Fjarðabyggð. New group of participants joined in August 2024. Kynningarfundur held August 12th at Safnaðarheimilið in Reyðarfirður.
• Garðabær MunicipalitycoreStrategic or Co-development Partner · 1 January 2024Garðabær municipality partners with Janus Health Promotion to offer health promotion programs to elderly residents. Kynningarfundur held September 2nd, 2025 at Jónshús, Strikið 6, 210 Garðabær.
• Keilir Healthcare AcademysupportingStrategic or Co-development Partner · 29 November 2023Janus Health Promotion signed a partnership agreement with Keilir Healthcare Academy (Keilir). Students in personal training (ÍAK) will assist with training participants and the training will be part of their practical training. Students follow trainers and observe training and measurements, while receiving introduction to services offered to participants such as health measurements and education. Bára Sigurbjörg Ólafsdóttir, CEO of Janus Health Promotion, signed for Janus, and Nanna Kristjana Traustadóttir, CEO of Keilir, signed for Keilir.
• MS (Multiple Sclerosis Society of Iceland)coreStrategic or Co-development Partner · 27 November 2023Janus Health Promotion and MS signed a partnership agreement to promote health for people aged 60 and older. MS has supported the project for several years with product sponsorships including Hleðsla and Næring+ products. Approximately 700 clients use Janus Health Promotion services annually, and MS support has helped improve health and quality of life for a large group of people. On average, 700 participants utilize Janus services each year.
• Borgarbyggð MunicipalitycoreStrategic or Co-development Partner · 16 October 2023Borgarbyggð signed a partnership agreement with Janus Health Promotion. Participants aged 60 and older residing in Borgarbyggð will be offered two-year targeted health promotion with goals of improving health-related prevention, enhancing mobility, improving capacity, health, and quality of life. Kynningarfundur held October 30th in Hjálmketill.
• Vestmannaeyjabær MunicipalitycoreStrategic or Co-development Partner · 1 January 2023Vestmannaeyjabær and Janus Health Promotion have signed an agreement for continued collaboration on the Multifaceted Health Promotion 65+ project. The project has been operating in Vestmannaeyjar for four years with good results. Goal is to improve quality of life for elderly and focus on health-related prevention.
• Akureyri MunicipalitycoreStrategic or Co-development Partner · 1 January 2023High-quality health promotion has been available in Akureyri since autumn 2023. Participants exercise at World Class Skólastíg on Mondays, Wednesdays, and Fridays at 07:00, 08:00, 09:00, and 10:00 under trainers Ásta Heiðrún Jónsdóttir and Ragna Baldvinsdóttir. Kynningarfundur held January 21st, 2025 at University of Akureyri.
• Grindavíkurbær MunicipalitycoreStrategic or Co-development Partner · 1 January 2020Janus Health Promotion has been in successful and enjoyable partnership with Grindavíkurbær since 2020. On March 8th, Mayor Fanney Jónasson and founder Janus Guðlaugsson signed an agreement for continued collaboration. Latest service survey shows 99.5% satisfaction rating from participants.
• Hafnarfjarðarbær MunicipalitycoreStrategic or Co-development Partner · 1 January 2018Hafnarfjarðarbær has partnered with Janus Health Promotion since 2018. Hafnfirðingar aged 65 and older are offered the opportunity to participate in targeted exercise with focus on endurance and strength training plus nutrition education and other health-related topics at reduced cost. Extended partnership agreement signed in 2024 for continued services for the next two years.
• Embætti Landlæknis (Office of the Chief Medical Officer of Iceland)supportingStrategic or Co-development Partner · 1 January 2018The Office of the Chief Medical Officer contacted Janus Health Promotion and sent the founders to the CHRODIS+ European Council conference where Janus won the best project award.
• Reykjanesbær MunicipalitycoreStrategic or Co-development Partner · 1 January 2017Reykjanesbær was the first municipality to partner with Janus Health Promotion in 2017, subsidizing the program for elderly residents. This partnership established the municipal model that has since expanded to seven municipalities across Iceland.

Scale indicators9 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Tivity Health (SilverSneakers): Operates SilverSneakers, the largest U.S. senior fitness network delivered through Medicare Advantage and other health-plan partnerships. Comparable to Janus in targeting adults 60+ with structured group exercise, outcome measurement, and a B2B-funded (insurer/municipal/government) channel that delivers subsidized access to participants.

Emerging players

• StrongerU Senior Fitness: Specializes in senior-focused strength training programs and certification for instructors serving older adults. Comparable to Janus in the niche of evidence-based strength training for the 60+ population, though focused on instructor certification rather than direct participant subscriptions.
• SilverFit: Provides interactive fitness and cognitive training technology for older adults in care and community settings across Europe. Comparable to Janus in serving seniors via community/care channels and combining physical training with measurable outcomes, but focused on hardware/software rather than coached programs.

Broad incumbents

• Nuffield Health: UK-based healthcare and fitness provider offering membership gyms, clinical services, and corporate wellness programs, including senior-focused offerings. Comparable to Janus in combining health-assessment-led programming with multi-site gym delivery, but at much broader scope.
• Les Mills International: Global group-fitness programming provider whose content is licensed to gyms worldwide, including senior-friendly formats. Comparable as a supplier of evidence-based group exercise content delivered through partner facilities, though its business model centers on content licensing rather than direct consumer/municipality subscriptions.

Regional players

• Heilsustofnun NLÍ (Reykjavíkur Health Resort): Icelandic residential health resort offering supervised lifestyle, exercise, and nutrition programs, historically attracting domestic and international clients including older adults. Comparable to Janus as an Iceland-based evidence-informed health-promotion provider, though operating as a residential facility rather than community/municipality subscription service.
• Fresh Senior Fitness (FRESCH): Germany-based senior fitness concept offering group training programs in partner gyms, often subsidized by municipalities or health insurers. Comparable to Janus in the B2B2C municipal/health-insurer model and elderly strength-training focus, but operating in Germany rather than Iceland.

Others

• World Class Iceland: Iceland's largest gym chain, whose Akureyri facility (World Class Skólastíg) hosts Janus's on-site training sessions. Comparable as a distribution partner and channel for Janus's in-person Staðþjálfun program, providing facility access that Janus would otherwise need to build itself.
• Everfit (Health App Platform): White-label mobile platform that powers Janus's Heilsuapp, enabling trainers to deliver exercise plans, track measurements, and communicate with clients. Comparable as the underlying technology enabler for Janus's remote-training subscription product.
• Rambøll Health & Welfare Consulting (Active Ageing practice): Nordic consultancy advising municipalities and public authorities on active-aging programs, often collaborating with or evaluating providers like Janus. Comparable as an adjacent ecosystem participant influencing how municipalities procure senior health-promotion services in the same Nordic public-sector context.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/janusheilsuefling
• LinkedInlinkedin.com/company/janus-health-promotion
• Instagraminstagram.com/janusheilsuefling

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Janus Health Promotion