Knaap - Sundhedsfremme og forebyggelse

What Knaap - Sundhedsfremme og forebyggelse does

Knaap - Sundhedsfremme og forebyggelse is a privately held Danish health and wellness company, founded in 2015 and headquartered at Carl Jacobsensvej 20a, Valby, Copenhagen. The company operates a single private health center (Sundhedshuset Knaap) where it delivers 1-to-1 integrated programs combining personal training, clinical dietetics by state-authorized dietitians, and habit coaching, with each client assigned a single dedicated coach who handles all three disciplines. Beyond the core coaching bundle, Knaap offers condition-specific treatment programs covering weight loss, medical weight loss (including support for clients on Wegovy and Ozempic), strength training, postpartum recovery, stress management, IBS, PCO/PCOS, Type 2 diabetes, eating disorders, and rehabilitation, plus a 'Train with a Friend' shared package and a 4-week Kickstarter entry program.

The underlying technology stack is intentionally minimal: a website hosted by simply.com supports booking, client communication, and body composition tracking (fat mass and muscle mass measurements). There is no mobile app, no public API, no disclosed software integrations, and no documented AI/ML capability; the company's intellectual property resides in its proprietary integrated coaching methodology and the dual credentials of its staff (e.g., founder Daniel Knaap holds a cand.scient klinisk ernæring and is a statsautoriseret diætist). The business model is direct-to-consumer professional services with packages starting at 2,995 DKK, paid as multi-year subscriptions with installment options. Revenue is augmented by subsidy arrangements with eight Danish health insurance companies (Gjensidige, Tryg, Sygeforsikringen Danmark, PFA, If, Danica, Topdanmark, Codan) that cover partial or full program cost for insured members, effectively functioning as a recurring demand channel.

Customer acquisition relies on a free trial session offer, the founder's media profile on DR1 (including Season 4 of 'Fede Forhold'), DR P3, DR Aftenshowet, BT, Ekstra Bladet, and RITZAU, organic content marketing through the company blog and Instagram (@knaap_sundhed), and word-of-mouth supported by 5/5 Trustpilot ratings from over 100 reviews. With 28 employees and a long-tail consumer base across the Capital Region of Denmark, Knaap remains a founder-led, bootstrapped, single-site services business with no institutional funding and no parent or subsidiary entities.

Name

Knaap - Sundhedsfremme og forebyggelse

Legal name

Knaap

Website

https://knaap.dk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Knaap is a Copenhagen-based private health center that delivers integrated 1-to-1 personal training, clinical dietetics, and habit coaching through dual-qualified coaches, serving individual Danish consumers across weight loss, medical weight loss, and lifestyle-disease programs.

Ownership category

akta.pro rank

Product category

Health and Wellness Coaching Services

NAICS

Diet and Weight Reducing Centers (812191)

SIC

Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Medical Nutrition Therapy (Registered Dietitian) (HSADAFAE)

akta.pro secondary industries

Weight Loss Coaching (Non-Clinical) (HSADAFAB), Chronic Condition Lifestyle Coaching (Non-Clinical) (HSADAGAH), General Health Coaching (HSADAGAA), Diabetes & Blood Sugar Nutrition Coaching (HSADAFAF)

Keywords

• Personal training services
• Clinical dietetics
• Habit coaching
• Weight loss programs
• Lifestyle disease management

Headquarters

HQ city

Valby, Copenhagen

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Personal Training Programs: Revenue generated from structured personal training programs that include personal training sessions, dietetics consultations, and habit coaching. Programs are offered as packages (small, medium, large) with prices starting from 2,995 kr. Payment can be split into installments.
2. Health Insurance Subsidies: Partnership revenue stream through collaborations with Danish health insurance companies (Gjensidige, Tryg, Sygeforsikringen Danmark, PFA, If, Danica Pension, Topdanmark, Codan). Customers receive partial or full coverage of their programs through private or workplace health insurance.
3. Group Training (Train with a Friend): Shared training programs for pairs or friends, offering 25% discount per person, providing an additional revenue stream while leveraging referral dynamics.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Knaap delivers integrated 1-to-1 personal training, clinical dietetics, and habit coaching as a single bundled solution, with each client assigned a dedicated coach who holds both personal trainer and state-authorized clinical dietitian credentials. All services are delivered in-person at private, non-gym health centers in Copenhagen. Beyond the core three-pillar program, Knaap offers specialized treatment programs for weight loss, medical weight loss (Wegovy/Ozempic), postpartum recovery, stress, IBS, PCO/PCOS, Type 2 diabetes, eating disorders, and rehabilitation.

Product overview

Knaap is a Danish health and wellness company offering integrated 1-to-1 personal coaching programs in Copenhagen. The core offering combines three services delivered by a single coach: Personlig Træning (personal training), Kostvejledning (dietary counseling by clinical dietitians), and Vanecoaching (habit coaching). This integrated approach distinguishes Knaap from traditional fitness centers, providing a holistic solution in one package. Beyond the core coaching program, Knaap offers specialized treatment programs for specific health conditions including weight loss (Vægttab), medical weight loss (Medicinsk Vægttab), strength training (Styrketræning), postpartum training (Efterfødselstræning), stress treatment (Stressbehandling), IBS (Irritabel Tyktarm), PCO/PCOS, Type 2 Diabetes, eating disorders (Spiseforstyrrelser), and rehabilitation (Genoptræning). Additional offerings include a 'Træn med en Ven' (train with a friend) option and a 4-week kickstart program. All services are delivered through physical sessions at their private health centers in Valby and Østerbro, Copenhagen.

Differentiator

Problem solved

Functional benefit

Products and services

• Personlig Træning (Personal Training) One-on-one personal training sessions delivered in private, quiet facilities. A dedicated personal trainer adapts exercises to the client's level and body, making training effective, motivating, and sustainable to achieve personal fitness goals.
• Kostvejledning (Dietary Counseling) Nutrition counseling and personalized meal plans provided by state-authorized clinical dietitians. The approach focuses on normal food with no restrictions, adapting to the client's daily life and goals.
• Vanecoaching (Habit Coaching) Behavioral and habit coaching designed to create sustainable lifestyle changes. Through weekly conversations and practical tools, clients learn to become aware of their own behavior and establish lasting healthy habits.
• Vægttab (Weight Loss Program) Long-term sustainable weight loss program tailored to the client and their daily life, combining personalized nutrition guidance, training, and habit change.
• Medicinsk Vægttab (Medical Weight Loss) Weight loss program for clients on weight loss medication such as Wegovy or Ozempic, combining lifestyle changes, habit establishment, and exercise routines for sustainable results.
• Styrketræning (Strength Training) Strength training program designed to build a strong body with exercises adapted to the client's level and goals, providing tools to continue independently.
• Efterfødselstræning (Postpartum Training) Complete postpartum recovery program combining personal training, nutrition counseling, and habit coaching for mothers recovering after childbirth.
• Stressbehandling (Stress Treatment) Stress management program focusing on nutrition, training, and lifestyle changes to help clients cope with and reduce stress in their daily lives.
• Irritabel Tyktarm (IBS Treatment) Treatment program for irritable bowel syndrome using dietary changes, training, and coaching to achieve symptom improvement.
• PCO & PCOS Behandling Specialized program for women with PCO/PCOS, helping with weight loss through proper diet, training, and habit change.
• Type 2 Diabetes Behandling Program for managing Type 2 diabetes through personalized diet, training, and lifestyle modifications.
• Spiseforstyrrelser (Eating Disorders Support) Support program for eating disorders, disturbed eating, or food stress, using coaching, habit change, and potentially training.
• Genoptræning (Rehabilitation) Rehabilitation training program for recovery from injuries or medical conditions.
• Træn med en Ven (Train with a Friend) Shared personal training program where two people train together with reduced costs; each receives their own individualized nutrition plan and training program, with 25% savings per person.
• 4-Ugers Kickstarter Forløb (4-Week Kickstart Program) Intensive 4-week program designed to kickstart healthy habits and produce visible results quickly.

Quantifiable outcome

• Clients have lost 64 kg combined (Lukas & Aske), 71 kg (Sandie), 45 kg (Emil), 40 kg (Michelle), 30+ kg multiple clients
• +3 more outcomes

Named customers10 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

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• GjensidigecoreOthersHealth insurance company providing subsidies for personal training and dietetics services. Customers with Gjensidige coverage can receive partial or full coverage of Knaap programs.
• TrygcoreOthersMajor Danish insurance provider offering health insurance subsidies that can cover portions of Knaap's training and dietetics programs.
• Sygeforsikringen DanmarkcoreOthersDanish health insurance fund offering annual coverage of up to 2,100 DKK for dietetics and health coaching services at Knaap.
• PFA PensionminorOthersDanish pension provider offering health insurance subsidies that may cover Knaap's personal training and dietetics services.
• If InsuranceminorOthersNordic insurance company providing health insurance coverage that can subsidize Knaap's wellness programs.
• Danica PensionminorOthersDanish insurance and pension company offering health insurance subsidies for Knaap's training and dietetics programs.
• TopdanmarkminorOthersDanish insurance provider with health insurance offerings that may cover Knaap services.
• CodanminorOthersDanish insurance company offering health coverage that can subsidize Knaap's personal training and coaching services.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Slimming World: UK-based weight-management coaching organization offering group support and food-optimization programs. Directly comparable in weight-loss coaching model; not present in Denmark but addresses the same consumer need internationally.
• Noom: Digital health-coaching platform focused on weight management through psychology-based habit change and nutrition tracking. Comparable weight-loss coaching category; competes for the same Danish consumer intent but via app rather than in-person coaching.
• Liva Healthcare: Danish digital health-coaching platform offering integrated lifestyle and chronic-condition coaching (diabetes, obesity, cardiovascular) delivered by dietitians and coaches. Closest comparable in combining clinical nutrition with sustained behavior change, though delivered digitally rather than 1-to-1 in person.
• WW (Weight Watchers): Global weight-management coaching program combining nutrition, behavior change, and accountability. Closest direct peer in weight-loss coaching category; operates at vastly larger scale but lacks Knaap's clinical-dietitian-led 1-to-1 in-person model.

Broad incumbents

• SATS Group: Largest fitness chain in the Nordics (Norway, Sweden, Denmark, Finland), offering personal training, group classes, and wellness services. Comparable as a Danish personal-training channel, but broader and less differentiated on clinical nutrition and habit coaching.
• PureGym: European low-cost gym chain with presence in Denmark offering personal training add-ons. Comparable Danish fitness channel, but lacks integrated clinical nutrition and habit coaching.
• Equinox: Premium global fitness brand offering 1-to-1 personal training and integrated wellness coaching. Comparable in premium 1-to-1 coaching positioning and integrated wellness philosophy, though without the clinical-dietitian specialization.
• Fitness World: Major Danish fitness chain operating across multiple cities, providing personal training and basic nutrition guidance. Comparable Danish personal-training competitor, but Knaap differentiates via clinical dietitians and integrated habit coaching.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/DKnaap
• Instagraminstagram.com/knaap_sundhed
• LinkedInlinkedin.com/company/knaap-sundhedsfremme-og-forebyggelse

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Knaap - Sundhedsfremme og forebyggelse