MAIKAI - more than fitness

What MAIKAI - more than fitness does

MAIKAI GmbH is an Austrian fitness studio operator headquartered in Salzburg, founded in 2018 by Daniel Donhauser (former global CCO of EGYm) and Lukas Blümel (former EGYm employee). The company runs four connected studio locations in the Salzburg region — MAIKAI Süd (Elsbethen), MAIKAI Mitte (Salzburg-Mülln), MAIKAI Nord (Bergheim) and the December 2024-launched MAIKAI Helix at Europark — together with two sub-brand offerings, MAIKAI Yoga and MAIKAI Bootcamp, operated from separate domains. Its core differentiator is a 'Fitness 4.0' floor built on EGYm connected equipment with RFID user recognition and automatic parameter adjustment (seat position, weight, intensity) per member profile, supplemented by an on-site physiotherapy partnership with Therapie Salzburg and a proprietary Fitness Level System that structures progress into 3-month gamified levels combining training, nutrition and biohacking.

MAIKAI's commercial engine combines a direct-to-consumer subscription model with a B2B corporate wellness channel. Consumer revenue comes from monthly/annual memberships plus Personal Training Light and premium PT sessions, withstanding that pricing is not publicly disclosed and customer reviews indicate a premium positioning ('not cheap, but worth the money'). Health Alliance, launched in 2020 with Hello bank! as founding partner, packages corporate wellness into Bronze/Silver/Gold/Diamond tiers that subsidize employee access and bundle talks, workshops and on-site training. Named B2B customers include Hello bank, Hotelkit, Schloss Aigen, Adresys, oha! digital and P-Health, all Salzburg-region employers. The company has raised more than €1 million from two family offices and a circle of business angels in 2018; no subsequent institutional funding has been disclosed. MAIKAI currently operates solely within Austria (Salzburg), with the founders' stated intent to expand into other European markets after the Salzburg test phase, and is registered as Maikai GmbH with BD Sports GmbH as a wholly-owned brand entity.

Name

MAIKAI - more than fitness

Legal name

Maikai GmbH

Website

https://maikai.at

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Fitness Studio 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 industries

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE), Wellness Program Design & Accountability Coaching (HSADAGAC), Corporate/Workplace Wellness Coaching (HSADAGAL), Corporate/Workplace Yoga & Pilates (HSADACAJ)

Keywords

• Fitness studio services
• Corporate wellness programs
• Connected fitness equipment
• Personal training services
• Physiotherapy services

Headquarters

HQ city

Salzburg

HQ country

Austria

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Gym Membership Subscriptions: Recurring monthly/annual membership fees for access to fitness studios (MAIKAI Süd, Mitte, Nord, Helix) and associated facilities. The primary revenue driver.
2. Personal Training Services: Individualized training sessions with trainers who have access to member data and training history. Offered as 'Personal Training Light' included with membership and premium PT sessions.
3. Health Alliance Corporate Wellness Packages: B2B corporate wellness tiers (Bronze, Silver, Gold, Diamond) providing talks, workshops, on-site training, and subsidized member access for employee fitness programs.
4. Specialized Studios and Services: Revenue from specialized offerings including MAIKAI Yoga, MAIKAI Bootcamp, MAIKAI Helix premium features, and Nanis Cell Boost biohacking products.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

MAIKAI operates a chain of digitally connected fitness studios in the Salzburg region built around EGYm smart equipment with RFID login and automatic parameter adjustment. Members progress through a proprietary Fitness Level System that packages training, nutrition, and biohacking into structured 3-month levels, supported by data-driven personal training, group classes (Pilates, Yoga), HIIT (MAIKAI BEATS), and integrated physiotherapy. The Health Alliance corporate wellness program extends the same connected training experience to Salzburg-area employers via tiered B2B packages.

Product overview

MAIKAI operates as a multi-location fitness studio chain in Salzburg, Austria, built around a digitally connected 'Smart Gym' concept. The core offering consists of fitness studios (Süd, Mitte, Nord, Helix) featuring fully networked training equipment with RFID user recognition and automatic parameter adjustment. This core is supplemented by the proprietary Fitness Level System for structured progression, Personal Training Light (free for all members), group classes (Pilates, Yoga), MAIKAI BEATS HIIT programs, and integrated MAIKAI Physiotherapie 2.0 services. The company also operates the Health Alliance corporate wellness program for business clients, and runs sub-brands MAIKAI Yoga and MAIKAI Bootcamp as separate entities. The MAIKAI Helix flagship represents the premium tier combining AI-supported training, biohacking, and Reformer Pilates.

Differentiator

Problem solved

Functional benefit

Brands

• MAIKAI Süd: Fitness studio location in Aigen/Elsbethen, Salzburg
• MAIKAI Mitte
• MAIKAI Nord
• MAIKAI Helix
• MAIKAI Yoga
• MAIKAI Bootcamp
• Health Alliance

Products and services

• MAIKAI Fitnessstudio Membership (Süd, Mitte, Nord) Recurring membership access to MAIKAI's digitally networked training studios in Salzburg (Süd/Aigen-Elsbethen, Mitte/Mülln-Aiglhof, Nord/Bergheim), featuring EGYm connected equipment that auto-adjusts to each member's profile, Personal Training Light, group classes, and the Fitness Level System progression.
• MAIKAI Helix Premium flagship studio concept at Europark offering AI-supported training, an extensive functional area, sauna, Reformer Pilates, and exclusive biohacking offerings, positioned as the most modern fitness studio in Austria.
• Health Alliance Corporate Wellness Program B2B corporate wellness program targeting Salzburg employers with tiered packages (Bronze, Silver, Gold, Diamond) that include corporate talks, on-site workshops, training, and subsidized or fully-funded employee gym access.
• Personal Training Light

Quantifiable outcome

• Only ~10% of gym members globally achieve their fitness goals — MAIKAI's connected, coached approach aims to dramatically increase this success rate.
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Twelve partnerships are on record, tiered core, flagship and minor.

• EGYM AGcoreTechnology or IntegrationEGYM provides the connected fitness equipment used in all MAIKAI studios. Equipment features RFID recognition, automatic parameter adjustment, and sport-science-backed training methods. MAIKAI's trainers use EGYM's trainer app to access member health data and training history. EGYM serves as a data processor under Art. 28 GDPR.
• oha! digitalcoreTechnology or Integrationoha! digital is MAIKAI's technical implementation partner for website and digital services. Also listed as a Health Alliance partner with ~40 employees using MAIKAI for corporate fitness.
• Hello bankflagshipChannel Partner/ Reseller/ DistributorHello bank (undiscouted Bank Austria brand) is the first partner of MAIKAI's Health Alliance corporate wellness network. Provides employees with subsidized personal training at MAIKAI as an employee benefit. CEO Robert Ulm cited employee health and work-life balance as motivation.
• HotelkitcoreChannel Partner/ Reseller/ DistributorHotelkit (SaaS company with ~60 employees in Salzburg) is a Health Alliance partner. CEO Marius Donhauser, already a MAIKAI member, arranged company-wide access. Positive outcomes include improved team cohesion and employee well-being.
• Schloss AigencoreChannel Partner/ Reseller/ DistributorSchloss Aigen (hotel in Salzburg) participates in Health Alliance. Chef Kurt Berger reports reduced sick days, improved employee mood, and decreased back/joint problems among staff who train at MAIKAI.
• AdresyscoreChannel Partner/ Reseller/ DistributorAdresys (work safety startup, one floor below MAIKAI Nord) joined Health Alliance. Employees report reduced back pain and improved general fitness. One employee with a herniated disc recovered through MAIKAI training.
• P-HealthcoreChannel Partner/ Reseller/ DistributorP-Health is a Health Alliance partner featured in MAIKAI's corporate wellness case studies.
• biogenaminorOthersbiogena is listed as a partner on MAIKAI's website. Nature of partnership not explicitly detailed in available source data.
• FIT SmartfoodminorOthersFIT Smartfood is listed as a partner. Likely a nutrition/food brand alignment with MAIKAI's holistic health positioning.
• hawel wirtschaftstreuhänderminorOthersHawel is MAIKAI's accounting/tax advisory partner.
• MagiclinecoreTechnology or IntegrationMagicline is listed as an IT service provider and hosting partner, used for membership, booking, and appointment management alongside Eversports and Acuity Scheduling.
• Therapie SalzburgcoreStrategic or Co-development PartnerTherapie Salzburg (physiotherapy practice) operates on-site at MAIKAI studios since January 2019. Therapists can prescribe MAIKAI training floor access for patients during treatment periods, creating a seamless health journey from therapy to fitness.

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/maikai.at
• Instagraminstagram.com/maikai_at
• TikToktiktok.com/@maikai_at
• LinkedInlinkedin.com/company/maikai-more-than-fitness

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 MAIKAI - more than fitness