Reebok Fitness

What Reebok Fitness does

Reebok Fitness, doing business as Katla Fitness (legal entity RFC), is an Icelandic fitness center chain operating seven gym stations and three swimming pools across the greater Reykjavík metropolitan area, including locations in Reykjavík, Kópavogur, and Hafnarfjörður. The company serves a broad consumer membership base spanning adults (15+), families, students (18+), youth (12-17), and seniors (60+/67+) with subscription-based gym access, group fitness classes, personal training, and swimming facilities.

The platform combines physical club infrastructure with a cloud-based gym management system and proprietary biometric eye-scan access control, enabling contactless member entry via self-service kiosks at five locations. The product surface includes Les Mills-licensed group fitness programming (BODYSTEP, BodyBalance, BodyCombat, BodyPump, Les Mills Strength), two dedicated CrossFit Katla boxes, Momentum BJJ martial arts partnership, structured courses and workshops, vending machines, and 24/7 access at the Lambhagi location. Distribution is direct-to-consumer via online signup (reebokfitness.is / katlafitness.is), self-service kiosks, and in-person pool desks.

The revenue model is anchored by recurring monthly and annual membership subscriptions (9,980 ISK/month standard, 8,980 ISK/month on a 12-month contract, 19,960 ISK/month family of four) that bundle access to all gym stations, all open group fitness classes, and three swimming pools. Ancillary revenue streams include personal training, courses/workshops (e.g., CrossFit, Strength, Infra Fusion Pilates), vending machine sales, and standalone swimming pool passes. The company integrates with Abler.io and Sportabler to enable frístundastyrkur (Icelandic government leisure grant) purchases for youth memberships, embedding the gym within public-subsidy payment rails. No publicly listed financials, funding rounds, or ownership disclosures were identified in the source data; the firm operates privately with 24 disclosed employees and a headquarters at Faxafen 14, 108 Reykjavík.

Name

Reebok Fitness

Legal name

RFC

Website

https://reebokfitness.is

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Reebok Fitness (Katla Fitness) operates a chain of seven gym stations and three swimming pools across the greater Reykjavík area in Iceland, serving mass-market consumers with subscription-based memberships, Les Mills group fitness, CrossFit, and personal training.

Ownership category

akta.pro rank

Product category

Fitness Centers

NAICS

Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Functional Fitness / Cross-Training Groups (HSADABAH)

akta.pro secondary industry

HIIT & Circuit Bootcamps (HSADABAA)

Keywords

• Fitness center services
• Gym memberships
• Group fitness classes
• Personal training
• Swimming pool access

Headquarters

HQ city

Reykjavík

HQ country

Iceland

HQ region

Europe

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Monthly/Annual Membership Subscriptions: Recurring monthly or annual subscription fees for gym access across all locations, including group fitness classes and pool access
2. Course and Workshop Fees: One-time purchase fees for specialized courses, workshops, and programs (e.g., CrossFit, Strength courses)
3. Group Fitness Classes: Included in standard membership or available as add-on classes including Les Mills programs, yoga, spinning, and specialized offerings
4. Personal Training: One-on-one training sessions with certified personal trainers available for additional fee
5. Vending Machines: Self-service vending machines in club locations selling drinks, nutrition products, and gym accessories

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Reebok Fitness (operating as Katla Fitness / RFC) is a multi-location fitness center chain in Iceland operating 7 gym stations and 3 swimming pools across the Reykjavik metropolitan area. The company sells recurring gym memberships, group fitness classes, personal training, and specialized courses, and uses a biometric eye-scan access system for member entry. Memberships include access to all locations, unlimited group classes, swimming pools, and optional add-ons like 24/7 access at select sites and CrossFit programs.

Differentiator

Problem solved

Functional benefit

Brands

• CrossFit Katla: CrossFit training gym operated at Lambhagi and Holtagarðar locations.
• Momentum BJJ

Products and services

• Standard Gym Membership (Almenn áskrift) Recurring monthly gym membership priced at 9,980 ISK/month with no long-term commitment, granting access to all 7 Reebok Fitness stations and all open group fitness classes, with the option to freeze and cancel at the end of the next month.
• 12-Month Gym Membership (12 Mánaða Samningur)
• Family Subscription (Fjölskylduáskrift)
• Group Fitness Classes (Hóptímar)
• Swimming Pool Access
• CrossFit Katla
• Personal Training (Einkaþjálfun)
• Courses (Námskeið)
• 24/7 Gym Access (Lambhagi)
• School Cards (Skólakort)
• Kópavogur Swimming Pool Passes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• CORE Health and FitnesscoreTechnology or IntegrationEquipment manufacturer for all fitness machines and gym equipment at Katla Fitness locations. CORE Health and Fitness is a leading manufacturer of fitness equipment.
• Momentum BJJminorStrategic or Co-development PartnerMartial arts gym offering Brazilian Jiu Jitsu and Muay Thai classes at Reebok Fitness locations. Members can purchase membership through Momentum BJJ.
• Abler (Abler.io)minorChannel Partner/ Reseller/ DistributorOnline platform for purchasing memberships and courses with frístundastyrkur (leisure grants) integration. Parents can use the platform to purchase youth memberships using government leisure subsidies.
• SportablerminorChannel Partner/ Reseller/ DistributorPlatform for booking youth sports and fitness activities, including options for children and teenagers to access Katla Fitness programs.
• CrossFit KatlacoreStrategic or Co-development PartnerDedicated CrossFit boxes operating within Katla Fitness facilities - one in Lambhagi and one in Holtagarðar. Separate CrossFit-specific subscription required.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Planet Fitness: Global low-cost gym franchise. Comparable on the core subscription access model and emphasis on frictionless self-serve entry, though at vastly larger scale and different price tier.
• basic-fit: Largest low-cost gym operator in Europe with thousands of locations. Comparable self-serve, subscription-only model at scale — useful benchmark for what scaled, capital-efficient gym chains can look like, though operating in a much larger addressable market.

Direct peers

• CrossFit Reykjavík: Independent CrossFit affiliate in the Reykjavík market, competing directly with the CrossFit Katla boxes. Highly comparable on programming (cross-training/functional fitness) and local customer overlap.
• World Class: Icelandic multi-location premium fitness chain operating gyms and pools in Reykjavík. Directly comparable on geography, customer base (adults, families), subscription model, and inclusion of aquatic facilities.
• Hugarfit: Icelandic gym operator in the Reykjavík metropolitan area. Direct competitor for adult and family memberships within the same catchment.

Regional players

• Nordic Wellness: Swedish multi-location fitness chain with gym, group classes, and pool access under a subscription model. Comparable breadth of facility types and member tiers.
• SATS Group: Nordic subscription-based gym chain with multi-location footprint and group fitness programming. Comparable subscription model and product breadth (gym + classes), though operating across mainland Scandinavia rather than Iceland.
• Elixia: Nordic fitness chain (now part of SATS) offering memberships, group classes, and pool access. Comparable premium positioning and content-driven group fitness catalogue.
• Fitness24Seven: Nordic 24/7 budget gym chain with subscription-only model. Comparable on self-serve access philosophy and recurring revenue model, though targeting a lower price point.

Others

• Les Mills International: Global group fitness content provider and current programming partner (BODYSTEP, BodyBalance, etc.). Comparable on the group fitness category; relevant as a competitive threat via its at-home Les Mills+ digital offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/katlafitness
• Instagraminstagram.com/katlafitness
• LinkedInlinkedin.com/company/reebok-fitness

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 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 Reebok Fitness