Kost, Motion & Sund Fornuft

What Kost, Motion & Sund Fornuft does

Reform Your Body, operating under the legal name Kost, Motion & Sund Fornuft (CVR 26 16 85 70), is a sole-proprietorship Danish wellness business founded in 2001 by Lise Brinkman Madsen and headquartered at Torbenfeldtvej 11, Brønshøj, Copenhagen. The company delivers an integrated portfolio of holistic health services combining Eastern and Western modalities — including professional physiological massage, trigger point acupuncture, NADA ear acupuncture, cupping, and cosmetic facial treatments delivered in person at the Brønshøj clinic, supplemented by a secondary workshop venue in Vanløse.

The core product surface consists of online subscription programs (Pilates On-Demand at 299 DKK/month and Medical Hormone Yoga at multi-tier annual contracts), one-on-one coaching delivered via Zoom/Teams (Pilates and Yoga packages at 549 DKK/hour), a corporate wellness vertical (Office Yoga, Yoga mod Stress, Virksomhedsordning) delivered on-site at client workplaces, and an e-commerce webshop selling massage tools, kinesiology tape, three published lifestyle cookbooks, and gift cards. Content is hosted on third-party video platforms BOON and YouTube; there is no proprietary technology platform, no mobile application, and no AI components.

The business operates a direct-to-consumer hybrid model combining recurring subscription revenue, transactional retail, professional services fees, and B2B corporate contracts. It serves individual Danish consumers (weight management, chronic pain, mobility issues, menopausal women) and enterprise clients (workplace stress and ergonomics programs), with a website-led funnel supplemented by blog content, an email newsletter, social proof testimonials, and referral word-of-mouth. The company has raised no external funding and has no parent, subsidiaries, or institutional investors.

Name

Kost, Motion & Sund Fornuft

Legal name

Reform Your Body

Website

https://reformyourbody.dk

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

Reform Your Body (Kost, Motion & Sund Fornuft) is a founder-owned Danish wellness sole proprietorship offering in-person body treatments, online Pilates/Yoga subscriptions, corporate wellness programs, books, and physical products to individual consumers and Danish businesses.

Ownership category

akta.pro rank

Product category

Wellness Services

NAICS

Fitness and Recreational Sports Centers (71394), Diet and Weight Reducing Centers (812191), Health and Personal Care Retailers (456)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Mind-Body Wellness Coaching (Holistic/Integrative) (HSADAGAG)

akta.pro secondary industries

Corporate/Workplace Yoga & Pilates (HSADACAJ), Spa & Massage Services (Day Spas, Massage Studios, Treatment Packages) (THAJAHAC), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI)

Keywords

• Wellness services
• Pilates and yoga training
• Bodywork and acupuncture
• Corporate wellness programs
• Lifestyle coaching

Headquarters

HQ city

Brønshøj

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Wellness Treatments and Bodywork: In-person therapeutic services including massage, acupuncture, cupping, trigger point therapy, holistic treatments, and cosmetic acupuncture. Services offered at the physical clinic location.
2. Online Training Subscriptions: Pilates On-Demand subscription service offering pre-recorded video training accessible 24/7 through the BOON/YouTube platform. Includes Pilates, Yoga, and specialized programs like Medical Hormone Yoga. First week free trial, then recurring monthly/annual billing.
3. Product Sales: Physical products including massage balls, kinesiology tape, books (e-books and printed), and gift cards sold through the e-commerce webshop.
4. 1:1 Coaching Sessions: Personalized online Pilates and Yoga coaching sessions sold in packages of 1, 5, or 10 hours. Delivered via video call (TEAMS/ZOOM).
5. Workshops and Corporate Programs: Group workshops (Pilates, Bindevaev/connective tissue, stress management) and corporate wellness programs (Kontor Yoga, Yoga mod Stress) offered to businesses.
6. Books and Digital Content: Published lifestyle and cookbook books (printed and e-book formats) covering nutrition, healthy eating, and lifestyle optimization. Includes titles like 'Livsstilsmysteriet', 'Mad inspiration & livsglæde', and seasonal guides.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Reform Your Body sells and delivers an integrated wellness offering combining online Pilates and Yoga subscription programs (Pilates On-Demand, Medical Hormone Yoga) with in-person body treatments (physiological massage, trigger point and NADA acupuncture, cosmetic facial massage, infrared sauna therapy), 1:1 online coaching sessions, corporate wellness programs, lifestyle coaching, published books, and physical self-care products such as massage balls and kinesiology tape. The company operates a single clinic in Brønshøj, Denmark, and a Danish-language e-commerce webshop, with digital content delivered via the BOON and YouTube platforms.

Product overview

Reform Your Body (Kost, Motion & Sund Fornuft) operates as a wellness services and products company offering a hybrid model of online subscriptions and physical treatments. The core offering consists of online video-based Pilates and yoga subscription programs (Pilates On-Demand, Medicinsk Hormon Yoga) accessible via the BOON/YouTube platform, supplemented by live one-on-one coaching sessions delivered via Zoom. Physical services include professional physiological massage, trigger point acupuncture, NADA ear acupuncture, cosmetic lifting facial treatments, and infrared sauna blanket therapy. The company serves both individual consumers and corporate clients through workplace wellness programs (Virksomhedsordning, KONTOR YOGA, YOGA mod Stress). Additional revenue streams include lifestyle coaching, books (Livsstilsmysteriet, Sommer Sol og Strandmad), workshops (Bindevævs Workshop, Pilates Workshop), and physical products (massage balls, acupressure rings, kinesiology tape). The product ecosystem combines subscription-based digital content with in-person treatments and coaching services.

Differentiator

Problem solved

Functional benefit

Products and services

• Pilates On-Demand Online subscription service offering Pilates video training programs accessible 24/7 on the BOON or YouTube platform, including monthly live sessions and guided meditations. For individual consumers seeking flexible Pilates practice.
• Medical Hormone Yoga (Medicinsk Hormon Yoga) Online yoga subscription program targeting menopause symptoms and hormonal challenges, with weekly video releases focused on reactivating hormone production and pituitary gland stimulation. For women experiencing menopause or hormonal issues.
• Yoga 1:1 Online Personal online yoga coaching via Zoom with instructor Lise Brinkman, covering stress relief, Yin Yoga, Therapeutic Yoga, Medical Hormone Yoga, Hatha Yoga, Flow Yoga, Body Balance, and Mindfulness. For individuals seeking tailored one-on-one yoga instruction.
• Pilates 1:1 Online Personal online Pilates coaching via Zoom with individualised training programs for building core strength, flexibility, and stability. For individuals seeking personalised Pilates instruction.
• Professional Physiological Massage (Professionel Fysiologisk Massage) 55-minute professional physiological massage combining sports massage techniques with zone-diagnostic acupressure and optional ear acupuncture for muscle tension relief and improved circulation. For individuals with musculoskeletal pain or tension.
• Trigger Point Acupuncture (Triggerpunktsakupunktur) Evidence-based trigger point acupuncture treatment effective for muscle tension, heel spurs, neck tension, back imbalances, groin problems, knee pain, and ankle issues. For individuals with specific musculoskeletal conditions.
• NADA Treatment (NADA Behandling) Ear acupuncture treatment using the NADA protocol, a recovery method applicable for stress, anxiety, psychiatric symptoms, and addiction, creating inner calm and emotional balance. For individuals seeking mental-emotional balance or addiction support.
• Cosmetic Lifting Facial Massage (Kosmetisk Opløftende Ansigtsmassage) Facial treatment combining cleansing, nourishing mask, Chinese cosmetic treatment, facial massage, and light scalp massage using organic hormone-free products to increase collagen production. For individuals seeking natural facial rejuvenation.
• Infrared Sauna Blanket Therapy (Infrarød Saunatæppe Terapi) 55-minute Radiant Health infrared sauna blanket therapy combined with NADA treatment, using jade stones for deep tissue warming, detoxification, and improved circulation. For individuals seeking detoxification and relaxation.
• Corporate Wellness Program (Virksomhedsordning) Corporate wellness program including training programs, workplace-specific exercise routines, connective tissue workshops, and ergonomic counselling for employee health. For businesses seeking workplace wellness solutions.
• Yoga Against Stress (YOGA mod Stress) Corporate yoga program targeting workplace stress, designed to stimulate the parasympathetic nervous system and Vagus nerve through breathing exercises and relaxation. For businesses addressing employee stress.
• Office Yoga (KONTOR YOGA) Office yoga sessions conducted at workstations and office chairs, targeting musculoskeletal pain and stress reduction for up to 30 employees per session. For businesses seeking in-office wellness offerings.
• Lifestyle Coaching (LivsstilsCoaching) Individual lifestyle coaching program addressing stress, weight management, overeating, mood swings, and fatigue, including nutritional guidance, habit coaching, and personalised meal planning. For individuals struggling with weight, stress, or lifestyle habits.
• Connective Tissue Flow Program (Bindevævs Flow Forløb) 10-week connective tissue flow program combining movement, strength, balance, and fascial stretching exercises for improved mobility and pain relief. For individuals seeking structured connective tissue training.
• Sanselig Myofacial Pilates FLOW 55-minute weekly in-person Pilates class combining Pilates, reformer Pilates, Yoga, and Myofacial release techniques, held on Tuesdays at Reform Studio. For local Copenhagen-area individuals seeking guided studio Pilates.
• Sommer, Sol og Strandmad (Summer, Sun and Beach Food cookbook) Seasonal cookbook with healthy recipes for summer dining, containing nutrition-calculated recipes and health tips. For individuals interested in healthy lifestyle eating.
• The Lifestyle Mystery - Vink farvel til slankehelvedet (Livsstilsmysteriet) Lifestyle book by Lise Brinkman Madsen offering tools for sustainable weight management and ending dieting cycles. For individuals seeking to escape yo-yo dieting.
• Massage Balls (Massage Bolde) Range of massage balls including tennis balls, lacrosse balls, Redondo balls, and foot massage balls for self-massage and muscle stimulation. For individuals practicing self-myofascial release.
• Acupressure Ring (Akupressurring) Finger acupressure ring for self-massage and self-treatment of fingers, based on Traditional Chinese Medicine principles and meridian activation. For individuals seeking portable self-massage tools.
• Kinesiology Sports Tape (Kinesiologisk Sportstape) 5cm x 5m kinesiology sports tape for support and stabilization of tendons, muscles, and joints during physical activity. For individuals and athletes needing joint/muscle support.
• Gift Cards (Gavekort) Gift vouchers valid for 2 years, applicable to all treatments, lifestyle coaching, workshops, books, and products. For gift buyers seeking wellness-related presents.

Quantifiable outcome

• Lise lost 30 kg and maintained weight for 20 years using her own lifestyle methods
• +1 more outcomes

Named customers7 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

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Alo Moves: Yoga and wellness video subscription platform from Alo Yoga. Comparable in offering online yoga/wellness content via subscription, anchored to a strong lifestyle brand.
• Noom: Subscription-based behavior-change and weight management program with coaching components. Direct comparison to Reform Your Body's 'Livsstilsmysteriet' weight management and lifestyle coaching program (4,998 DKK), though Noom operates at vastly greater scale.
• Pilates Anytime: Subscription platform dedicated to Pilates video content with thousands of classes. Direct competitor to the Pilates On-Demand subscription stream, though operating at significantly larger scale and breadth.
• Glo: Subscription-based online yoga, Pilates, and meditation platform with instructor-led video classes. Direct competitor in the digital yoga/Pilates subscription category where Reform Your Body competes via BOON/YouTube.
• Wellable: Corporate wellness platform that connects employers with fitness, yoga, and mindfulness providers. Comparable to Reform Your Body's corporate wellness programs (Office Yoga, Yoga mod Stress) sold to Danish businesses.
• Yogaia: Online yoga and Pilates subscription platform offering live and on-demand classes. Closely comparable to Reform Your Body's Pilates On-Demand subscription model delivered via video, including corporate wellness offerings.

Others

• Mindbody: Software platform for wellness business management (booking, scheduling, payments). Adjacent enabler rather than direct competitor — Reform Your Body uses basic e-commerce infrastructure rather than a wellness-specific booking platform.

Broad incumbents

• Calm: Subscription-based meditation, sleep, and wellness platform. Comparable in offering subscription wellness content (meditation, relaxation) overlapping with Reform Your Body's online yoga/meditation content, but at materially larger scale and brand recognition.
• WW (Weight Watchers): Established subscription-based weight management and wellness brand with global reach. Comparable in targeting the same weight-loss / lifestyle-change customer segment as Reform Your Body's coaching programs, but at much broader scale and with deeper brand recognition.
• Headspace: Subscription meditation and mindfulness app with corporate wellness offerings (Headspace for Work). Comparable to Reform Your Body's stress-management and corporate wellness programs, with much larger scale, technology investment, and B2B distribution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/kost-motion-&-sundfornuft

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Kost, Motion & Sund Fornuft