Sport og Fitness Rødekro Aps

What Sport og Fitness Rødekro Aps does

Sport og Fitness Rødekro Aps operates a Danish fitness center chain of approximately 40 locations positioned as a community-anchored alternative to urban premium gym brands. Centers are co-located within municipal sports centers, halls, and swimming facilities across Jutland, Funen, and Zealand, and the company projects, finances, and operates fitness facilities within these existing sports infrastructure assets rather than building standalone sites. The chain serves individual consumers, families, seniors (60+), children, and corporate/municipal groups, with a deliberate positioning around 'familien Danmark' — ordinary Danish families — emphasizing professional instruction, a non-intimidating atmosphere, and accessibility in small towns where larger urban chains do not operate.

The core product is fitness center access delivered through tiered subscriptions: standard (229-329 DKK/month), family (439-689 DKK/month), pensioner/student (169-289 DKK/month), kids (119-229 DKK/month), and time-limited passes (1 day to 12 months), plus a 1,750 DKK annual member tax deduction available from January 2026 for members over 30. The technology stack is built on BRP Systems for membership management, class booking, and CRM, supplemented by a proprietary Bluetooth-enabled mobile app for door access, attendance tracking, and self-service membership management, with eGym smart circuit training and ICG indoor cycling deployed at select centers (e.g., Himmelev). Distribution is direct-to-consumer via goactivebooking.com, the mobile app, and staffed center reception desks, with B2B corporate sales (Ellen Westert) and municipal/association group-rate agreements.

Revenue streams include recurring monthly subscriptions collected via DIBS/PBS, time-limited passes, family and group memberships, specialized health services (physiotherapy, chiropractic, personal training), and corporate/association agreements. Partnerships with local sports facility owners, physiotherapists and chiropractors (including Sundhedscenter Struer), municipal employers, Ældresagen, Hjerteforeningen, and Anti Doping Danmark are central to both the operating model and member acquisition. Centralized administration is based in Højbjerg with regional operations managers across Børkop, Thisted, and Viby J; the company is privately held with no disclosed ownership, funding, or M&A activity.

Name

Sport og Fitness Rødekro Aps

Legal name

Sport og Fitness

Website

https://sportogfitness.dk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Sport og Fitness Rødekro Aps operates approximately 40 community-anchored fitness centers in Danish sports halls and swimming facilities across Jutland, Funen, and Zealand, serving families, seniors, and corporate groups through tiered monthly subscriptions and a proprietary Bluetooth-enabled mobile app built on BRP Systems.

Ownership category

akta.pro rank

Product category

Fitness Centers

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Strength & Conditioning / Athletic Performance Training (HSADAEAB)

akta.pro secondary industry

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

Keywords

• Fitness center chain
• Gym memberships
• Group fitness classes
• Personal training programs
• Wellness facilities

Headquarters

HQ city

Højbjerg

HQ country

Denmark

HQ region

Europe

Offices50 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Monthly Membership Subscriptions (DIBS/PBS): Recurring monthly membership fees collected via DIBS/PBS payment service. Members receive unlimited access to fitness facilities and group classes. Membership can be paused for 14 days to 12 weeks annually.
2. Time-limited Memberships: Prepaid memberships for specific periods (1 day to 12 months) sold as one-time transactions. Includes guest passes and tourist/holiday memberships.
3. Family and Group Memberships: Family memberships covering multiple household members (up to 6) at discounted rates. Includes add-on services like swimming access.
4. Specialized Health Services: Revenue from partnerships with physiotherapists and chiropractors operating within or adjacent to fitness centers. Personal training services offered through independent contractors.
5. Corporate/Association Agreements: Discounted group membership rates negotiated with municipalities, schools, associations, and private companies.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Sport og Fitness operates a chain of approximately 40 fitness centers across Denmark, typically co-located within municipal sports centers, halls, and swimming facilities in smaller towns outside major cities. The chain sells monthly DIBS/PBS subscriptions and time-limited passes providing members with access to training equipment, group fitness classes, personal training programs based on the Danish Health Authority's recommendations, body composition analysis, and a nationwide holiday access card. Rehabilitation and physiotherapy services are offered through partnerships with local physiotherapists and chiropractors, with select centers featuring eGym smart circuit training and ICG indoor cycling.

Product overview

Sport og Fitness operates a Danish fitness center chain with approximately 40 locations in sports centers, halls, and swimming facilities outside major cities. The offering combines physical fitness center access with digital membership management through a proprietary mobile app for door access, class booking, and attendance tracking. Core services include fitness equipment, personal training programs, group fitness classes, and body analysis. Add-on services include rehabilitation partnerships with physiotherapists and chiropractors, the eGym smart circuit training system, ICG indoor cycling, and specialized membership tiers for families, seniors, and children. Members can access any location nationwide through a holiday card program.

Differentiator

Problem solved

Functional benefit

Products and services

• Fitness Center Membership

Quantifiable outcome

• Free pause/suspension of membership for 14 days to 12 weeks annually included in standard membership
• +2 more outcomes

Segments8 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

19 partnerships are on record, tiered core and minor.

• BRP SystemscoreTechnology or IntegrationBRP Systems provides the membership management, booking, and CRM software platform used across all Sport og Fitness chain locations. BRP Support handles daily operational inquiries for the chain.
• Local Physiotherapists and ChiropractorscoreStrategic or Co-development PartnerPartnerships with local physiotherapy and chiropractic practices operating within or adjacent to fitness centers. Some centers have co-ownership models with shared fitness and health services. Sport og Fitness handles business logic, marketing, and administration while healthcare partners manage treatment and rehabilitation.
• Sundhedscenter StruercoreStrategic or Co-development PartnerHealth center partnership offering physiotherapy, rehabilitation, brain injury services, chronic disease management, and lifestyle programs. Located at Struer facility with shared fitness center integration.
• Vejle KommuneminorChannel Partner/ Reseller/ DistributorMunicipal partnership providing fitness services to municipal employees and/or residents with discounted group rates.
• Frederikshavn KommuneminorChannel Partner/ Reseller/ DistributorMunicipal partnership for employee or resident fitness programs.
• Region MidtminorChannel Partner/ Reseller/ DistributorRegional health authority partnership for fitness and wellness programs.
• Limfjords SkolenminorChannel Partner/ Reseller/ DistributorSchool partnership providing fitness access or programs for students and staff.
• ÆldresagenminorChannel Partner/ Reseller/ DistributorNational senior organization partnership offering discounted membership rates for members aged 60+. Local agreements at various centers.
• Hjerteforeningen (Danish Heart Foundation)minorChannel Partner/ Reseller/ DistributorLocal agreement with Danish Heart Foundation for discounted or special fitness programs.
• Falck AlarmminorChannel Partner/ Reseller/ DistributorCorporate wellness partnership providing fitness benefits to Falck employees.
• Struer Business ParkminorChannel Partner/ Reseller/ DistributorLocal business park partnership for employee fitness programs.
• Struer EnergiminorChannel Partner/ Reseller/ DistributorLocal energy company partnership for employee fitness programs.
• Vorupør RedningstjenesteminorChannel Partner/ Reseller/ DistributorLocal rescue service partnership providing fitness benefits to staff.
• Anti Doping Danmark (ADD)coreStrategic or Co-development PartnerAnti-doping partnership at select centers. Includes unannounced doping controls using Dried Blood Spot methodology. Members testing positive face two-year exclusion from partner centers and four-year exclusion from Danish sports organizations. Partnership creates clean sport environment as competitive differentiator.
• Local Sports Centers, Halls, and Swimming FacilitiescoreStrategic or Co-development PartnerLong-term operational partnerships with municipal and association-owned sports facilities for co-located fitness center operations. Sport og Fitness projects, finances, and manages fitness operations within existing sports infrastructure.
• VizuallminorImplementation/ SI/ Consulting PartnerExternal creative agency handling graphics, web maintenance, and social media support for the chain.
• Fitness ComfortminorOthersEquipment maintenance partner for upholstery and seat replacement services. Located in Hvidovre.
• Sport247minorOthersStaff apparel supplier for employee uniforms.
• RedOffice KonpapminorOthersCleaning and office supplies vendor.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• SATS: Nordic subscription fitness chain (Norway/Sweden/Denmark) operating member-based fitness centers with personal training, group classes and digital access. Directly comparable membership-driven model with shared Nordic consumer profile.
• Fitness World: Largest Danish fitness center chain with widespread membership-based clubs. Closest direct peer given shared Danish market, subscription model, and multi-center footprint — though Fitness World skews toward urban centers where Sport og Fitness is deliberately absent.
• Fitness24Seven: Nordic low-cost 24/7 fitness chain operating across Scandinavia with subscription memberships. Comparable Nordic market exposure and tech-enabled entry (chip/app).
• Anytime Fitness: Global 24/7 franchise fitness chain with small-format neighborhood clubs. Comparable in targeting secondary-market locations with subscription memberships and tech-enabled access.
• Snap Fitness: Franchise fitness chain focused on compact 24/7 neighborhood clubs. Similar small-town, community-anchored positioning with subscription-based access.
• LOOP Fitness: Danish fitness center chain competing in the same domestic market with subscription memberships and multi-center coverage. Direct geographic peer within Denmark.

Broad incumbents

• PureGym: European budget fitness chain operating hundreds of low-cost, 24/7-access clubs with subscription model. Comparable recurring-revenue fitness center business, though concentrated in urban UK/European markets.
• Basic-Fit: Largest low-cost fitness chain in Europe with multi-thousand locations. Comparable membership-based, multi-center subscription model; broader incumbent rather than niche community operator.

Others

• eGym: Connected strength-equipment supplier whose circuit-training systems Sport og Fitness deploys at select centers. Technology/enabling partner rather than competitor.
• BRP Systems: Membership, booking and CRM software vendor powering Sport og Fitness's chain-wide operations. Core enabling technology partner rather than direct competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/sportogfitnessnaestved
• LinkedInlinkedin.com/company/sport-og-fitness-r%C3%B8dekro-aps

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Sport og Fitness Rødekro Aps