24-7 Fitness.ee

What 24-7 Fitness.ee does

24-7 Fitness.ee is a privately held Estonian fitness club chain operated by 24-7fitnessklubi OÜ (registration 14045006). Founded in 2016 and headquartered in Tallinn, the company operates 31 self-service sports clubs across Estonia — concentrated in Tallinn and Tartu, with additional locations in Pärnu, Viljandi, Rakvere, Kuressaare, Jõhvi, Narva, Võru, and Jõgeva. The chain serves individual fitness members with a low-cost, high-flexibility model: clubs are open 24/7 (except the Akadeemia location, 06:00–00:00), unstaffed, and accessible via a single membership card valid at all sites with one visit per day.

The core technology is a mobile-first access platform. Members use the 24-7Fitness iOS/Android app or an Apple Wallet/NFC digital membership card to open turnstiles through an 8-second access window; physical plastic cards remain accepted until October 14, 2027. The platform supports Estonian national ID-card login, QR code generation for group training check-in, and contactless payment terminals for one-time entry passes. There is no public API or SDK. The product portfolio spans tiered prepaid packages (3-day €11.99 through 365-day €219.99), a recurring €20.99/month annual contract with e-invoice auto-debit, a €2.99/30-day group training add-on, a €7 single-visit pass, and a €10 one-time registration fee. Group fitness offerings include 50+ instructor-led class formats (BodyPump, Zumba, HIIT, yoga, Pilates, boxing) requiring a minimum of 3 participants to run. Personal training is delivered by independent certified trainers operating under separate agreements.

The business is direct-to-consumer with fully self-serve online registration and payment via Visa, MasterCard, Apple Pay, bank link, or the Stebby employee benefits platform. Marketing runs through the company's own website, Instagram, Facebook, and email newsletters; the company also displays Enterprise Estonia (EAS) co-marketing for its €5,500 Digitalization Roadmap grant. Management is led by Director Andrus Murumets, supported by two Group Training Managers (Kethlin Kõrver and Laura Siimenson). Headcount is 51–100 employees, consistent with a lean unstaffed operating model. No external venture capital, institutional investors, parent company, or M&A activity is disclosed.

Name

24-7 Fitness.ee

Legal name

24-7fitnessklubi OÜ

Website

https://24-7fitness.ee

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

24-7 Fitness.ee operates a 31-location self-service gym chain across Estonia, offering 24/7 mobile-app-based club access to individual fitness members via prepaid packages and monthly subscriptions, plus 50+ group training classes.

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

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

akta.pro secondary industries

Youth & Teen Personal Training (HSADAAAJ), Specialty Membership Clubs (Category-Focused) (CRAEADAI), Regional & Local Membership Warehouse Clubs (CRAEADAH)

Keywords

• Self-service fitness centers
• Gym membership access
• 24/7 gym chain
• Group fitness classes
• Mobile gym access app

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices31 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Subscription Packages (Prepaid): Fixed-duration prepaid packages (3-365 days) paid upfront. Membership allows one visit per day to any club. Packages cannot be paused. Prices range from €11.99 (3 days) to €219.99 (365 days).
2. Annual Contract Subscription: Monthly recurring subscription at €20.99/month with e-invoice billing. Requires bank account for auto-debit on 10th of each month. First payment covers remainder of current month plus next full month.
3. Group Training Add-on Package: Supplementary package at €2.99 per 30 days added to any primary package. Required for participation in group fitness classes. Validity tied to primary package expiration.
4. One-time Entry Pass: Single-visit entry at €7, purchased at club reception via contactless card payment. Allows one gym visit and group training participation if space available.
5. Registration Fee: One-time membership registration fee of €10 charged upon first joining. Waived for returning members.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

24-7 Fitness.ee operates a 31-location chain of self-service fitness clubs across Estonia, providing round-the-clock gym access (except Akadeemia club, 06:00-00:00) with a single membership card valid at all locations. The company sells prepaid gym access packages (3-day to 365-day), an annual monthly subscription contract, group training add-on packages, one-time entry passes, and personal training by independent certified trainers. Members access clubs via a mobile app with NFC Wallet integration, enabling unstaffed, keyless entry.

Product overview

24-7 Fitness.ee is a 31-location Estonian gym chain offering 24/7 self-service fitness facilities. The core offering is unlimited gym access across all clubs with a single membership card. The product portfolio consists of: (1) Core gym access sold as multiple package tiers (3-day to 365-day prepaid packages at 11.99€–219.99€, plus a 20.99€/month recurring annual contract), (2) Group Training Sessions — over 50 instructor-led class types including BodyPump, Zumba, yoga, Pilates, HIIT, and boxing — requiring a 2.99€/30-day Group Training Package add-on, (3) Personal Training offered by independently operating certified trainers, (4) One-Time Passes at 7€ for single-visit entry with optional group class participation, (5) Gift Cards for contract-free packages, and (6) Digital access via the 24-7Fitness mobile app with Apple Wallet integration for keyless club entry. The business model emphasizes self-service operation with no on-site staff, mobile-first access, and cross-club access with one daily visit allowed per membership.

Differentiator

Problem solved

Functional benefit

Products and services

• 3-Day Package Short-term prepaid gym access package valid for 3 consecutive days without contract, priced at €11.99, targeted at new members wanting a trial.
• 14-Day Package Short-term prepaid gym access package valid for 14 consecutive days without contract, priced at €21.99, including optional add-on of group training package.
• 30-Day Package Monthly prepaid gym access package valid for 30 consecutive days without contract, priced at €32.99.
• 90-Day Package Quarterly prepaid gym access package valid for 90 consecutive days without contract, priced at €87.99.
• 180-Day Package Semi-annual prepaid gym access package valid for 180 consecutive days without contract, priced at €131.99.
• 365-Day Package Annual prepaid gym access package valid for 365 days without contract at €219.99, offering 20% savings versus monthly equivalent; the best-value prepaid option.
• Annual Contract Package Recurring monthly gym access subscription at €20.99/month paid via e-invoice, with bank account auto-debit on the 10th of each month. First payment covers the remaining days of the current month plus the next full month. Stebby payment is not available for this option.
• One-Time Pass Single-entry pass for one gym visit at €7, purchased at the club via contactless card payment, with optional group training participation if space available.
• Group Training Sessions Over 50 types of instructor-led group fitness classes including BodyPump, Zumba, yoga, Pilates, HIIT, boxing, dance, and specialized sessions, categorized by difficulty (beginner, intermediate, advanced) and type (cardio, strength, flexibility, mind-body). Requires booking via customer portal; minimum 3 participants needed for a class to run. Requires Group Training Package add-on.
• Personal Training One-on-one training sessions with approved personal trainers holding valid certification, with trainers operating independently under separate agreements with the club; pricing and scheduling arranged directly with trainers.
• Gift Cards Contract-free prepaid gym access packages available as gift cards, valid for 12 months from purchase, ordered via [email protected].
• 24-7Fitness Mobile App Mobile application for iOS and Android enabling club access via turnstile entry, Wallet pass integration, group training registration, package management, and profile access. Location services required for app functionality and NFC required on Android devices.
• Group Training Package Add-on Add-on package enabling participation in group training sessions at any club, priced at €2.99 per 30 days (or pro-rated based on remaining main package validity), must be purchased alongside a main gym access package.

Quantifiable outcome

• 20% savings with 365-day package vs monthly
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature3 records

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Fitness24Seven: Swedish-founded 24/7 unstaffed budget gym chain operating across Scandinavia and select European markets. Nearly identical business model to 24-7 Fitness.ee: low monthly pricing, self-service access, mobile-based entry, and broad geographic coverage. Most directly comparable peer in concept.
• SmartFit: Baltic-region fitness club chain with presence in Estonia and neighboring markets. Comparable as a regional multi-location budget fitness operator competing in overlapping Estonian geographies with similar membership pricing.
• Alexela Fitness: Estonian-branded fitness club offering tied to the Alexela retail/fuel brand. Comparable as a domestic Estonian fitness competitor operating in overlapping local markets with similar budget-to-mid pricing tiers.

Broad incumbents

• Basic-Fit: Europe's largest low-cost fitness chain operating over 1,300 clubs across multiple countries. Comparable as the established pan-European leader in the budget fitness segment that 24-7 Fitness.ee competes within at the value end of the market.
• Planet Fitness: US-based franchised low-cost fitness chain with thousands of locations globally. Comparable as the global archetype of budget, high-volume fitness clubs with stripped-down service model.
• Pure Gym: UK-headquartered low-cost gym chain with expanding European footprint. Comparable value proposition: affordable monthly memberships, 24/7 access, multiple locations per city, group classes included.
• SATS Group: Nordic region's largest fitness chain with extensive presence in Norway, Sweden, Denmark, and Finland. Comparable as an established multi-country fitness operator; differs in premium positioning and full-service model versus 24-7 Fitness.ee's self-service approach.
• The Gym Group plc: UK-listed low-cost gym operator with nationwide footprint and low monthly subscription pricing. Comparable business model: budget monthly memberships, multiple locations, group fitness, and 24/7 access in many sites.

Regional players

• MyFitness: Polish-headquartered fitness chain operating in Poland and select Eastern European markets. Comparable regional fitness operator with similar multi-location, membership-based model.

Others

• Stebby: Estonian employee benefits and wellness platform integrated into 24-7 Fitness.ee's payment flow. Comparable as an adjacent ecosystem partner rather than direct competitor; relevant for understanding the corporate wellness channel.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/247fitness.ee
• Instagraminstagram.com/24.7fitness.ee
• LinkedInlinkedin.com/company/24-7fitnesseesti

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 24-7 Fitness.ee