FirmaFitness

What FirmaFitness does

FirmaFitness (legal entity OÜ FirmaFitness) is an Estonian private limited company founded in 2016 and headquartered in Tallinn that delivers workplace wellness services to corporate clients primarily in Estonia, with some delivery to other European countries. The company offers a portfolio of B2B services including on-site and virtual office fitness sessions, structured health packages (health days, weeks, months), ergonomics training delivered as webinars or in-office sessions, mental and physical health workshops, on-site corporate massage, and corporate gym design and installation. Services are delivered by a team of approximately nine certified professionals including the founder Susie-Ann, personal trainers, a mental health educator, and yoga/Pilates instructors.

The company's underlying technology footprint is minimal: it operates a bilingual WordPress website (firmafitness.ee), a YouTube channel, and an e-commerce storefront but does not develop proprietary software, APIs, or AI products. Its competitive position rests on a curated catalogue of third-party ergonomic equipment (Blackroll, Gymba active standing boards, GetUpDesk portable standing desks, OysterMouse vertical mice, resistance bands, lumbar supports) resold through its online shop, plus proprietary digital content in the form of an e-book (Nutrition Basics, €15) and a video course (Home Office Ergonomics). Customer acquisition is sales-led and event-driven, using website contact forms, content marketing via an extensive SEO-oriented blog, social media (Facebook), email newsletters, and client testimonials/referrals; named enterprise clients include Pipedrive, ABB, Fujitsu, Stora Enso, Sorainen, Derling, Ellex Raidla, and government agencies.

FirmaFitness generates revenue through three streams: (1) professional services for corporate wellness engagements, priced via custom quotes with multi-year contract cadence; (2) corporate gym design and installation projects; and (3) e-commerce product sales (ergonomic equipment and digital products) priced on a one-time pay-as-you-go basis ranging from €9.90 to €280. The company is bootstrapped, with no disclosed funding rounds, no institutional investors, and no parent company, and it is led by founder Susie-Ann without evidence of additional C-suite executive hires.

Name

FirmaFitness

Legal name

OÜ FirmaFitness

Website

https://firmafitness.ee

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

FirmaFitness is an Estonian B2B workplace wellness provider delivering on-site and virtual fitness, ergonomics, mental health, and massage services to corporate clients, complemented by an e-commerce shop selling ergonomic equipment and digital wellness content.

Ownership category

akta.pro rank

Product category

Corporate Wellness Services

NAICS

Management, Scientific, and Technical Consulting Services (5416)

SIC

Services-Facilities Support Management Services (8744)

akta.pro primary industry

Corporate/Workplace Wellness Coaching (HSADAGAL)

akta.pro secondary industry

Fitness & Wellness Operations Support (On-site Gyms/Wellness Rooms) (IMAIALAL)

Keywords

• Corporate wellness services
• Workplace fitness programs
• Office ergonomics training
• Corporate massage services
• Employee health workshops

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Corporate Wellness Services: Revenue from providing workplace fitness services including office workouts, yoga, ergonomics training, mental health workshops, and team-building events directly to corporate clients. Services delivered both virtually and on-site.
2. E-commerce Product Sales: Online shop selling office ergonomics equipment (standing desks, ergonomic mice, massage balls, resistance bands, stability balls) and digital products (e-books, video courses). One-time product purchases with delivery to customers.
3. Corporate Gym Design: Design and installation services for corporate gyms and wellness areas in office buildings, including consultation and equipment provisioning.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

FirmaFitness is a workplace wellness company that delivers corporate fitness, ergonomics, mental health, and massage services to businesses across Estonia and other European countries. Services are provided both on-site at client premises and virtually, complemented by an online shop selling office ergonomics equipment, fitness accessories, and digital wellness content. Founded in 2016 by Susie-Ann, the company has served 21+ corporate clients including Pipedrive, Stora Enso, Sorainen, ABB, and Fujitsu.

Product overview

FirmaFitness is a workplace wellness company offering a comprehensive B2B service portfolio centered on corporate fitness and ergonomic solutions. The core offerings include office fitness sessions (on-site and virtual), health packages (health days, weeks, months), workshops (body composition, posture, nutrition), ergonomics training, mental/physical health trainings, on-site massage, and corporate gym design services. Complementing the service offering is an e-commerce shop selling wellness and ergonomics products including Blackroll massage equipment (rollers, mini rollers, balls), resistance bands (loop, long, small), standing solutions (Gymba active standing board, GetUpDesk portable standing desk, GetUpMat standing mat), ergonomic peripherals (OysterMouse vertical mouse, forearm support, Pilot Spot lumbar backrest), gymnastic balls, and digital products (nutrition e-book, home office ergonomics video course). The services are delivered both in-person at client offices and virtually, with products available for purchase through the online store.

Differentiator

Problem solved

Functional benefit

Products and services

• Office Fitness Sessions (Kontoritreeningud) On-site and virtual fitness sessions including office workouts, group training, and yoga designed for workplace environments to reduce sedentary behavior among employees.
• Health Packages (Tervisepaketid)
• Workshops (Töötoad)
• Gym Design (Treeningala)
• Ergonomics Training (Ergonoomika)
• Corporate Trainings (Koolitused)
• On-site Corporate Massage (Firmamassaaž)
• Office Ergonomics and Wellness Product Shop

Quantifiable outcome

• Every euro invested in employee health generates multiplied profit through improved productivity and reduced absenteeism
• +2 more outcomes

Named customers14 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor.

• Draper Startup HouseminorStrategic or Co-development Partner · 1 February 2023Partnership announced in February 2023 with Draper Startup House. Founder Susie-Ann has lived and worked in several foreign countries and brings international experience to the partnership. The collaboration aims to promote workplace wellness in the startup ecosystem.
• VaeliouminorStrategic or Co-development Partner · 1 December 2022Partnership started in December 2022 with Vaeliou, whose goal like Firmafitness is to create strong work culture through data-based approaches. Collaboration focuses on creating healthier workplace environments.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Limeade: Limeade is an employee well-being and engagement platform offering fitness, mental health, and culture programs to mid-market and enterprise employers, competing with FirmaFitness in the corporate wellness category with a broader technology footprint.
• Wellhub (formerly Gympass): Wellhub provides employer-subsidized access to gyms and wellness apps globally; competes with FirmaFitness for corporate fitness budgets but at much larger scale and via a digital marketplace model rather than in-house trainer delivery.
• Virgin Pulse: Virgin Pulse is a scaled global corporate well-being and employee engagement platform serving enterprise clients; competes with FirmaFitness for the same employer wallet but offers a much broader technology-led platform versus FirmaFitness's local-services delivery.

Emerging players

• Calm Business: Calm Business offers employer-paid subscriptions to its meditation and mindfulness app, competing for the same mental-health-at-work budget that FirmaFitness addresses through live workshops and yoga sessions.
• Wellness 360: Wellness 360 provides on-site and virtual corporate wellness services including fitness, ergonomics, and mental health programs, directly overlapping with FirmaFitness's bundled workplace wellness offering but typically at larger enterprise scale.
• Headspace for Work: Headspace for Work sells employer subscriptions to its meditation and mental health app, partially overlapping with FirmaFitness's mental health workshops and Jose-led coaching but delivered as a digital product rather than live training.

Direct peers

• Wellable: Wellable is a corporate wellness platform that provides on-site and virtual wellness programming (fitness, mindfulness, nutrition) to employers, directly overlapping with FirmaFitness's B2B corporate wellness service model.
• Corporate Fitness Works: Corporate Fitness Works designs, builds, and manages on-site corporate fitness centers and wellness programs for employers in the U.S., directly comparable to FirmaFitness's corporate gym design and workplace fitness delivery model.

Others

• Mindbody B2B: Mindbody provides software for fitness and wellness businesses to manage classes, appointments, and corporate programs; serves as enabling infrastructure adjacent to FirmaFitness's wellness service delivery.
• Ergotron WorkFit: Ergotron sells ergonomic office equipment (standing desks, sit-stand solutions) used in the same corporate ergonomics category that FirmaFitness addresses with training and ergonomic product retail; complementary rather than directly competitive.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/firmafitness
• LinkedInlinkedin.com/company/firmafitness

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 FirmaFitness