Premium Hälsan

What Premium Hälsan does

Premium Hälsan is a Swedish private fitness and wellness chain operating eight facilities across western and southern Sweden (Landvetter, Näset, Kristinehamn, Kinna, Tranemo, Gislaved, Gnosjö, Bromölla). The company offers a vertically integrated wellness proposition spanning gym memberships, group training, personal training, swim school (babysim through adult private lessons), and ancillary wellness services (naprapathy, massage, EasyVibe vibration therapy, water aerobics). Its core technical and product concept is the "Comfort Zone with eGym," a dedicated training area featuring eGym intelligent strength machines that auto-adjust resistance to individual strength profiles, paired with InBody body composition measurement and a gamified mobile progress tracking application. Equipment is curated from premium vendors (Technogym strength, Precor cardio with embedded Netflix/Spotify screens), and AI-powered camera monitoring is deployed across all facilities for safety and operational awareness.

The business operates on a multi-tier subscription model (Standard, Gold, Platinum, Platinum Senior) billed via autogiro, complemented by short-duration structured programs (Premium Express 4 weeks, Premium Challenge 4 weeks, Premium Change 8 weeks, Weight Trainer 12 weeks, For Life 12 weeks) that function as both standalone offerings and conversion funnels. Pricing is not publicly disclosed for membership tiers but is transparently listed for courses and swim school. A defining commercial feature is integration with Swedish employer wellness benefit platforms Epassi and Benify/Benifex, which channel friskvårdsbidrag (statutory wellness allowances) directly to the company, plus a TrainAway network partnership giving Platinum members access to 200+ gym locations across Sweden at ~13 kr/session. Customer acquisition is sales-assisted (medlemsrådgivare) via website interest forms, supported by per-location Instagram/Facebook presence and local SEO. The chain enforces an 18+ age policy and a 30-day satisfaction guarantee as core brand differentiators.

Name

Premium Hälsan

Legal name

Premium Hälsan

Website

https://premiumhalsan.se

Company type

Private

Founded year

2022

Operating status

Operating

Short description

Premium Hälsan is a Swedish private premium fitness chain operating eight facilities across western and southern Sweden, offering gym memberships, group training, personal training, swim school, and weight-loss courses anchored on eGym intelligent equipment and a Comfort Zone concept for non-intimidated adult members.

Ownership category

akta.pro rank

Product category

Premium 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

Weight Loss & Body Transformation Training (HSADAAAC), General Personal Training (In-Person & Virtual) (HSADAAAA), Strength & Conditioning Personal Training (HSADAAAB)

Keywords

• Premium fitness centers
• Group training classes
• Personal training services
• Swim school programs
• Weight management courses

Headquarters

HQ city

Landvetter

HQ country

Sweden

HQ region

Europe

Offices8 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. Gym Membership Subscriptions: Recurring subscription memberships (Standard, Gold, Platinum, Platinum Senior) paid monthly or annually via automatic debit (autogiro). This is the primary revenue stream. Members receive a 30-day satisfaction guarantee.
2. Structured Training Courses: Time-bounded group programs (Premium Express 4 weeks, Premium Challenge 4 weeks, Premium Change 8 weeks, Weight Trainer 12 weeks, For Life 12 weeks) with bundled pricing. These serve as both standalone revenue and membership conversion funnel.
3. Personal Training Sessions: One-on-one personal training sessions and PT consultations. Members can book individual or bundled PT sessions. A free initial consultation is offered to reduce purchase friction.
4. Swim School and Aquatics: Revenue from babysim (baby swimming), småbarnssim (toddler swimming), intensivsimskola (intensive swim school), and regular swim school courses at the Landvetter facility. Also includes private swim lessons and hall rental.
5. Ancillary Wellness Services: Additional revenue from naprapat (naprapathy), massage, EasyVibe vibration platform sessions, vattengympa (water aerobics), and swim hall rental at specific locations.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Premium H\u00e4lsan operates a Swedish chain of premium fitness and wellness centers providing gym memberships (Standard, Gold, Platinum, Platinum Senior) with cardio and strength training, group classes (yoga, spinning, functional), one-on-one personal training, swim school (babysim, sm\u00e5barnssim, intensivsimskola, age-based levels), structured multi-week lifestyle and weight-loss courses (Express, Challenge, Change, For Life, Weight Trainer), and ancillary wellness therapies (massage, naprapati, EasyVibe). The core experience centers on the Comfort Zone equipped with eGym intelligent machines designed for gym-intimidated beginners, complemented by a Premium Metoden structured 3-step onboarding methodology and a 30-day satisfaction guarantee.

Product overview

Premium Hälsan is a Swedish premium fitness and wellness chain operating eight gym and wellness facilities across Sweden (Landvetter, Näset, Kinna, Kristinehamn, Bromölla, Gnosjö, Tranemo, Gislaved). The membership portfolio spans four tiers: Premium Standard (gym access), Premium Gold (adds group training), Premium Platinum (full offering including exclusive Comfort Zone, outdoor training, and all facilities), and Premium Platinum Senior (tailored for members 65+). The core product experience is anchored by the Comfort Zone with eGym intelligent training machines, which adapt resistance to individual fitness profiles, combined with InBody body composition measurement. Facilities feature AI-powered security cameras, Technogym and Precor cardio equipment, and Technogym strength machines. A broad suite of services includes group training (yoga, spinning, functional sessions), personal training, and specialized courses (Weight Trainer 12-week, Premium Challenge 4-week, Premium Express 4-week, Premium Change 8-week, Premium For Life 12-week). Aquatic offerings span simskola (swimming school for children aged 5+), babysim, småbarnssim, vattengympa (water aerobics), and privatsim at the Landvetter facility. Wellness services include massage, naprapati, and EasyVibe at Kristinehamn. The company integrates with Epassi and Benify/Benifex for employer wellness benefit payments and provides cross-gym access through the TrainAway network across 200+ Swedish locations.

Differentiator

Problem solved

Functional benefit

Brands

• Premium Standard: Entry-level gym membership offering gym access with strength and cardio equipment.
• Premium Gold
• Premium Platinum
• Premium Platinum Senior
• Comfort Zone
• Premium Metoden
• Premium Challenge
• Premium Express
• Premium Change
• Premium Weight Trainer
• Premium For Life

Products and services

• Gym Membership Subscriptions (Standard, Gold, Platinum, Platinum Senior) Four recurring monthly subscription tiers providing gym access via autogiro: Standard (entry-level cardio and strength training), Gold (adds group training sessions), Platinum (full access including exclusive Comfort Zone with eGym, outdoor training and TrainAway network), and Platinum Senior (same all-inclusive access at a reduced rate for members aged 65+). A 30-day satisfaction guarantee applies to all new autogiro memberships.
• Premium Metoden (Onboarding Method) A structured 3-step guided onboarding program designed to convert beginners into regular gym users: (1) information session and personal health plan, (2) eGym and gym introduction with InBody body composition measurement, (3) follow-up. Currently priced at 499 kr (discounted from 1,499 kr) and includes 30 days of guided training.
• Personal Training (PT) One-on-one personal training sessions and PT consultations tailored to individual fitness levels and goals. Trainers design custom exercise programs, provide nutrition guidance and deliver injury prevention coaching. A free initial consultation is offered to reduce purchase friction.
• Group Training Classes (Grupptr\u00e4ning) Scheduled group fitness classes including yoga, spinning, functional strength sessions, and water-based training, led by qualified instructors. Booking is handled via the GoActiveBooking platform; included for Gold and Platinum members and available as paid drop-in classes otherwise.
• Swim School (Simskola) Structured swimming lessons for children aged 5+ at the Landvetter facility, taught by Svenska Livr\u00e4ddningss\u00e4llskapet (SLS)-certified instructors following SLS guidelines with a focus on self-rescue and lifesaving. Levels include Krabban (beginner), Grodan (continuation), S\u00e4nen, Pirayan and Sp\u00e4ckhuggaren (advanced). Also offered as an intensive 2-week holiday course (intensivsimskola) of 8 sessions. Private swimming lessons available for individuals needing extra support.
• Aquatic Programs (Babysim, Småbarnssim, Vattengympa, Private Lessons) Water programs at the Landvetter facility: babysim (warm-water pool at 32\u00b0C, babies minimum 3 months / 4 kg), sm\u00e5barnssim (toddler water safety, ages 1\u20135 across four levels), vattengympa (water aerobics for all fitness levels, 16 sessions at 2,280 kr), and private swimming lessons at 700 kr per 30-minute session, 3,250 kr for five sessions, or 6,000 kr for ten sessions. Pool hall rental also available.
• Massage & Naprapati Therapeutic wellness services at the Kristinehamn facility including massage (customizable pressure and style) and naprapati for acute and chronic muscle and joint complaints. Bookable through external platforms.
• EasyVibe Vibration Platform Vibrating platform treatment available at the Kristinehamn facility that stimulates natural reflexes, increases muscle activity, and improves circulation for overall well-being.
• Premium Express (4-week introductory course) A 4-week introductory fitness program with one group training session per week, designed for beginners or those wanting an extra push. Priced at 499 kr (3-installment plan) or 1,495 kr paid in cash.
• Premium Challenge (4-week weight loss program) A 4-week weight loss program combining 4 group training sessions with 60 calorie-calculated meals, snack recipes and InBody body composition measurements, plus a free gym membership during the challenge. Priced at 657 kr/month over 6 installments (3,940 kr total).
• Premium Change (8-week transformation program) An 8-week comprehensive training and nutrition program combining 7 group training sessions, a nutrition lecture, calorie-calculated recipes, protein powder, a closed Facebook group, InBody tracking and a Platinum membership for the duration of the course. Priced at 999 kr (6-installment plan) or 5,995 kr paid in cash.
• Premium For Life (12-week lifestyle program) A 12-week intensive lifestyle transformation program delivering 2 group training sessions per week (23 total), personal calorie calculation, NutritionData license with 500+ calorie-counted recipes, a nutrition lecture and a Platinum membership for the duration. Priced at 1,499 kr over 7 installments (10,493 kr total).
• Weight Trainer (12-week small-group PT weight loss program) A 12-week weight loss and strength program combining small-group training (2 sessions per week) with 8 coaching sessions, individual PT conversations, nutrition and training feedback, body composition tracking, and a full Platinum membership for the duration. Includes 500+ calorie-calculated recipes via NutritionData and personal calorie calculation. Pricing available on contact.

Quantifiable outcome

• eGym training increases training efficiency by up to 30% compared to conventional training

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability1 record

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and supporting.

• EpassicoreGTM or Marketing PartnerEpassi is a digital friskvårdsbidrag (employer wellness benefit) payment platform. Premium Hälsan integrates with Epassi, allowing members to search for Premium Hälsan in the Epassi app and pay for memberships and approved activities directly at the reception or online. Epassi also offers a lunch benefit card that works at restaurants and food stores.
• Benify / BenifexcoreGTM or Marketing PartnerBenify/Benifex is an employee benefits portal used by employers to manage friskvårdsbidrag and other perks. Premium Hälsan accepts payments through Benify's platform, allowing employees whose companies use Benify to apply their wellness allowance toward Premium Hälsan memberships and services.
• TechnogymcoreTechnology or IntegrationPremium Hälsan uses Technogym equipment across its facilities, described as 'handplockad träningsutrustning ifrån världsledande Technogym' (handpicked training equipment from world-leading Technogym). This is a core part of the premium positioning.
• PrecorcoreTechnology or IntegrationPremium Hälsan uses Precor cardio machines across its facilities. The Precor machines include integrated screens for watching Netflix or listening to Spotify, enhancing the workout experience. Precor is described as 'top of the line' in the fitness industry.
• eGymcoreTechnology or IntegrationeGym provides intelligent strength training machines that automatically adjust resistance based on each user's ability and selected training program. The system includes gamified progress tracking (yellow coins), a mobile app for monitoring development, and integration with InBody body composition analysis. eGym is a central pillar of the Comfort Zone concept.
• TrainAway (KlubbSverige Mobil)supportingChannel Partner/ Reseller/ DistributorThrough TrainAway's KlubbSverige Mobil network, Premium Hälsan Platinum members can train at over 200 gym locations across Sweden for approximately 13 kr per session. This effectively extends Premium Hälsan's geographic coverage without requiring additional physical locations.
• Svenska Livräddningssällskapet (SLS)supportingTechnology or IntegrationPremium Hälsan's swim instructors at the Landvetter swim school are all trained through Svenska Livräddningssällskapet (Swedish Life Saving Society). Swim lessons follow SLS guidelines with a focus on self-rescue and lifesaving skills, from babysim through to adult private lessons.
• NutritionDatasupportingTechnology or IntegrationPremium Hälsan's For Life and Weight Trainer programs provide members with a license to NutritionData's platform, which includes a recipe database with over 500 calorie-counted recipes and diet tracking tools. Used for personal calorie calculations and ongoing nutritional guidance.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• SATS Group: Largest fitness chain in the Nordics (SATS, ELIXIA, Balance brands) operating 200+ clubs across Scandinavia. Comparable business model (memberships, PT, group training) and geographic overlap in western Sweden, but operates at far greater scale and as a public/PE-backed incumbent.
• Equinox: Global premium fitness operator with high-end clubs, PT and group training. Comparable to Premium Hälsan on the premium positioning and curated member experience, though operating at much larger scale and in major global metros.
• World Class: Premium fitness operator with clubs in Sweden, Poland and the Baltics. Closely comparable to Premium Hälsan on the premium tier — same Technogym ecosystem, group training, PT and spa-adjacent wellness — but at broader geographic and corporate scale.

Direct peers

• Friskis & Svettis: Cooperative non-profit fitness organisation with hundreds of affiliated gyms across Sweden. Overlaps directly with Premium Hälsan on group training, gym access and broad wellness programming, and is a structural alternative for price-sensitive Swedish consumers.
• Nordic Wellness: Sweden's largest domestic fitness chain with 200+ gyms across the country. Directly comparable to Premium Hälsan as a multi-site Swedish operator selling memberships, group training and corporate wellness — though at vastly larger scale and a more mass-market positioning.
• Actic Group: Swedish gym chain with ~170 facilities focused on affordable fitness. Competes for the same Swedish membership base as Premium Hälsan with overlapping group training, PT and corporate wellness offerings, but at lower price points.
• Well.com: Swedish gym chain offering memberships, PT and group training. Directly comparable multi-site Swedish fitness operator, with a similar middle-market positioning versus Premium Hälsan's premium tilt.
• Fitness24Seven: Low-cost 24/7 gym chain with significant Swedish presence. Directly comparable as a Swedish multi-site gym operator; primarily competes on price and accessibility, representing the trade-down risk for Premium Hälsan's premium positioning.

Others

• GoActive: Swedish booking and member-management platform used by Premium Hälsan for swim school and group training bookings. Adjacent ecosystem participant enabling Premium Hälsan's course and class distribution rather than a competing operator.

Regional players

• STC (Stockholms TräningsCentral): Stockholm-based fitness chain offering memberships, group training and PT. Comparable product offering to Premium Hälsan but concentrated in the Stockholm metro rather than western Sweden.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/premiumhalsanlandvetter
• Instagraminstagram.com/premiumhalsan_landvetter

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Premium Hälsan