update fitness

What update fitness does

update Fitness AG is a privately held Swiss multi-location fitness operator headquartered in Münchwilen, St. Gallen, that runs over 85 owned-and-operated studios spanning all major Swiss language regions. The core offering is the Jahresabonnement — an annual subscription priced at CHF 699 (or CHF 789 with Stopcard) granting unlimited cross-location access to group fitness classes (over 2,500 per month), online training content, and personal supervision. Memberships are recognized by Swiss health insurers (Krankenkassenanerkennung), enabling partial reimbursement and functioning as a customer-acquisition lever.

The underlying technology stack is a conventional fitness-services platform: physical studios with modern equipment, an online fitness portal delivering livestream and on-demand video, a mobile training app, and an e-commerce storefront (update Lifestyle Shop) for sports nutrition including Shape Shake and Vegan Protein. Group fitness formats include internally developed programs such as P.I.I.T. The company extends beyond studio access via update Akademie, which provides trainer certification and continuing education, and via the Vereinspartnerschaften club program that supplies training access to 3,000+ athletes across roughly 16 sports organizations including FC St. Gallen, FC Vaduz, FC Winterthur, FC Wil, and FC Aarau.

Commercially, update Fitness runs a direct-to-consumer subscription model complemented by community-led growth through athlete ambassadors (Fabian Schär, Pablo Brägger, Belinda Bencic, Tranquillo Barnetta) and seasonal acquisition campaigns (Sommerabo at CHF 1/day). Revenue streams include recurring annual studio memberships, a standalone online subscription (CHF 399/year without auto-renewal), training programs (8-week weight loss, youth strength), professional education fees, and one-time supplement sales. The company operates exclusively in Switzerland and the Principality of Liechtenstein and is led by CEO Michael Ammann.

Name

update fitness

Legal name

update Fitness AG

Website

https://update-fitness.ch

Company type

Private

Operating status

Operating

Short description

update Fitness AG is a privately held Swiss fitness chain operating 85+ studios nationwide, selling annual subscriptions (CHF 699/year) that bundle unlimited studio access, group fitness, online training, and health insurance recognition for individual consumers.

Ownership category

akta.pro rank

Product category

Fitness Center Services

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Weight Loss & Body Transformation Training (HSADAAAC)

akta.pro secondary industry

Senior/Low-Impact Group Fitness (HSADABAI)

Keywords

• Fitness studio memberships
• Group fitness classes
• Online fitness training
• Sports nutrition supplements
• Fitness trainer education

Headquarters

HQ city

Münchwilen

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Annual Studio Memberships: Annual subscriptions providing unlimited access to all studio locations, group fitness classes, and online fitness content. Priced at CHF 699/year with Stopcard option at CHF 789/year.
2. Online Fitness Subscription: Standalone digital subscription for remote training, priced at CHF 399/year without automatic renewal.
3. Supplement Sales: E-commerce sales of sports nutrition products including protein powders, weight management supplements, and training accessories through the update shop.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

update Fitness AG operates a multi-location fitness studio chain in Switzerland providing annual memberships that grant access to 85+ studios, group fitness classes, online training content, and personal supervision. The company complements its studio offering with a digital online fitness subscription, a mobile training app, an 8-week weight loss program, childcare services, youth strength training, a sports nutrition e-commerce shop, and fitness trainer education through the update Akademie.

Product overview

update Fitness operates as Switzerland's leading multi-location fitness provider with over 85 studio locations across the country. The company offers a unified membership model centered on the Jahresabonnement (annual subscription) at 699 CHF/year, which provides access to all physical locations, group fitness classes, online fitness content, and personal supervision. Digital-only options are available through the Online Fitness Abo (399 CHF/year). The product ecosystem extends to the Trainingsapp (mobile training app), an 8-week weight loss program (Schlankmacher), children's childcare services (Kinderwelt), and youth strength training programs. Complementing the fitness services, update Fitness operates an e-commerce shop selling sports nutrition supplements including Shape Shake and Vegan Protein. The company also runs the update Akademie for fitness professional education and offers a club partnership program for sports organizations. Recent expansions include new locations in Gordola (Feb 2026), Frick (Apr 2026), and planned Thalwil opening (Fall 2026), with over 90 locations now accessible to members.

Differentiator

Problem solved

Functional benefit

Brands

• update Akademie: Fitness trainer education and certification programs, workshops, and continuing education for fitness professionals.
• update Lifestyle Shop
• P.I.I.T.

Products and services

• Jahresabonnement (Annual Subscription) Annual fitness membership granting access to all update Fitness studios in Switzerland, including supervision, group fitness classes, online fitness access, training archive, free pausing options, and health insurance recognition.
• Jahresabonnement mit Stopcard Annual membership variant with a StopCard option allowing flexible pause functionality, valid at all update Fitness locations across Switzerland.
• Online Fitness Abo Digital-only fitness subscription providing access to online training videos and livestream workouts, designed for members training at home or on the go without studio access.
• Gruppenfitness (Group Fitness) Group exercise class program delivered at all update Fitness studios, including BodyPump, Yoga, Zumba, and the proprietary P.I.I.T. interval training format.
• Trainingsapp (Training App) Mobile application providing training support and workout tracking for update Fitness members across all studio locations.
• Kinderwelt (Children's World) Childcare service at selected update Fitness studios that supervises children while parents use the gym facilities.
• 8-Wochen Abnehmprogramm (Schlankmacher) Structured 8-week weight loss program designed to help update Fitness members achieve weight loss goals through guided training and nutrition.
• Krafttraining für Jugendliche (Youth Strength Training) Strength training programs tailored for children and teenagers, delivered at update Fitness studios.
• Shape Shake Protein supplement shake for muscle building sold through the update Shop, with a 4.92/5 rating from 12 customer reviews.
• Vegan Protein Vegan protein supplement sold through the update Shop in vanilla and cappuccino flavors, rated 5.00/5.
• BRF Bänder (Blood Flow Restriction Bands) Blood Flow Restriction training bands sold via update Akademie for use in enhanced strength training sessions.
• Fitness Ausbildungen (Fitness Trainer Education) Professional fitness trainer education and certification programs delivered through update Akademie.
• Gruppenfitness Ausbildungen (Group Fitness Instructor Training) Group fitness instructor training and certification programs offered through update Akademie.
• Fitnessführerschein (Become Your Own Coach) Self-directed fitness education program offering a Fitnessführerschein (driver's license for fitness) through update Akademie.
• Online Workshops Online fitness workshops offered through update Akademie for continued education and skill development.

Quantifiable outcome

• Over 85 studio locations across Switzerland
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

16 partnerships are on record, tiered core and minor.

• FC St. GallencoreGTM or Marketing PartnerProfessional football club partnership. update Fitness provides training facilities; club displays brand visibility through logo placements and social media presence.
• FC VaduzcoreGTM or Marketing PartnerLiechtenstein professional football club partnership with reciprocal training access and brand promotion.
• FC WinterthurcoreGTM or Marketing PartnerSwiss football club with partnership for training facilities access in exchange for visibility.
• FC WilcoreGTM or Marketing PartnerSwiss football club partnership providing training access and brand promotion.
• FC AaraucoreGTM or Marketing PartnerSwiss football club partnership for training and promotional purposes.
• UHC WaSa (Unihockey)minorGTM or Marketing PartnerFloorball club partnership with training access and brand visibility exchange.
• LC Brühl (Floorball)minorGTM or Marketing PartnerWomen's floorball team partnership for training facilities and promotional visibility.
• HC ThurgauminorGTM or Marketing PartnerIce hockey club partnership with training access and brand visibility.
• Engadin NordicminorGTM or Marketing PartnerCross-country skiing association partnership providing training support and visibility.
• Ostschweizer Skiverband (Junioren)minorGTM or Marketing PartnerEastern Switzerland ski federation youth program partnership.
• Liechtensteiner Leichtathletikverband LLVminorGTM or Marketing PartnerLiechtenstein athletics federation partnership.
• TSV St. Otmar (Handball)minorGTM or Marketing PartnerHandball club partnership.
• Unihockey Basel RegiominorGTM or Marketing PartnerFloorball club partnership.
• Wizards Bern BurgdorfminorGTM or Marketing PartnerFloorball club partnership.
• DHB Rotweiss ThunminorGTM or Marketing PartnerFloorball club partnership.
• Team AtlantxminorGTM or Marketing PartnerAthletics team partnership.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Peers

• Fitness First Switzerland:

Others

• EGYM Wellpass (Gympass): Corporate-wellness and multi-gym access platform serving European employers; not a direct club competitor but a channel/adopter that can redirect member flow across competing gyms, including update Fitness-style chains.
• Myprotein: Large direct-to-consumer sports nutrition brand; competes with update Shop (Shape Shake, Vegan Protein) for the same supplement wallet, particularly among update Fitness's own members.

Market position

Strengths6 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCNGAvYdwZhWgkLq5TcO7HfQ
• Facebookfacebook.com/groups/update.fitness
• Instagraminstagram.com/updatefitnessag
• LinkedInlinkedin.com/company/update-fitness-ag

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 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 update fitness