Sporty
- Company typePrivate
- Founded-
- HeadquartersNyborg, Norway
- Headcount—
- GTM typeB2C
- OfferingServices
Sporty firmographics
Firmographics- Name
- Sporty
- Legal name
- Sporty Norge AS
- Website
- https://akropolis.no
- Company type
- Private
- Operating status
- Operating
- Ownership category
- akta.pro rank
Sporty industry classification
Industry- Product category
- Fitness Center and Health Club Services
- NAICS
- Fitness and Recreational Sports Centers (713940)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Strength, Conditioning & Speed/Agility Training Facilities (MPAKAJAD)
- akta.pro secondary industries
- Strength & Conditioning / Athletic Performance Training (HSADAEAB), General Personal Training (In-Person & Virtual) (HSADAAAA), Sports-Specific Group Conditioning (HSADABAK)
Keywords
Where Sporty is headquartered
LocationHeadquarters
- HQ city
- Nyborg
- HQ country
- Norway
- HQ region
- Europe
Offices1 record
Markets served
Sporty business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Individual Gym Memberships: Monthly subscription memberships providing access to gym facilities, with optional add-ons for group fitness classes and health services. Core revenue stream with nationwide access across all Sporty locations.
- Personal Training Services: Additional revenue from individual PT sessions, PT group classes, and PT duo sessions. Members can purchase PT consultations and ongoing training sessions.
- Group Fitness Add-on: Optional monthly add-on (100kr/month) for access to group exercise classes, available separately from base gym membership.
- Frisk Health Membership: Health services subscription providing video consultations with general practitioners, psychologists, and 24/7 nurse hotline. Delivered through Kry partnership.
- Corporate Wellness Packages: B2B enterprise packages (Frisk Bedrift) providing employees access to gym facilities, corporate training programs, and health treatment agreements.
- Seasonal/Campaign Memberships: Short-term memberships such as Sommerkort (summer cards) available in 1 week, 2 weeks, 1 month, or 2 month durations.
- Merchandise Sales: Sale of branded merchandise including Sporty-sekken (backpack) for 649kr.
- Youth Training Programs (Studiolappen): Training program for youth aged 13-15, priced at 799kr/month for first 6 months including 3 PT sessions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Base gym membership with nationwide access |
| Subscription | Monthly | Group fitness classes add-on |
| Subscription | Monthly | Frisk health services membership |
| Unit Pricing | Pay-as-you-go | Sommerkort - seasonal short-term memberships |
| Subscription | Monthly | Studiolappen - youth training program (13-15 years) |
| Unit Pricing | Pay-as-you-go | PT Individual sessions |
| Unit Pricing | Pay-as-you-go | PT Group/Duo sessions |
| One time/ perpetual license | Pay-as-you-go | Sporty-sekken branded merchandise |
| Subscription | Annual | Frisk Bedrift corporate wellness package |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Sporty product offering
Product offeringCore offering
Sporty operates a nationwide chain of fitness centers in Norway offering monthly gym memberships that grant access to 90+ locations with strength equipment, free weights, cardio machines, and group fitness studios. Beyond core facility access, members can purchase add-ons such as unlimited group classes, personal training sessions, and the Frisk digital health membership (video GP and psychologist consultations via Kry), while corporate clients subscribe to Frisk Bedrift packages combining employee gym access with health treatment agreements.
Product overview
Sporty is a Norwegian fitness center chain operating as a single unified brand (previously known as Family Sports Club, Aktiv365, Aktiv Trening, and Sporty24) with over 90 centers nationwide. The core product is the gym membership offering facility access to strength equipment, free weights, and cardiovascular machines. The product portfolio comprises two integrated layers: (1) the core Sporty Fitness Center Membership, which includes group training classes (Gruppetrening) and personal training services as built-in offerings, and (2) optional add-on modules — Frisk health membership (via Kry), Frisk Bedrift corporate health package, the Sporty App for digital access and booking, and Studiolappen for youth access. A seasonal Sommerkort product extends short-term access. The group training schedule spans seven categories (Strength, Cardio, Cycling, Dance, Yoga/Body-Mind, Core, Senior) with both proprietary formats and licensed Les Mills classes. Personal training is available in individual, group, and duo formats with a free consultation included in standard membership. The Frisk health add-on, delivered via Kry, provides video GP consultations and psychologist access as an integrated digital health service. The Sporty App serves as the digital membership card enabling 24/7 facility access, booking, and statistics. All products interconnect through the unified membership system and app.
Differentiator
Problem solved
Functional benefit
Products and services
- Sporty Fitness Center Membership
Quantifiable outcome
- Members who take one group class per week train twice as often
- +3 more outcomes
Companies that use Sporty
Customer profileNamed customers1 record
Segments6 records
Ideal customer profiles4 records
Sporty technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature3 records
Sporty partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Kry AScoreKry (Digital Medical Supply Norway AS) provides digital health services integrated into Sporty's Frisk product, including video consultations with general practitioners, psychologist consultations, and 24/7 medical nurse hotline. Sporty members access Kry services through the Kry app. This partnership enables Sporty to offer combined fitness and healthcare services, a first in Norway according to their marketing.
- Nordic NetcarecoreNordic Netcare provides the largest network of physical treatment locations across Norway for Sporty's Frisk Bedrift corporate health services. Complements Kry's digital health services with nationwide physiotherapy and rehabilitation access.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Sporty competitors and assessment
Company assessmentDirect peers
- SATS Group: SATS is the dominant Nordic fitness chain with deep presence in Norway, offering monthly memberships, group classes, PT, and digital training — the primary direct competitor to Sporty across the same Norwegian geography and similar customer segments.
- Fresh Fitness: Fresh Fitness operates multiple training centers across Norway with memberships, group classes, and PT — a comparable mid-market Norwegian chain competing for the same individual consumer segment.
- EVO Fitness: EVO is a large Norwegian budget gym chain with a multi-location, low-price membership model — the closest head-to-head competitor to Sporty's nationwide, value-positioned proposition.
- World Class Norway: World Class operates premium multi-center fitness clubs across Norway, overlapping with Sporty's group class, PT, and corporate wellness offerings but skewed to a higher price tier.
- Elixia (Norway): Elixia runs multi-site fitness and wellness clubs in Norway offering memberships, group training, and PT services — a direct comparable on facility-based fitness with nationwide scale ambitions.
Regional players
- Actic Group: Actic is a listed Nordic gym operator primarily active in Sweden — a regional peer that shares the multi-site subscription, group class, and corporate wellness model Sporty uses, useful for comparable Nordic fitness economics.
- 3T (Norway): 3T is a Norwegian multi-center fitness chain offering memberships and group training in multiple cities — a regional peer competing for the same Western Norway consumer base.
Others
- Les Mills International: Les Mills is Sporty's licensed content partner for branded group classes (BODYPUMP, RPM, BODYBALANCE) — included as an ecosystem adjacency relevant to the product differentiation Sporty depends on for group fitness.
- Wellpass / Gympass: Wellpass (Gympass in Europe) is a B2B corporate wellness platform aggregating fitness networks — adjacent to Sporty's Frisk Bedrift motion, providing a comparison for how employer-funded multi-studio access is monetized.
Broad incumbents
- Basic-Fit: Basic-Fit is Europe's largest low-cost fitness operator with thousands of locations — a relevant broad incumbent for benchmarking unit economics, digital member experience, and the discount-gym playbook Sporty follows.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Sporty social profiles
Digital presenceSporty compliance and trust
Trust signalCompliance1 record
Sporty financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sporty leadership team
Management profileNumber of profiles
Sporty funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sporty M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sporty
What does Sporty do?
Sporty operates a nationwide chain of fitness centers in Norway offering monthly gym memberships that grant access to 90+ locations with strength equipment, free weights, cardio machines, and group fitness studios. Beyond core facility access, members can purchase add-ons such as unlimited group classes, personal training sessions, and the Frisk digital health membership (video GP and psychologist consultations via Kry), while corporate clients subscribe to Frisk Bedrift packages combining employee gym access with health treatment agreements.
Is Sporty a public or private company?
Sporty is a private company. It is classified as unknown and is currently operating.
When was Sporty founded?
Sporty was founded in -1.
Where is Sporty based?
Sporty is headquartered in Nyborg, Norway, in the Europe region.
How does Sporty make money?
Eight revenue lines are on record. Individual Gym Memberships are the primary driver. The others are personal Training Services, group Fitness Add-on, frisk Health Membership, corporate Wellness Packages, seasonal/Campaign Memberships, merchandise Sales and youth Training Programs (Studiolappen).
Who are Sporty's main competitors?
Direct peers on record are SATS Group, Fresh Fitness, EVO Fitness, World Class Norway and Elixia (Norway). Regional players are Actic Group and 3T (Norway). Others are Les Mills International and Wellpass / Gympass. Basic-Fit is listed as a broad incumbent.
Does Sporty have an API?
No public API is recorded for Sporty.
What industry is Sporty in?
Sporty's product category is Fitness Center and Health Club Services. Its primary akta.pro industry code is MPAKAJAD, Strength, Conditioning & Speed/Agility Training Facilities, with a secondary code of HSADAEAB, Strength & Conditioning / Athletic Performance Training. Its NAICS code is 713940 and its SIC code is 7997.