FITNESS WORLD GROUP acquired by PUREGYM

Fitness World Group is a leading European value-gym operator and the undisputed market leader in Denmark. Headquartered in Denmark, the company operates a diversified portfolio of 240 fitness centers serving approximately 600,000 members across three key markets: Denmark, Switzerland, and Poland. The group’s business model is centered on a high-volume, low-cost approach, supplemented by a strong digital ecosystem and an in-house sports nutrition brand. In Denmark, the company maintains a dominant 45% market share with 185 sites. Its international footprint includes a significant presence in Switzerland (40 sites), established through the acquisition of Basefit.ch, and a growing organic and M&A-led operation in Poland (15 sites). Revenue is primarily driven by membership subscriptions (83%), with additional high-margin ancillary streams from personal training services and retail sales of fitness goods. Fitness World’s value proposition focuses on providing high-quality fitness infrastructure at accessible price points, supported by a robust mobile app that enhances member engagement. As a regional champion, the group leverages its scale to optimize procurement and operational efficiencies, positioning itself as a core platform for consolidation within the fragmented European fitness landscape.