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07 Jan 2011

Fitness gets fresh in Scandinavia
BY Tom Walker



Fresh Fitness has opened its first two clubs in Denmark, located in Copenhagen.

The budget concept has been launched in Denmark as a joint venture between Just Fitness in Denmark - led by former CEO of fitnessdk, Rasmus Ingerslev - and Nordic market leader SATS.

The two clubs - measuring 1,300sq m and 1,500sq m - offer gyms with around 100 pieces of equipment: refurbished Life Fitness CV kit and strength kit from Ukrainian company Inter Atletica.

Each club also offers two studios: 'cycle cinema' and a group exercise studio.

The latter offers an extensive programme of 220 sessions a week, some led by instructors and others running as virtual classes, with videos licensed from online health club Wexer.

The clubs are accessed using RFIDchip technology from Gantner, which is also used to charge for showers, classes and vending machine purchases.

"It was a deliberate policy to find an external partner for the new business," says Johan Nilsson, strategy & concept director at SATS. "When you develop a new model, it's vital that it does not get 'killed' by the existing organisation's culture and views of the market."

The first Fresh Fitness opened in September in Norway, with SATS in partnership with local Fresh CEO Paal Hansem. A second is now open in Oslo.


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