Denmark’s largest chain of fitness centres, fitness dk, is switching strategy in its efforts to get even more Danes to take up fitness training.
As part of this drive, from January this year, the company no longer requires full annual membership of its 33 centres across Denmark, and will also offer new prices of DKK249-399 (£25.40) a month.
An open day campaign on 5 January, including a TV advertisement offering a discount of DKK5 per kilo body weight, also saw 6,300 new members enroll at fitness dk in one day.
Based on a survey of 2,400 physically active Danes, fitness dk estimates that more than 450,000 Danes are keen to start working out but have yet to take the plunge. The potential market is estimated to be worth in excess of DKK1.5bn.
“The time has come to remove the nation’s last excuse for not taking up the physical exercise that is so vital for a long and healthy life,” says Rasmus Ingerslev, CEO of fitness dk. “Denmark, like the rest of the western world, is heading for an obesity epidemic – a situation we need to reverse before it’s too late.”
One of Denmark’s largest health club operators, fitness dk, is switching strategy in its efforts to get even more Danes to take up fitness training.
Life Fitness has reimagined cardio with the launch of its Symbio line which has been
designed with advanced biomechanics and offers deep levels of customisation
AI has the potential to support people in making
healthy lifestyle changes if its algorithms can be
updated to understand the different stages of
motivation, as Jodi Heckel reports
“When people experience early life trauma it impacts their bodies and nervous systems. I became curious about how lifting weights could help them have the experience of strength”
As more trans women, trans men
and non-binary people join health
clubs, it’s time to work out a system
where everyone feels included,
protected and safe in the locker
room. Kath Hudson reports
Altrafit has taken further steps to cement its reputation as a provider of high-quality,
affordable functional fitness equipment that is built to last with the development and
introduction of a new functional fitness keg for luxury gym operator, Third Space.
In today's rapidly evolving fitness industry, where many online courses promise secret
formulas for entrepreneurial success, the reality is that few provide the necessary
knowledge to thrive in this fast-changing profession.
A holistic approach to nutrition goes well beyond just counting calories or macros. It
takes a 360-degree view of a person’s eating habits, lifestyle, and overall well-being.
Ultimately, it’s about creating sustainable, healthy changes that your members can
maintain whether they’re at home, at the gym, or away on holidays.
As the world gears up for the much-anticipated Paris 2024 Summer Olympic (26 July – 11
August) and Paralympic Games (28 August – 8 September), the GLL Sport Foundation (GSF)
celebrates an impressive milestone.
Denmark’s largest chain of fitness centres, fitness dk, is switching strategy in its efforts to get even more Danes to take up fitness training.
As part of this drive, from January this year, the company no longer requires full annual membership of its 33 centres across Denmark, and will also offer new prices of DKK249-399 (£25.40) a month.
An open day campaign on 5 January, including a TV advertisement offering a discount of DKK5 per kilo body weight, also saw 6,300 new members enroll at fitness dk in one day.
Based on a survey of 2,400 physically active Danes, fitness dk estimates that more than 450,000 Danes are keen to start working out but have yet to take the plunge. The potential market is estimated to be worth in excess of DKK1.5bn.
“The time has come to remove the nation’s last excuse for not taking up the physical exercise that is so vital for a long and healthy life,” says Rasmus Ingerslev, CEO of fitness dk. “Denmark, like the rest of the western world, is heading for an obesity epidemic – a situation we need to reverse before it’s too late.”
One of Denmark’s largest health club operators, fitness dk, is switching strategy in its efforts to get even more Danes to take up fitness training.
Life Fitness has reimagined cardio with the launch of its Symbio line which has been
designed with advanced biomechanics and offers deep levels of customisation
AI has the potential to support people in making
healthy lifestyle changes if its algorithms can be
updated to understand the different stages of
motivation, as Jodi Heckel reports
“When people experience early life trauma it impacts their bodies and nervous systems. I became curious about how lifting weights could help them have the experience of strength”
As more trans women, trans men
and non-binary people join health
clubs, it’s time to work out a system
where everyone feels included,
protected and safe in the locker
room. Kath Hudson reports
It’s time to start the conversation
about pelvic health. It’s not
just menopausal women who
have challenges: young women
and men can also experience
issues they’re too embarrassed
to discuss or seek help for,
as Kath Hudson reports
Appointed president of Xponential Fitness when she was only 34, Sarah Luna attributes her career success to the grit, determination and stamina she honed as a dancer by day and Pilates teacher by night.
She talks to Kath Hudson about how owning her choices has given her the resilience to take on one of the top jobs in the US fitness industry, while also raising a family
From payments to virtual classes,
software integrations can
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Altrafit has taken further steps to cement its reputation as a provider of high-quality,
affordable functional fitness equipment that is built to last with the development and
introduction of a new functional fitness keg for luxury gym operator, Third Space.
In today's rapidly evolving fitness industry, where many online courses promise secret
formulas for entrepreneurial success, the reality is that few provide the necessary
knowledge to thrive in this fast-changing profession.
A holistic approach to nutrition goes well beyond just counting calories or macros. It
takes a 360-degree view of a person’s eating habits, lifestyle, and overall well-being.
Ultimately, it’s about creating sustainable, healthy changes that your members can
maintain whether they’re at home, at the gym, or away on holidays.
As the world gears up for the much-anticipated Paris 2024 Summer Olympic (26 July – 11
August) and Paralympic Games (28 August – 8 September), the GLL Sport Foundation (GSF)
celebrates an impressive milestone.