New ambitious fitness chain is expected to open around 100 new centres in Denmark

A new fitness chain

Per Lyngbak Nielsen, former CEO of Fitness World and responsible for their massive expansion and following sale of DKK 2.5 billion, has established a new fitness chain, FitnessX.

”In Denmark Fitness World is the clear number one fitness chain. But after them you can easily become number two or three – this is our ambition with the new chain,” says Per Lyngbak Nielsen, CEO and majority shareholder in FitnessX, and continues:

“We have looked into what we feel are the requirements to acquire fitness clients in 2020, while running a profitable business. Our advantage as a new chain is that we can focus exclusively on this and not be impacted by expenses that are outdated in today’s market. To use a car reference, it has to run at least 30 km/L and has to be digital anywhere it makes sense. This is why we have teamed up with Sunrise in order to supplement our own competent team.”

Mikkel Heideby, CCO and Co-owner at Sunrise adds:

”I know Per Lyngbak from previous work and I’m looking forward to working with Per and his team again. We have a demanding, but also very exciting task at hand.”