Danish fitness chain haemorrhaging money despite nation’s fitness obsession

The chain experienced a lower turnover despite increasing its membership numbers

Mar 15, 2016

The popular Danish fitness chain Fitness dk endured a loss of 28 million kroner for 2015 and could be put up for sale, according to Børsen business newspaper.

The chain saw a dwindling turnover despite gaining 2,000 more members, and parent company Parken Sport & Entertainment (PS&E), the owner of FC Copenhagen, has indicated it intends to close down all its non-profitable fitness centres.

“Fitness dk expects to close non-viable centres and establish new centres in Nærum, Hørsholm, Aalborg, Aarhus, Søborg and Køge in 2016,” PS&E wrote in its financial report for 2015 (here in Danish).

“There is still an interest in acquiring a healthier lifestyle and a demand for quality training and counselling, and an increase of members and turnover is expected for 2016.”

It’s a Fitness World
The fitness chain’s tough 2015 comes on the heels of a 2014 during which it posted a profit of 3 million kroner.

Børsen wrote that Fitness dk had lost the fitness battle to competitors Fitness World, particularly in the cities, and the chain could be sold to the likes of an investment fund in the not too distant future.

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