Wiki Article
FitActive
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 | |
| Company type | Private |
|---|---|
| Industry | Fitness |
| Founded | 2015 |
| Founder | Eduardo Montefusco |
| Headquarters | Milan, Italy |
Area served | Italy Albania Brazil Romania Spain Switzerland |
Key people | Eduardo Montefusco (CEO) |
| Products | Gyms, Personal training, Fitness courses |
| Parent | Fitness Investment S.r.l. |
| Website | www |
FitActive is an Italian chain of fitness clubs operating via a franchising model. Founded in 2015 by Eduardo Montefusco, it is one of the largest gym chains in Italy by number of active locations.[1][2]
History
[edit]The company was founded in 2007 by entrepreneur Eduardo Montefusco, with the first location opening in Seveso, in the province of Monza and Brianza.[3] Originally starting with a standard business model, the company shifted in 2015 to a "budget" or low-cost model, inspired by the German fitness market. This new format offered 24-hour access, 7 days a week, with a flat monthly subscription fee.[3]
During the COVID-19 pandemic in Italy, when gym closures were mandated by the government, FitActive implemented digital training services, offering live-streamed workout classes to members.[4]
By late 2024, the chain had expanded to over 150 locations throughout Italy.[1] The company has also begun international expansion, with locations in Albania, Brazil, Romania, Spain, and Switzerland.[1]
Market position
[edit]According to the European Health & Fitness Market Report published by Deloitte, FitActive has been ranked as the leading operator in Italy by number of active clubs since 2020. The same reports have placed the company among the top 20 fitness operators in Europe by number of members and active locations.[5]
Media
[edit]On February 14, 2020, the company released a promotional single titled "Allena la felicità" (Train Happiness), performed by Italian singer Giorgio Vanni.[6] The song was commissioned to introduce the brand's mascot, an alien character named "Ben".[7] The lyrics reflect the chain's slogan of "fitness for everyone," regardless of origin or appearance.[8] A music video combining animated sequences of the mascot and live-action behind-the-scenes footage was released on YouTube to accompany the track.[9]
References
[edit]- ^ a b c "Taglio del nastro per la 150ª sede FitActive" [Ribbon cutting for the 150th FitActive location]. Il Giornale (in Italian). 15 November 2024. Archived from the original on 15 November 2024. Retrieved 19 November 2025.
- ^ "FitActive Experience". Retrieved 19 November 2025.
{{cite web}}: CS1 maint: url-status (link) - ^ a b "Eduardo Montefusco, l'impero delle palestre nato dall'informatica" [Eduardo Montefusco, the gym empire born from computer science]. Libero Quotidiano (in Italian). 6 February 2024. Archived from the original on 6 February 2024. Retrieved 19 November 2025.
- ^ "Palestre FitActive, modello globale di fitness scalabile e inclusivo" [FitActive Gyms, a global model of scalable and inclusive fitness]. Affaritaliani.it (in Italian). 15 July 2024. Archived from the original on 15 July 2024. Retrieved 19 November 2025.
- ^ "FitActive, il fitness made in Italy" [FitActive, fitness made in Italy]. Il Giornale (in Italian). 26 July 2024. Archived from the original on 26 July 2024. Retrieved 19 November 2025.
- ^ "Allena la felicità - Single". Apple Music. Retrieved 22 November 2025.
- ^ "Ecco la nuova mascotte FitActive: Ben!" [Here is the new FitActive mascot: Ben!] (in Italian). FitActive (Official Facebook). 25 January 2020. Retrieved 22 November 2025.
- ^ Spera, Alessia (27 January 2020). "Vi presento Ben, la mascotte di FitActive" [Let me introduce Ben, the FitActive mascot] (in Italian). Instagram. Retrieved 22 November 2025.
- ^ Giorgio Vanni (31 January 2020). Allena la felicità (Making of) (Video). YouTube. Retrieved 22 November 2025.
