FitActive


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.
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History

The company was founded in 2007 by entrepreneur Eduardo Montefusco, with the first location opening in Seveso, in the province of Monza and Brianza. 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.
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.
By late 2024, the chain had expanded to over 150 locations throughout Italy. The company has also begun international expansion, with locations in Albania, Brazil, Romania, Spain, and Switzerland.

Market position

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.

Media

On February 14, 2020, the company released a promotional single titled "Allena la felicità", performed by Italian singer Giorgio Vanni. The song was commissioned to introduce the brand's mascot, an alien character named "Ben". The lyrics reflect the chain's slogan of "fitness for everyone," regardless of origin or appearance. A music video combining animated sequences of the mascot and live-action behind-the-scenes footage was released on YouTube to accompany the track.