3 марта 2025 г.
Business insights
Gyms
In Malmö, the Kockum Fritid Club Develops Its Training Offer and Attracts a Broader Target Group with Biocircuit
Kockum Fritid, a Swedish multi-sports facility, has successfully integrated Technogym's Biocircuit to enhance its fitness offerings. The hyper-personalized, automated training circuit has attracted nearly 1000 users and has received positive feedback, becoming a profitable investment and a key part of their proposition.
Kockum Fritid is a recreational and multi-sports facility in Malmö, Sweden, offering a wide range of activities and services designed to promote health, fitness, and leisure. The center was founded in 1975 as a staff benefit for the employees of the Kockum shipyard. Then, in 1982, the business was transformed into a facility with the aim of promoting the health of the residents of Malmö.
Today, Kockum Fritid is a prominent facility offering a variety of exercise opportunities for both members and the general public, and its recent investment in Biocircuit by Technogym has proven to be a successful business decision.
Biocircuit represents the ultimate fitness & strength circuit offering. All products/stations automatically adjust to each single user, to their personal profile and selected fitness goals. What's particularly attractive about Biocircuit is its hyper-personalisation option: the initial set-up allows the user to choose between different training profiles and to structure the training accordingly.
By offering this modern and accessible training method, Kockum Fritid has attracted new members and created an inspiring and motivating training environment that allows members to reach their training goals.
Today, Kockum Fritid is a prominent facility offering a variety of exercise opportunities for both members and the general public, and its recent investment in Biocircuit by Technogym has proven to be a successful business decision.
Biocircuit represents the ultimate fitness & strength circuit offering. All products/stations automatically adjust to each single user, to their personal profile and selected fitness goals. What's particularly attractive about Biocircuit is its hyper-personalisation option: the initial set-up allows the user to choose between different training profiles and to structure the training accordingly.
By offering this modern and accessible training method, Kockum Fritid has attracted new members and created an inspiring and motivating training environment that allows members to reach their training goals.
Biocircuit: An Opportunity to Develop the Training Offer
Kockum Fritid invested in its first Biocircuit in 2022. Early on, the management noticed that the solution by Technogym drew the members' interest and to meet the high demand, they invested in another circuit in 2023. Since the start, almost 1000 people have tried Biocircuit, which is about 20% of Kockum Fritid's members.
As explained by Billy Olsson, training manager at Kockum Fritid, the club now leverages Biocircuit in two modules to meet the high demand. They have a combined a traditional strength + cardio circuit and a strength-only circuit. Currently, there are around 600 registered members at Kockum Fritid: Biocircuit is offered separately from the base membership, and it can be combined with the gym plan and group training.
Kockum Fritid is always striving to develop its offer to customers and therefore the idea of offering automated circuit training was appealing to attract a broader target group.
"We chose to invest in a Biocircuit from Technogym mainly because of our previous positive experience with Technogym products. We appreciate the design, quality and reliability. The fact that Biocircuit also has a queue system that ensures that there is always a good flow for the members who train in the circuit was also an important aspect," says Billy Olsson.
As explained by Billy Olsson, training manager at Kockum Fritid, the club now leverages Biocircuit in two modules to meet the high demand. They have a combined a traditional strength + cardio circuit and a strength-only circuit. Currently, there are around 600 registered members at Kockum Fritid: Biocircuit is offered separately from the base membership, and it can be combined with the gym plan and group training.
Kockum Fritid is always striving to develop its offer to customers and therefore the idea of offering automated circuit training was appealing to attract a broader target group.
"We chose to invest in a Biocircuit from Technogym mainly because of our previous positive experience with Technogym products. We appreciate the design, quality and reliability. The fact that Biocircuit also has a queue system that ensures that there is always a good flow for the members who train in the circuit was also an important aspect," says Billy Olsson.
A Profitable Investment and Positive Feedback from Members
For Kockum Fritid, Biocircuit has been a huge success among users: regardless of the time of day, there are members who train in the circuit. To create an even better training experience, Kockum Fritid has adapted the music played to the target groups, which usually train at different times. In the early morning, the music is energizing, then it changes to a calmer tune suitable for an older demographics. During the lunchtime rush, the music is again faster and, so the adaptation continues throughout the day depending on which target group is exercising."The first Biocircuit has reached break-even, and the second is well underway. The feedback from our members has been overwhelmingly positive. Many appreciate the ease and speed of use, the low threshold and the possibility to quickly get started after a period of absence. The rating system on each machine has helped members to keep challenging themselves even when it feels hard" says Billy.
