Europe’s leading female-focused fitness franchise, Mrs.Sporty, with 170 clubs across Germany, Austria, Switzerland, Italy, and Saudi Arabia, has merged with Motosumo, a Denmark-based global leader in digital fitness solutions. Together, they form a fully integrated fitness group poised for growth in the years ahead.
Both companies will continue operating under their existing brands, with day-to-day activities and partnerships remaining unchanged. The merger equips Mrs.Sporty with Motosumo’s leading digital infrastructure and tech expertise, driving improvements in both operational efficiency and member engagement.
As the fitness industry evolves, this merger redefines how fitness is offered, experienced, and scaled. With 20 years of franchise success, Mrs.Sporty has proven that community-driven, in-person training integrates seamlessly with digital tools. The company recently demonstrated up to 100% growth in franchisee revenue by introducing a hybrid fitness model that combines digital and in-person group classes, alongside growing demand for its MyPelvi concept.
Co-chairing the vision of future growth
To lead the next phase of growth, Niclas Bönström, CEO and co-founder of Mrs.Sporty, and Kresten Juel Jensen, CEO and co-founder of Motosumo, maintain their current CEO roles while also serving as Co-CEOs of the newly formed group. Their complementary expertise, rooted in franchise growth and fittech evolution, positions the group to redefine a shared vision forward in the future of fitness.
–Niclas Bönström, CEO, Mrs.Sporty:
“This is a milestone moment. By combining franchise excellence with cutting-edge technology, we’re giving franchisees the best of both worlds — strong in-person communities and a scalable digital future. We’re grateful to our members and partners, and with our talented teams, we’re continuing the digital transformation accelerated after COVID to redefine what fitness can be.”
–Kresten Juel Jensen, CEO, Motosumo:
“Too many gym operators struggle with outdated digital solutions that add complexity instead of value. That changes today. We’re creating a fully integrated, tech-powered fitness experience that makes operations smoother, growth faster, and engagement stronger. We’re excited to shape the next chapter of fitness innovation alongside our dedicated teams and our new franchisee colleagues.”
As both companies bring distinct strengths, the merger unites in-house expertise across digital development, franchise operations, content production, and premium fitness experiences. The combined teams contribute decades of industry knowledge, technical innovation, and franchise management experience, forming a strong foundation for continued innovation and global scalability.
Industry titans back the new company
The merger is backed by two powerhouse names in elite sports and fitness, both co-founders of Mrs.Sporty: Tennis legend Stefanie Graf brings a deep understanding of sports and nutrition, elite performance, and fitness innovation. Mark Mastrov, a globally recognized fitness entrepreneur, offers decades of experience and strategic insights to support the group’s scaling ambitions.
The Shareholders of the new group agree:
“Fitness is about more than just training – it’s about health, confidence, and empowerment. With this merger, we’re removing barriers and combining a strong franchise foundation with world-class digital technology. The result: more accessible, effective, and scalable fitness solutions for people everywhere.”
Mark Mastrov on growth potential:
“The fitness industry is at a turning point. Combining a strong franchise foundation with world-class digital technology is exactly what’s needed to scale fast and deliver value at every level.”
What this means for the industry
While the industry continues evolving, many gym operators struggle to digitize effectively. The merger of Mrs.Sporty and Motosumo directly addresses this challenge with a streamlined, tech-enabled fitness model that enhances efficiency and increases revenue potential for forward-thinking operators and franchisees.
What’s next?
Berlin and Copenhagen remain key hubs: The two headquarters continue operations, ensuring regional expertise and a strong presence in key markets.
Opportunities for growth and collaboration: New franchisees, partners, and industry collaborators are invited to join this fitness evolution.
The new group will focus on transforming club operations and unlocking the full potential of its proven hybrid model. By working closely with franchisees and partners, the combined team is ready to scale, optimize, and shape the next chapter of high-engagement fitness.
