NEWS
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Swedish prince sells his health club chain to SATS |
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POSTED 03 Sep 2018 . BY Tom Walker |
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Balance was founded by Daniel Westling in 2006, who has since become Prince Daniel after marrying Swedish Crown Princess Victoria in 2010 Credit: Shutterstock
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Prince Daniel of Sweden has sold his Balance chain of health clubs to Nordic gym giant SATS for an undisclosed sum.
Balance, which has a focus on group and personal training, operates three premium sites in Stockholm with a total membership of around 7,000.
The company was founded by Daniel Westling – who has since become Prince Daniel after marrying Swedish Crown Princess Victoria – in 2006. He kept his ownership of the company after his wedding in 2010, but has now decided to sell the business.
The prince enjoyed a long career in the fitness industry before royal duties meant he had to give up day-to-day work, having established his first company in 1997. It was his work as a fitness trainer to Swedish celebrities that first introduced him to Princess Victoria in 2001.
The acquisition strengthens SATS' hold on the premium segment of the Swedish fitness sector and is part of the group's strategy to develop its personal training offer.
Following the deal, SATS operates 75 sites across Sweden.
"Our growth strategy is based on growing even more at existing locations and growing through a broadened offer that attracts many different target groups," said Linda-Li Cederroth, country manager for SATS Sweden.
"Personal training is one of our strongest growth areas. Balance has a well-functioning concept for personal training, so the acquisition will be a natural addition to our existing business."
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SATS owner launches new yoga brand
POSTED 24 Jun 2016. BY Tom Walker
Health & Fitness Nordic (HFN), owner of SATS ELIXIA and Fresh Fitness, has launched a
new standalone yoga brand for the Nordic countries. Looking to benefit from the global
growth of yoga, the first HiYoga club is located in the Norwegian capital of Oslo and sits
within the city’s Bogstadveien area – a premium shopping district which also includes
luxury residential developments.
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