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Danish fitness chain haemorrhaging money despite nation’s fitness obsession

Christian Wenande
March 15th, 2016


This article is more than 8 years old.

The chain experienced a lower turnover despite increasing its membership numbers

Not sure if he’s at the disco or the gym, but he’s jumping for joy either way (photo: Fitnessdk)

The popular Danish fitness chain Fitness dk endured a loss of 28 million kroner for 2015 and could be put up for sale, according to Børsen business newspaper.

The chain saw a dwindling turnover despite gaining 2,000 more members, and parent company Parken Sport & Entertainment (PS&E), the owner of FC Copenhagen, has indicated it intends to close down all its non-profitable fitness centres.

“Fitness dk expects to close non-viable centres and establish new centres in Nærum, Hørsholm, Aalborg, Aarhus, Søborg and Køge in 2016,” PS&E wrote in its financial report for 2015 (here in Danish).

“There is still an interest in acquiring a healthier lifestyle and a demand for quality training and counselling, and an increase of members and turnover is expected for 2016.”

READ MORE: Norwegians taking over Fitness World

It’s a Fitness World
The fitness chain’s tough 2015 comes on the heels of a 2014 during which it posted a profit of 3 million kroner.

Børsen wrote that Fitness dk had lost the fitness battle to competitors Fitness World, particularly in the cities, and the chain could be sold to the likes of an investment fund in the not too distant future.


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A survey carried out by Megafon for TV2 has found that 71 percent of parents have handed over children to daycare in spite of them being sick.

Moreover, 21 percent of those surveyed admitted to medicating their kids with paracetamol, such as Panodil, before sending them to school.

The FOLA parents’ organisation is shocked by the findings.

“I think it is absolutely crazy. It simply cannot be that a child goes to school sick and plays with lots of other children. Then we are faced with the fact that they will infect the whole institution,” said FOLA chair Signe Nielsen.

Pill pushers
At the Børnehuset daycare institution in Silkeborg a meeting was called where parents were implored not to bring their sick children to school.

At Børnehuset there are fears that parents prefer to pack their kids off with a pill without informing teachers.

“We occasionally have children who that they have had a pill for breakfast,” said headteacher Susanne Bødker. “You might think that it is a Panodil more than a vitamin pill, if it is a child who has just been sick, for example.”

Parents sick and tired
Parents, when confronted, often cite pressure at work as a reason for not being able to stay at home with their children.

Many declare that they simply cannot take another day off, as they are afraid of being fired.

Allan Randrup Thomsen, a professor of virology at KU, has heavily criticised the parents’ actions, describing the current situation as a “vicious circle”.

“It promotes the spread of viruses, and it adds momentum to a cycle where parents are pressured by high levels of sick-leave. If they then choose to send the children to daycare while they are still recovering, they keep the epidemic going in daycares, and this in turn puts a greater burden on the parents.”