FitActive

FitActive is an Italian chain of fitness clubs that operates primarily through franchising. Founded by entrepreneur Eduardo Montefusco, the business began in 2007 with a club in Seveso, in the province of Monza and Brianza. It initially used a conventional fitness-club format, but in 2015 repositioned itself around a budget model influenced by the German fitness market. The revised format emphasized broad accessibility, long opening hours, and a simple recurring subscription structure rather than a premium, appointment-led club experience. A central feature of the FitActive proposition is access at almost any time of day. The chain's standard model provides members with access around the clock, seven days a week, for a flat monthly fee. This approach places the brand in the value-oriented segment of the fitness market and is designed to make gym use compatible with irregular work schedules and different levels of training experience. The brand's positioning is also reflected in its public messaging around fitness for everyone, with an emphasis on inclusivity rather than elite athletic performance. FitActive expanded substantially in Italy through its franchising model. By late 2024, it had more than 150 locations across the country, making it one of Italy's largest gym operators by active-club count. European fitness-market reports cited in reference material have ranked it as Italy's leading operator by number of active clubs since 2020 and have placed it among Europe's 20 largest fitness operators by members and active locations. These rankings describe scale and network presence rather than a separate corporate listing or publicly disclosed financial performance. The company adapted its member proposition during the COVID-19 pandemic, when government restrictions required gyms in Italy to close. FitActive introduced digital training services, including live-streamed workout classes, allowing members to continue exercising remotely while physical clubs were unavailable. The brand has also developed marketing and entertainment assets beyond the gym floor. In February 2020, it released the promotional song "Allena la felicità" ("Train Happiness"), performed by Italian singer Giorgio Vanni. The campaign introduced Ben, an alien mascot associated with FitActive's message that fitness should be accessible regardless of a person's background or appearance. A related music video combined animation with behind-the-scenes live-action footage. FitActive began expanding outside Italy, with locations reported in Albania, Brazil, Romania, Spain, and Switzerland. Its international activity has included both new-market development and transactions involving existing club networks. In September 2025, Club Athletico Paranaense announced an agreement with FitActive for a fitness center inside Arena da Baixada in Curitiba, Brazil. The facility opened in February 2026 as the brand's second Curitiba location, offering premium fitness services and operating 24 hours a day, five days a week. In May 2026, FitActive announced the acquisition of eight Spanish clubs operated by KeasyFit, following KeasyFit's earlier sale of ten Italian centers to ViBE Fitness. The available material does not identify FitActive's ultimate parent, ownership structure, revenue, or financial terms for these activities.

FitActive traces its origins to 2007, when entrepreneur Eduardo Montefusco established the business and opened its first club in Seveso, in the Monza and Brianza area of Italy. The company initially operated with a conventional gym-business model. Its major strategic shift came in 2015, when it adopted a low-cost format influenced by the German fitness market. This change defined the brand's subsequent identity: long opening hours, broad access, and a flat monthly subscription intended to make membership affordable and convenient for a mass audience. The revised concept was built around a highly accessible club proposition. FitActive locations were designed to offer access 24 hours a day, seven days a week, subject to the operating model of the relevant club, while keeping the membership structure relatively simple. The company expanded through franchising, allowing the brand to build a large national network without relying solely on directly operated clubs. The model also helped FitActive reach customers outside the premium fitness segment and supported expansion across multiple Italian regions. The chain's national scale became particularly visible during the 2020s. European health and fitness market reports referenced in the brand's source material have identified FitActive as Italy's leading operator by number of active clubs since 2020. The same reporting has placed the company among Europe's 20 largest fitness operators by members and active locations. By late 2024, FitActive had more than 150 clubs in Italy. The available sources do not provide audited revenue, profitability, membership totals, or a detailed breakdown between franchised and directly operated locations. The COVID-19 pandemic interrupted the normal operation of the fitness industry in Italy. Government-mandated closures prevented gyms from operating in their usual physical form, so FitActive supplemented its club offering with digital training services. Live-streamed classes gave members a way to continue exercising remotely and represented a temporary extension of the brand's service model beyond physical facilities. FitActive has used entertainment and character-based communication to reinforce its broad-access positioning. On February 14, 2020, it released the promotional single "Allena la felicità," performed by Giorgio Vanni. The song introduced Ben, an alien mascot created for the brand, and connected FitActive's fitness-for-everyone message with music and animated storytelling. The accompanying video combined animated scenes featuring Ben with live-action production footage. After establishing a substantial Italian base, FitActive began international expansion. Locations have been reported in Albania, Brazil, Romania, Spain, and Switzerland. The international strategy has included both geographic rollout and cooperation with local organizations. In September 2025, the company agreed with Brazilian football club Club Athletico Paranaense to create a fitness center within Arena da Baixada in Curitiba. The center opened in February 2026 as FitActive's second Curitiba location. Unlike the chain's standard low-cost positioning, the facility was described as offering premium services, while retaining extended operation five days per week. In May 2026, FitActive announced a further step in Spain through the acquisition of eight clubs operated by KeasyFit. The transaction followed KeasyFit's sale of ten Italian fitness centers to ViBE Fitness, illustrating the restructuring and consolidation occurring among European gym operators. The source material does not state the purchase price, legal structure, financing, or post-acquisition operating plans. FitActive remains an active fitness-club brand, but its ultimate ownership, headquarters, current executive roster beyond its founder, and formal corporate structure are not identified in the supplied references.

1. 2026Arena da Baixada center opened

   The Curitiba center opened in February 2026 as FitActive's second location in the city.

   Source
2. 2026Eight Spanish KeasyFit clubs acquired

   FitActive announced the acquisition of eight clubs operated by KeasyFit in Spain.

   Source
3. 2025Arena da Baixada agreement announced

   FitActive and Club Athletico Paranaense agreed to develop a fitness center inside Arena da Baixada in Curitiba.

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4. 2024Network exceeds 150 Italian locations

   FitActive's Italian network surpassed 150 locations by late 2024.

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5. 2020Digital training launched during pandemic closures

   The chain introduced online and livestreamed workout services while Italian gyms were closed under COVID-19 restrictions.

   Source
6. 2015Shift to a low-cost fitness model

   FitActive moved from its original standard gym model to a budget format influenced by the German fitness market, emphasizing flat-fee memberships and extensive access hours.

   Source
7. 2007Business founded and first club opened

   Eduardo Montefusco founded FitActive and opened the first location in Seveso, in the province of Monza and Brianza.

   Source

An accessible, value-oriented fitness brand combining flat-fee memberships, extensive opening hours, and a broad franchised club network. FitActive presents exercise as inclusive and practical for the general public rather than restricted to specialist athletes or premium-club customers.

• FitActive membershipGym membership2015

  The core FitActive offering is a recurring gym membership built around a flat monthly fee. The model is intended to provide affordable access to the chain's facilities and is associated with the brand's mass-market, low-cost positioning.

• FitActive 24/7 clubsFitness clubs2015

  The chain's principal club format emphasizes unusually broad access, generally offering members the ability to train around the clock and throughout the week. This access-led format was central to FitActive's repositioning in 2015.

• FitActive digital trainingDigital fitness

  During the COVID-19 closures, FitActive supplemented physical-club membership with digital training, including live-streamed workout classes. The service helped maintain a connection with members when government restrictions prevented normal gym operations.

• Arena da Baixada fitness centerPremium fitness center2026

  Located inside Curitiba's Arena da Baixada, this FitActive facility was developed with Club Athletico Paranaense and opened in February 2026. It was described as offering premium fitness services while operating 24 hours a day, five days a week.

• 2020Allena la felicità

  Italy

  FitActive commissioned and released the promotional song "Allena la felicità" featuring Italian singer Giorgio Vanni. The campaign introduced Ben, an alien mascot, and communicated the idea that fitness should be open to everyone regardless of origin or appearance.

  Outcome. The song was accompanied by a YouTube music video combining animated mascot sequences with live-action behind-the-scenes footage.

  Source

• 2026Acquisition of eight KeasyFit clubs in SpainM&A

  FitActive was continuing its expansion in Spain amid changes in ownership among regional fitness operators.

  What changed. FitActive announced the acquisition of eight Spanish clubs operated by KeasyFit.

  Aftermath. The transaction increased FitActive's Spanish presence. No purchase price or other financial terms are identified in the supplied material.

  Source
• 2025Agreement for Arena da Baixada expansionStrategy

  FitActive was expanding internationally and sought a prominent Brazilian location in Curitiba.

  What changed. The company agreed with Club Athletico Paranaense to establish a fitness center inside Arena da Baixada.

  Aftermath. The facility opened in February 2026 as FitActive's second Curitiba site and was positioned as a premium offering.

  Source
• 2015Adoption of the low-cost club modelStrategy

  FitActive sought to move beyond its original standard gym format and drew on the expanding German budget-fitness model.

  What changed. The company adopted a flat-fee, high-access proposition centered on extended opening hours and a more affordable membership structure.

  Aftermath. The repositioning became the foundation for FitActive's subsequent franchised expansion and large Italian club network.

  Source
• Launch of digital training during COVID-19 restrictionsOther

  Mandatory gym closures in Italy prevented members from using FitActive's physical facilities.

  What changed. FitActive provided digital services, including livestreamed workout classes, to support members remotely.

  Aftermath. The initiative extended the brand's service model into online training during the period of physical-club closures.

  Source

• 2026FitActive opens second Curitiba location at Arena da Baixada

  The Arena da Baixada facility opened in February 2026 as FitActive's second location in Curitiba. It offers premium services and operates 24 hours a day, five days a week.

  Product launchOther
  Source
• 2026FitActive announces acquisition of eight KeasyFit clubs in Spain

  In May 2026, FitActive announced the acquisition of eight Spanish fitness clubs operated by KeasyFit, extending its presence in Spain.

  M&A
  Source
• 2025FitActive agrees to open a fitness center at Arena da Baixada

  Club Athletico Paranaense and FitActive signed an agreement in September 2025 for a fitness center inside Arena da Baixada in Curitiba, Brazil.

  M&A
  Source
• 2024FitActive expands to more than 150 Italian locations

  By late 2024, FitActive had grown to more than 150 locations across Italy through its franchised network.

  Other
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• 2020FitActive releases promotional single featuring Giorgio Vanni

  FitActive released "Allena la felicità" on February 14, 2020, using the song and its accompanying video to introduce the Ben mascot and communicate the brand's inclusive fitness message.

  Campaign
  Source
• FitActive introduces digital training during Italian COVID-19 gym closures

  During the pandemic-related closure of gyms in Italy, FitActive provided digital training services, including live-streamed workout classes, to maintain member engagement while clubs could not operate normally.

  Other
  Source

1. FitActive