Inspiring More People to Stay Active

Friskis & Svettis, one of Sweden’s most recognized workout communities, turned to Trakkster to better understand the behaviours driving membership growth and retention. In a market where fitness options are endless and habits are fragile, they wanted to go beyond surface-level surveys and uncover what truly motivates people to join, stay, or leave.

The Challenge of Building Lasting Habits

Fitness is not just about facilities or price - it’s about routines, motivation, and personal connection. For Friskis & Svettis, the challenge was clear: how do you make exercise not just an occasional choice, but a lasting habit? Competing gyms and digital platforms are constantly fighting for attention, while even the most motivated members risk falling off track when life gets busy.

Uncovering Behavioural Drivers

Through behaviour design, we looked at the deeper reasons behind activity levels - from the triggers that bring people into the gym to the barriers that stop them from returning. We found that small details in the member journey - how easy it is to start, how progress feels, and how community is reinforced - can make the difference between long-term engagement and silent drop-off.

What This Means for Growth

For Friskis & Svettis, the findings open the door to shaping experiences that are more aligned with human nature. Instead of pushing harder on communication alone, they can design touchpoints that naturally encourage people to come back, stay engaged, and build exercise into their identity. The risk of not acting is clear: in a highly competitive market, every missed visit increases the chance of losing a member altogether.

Moving Forward

By putting behaviour at the core, Friskis & Svettis has the opportunity to transform fitness from something people “should” do into something they want to do - again and again.