More than 80 leaders, entrepreneurs and suppliers gathered on October 21-22 at the Sunlight Hotel in Nyköping for this year's edition of the MBM conference. Together, they represented gyms and fitness chains with a combined turnover of almost SEK 5 billion - and a common goal: to develop, inspire and strengthen the future of the industry.
This year's MBM conference, organized by GymBusiness in partnership with Sweaty Business, brought together representatives from some of the Nordic region's biggest fitness players. But not just anyone can attend - the conference is reserved for invited top executives in the gym and fitness industry and selected suppliers. The combination of business meetings, networking and inspiration has made MBM a unique meeting place where long-term relationships and new ideas can grow.
- It's not just about business, but about building relationships over mingling, dining and entertainment," says Björn Johansson, founder and organizer of MBM.
From international success to Nordic tradition
The MBM concept was born internationally in 1993 and had its first Nordic edition in 2007 in Helsingborg. Since then, the conference has grown to become the obvious meeting place for the industry's most important decision-makers - from individual gym owners to large chain leaders.
Today, there are two main groups within the concept: Big Boss, aimed at the biggest players, and Rising Stars, for smaller chains and ambitious entrepreneurs with growth in mind.
- Once again, we confirmed that the concept works. In just 1.5 days, we carry out a packed program of value-creating meetings and insightful lectures. Time is precious, and our participants appreciate the structured approach where every minute counts," says Björn Johansson.
Knowledge, inspiration and confidence
In addition to business meetings and networking, the conference offered several knowledge-enhancing and inspiring elements:
Trendspotting from the Chinese fitness market - with Katarina Andersson, chairman of the industry organization Active Sweden, who shared insights from the world's most dynamic fitness market and an industry update.
Social media in transition - Cecilia Victoria Kärrberg from Digitalsnack gave concrete advice on how to succeed on platforms like Instagram and TikTok, and how algorithms can become your best friend.
AI and the future - AI expert Jacob Bergdahl took participants on a journey into the new era, where artificial intelligence is already changing the way we work, train and communicate.
The conference also included an appreciated panel discussion moderated by Brian van den Brink. The panel included Lars Axelsson (COO, STC Training Club), Magnus Wilhelmsson (CEO and founder, Nordic Wellness), Annie Fältman (owner, 360 Skellefteå) and Johan Thor (operations manager, Friskis Jönköping). The discussion revolved around the future of the industry - from consumer trends and digitalization to growth strategies and consolidation.
High marks from participants
MBM continues to impress. No other conference in the Nordic region brings together so much decision-making and business power in one room. Here are some voices from this year's participants:
"A perfect mix of business and inspiration! I gained both new contacts and concrete ideas that I will take home to my business."
"Incredibly professionally organized. The balance between networking, learning and relaxing was spot on - this is exactly how a conference should feel."
"I have already booked the next MBM conference. Few conferences combine business value with so much energy and fun."
The industry enters an exciting phase
The mood at the conference was one of optimism. Many actors see a continued strong development in the industry and plan for growth and new opportunities.
- When so many decision-makers gather in one place, heated - but productive - discussions naturally ensue. MBM is a unique meeting place where important conversations can lead to real results. Our vision is to continue to drive the dialog forward and strengthen the profitability and status of the industry," concludes Björn Johansson from GymBusiness.
The next MBM, in the Rising Stars format, will be organized in October 2026. For more info - contact Björn Johansson: bjorn@gymbusiness.se.
Participating operators in 2025: Nordic Wellness, Idrottskliniken, Friskis Malmö, STC Scandinavian Training Club, Hälsomagasinet, Friskis Jönköping, Inpuls, Genki, Member24, Formtoppen, Gerdahallen, Filborna Arena, Umeå Sport & Motion, Actic, Ego, Hagabadet, Studio Aktiverum, Medley and 360 Träningcenter.
Participating suppliers: Apirosport, BRP Systems, Casall PRO/Matrix, Eleiko, Exor Live, Faac Nordic, Foodbox, Gymleco, InBody, Kraftmark, Micom Fitness Partner, Motion Fitness, Nenda, Nordic Fighter, Power Plate, Sensopro, Streamec, Technogym, Tylö and Zoezi.
