Bruce

Our vision is to build the world's best membership. We want you to be inspired, dare to try something new, and be free to train whatever you want.

Our story
Bruce was founded by Magnus Elm and Anton Holmquist in 2015 in Stockholm. They were tired of traditional fitness chains and contract terms and disliked the feeling of being locked into one place to train. They decided to create a workout service they would want themselves. A membership where you can train wherever you want - and gather everything in one app. Today, we have come a long way and get to work with Sweden's best fitness entrepreneurs and centers.

About the company

Bruce - The Only Membership You Need allows you to train at multiple different centers and training providers with just one membership. Our members can freely choose between self-training, swimming, yoga, dance, crossfit, climbing, racket sports, and much more. Thanks to Bruce, our partner centers reach a larger target audience and more easily fill up available capacity.

Bruce is available in Stockholm, Gothenburg, Malmö, Oslo, Bergen, and Copenhagen.