Modern life is complex.
Wellbeing shouldn’t be.
Bruce Studios connects people to gyms, studios, and wellness spaces across the Nordics — all through one membership. We exist to make training simple, inspiring, and accessible for everyone.
Our story
Bruce Studios started in 2015, out of frustration. Rigid contracts, limited flexibility, the same few workouts on repeat. Magnus Elm wanted something better: training that meant freedom. In Anton Holmquist, he found the person who could build it.
Together they set out to create one membership, one app, and an open door to the best independent studios across Stockholm.
In a day, Anton wrote the first line of code. In a year, they signed 30 studios and launched in beta to friends and family.
The community grew from there – one studio, one invite, one member at a time.Norway followed in 2020, Denmark in 2022, and today Bruce Studios is the largest training network in the Nordics.
The idea that started in 2015 still drives us: all training, one membership. In 2025 we went further – adding wellness, because moving isn't the only part of wellbeing.
Every studio we add, every format we open up, brings us closer to our vision: a world where every way to move is within reach.
“We believe fitness should work like the rest of modern life: flexible, accessible, and on your terms. That’s what we're here to deliver.”
One platform. Two winners.
Members
We exist to help our members create their space for wellbeing – wherever they are, whatever the format, whatever the day.
studios
We exist to help studios grow – without compromising what makes them theirs.
We partner with carefully selected partners across the Nordics
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Words from our members
’’The versatility you get at Bruce Studios is absolutely amazing when you enjoy doing many different activities.’’
’’I do can do everything from boxing, saunagus and yoga.’’
’’It's very flexible. Training can take place before and after work, and group classes are available throughout the day.’’
’’Wellbeing for me is having everything in balance.’’
We're also available here
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Join us!
We’re always looking for people who want to build the future of fitness. We're building a world where every way to move is within reach. Come help us get there.