FitPlus is a new platform that wants to stitch together all the gyms and sports facilities in Finland under a single membership. At entreprenerd we spoke with Andy Neagu, Founder and CEO FitPlus, in the preview of Slush.
When you land at Slush, you expect two things: impossible optimism and someone pitching "ClassPass, but for X." FitPlus looks exactly like the latter for about three seconds—until you zoom in on the market it’s going after and the way it’s being built.
FitPlus is a new platform that wants to stitch together all the gyms and sports facilities in Finland under a single membership: one day lifting weights in a 24/7 corner gym, the next playing padel, the following evening in a sauna-and-pool combo, or trying martial arts or dance classes—no long-term lock-ins, no single-brand loyalty.
It didn’t start with a slide deck. It started with the founder’s brother.
Follow us on: 
The brother who couldn’t find a gym pass
The founder Andy Neagu, tells the origin story like something that lodged itself in his brain and refused to leave.
His brother came to visit Finland, a dedicated gym-goer who wanted to explore different facilities while he was in the country. "He was asking me if there was a subscription app where he could access multiple gym facilities in Finland," Andy Neagu, Founder & CEO FitPlus recalls. They did what any rational human does: opened a browser and looked.
Nothing.
"In many other, bigger markets, such a thing exists," he says. "I kept thinking for days, how is it possible that something like this doesn’t exist in Finland?"
That question turned into FitPlus: a three-tier membership that gives users access not to a single chain, but to an ecosystem of gyms and sports spaces.
Three tiers, one network
FitPlus is built like a layered map of Finnish fitness infrastructure.
- Standard tier: the unmanned, equipment-only gyms you see on every corner in Finnish cities. No staff, just machines, racks and keycodes.
- Premium tier: higher-end chains—think gyms with saunas, swimming pools and extra amenities. Elixia is mentioned as the canonical example.
- Elite tier: classes and experiences—padel clubs, studios, specialized sports facilities.
Pricing is deliberately non-scary. "It’s maybe five to ten percent more than a normal gym subscription," the founder explains. "But you get access to all the gyms."
The logic is social as much as it is functional: train near your home one day, near your office the next; join your friends at their favorite gym instead of arguing over whose membership "wins." Or ditch iron entirely and go dance, roll on the mats, or sweat in a hot room throwing kicks at pads.
"It’s not even about gyms," he says. "It’s dancing, martial arts—any kind of sport. We want it to be a 360-degree sports app."
B2B first: your HR department as gatekeeper
Unlike the global fitness-pass incumbents, FitPlus is starting where the spreadsheets live: inside companies.
Right now the product is B2B only. Employers buy FitPlus as a benefit and employees get access through their workplace. That’s a deliberate choice.
"For us as a startup it’s easier to sell to companies," the founder says. Corporate wellness budgets are a well-known entry point in the Nordics, and Finnish companies are already wired to offer gym subsidies and well-being perks to staff.
The bet is that once FitPlus is in the building, word of mouth will handle the rest.
He imagines the conversation at a dinner table or after work drinks: "You have it and we talk about going to the gym or doing some sport together. If I didn’t have it, I’d feel like: I want this now—how do I get it? Then you start asking your employer or HR."
The product becomes a quiet status signal: not just "I work out," but "my company gives me this key to the entire fitness landscape."
Helsinki as a testbed—and why ClassPass struggled
For now, FitPlus is running an urban experiment.
They chose Helsinki as the pilot zone, to keep the logistics and sales focus tight. In just a couple of months, they signed over 100 locations into the network across the capital region.
The interesting part: a global competitor already tried to enter Finland.
"ClassPass tried to enter here," the founder notes. "They have around 26 locations. They struggled."
FitPlus, in contrast, plays full-local: a dedicated sales team on the ground, tuning the model for Finnish habits—early-morning gym goers, mandatory sauna culture, and the fact that many facilities operate unstaffed and automated.
The long-term vision is expansion, but on a very Nordic axis:
- First: all of Finland—Helsinki, Turku, Tampere, Oulu, Jyväskylä, Lahti, the usual suspects on the city bingo card.
- Next: Sweden, where a small competitor already exists but the founder believes the market is still open.
- Then: the Baltic states—Estonia, Latvia, Lithuania—where he sees appetite, but no incumbent giant.
"We want to go into markets where big players don’t want to enter because it’s costly or culturally difficult to adapt," he says.
Two years out: ubiquity, not conquest
The founder’s personal horizon is surprisingly modest.
"If we do this interview again in two years," he says, "I hope FitPlus is all over Finland. I don’t want to set the bar too high to already be international, but at least we should cover the main cities."
There’s one very specific KPI in his head: awareness.
"I think that by then, any employee in Finland should know about us."
That’s not just a growth target; it’s a cultural statement. In a country where wellness is infrastructure-level serious—where office saunas coexist with standing desks and winter sea swimming—FitPlus is trying to become the default layer on top: the app that turns that culture into something fluid, flexible and shareable.
One membership to walk into almost any gym, padel club, dojo, or dance studio in the country is a simple promise. The interesting part is where it’s being built (Finland), how (bootstrapped, B2B first) and why—because one guy’s brother landed in Helsinki and couldn’t find a pass that let him train the way he wanted.