What’s your fitness history?

The story began in 1995 with the opening of Universe, a  2,400sq m fitness club in Kolding, Denmark. At a time when the industry was still maturing, my vision was clear: to build a club centred on quality, community and passion for training. 

I later sold the club to Danish group Equinox and continued as manager of the facility, going on to oversee several of the chain’s premium clubs.  

It was during this period that indoor cycling became a defining strength. Our clubs were equipped with up to 70 bikes and classes were regularly waitlisted, with around 20 per cent of members participating in indoor cycling and other group classes. It was an unusually high engagement rate that helped establish Kolding as one of Denmark’s foremost cities for indoor cycling. 

Hanne and I love what we do. We love the happiness that a great fitness club can inspire in people.

In 2009, I had an opportunity to reacquire the 2,400sq m club I’d previously managed. Rebranding it to Fitness1, it became the foundation for further expansion: together with my wife Hanne, I opened three more Fitness1 clubs in Kolding over subsequent years, building the business to approximately 8,000 members across four locations. 

Our market position became so strong that competing chains struggled to gain traction in the city. But then, in late 2019, we chose to sell – just months before the COVID-19 pandemic changed the global fitness landscape. 

Hanne and I both continued as club managers under the new ownership structure until 2024, when we decided it was time to build something new – on our terms. 

The concept of UNI10 is simple yet powerful: one membership, two locations and a strong sense of unity

Tell us more…

Retirement was never truly an option. I’m now 61, but Hanne and I love what we do. We love the happiness that a great fitness club can inspire in people and we wanted to end our time in the fitness sector on a high. 

And so we created a new brand, UNI10. The concept is simple yet powerful: one membership, two locations and a strong sense of unity. 

The first location, UNI10 Padel & Fitness, opened on 1 December 2025, with an exceptional fitness offering built alongside existing padel courts in Kolding. One month later, on 1 January 2026, we opened UNI10 Stadion next to the city’s new football stadium – and just 1.5km from the first club. 

UNI10 Stadion is a beautiful gym: a 1,400sq m space featuring top-of-the range Technogym equipment alongside functional training, free weights, a running track, indoor sauna, PT, physiotherapy and an indoor cycling studio with 45 BODY BIKE Smart+ Phantoms – for me, unquestionably the best bikes on the market.  

Meanwhile, at UNI10 Padel & Fitness, you enter through a bar area – a great social hub. You can have a post-padel beer, but there’s excellent coffee too. 

There’s a fantastic 1,400sq m fitness offering: a gym with Technogym and Hammer Strength equipment plus two studios, one with Technogym Pilates reformers and one for yoga and dance classes – including ballroom, because we want to offer activities people can enjoy together. There are also nine padel courts, golf simulators and 600sq m of outdoor wellness space for ‘saunagus’ – guided sauna experiences. 

40 per cent of the cityʼs population holds a gym membership. This is the culture Hanne and I have helped shape.

Following conversations with Hyrox, we’re also developing what’s set to become Denmark’s largest indoor Hyrox training facility: over 1,000sq m, with a 100m running track. Once that’s opened, UNI10 Padel & Fitness will measure over 7,000sq m. 

We’re constantly being approached with other ideas, too: businesses and concepts that want to collaborate with us. There’s such a buzz about UNI10, which is hugely exciting. 

The whole idea is that there’s something for everyone, 365 days of the year, 5.00am until midnight. Come as a family or with your friends – UNI10 is about community, creating places where people come to have fun and feel good. 

How are the clubs performing?

UNI10 already serves approximately 4,300 members, with around 135 classes a week delivered across the two facilities by 70 exceptional instructors. We expect to grow to at least 6,000 members over the next couple of years and are delighted that many of our previous team members have returned to work with us again. 

Fitness isnʼt only a steady revenue stream for us. It also brings in a new audience for padel.

Meanwhile, our padel courts already operate at double the capacity of most standalone padel centres, to the point that other centres across Denmark are looking closely at our model. Fitness isn’t only a steady revenue stream for us. It also brings in a new audience for padel. 

There’s a lot more competition in Kolding now, but we believe the more competition there is, the better you become. And there’s certainly strong local demand, with around 24,000 people – 40 per cent of the population – holding a gym membership. This is the fitness culture that Hanne and I have helped shape in the city. It’s a legacy we’re very proud of and one we continue to nurture today.  

How popular is indoor cycling?

Every week, we run 25–30 indoor cycling classes at UNI10, with many operating at full capacity.  

I still instruct full classes every week with a focus on atmosphere, music and community. You can follow your performance data if you wish – we have Intelligent Cycling in the studio – but I used to be a DJ and I still embrace music in my classes, singing along from my saddle to the 80s and 90s videos we show on the big screen. Then, after class, there’s free breakfast and coffee. 

It’s been lovely to see our old Fitness1 members coming back to indoor cycling, many for the first time since COVID. 

After 30+ years in the industry, our driving force is no longer financial. It’s impact.

We’re also working hard to bring in younger members, showing them what a fantastic way this is to get their cardio workouts. We’ve run special events for this group and have two young instructors we’re training up. 

To all those who say indoor cycling is dying, I say absolutely not. We’re seeing it grow again, with 20 per cent of our members already taking part – and rising. 

Alongside our timetabled indoor cycling classes, we have bike clubs, corporate events and a weekly adaptive cycling class for individuals with disability. First launched 10 years ago, we still have over 40 people aged 16 to 80 years join us in the studio every week. It stands as one of our proudest community initiatives and won a special award from the mayor of Kolding.  

What motivates you and Hanne today?

UNI10 isn’t just a commercial venture for us. It’s a platform for connection. A space where generations train side-by-side and where community is as important as the facilities.  

Hanne and I want to give back to the community and make high-quality fitness genuinely accessible. And so we’ve priced membership at DKK 300 (£35, €40, US$48) a month. For this, our members have access to both clubs and the full class schedule, as well as discounts on padel and saunagus. 

After more than 30 years in the industry, our driving force is no longer financial. It’s impact. And in Kolding – one of Denmark’s most competitive fitness markets – UNI10 has quickly shown what experience, passion and community focus can build.  

Will we do more? I don’t know. I promised Hanne we’d do these clubs and then retire, but between us we’re at UNI10 every day and people keep approaching us to do more! For now, we’ll get Hyrox up and running and see what comes next. The most important thing is, we’re at our happiest creating happiness around us.