How our partnership began

MOVA was founded in 2022 by Credo and five fitness centre chains with leading positions in eastern Norway, Bergen, and Møre. All players are well-regarded in the industry and displayed strong pre-pandemic track records with stable margins and organic growth. Since then, the group has grown through 7 add-on acquisitions, further expanding MOVA’s footprint in existing regions and extending to south-eastern Norway and Stavanger.

Recent results

In 2023, MOVA made significant strides in unifying its organisation and brand. The new brand experience was further strengthened through a shared marketing strategy and a consistent personal training offering.On the operational side, MOVA merged its 49 operating companies and implemented substantial IT upgrades, including a new ERP and accounting system across all clubs.

The introduction of a unified homepage has ensured a cohesive online presence, and the upcoming launch of a shared membership system in 2024 is expected to significantly improve data quality, reporting efficiency, and overall business insights.

How we see the future

Looking ahead, MOVA’s key focus is on expanding its member base through an attractive and scalable concept. This will be driven by further acquisitions and the continued development of the MOVA brand and operating model. Strategic projects aimed at enhancing customer experience at various touch points are set to elevate the overall value proposition.

MOVA is also rolling out a harmonised operating model for both full-scale and express clubs, backed by the group’s marketing, finance, and administrative functions. Building a strong, supportive company culture remains a priority, as it is essential for fostering a sense of community within each club and across the entire organisation. With these initiatives, MOVA is well-positioned for continued growth in both size and quality, ensuring it remains a leader in the Norwegian fitness industry.