In a context where health and wellness are becoming increasingly relevant for Romanians, and fitness trends are rapidly changing, we had the opportunity to speak with Kent Orrgren, CEO of World Class Romania, about the evolution of the fitness industry in Romania and how it is developing to meet the needs of a public that is more and more aware of the importance of an active and healthy lifestyle.
In this interview, Kent Orrgren provides us with a detailed view of the factors contributing to the growing interest in fitness in Romania, World Class’s vision for the future, and how the company plays a significant role in promoting a healthier lifestyle for Romanians through a holistic approach and community involvement.
Given the increasing focus on health and wellness in Romania, what drives the growing interest in fitness and how is the industry evolving?
Kent Orrgren: The fitness industry in Romania has evolved dramatically over the last decade, driven by a growing awareness of the importance of both physical and mental health. After the pandemic especially, people became more health-conscious and started to prioritize physical exercise as a ways to maintain well-being and prevent diseases. We have seen a growth in demand for structured fitness programs and holistic wellness solutions. Studies show that over 85% of Romanians are now willing to adopt a fitness routine within six months, compared to just 9% prioritizing physical exercise for health a decade ago! This shift presents a unique opportunity for the industry to grow by at least 30% with over 250,000 new members expected to join fitness centers in 2025.
At World Class, we have been adapting to this demand by offering more than just a gym experience. We provide a comprehensive wellness ecosystem that includes gym, personal training, swimming, sauna, unlimited group fitness classes and access to wellness areas. With this holistic approach, we are not only keeping up with consumer expectations but also setting new standards for health&fitness in Romania.
What is your vision for 2025 and how will the company contribute to shaping the future of fitness in Romania?
Kent Orrgren: In 2025, we aim to exceed 100.000 active members and consolidate our position as Romania’s leading health and fitness network. But our goal is broader than just expanding membership. We want to play a central role in reshaping how Romanians view physical exercise and an active lifestyle. We are working towards making World Class the third most important place in people’s lives, after home and work!
To achieve this, we are focused on both physical and digital expansion. In the near future, we will open new clubs in key locations, such as World Class Moldova Mall in Iași, World Class City of Mara in Timișoara and World Class One High District in Bucharest. These clubs will feature premium facilities, state-of-the-art equipment, semi-Olympic swimming pools, and personalized services designed to meet the evolving expectations of our members. Our investment plan for the next two years will also include more new openings, our team’s specialization trainings and significant upgrades to existing clubs, ensuring that every location reflects the highest standards of service and premium training conditions.
We are also focusing on the corporate wellness sector, which is growing rapidly.
World Class has been part of the team that elaborated the deductibility law that allows employers to offer fitness memberships as a deductible benefit. It has been a huge success for businesses, employees and also for our industry, as the law officially recognized the vital role that fitness and exercise play in improving the nation’s health. We are working closely with companies to develop Corporate wellness programs that improve employee health, productivity, job satisfaction and ultimately business success.
What drives your decisions to open new locations?
Kent Orrgren: Expanding in strategic locations is essential to making fitness accessible to more Romanians more often. We choose new sites based on thorough market analysis, focusing on areas with high residential density or growing business hubs. For instance, Moldova Mall in Iași and City of Mara in Timișoara are situated in regions with significant economic growth and a strong demand for premium fitness services. These cities have a young, dynamic population that values a healthy lifestyle, making them an ideal markets for our expansion. One High District in Bucharest is a luxury development and our club with swimming pool there will also reflect our commitment to providing top-tier services, from modern, state-of-the-art facilities to an expertly trained team.
By expanding in these locations, we are making fitness more convenient and accessible, while also reinforcing our mission to make the World Class experience an integral part of everyday life and the #BeHealthy lifestyle a top-of-the-mind choice.
With an investment plan in excess of EUR 25 million over the next 3 – 4 years, World Class plans to continue to grow the premium health and fitness segment along with swimming pools and have clubs operating in more key strategic locations across the country.
How does World Class contribute to reducing sedentary lifestyles and preventing chronic diseases in Romania?
Kent Orrgren: The statistics in Romania are alarming: around 60% of the population is physically inactive, which directly contributes to the rise of chronic diseases like obesity, cardiovascular disease and type 2 diabetes. Physical inactivity has become one of the leading causes of preventable deaths worldwide. In Romania, these sedentary behaviors cost the economy billions in healthcare and lost productivity. Our mission at World Class is to reverse these trends by getting “More Romanians, More Active, More Often.”
Besides our comprehensive fitness & swimming facilities and programs dedicated to all ages, we also unfold educational campaigns and events like the #BeHealthy Movement for More Movement and the #BeHealthy Festival. These initiatives promote awareness about the dangers of a sedentary lifestyle and provide practical solutions for people of all ages to integrate fitness into their daily routines.
By offering accessible fitness solutions and promoting the long-term benefits of physical activity, we hope to contribute to the prevention of chronic diseases and reduce the economic burden of healthcare costs associated with inactivity. Also, our swimming programs are not just a great form of exercise but one of the most effective ways to combat obesity, chronic disease and improve overall health. And World Class takes pride in being also the largest network of swimming pools in the country.
How does World Class engage with the community to encourage a healthier lifestyle?
Kent Orrgren: Community engagement is at the heart of what we do. We understand that encouraging people to live healthier lives requires more than just providing access to fitness facilities. It is about creating an environment of support and motivation. Events like the #BeHealthy Festival, which is the largest urban health & fitness festival in Romania, bring together thousands of people for free fitness classes, educational workshops and health activities. This helps to show that fitness can be at the same time fun, healthy, entertaining, accessible to everyone and a great way to socialize with people that have the same passion for the #BeHealthy lifestyle.
Moreover, we actively collaborate with local authorities and educational institutions to promote fitness and health education. This year, as the years before, we engaged in natinwide actions dedicated to the #BeactiveDay and The European Week of Sports, by providing free access to training to more Romanians and helping them discover the benefits of exercise for their physical and mental wellbeing.
With such rapid growth, how do you maintain high fitness service standards at World Class?
Kent Orrgren: Maintaining our experts’team quality is one of our core priorities. We now have over 700 certified fitness professionals, many of whom hold advanced degrees in kinesiology, exercise science or professional sports training. Some are former professional athlets, with national and international medals. Continuous education is critical in our business, which is why we invest heavily in team training programs that ensure our trainers and instructors are always up to date with the latest fitness trends, techniques and scientific research. We also partner with top international fitness programs like Les Mills to bring premium fitness experiences to our members.
What role does fitness play in preventive health, and how does World Class promote this?
Kent Orrgren: Preventive health is crucial to reducing the burden of chronic diseases, which is why we emphasize fitness as a form of medicine. Exercise is Medicine! The World Health Organization recommends at least 150 minutes of moderate-intensity physical activity each week to prevent heart disease, diabetes, and other conditions, but many people still struggle to meet this requirement. This is where World Class steps in.
Our approach includes a mix of education and action. Through campaigns like “Exercise is Medicine,” we communicate the scientifically proven benefits of regular physical activity. Exercise improves cardiovascular health, helps manage weight, reduces stress, boosts immune function and improves longevity! By promoting fitness as a daily habit, we are helping to build a culture of prevention in Romania.
We are also working with local governments and health organizations to integrate fitness into broader public health initiatives, making exercise a part of everyday life for more Romanians.
How important is the corporate wellness sector for World Class, and how do you collaborate with businesses?
Kent Orrgren: With the new law allowing fitness memberships to be tax-deductible for companies, more businesses are turning to us for all-inclusive Corporate wellness solutions. A healthy workforce is proven to be more productive, have lower absenteeism rates and show greater job satisfaction.
We work closely with companies to design customized wellness programs that meet their specific needs, from fitness classes and personal training to nutritional guidance and mental well-being programs. For example, our collaboration with major corporations in Romania has led to the development of fitness packages that include gym and swimming pool access, personalized in-club training, online personalized classes and health workshops. This approach not only benefits employees but also creates a healthier, more engaged workforce, contributing to the company’s overall success.
World Class has been an industry leader in educating Romanians about the benefits of a healthy lifestyle. How does this focus on education influence future generations and how do you approach health holistically?
Kent Orrgren: Education is a fundamental part of our mission at World Class. Our goal is not just to provide fitness services, but to change the way Romanians think about health and well-being. We believe that creating a healthier nation starts with education, and we prioritize initiatives that promote a holistic approach to health. This means addressing physical, mental and emotional well-being, not just fitness in isolation.
For the next generation, we are particularly focused on children and young people. Our #BeHealthyKids programs teach kids the importance of staying active from a young age, helping them form lifelong healthy habits. Swimming is an essential part of this education. It is not just a fitness activity, but a life-saving skill that builds confidence and promotes full-body health. By offering complete swimming programs, we are equipping children with skills that go beyond the gym and prepare them for a healthier future.
What is your investment focus in the next year and how does it contribute to a comprehensive wellness experience for more Romanians, as you say?
Kent Orrgren: Our strategy has always been to invest in people first, both our members and our team. We believe that if we support and develop our trainers and staff, they will, in turn, provide the best service to our members. Continuous professional development is a key focus, ensuring our staff are at the forefront of health & fitness trends and health sciences. We believe that this not only improves the experience for our members but also raises the standard of the entire fitness industry in Romania.
But beyond that, we are also deeply invested in public education. The BeHealthy Festival is a perfect example. It is the largest urban health and fitness event in Romania, offering free fitness classes, wellness seminars and activities that bring together thousands of participants. Events like these help making it accessible to everyone, regardless of their fitness level. Through these public initiatives, we are able to engage with a larger audience, inspire more Romanians to prioritize their health, and promote the #BeHealthy lifestyle we stand for.
As for the World Class network development, strategically we prioritize investing in clubs with semi-Olympic swimming pools because swimming is a key element of integrated wellness. Swimming provides a low-impact, full-body workout that complements other forms of exercise, making it an essential part of the holistic fitness experience we offer. By ensuring that nearly half of our clubs have pools and the next ones that we plan to open will also provide premium swimming services, we create a more comprehensive wellness environment where members can train, recover and relax all under one roof. This integration of fitness and wellness services reflects our vision for the future: to offer more than just a gym, but a full lifestyle solution for better physical and mental health and well-being.
