of Swedish year 9 students had drunk alcohol in the past twelve months in 2025, compared with about 80% in the early 2000s. In upper secondary year 2: 67%, down from 89% in 2004.
CAN, CANs nationella skolundersökning 2025 (report 239)
For partners · investors · operators · brands
Help build the next generation's fitness destination.
JUNIVERSE is looking for founding partners for its flagship in central Stockholm: capital, property, operations, equipment, beverages, apparel, technology and events.
The concept
A gym. A lifestyle brand. A community.
Traditional gyms focus primarily on equipment and exercise. JUNIVERSE combines a full gym with the appeal of a contemporary lifestyle brand and the social energy of a youth community. The audience is clear: 14 to 18 year olds, a group we believe deserves a place built for them.
The central hypothesis: a brand that makes healthy choices attractive to the next generation can create value beyond a traditional gym membership, for members, for partners and for society.
- Built for one age groupEverything from interiors to hours starts from 14 to 18 year olds.
- Girls ZoneA dedicated training space for girls, with its own identity.
- Social hubLounge, smoothie and coffee bar, alcohol-free events.
- Own brandMerch and apparel that carry the brand beyond the venue.
- Capacity-managed membershipApplications and a waitlist to protect the experience.
What external data shows.
Third-party signals about the audience and the market. They describe the context and say nothing about JUNIVERSE's future results.
External evidence · sourced
Retrieved October 2026
of 15 year olds in Sweden reached the recommended level of physical activity in 2017/18. Among 11 year olds: 19%.
Folkhälsomyndigheten, Sverige, fysisk aktivitet, faktablad 2021of girls and 10% of boys aged 11 to 15 had felt lonely most of the time or always in the past month (2021/22).
Folkhälsomyndigheten, Ensamhet: förekomst, konsekvenser och åtgärder (2024)residents aged 15 to 19 in the City of Stockholm on 31 December 2025, and 97,060 in the rest of Stockholm County.
Stockholms stad, Befolkningsöversikt 2025, table 3members of European health and fitness clubs at the end of 2025, up 4.1 million in a year. Revenue rose 9.1% to EUR 39.1 billion.
EuropeActive and Deloitte, European Health & Fitness Market Reportof 18 to 24 year olds in the US were members of a fitness facility in 2025, the highest share of any age group. US data on adults, not Swedish teenagers.
Health & Fitness Association, HFA, April 2026Read each figure in context: age bands, years and definitions differ between sources, and the activity figure on the card refers to 2017/18.
Our assumptions · not validated
What the flagship must prove.
These are JUNIVERSE's own hypotheses. None of them is proven. The flagship is where they get tested.
- Demand
- Pricing
- Retention
- Capacity
- Class utilisation
- Bar and café spend
- Event demand
- Merch demand
- Acquisition cost
- Operating economics
- There is demand among 14 to 18 year oldsfor a place to train with social and cultural pull.
- An accessible price and a capacity capproduce high retention and a strong community.
- Bar, events and merchcreate revenue beyond membership.
- Girls Zonelowers the threshold for girls to start training.
- The brand can carry several venuesoperated locally, over time and in more countries.
Potential revenue streams.
Business lines the concept is designed to accommodate. They are potential, not proven, and we publish no forecasts here.
Potential business lines
- PotentialMembershipsThe core, managed by capacity.
- PotentialPremium benefitsAdd-ons on top of the base membership.
- PotentialClassesPilates, yoga and group training.
- PotentialSmoothie and café salesThe bar as a destination of its own.
- PotentialMerchApparel and accessories.
- PotentialEventsMusic, challenges and collaborations.
- PotentialBrand partnershipsBrands that want to reach and build with young people.
- PotentialDigital servicesFuture services for members.
- PotentialLicensing and franchiseIf the model works, over time.
Concept model. No property has been chosen.
Strategy
Flagship first.
The first venue is planned as a large flagship in central Stockholm, possibly in a lower-ground or basement space if the property is right. It must prove the concept and set the standard.
Long term, the ambition is an internationally recognised brand with locally operated venues, where licensing and franchising could become part of the model.
Where we are todayOctober 2026
Early, on purpose.
In place
- Concept and audienceDone
- Brand and visual identityDone
- Imagery and websiteDone
What we are looking for now
- Property in central StockholmSeeking
- Founding investorsSeeking
- Operator and key suppliersSeeking
- Opening date and pricingNot set
No partners, investors or properties are confirmed today. Those who come in early help shape the flagship.
Choose your pathway.
Four ways to be involved from the start. Each pathway has its own form for the founding team.
Contact the founding team
Investors
Get in early on a brand that combines fitness, lifestyle and community for a clearly defined audience. The Stockholm flagship is the first step and the test bed for the model.
- Early equity
- Strategic investment with industry expertise
- Co-investment in the flagship
No investors are confirmed today. Terms are discussed directly with the founding team. Nothing here is an offer of securities.
Operators & property
We are looking for a large property in central Stockholm, possibly lower-ground or basement if suitable, and partners who can run the gym or run it jointly with us, as well as, studios and café.
- Lease for the flagship property
- Operating or co-operating the gym
- Pilates and yoga operators or instructors
- Café and bar operator
Brands & suppliers
Become part of the space where a new generation trains, hangs out and forms its habits. We are looking for suppliers who match the standard of the brand.
- Gym equipment
- Beverages, smoothies and snacks
- Apparel and merch production
- Technology and membership platform
- Wellness and lifestyle brands
Strategic partners
Music, events, media and lifestyle brands that want to build something with young people in Stockholm, and future licensing and franchise partners.
- Music and event collaborations
- Brand collaborations and collections
- Media and content
- Licensing and franchise, over time