Smart Fit notices that the focus in the market is shifting from cardio to strength; a reason to look for more variety and functionality. With the Ground Base line from Hammer Strength, which makes it possible to train multiple muscle groups within the same activity, Smart Fit has a unique position in a number of regions. “It takes some explanation, but after that the members quickly become enthusiastic about it,” says owner and founder Rick During.

Smart Fit also pays a lot of attention to corporate social responsibility. For example, they collect old gym materials from primary schools that are transported to Eastern Europe to get the children to exercise more there. They strive to give already produced materials a second life.