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BROWSE ADJUST SEARCH
Letter from the CEO
Launch of Mentra by SATS
Sustainability highlights 2021
The Board of Directors
Auditor’s report
Management
Notes to the consolidated financial
statements
Definitions
Responsibility statement
Notes to the financial statements
At a glance
COVID-19 business impact
Shareholder information
Consolidated financial statements
Appendix
Board of Directors’ report
Financial statements parent
company
Where we operate
Corporate governance
Alternative performance measures
CONTENTS
This is SATS
offering by implementing our “Perfect
Scheduling” tool: a centralized data-driven
approach to class scheduling based on
the predicted performance of a given
class. The aim of this initiative has been to
secure the right classes, at the right clubs
and at the right times based on member
demand. Group training will continue to
be a key strategic focus area during 2022,
with several planned initiatives such as the
launch of a completely new design of our
group training rooms and piloting our first
pure HIIT (high-intensity interval training)
zone with specialized HIIT classes.
We seek to optimize our portfolio of club
clusters (geographical areas in which we
offer multiple clubs). All SATS clubs are
therefore not alike but are differentiated
with product offerings and club
atmospheres tailored to relevant target
groups and market competition.
The past two years have seen
unprecedented growth in at-home training
and digital fitness. Digital fitness has
experienced increased traction over
the past few years, with the COVID-19
pandemic accelerating the adoption
of this type of offering. SATS offers its
members a selection of more than 280
online classes through the SATS Online
Training channel in the SATS mobile app or
online and enables members to work out
remotely with SATS group training classes.
The online classes have the same content
as in-club classes, which means members
are familiar with the content and have an
easy alternative if they want to work out at
home.
In 2021, we also launched our new digital
home training offering, Mentra by SATS.
Please see separate section for more
information about Mentra by SATS.
In addition to fitness services, SATS has an
extended offering that includes the sale of
fitness apparel, fitness accessories, food
and drink. This is offered as part of the
company’s goal to encourage members
to get the most out of their training by
providing them with easy access to fitness
apparel, equipment, nutrition and hydration
products when they need it. During 2020,
we launched our own comprehensive
sports nutrition range, including sports
drinks, protein shakes, bars, protein
powders and oatmeal, as well as our own
clothing collection with basic high-quality
training clothes. Both ranges have been
a big success, and in 2021 we expanded
our nutrition range with new products
and additional flavors. In addition, we
piloted a new high-end shake bar concept,
towel service and free vanity products in
the locker rooms as part of our effort to
improve the overall club atmosphere. In
2021 we entered into a collaboration with
health food provider LETT to offer fresh
food at select SATS clubs similar to the
positive collaboration we have with BIM at
many of our clubs in Stockholm.
PRESENCE
We know our members and understand
their need for a healthier lifestyle. In order
to help them maintain good training habits,
our clubs must be in the most convenient
locations. We have a growth strategy of
establishing clubs strategically located
in attractive and densely populated
areas, ensuring that members can train
near their home, work or other locations.
SATS Group, with all brands together, is
the third-largest fitness chain in Europe
and the only chain that offers clubs in
all four Nordic capital cities. In our two
largest city clusters, Stockholm and Oslo,
we have more clubs than any competing
chain, especially in central areas. For
example, in Stockholm, 21 of the 25 top
public transport hubs are within 500
meters of a SATS club. Additionally, with
many clubs in the same city, SATS can
offer a broad and deep product portfolio,
with specialized clubs, niche training
concepts, and coordinated group training
schedules. In both greater Stockholm
and Oslo, we offer more than 6 000 group
training classes weekly in peak season,
which is unmatched by any competitor.
This totals approximately 13 000 group
training classes per week in peak season
for all clubs. Since more than 55% of
our members use more than one club,
we know that our members value the
opportunity to use multiple clubs.
Despite the COVID-19 pandemic, we have
accelerated the expansion of our club
portfolio the past two years. In 2021,
we grew our club portfolio significantly,
primarily through greenfields, opening
in total 11 new clubs, of which 4 were in
Norway, 3 were in Sweden, and 4 were in
Finland. Increased club rollout is a core
element in our strategy moving forward.
We believe the fitness market will continue
to grow, driven in part by a post-pandemic
increasing number of health-conscious
people, and SATS is well-equipped to take
advantage of this growth. We still have
significant room to grow within existing
markets both by filling white spots to
strengthen current clusters and expanding
into new clusters in existing markets. This
will be a core growth driver for SATS in the
future.
In addition to its physical presence, SATS
has a strong digital presence. Digital
services have become an integral and core
part of the SATS offering and will become
increasingly important in the future. We
have a clearly defined focus area for our
digital strategy.
First, we aim to be more efficient in our
club operations by digitizing processes
and providing members with efficient
self-service solutions. The SATS website
functions as a self-service hub for
members who want to change their
memberships, see payment history/
receipts, purchase personal trainer clips,
and so on. During 2021, we have started
to implement a new web content platform
to ensure a better and more user-friendly
website. This work will continue during the
first half of 2022.
Second, we aim to improve our digital
sales. We have already moved our online
sales functionality to the mentioned new
content platform, and we already see
optimized flows and better conversion.
During 2021 we have also implemented
a new CRM platform in Salesforce, which
will significantly improve the way we
can support our existing members, how
targeted we are with our marketing, and
how efficient we are in our sales.
Third, we will use our digital services to be
a true training partner for our members.
In 2021, we continued to improve our
SATS app with new features and better
design. The app connects members with
extraordinary fitness opportunities by
simplifying the booking of classes and
personal trainers and inspiring members
through relevant class recommendations,
training challenges, and digital training.
It motivates members by showing them
training statistics and making it easy
to invite friends to join them during a
workout. More than 319 000 members
used the app on a weekly basis in October
2021, up from 291 000 weekly users in
October 2020. This corresponds to a
10% increase in weekly usage. Between
October 2018 and October 2021, weekly
usage grew 154%. In 2020 we integrated
SATS Online Training into the app, making
it also much more attractive to continue
using even when clubs are closed. This
type of feature makes the app relevant
for more members, and it also helps us
convert monthly users into weekly users.
In January 2021 alone, over 226 000 Online
Training sessions were played in the app.
During 2021 we also introduced studio
booking in the app, making it easier for our
members to plan their workouts during
periods with heavy capacity restrictions.
In 2021, we also implemented a new
membership level where members keep
access to the app, select Online Training
sessions, and their stored data despite
not being paying members. This allows
us to keep their data and stay in contact
with them until they hopefully return as full
members in the future. We will continue to
improve in-app digital training and other
features that aim to inspire and trigger