I'm with Bruce AG

I'm with Bruce AG is a fitness membership platform that provides access to over 1,000 partner venues, promoting diverse workout experiences and flexibility for a wide range of fitness enthusiasts. I'm with Bruce AG, founded in 2015 by Anton Holmquist and Magnus Elm, operates from Stockholm, Sweden. The company focuses on providing a versatile fitness membership service. In June 2019, the firm raised SEK 20 million in funding from D-Ax Corporate Venture Capital, the total amount raised to date being SEK 20 million.

The company has conducted one deal to date, with the most recent deal occurring on June 18, 2019. Bruce Studios offers a versatile fitness membership that grants access to over 1,000 partner venues, including gyms, yoga studios, climbing centers, dance classes, HIIT boxes, and swimming pools. This membership model caters to a wide range of fitness enthusiasts, allowing users to participate in various forms of exercise, from traditional gym workouts to boutique experiences. The service is structured to eliminate commitment, allowing members to pause their subscriptions, appealing to users who value flexibility in their fitness routines.

The company primarily targets urban markets in Sweden, tailoring its offerings to a demographic seeking engaging fitness experiences. Bruce Studios generates revenue primarily through a subscription-based model, where members pay for access to its extensive network of fitness facilities. This structure facilitates direct-to-consumer transactions, enabling users to engage with multiple fitness expressions under one membership fee. Membership tiers provide varying levels of access to partner studios, enhancing user experience and encouraging member retention.

The pricing plans reflect the breadth of services offered, supporting the operational costs associated with maintaining partnerships with diverse fitness entities. The recent funding round of SEK 20 million raised in June 2019 will support Bruce Studios in expanding its offerings and entering new geographic markets. The company is currently designing new products aimed at enhancing user experience, with plans to launch these initiatives in the upcoming year. Specific markets targeted for expansion include other urban areas in Sweden, with an emphasis on reaching fitness enthusiasts seeking diverse workout options.