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Actic: The Nordic Gym Giant With a Trust Problem
A 1,000+ employee, $390M revenue fitness empire fighting for its reputation online
While competitors chase digital-first strategies, Actic Sweden operates a massive physical footprint of 95 gyms and 45 pools—yet their 1.6-star Trustpilot rating reveals a critical disconnect between scale and satisfaction. This isn't just a gym chain; it's a case study in operational complexity meeting customer expectations.
"Actic proves that physical scale doesn't guarantee digital dominance—especially when your customer satisfaction lags behind your revenue growth."
The Traffic Paradox
With 202,619 monthly visits and a #200,774 global rank, Actic's traffic patterns reveal a telling story: 60% comes from organic search, dominated by branded terms like 'actic' (8,350 monthly searches) and location-specific queries. This suggests strong brand recognition but weak organic discovery—prospects aren't finding Actic through fitness content; they're searching for it directly. The 32% direct traffic confirms a loyal, but likely stagnant, user base.
The Trust Gap
A 1.6-star rating from 126 Trustpilot reviews is catastrophic for a consumer health brand. For context, that's worse than most budget airlines. The data suggests operational friction—likely from billing issues, facility maintenance, or customer service bottlenecks. With 1,036 employees serving 95 locations, that's roughly 11 employees per facility, which should theoretically support strong local service. The disconnect points to systemic process failures rather than isolated incidents.
Actic's tech stack tells a story of modernization attempts: they've adopted Tailwind CSS, Vite, and AOS (Animate On Scroll) for a contemporary frontend experience. However, the presence of jQuery and Bootstrap alongside newer frameworks suggests a fragmented development approach—likely legacy systems being patched rather than rebuilt. This technical debt often correlates with the customer experience issues evident in their reviews.
- Geographic concentration: 98.7% of traffic from undefined markets (likely Sweden), revealing limited international brand appeal
- Search dependency: Top keywords are brand and location-specific, not fitness-intent driven
- Digital offering: 'Digital träning' exists but isn't driving significant traffic or engagement
- Physical scale: 95 gyms + 45 pools is massive infrastructure requiring heavy operational overhead
The Make-or-Break Moment
Actic's $390M revenue can't mask a 1.6-star rating. For investors and founders: scale without customer satisfaction is a time bomb. Their next move must be operational excellence, not expansion.
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Actic Sverige - Gym, bad, gruppträning & onlineträning
Träna för livet med Actic - ca 95 gym, 45 badanläggningar och digital träning. Starta din träningsresa med Actic och prova 7 dagar för 99 kr.
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Reviews (13)
It was fun but actic needs to add more…
It was fun but actic needs to add more there is nothing to do just 2 pools 1 small pool 1 big pool need to add more there is no ball to play whit.
Hi, Thanks for taking the time to write about your experience. To be able to help you further in your personal matter, I ask you to contact us at [email protected] so that we can clear up any ambiguities. Thank you in advance. Regards, Team Actic
Not satisfied
While the friendly staff seems to vacuum quite frequently, the corners never get properly cleaned, and cobwebs gather on the upper sides. When something needs to be replaced or is broken it can take several weeks to be fixed, no matter it is a training machine, sauna hourglass ,... or very essential facilities like showers. During the last 2-3 weeks 5 of 7 showers has been out of function!
Used to have really good customer…
Used to have really good customer support now it sucks. You can't talk to anyone? I only got support when I didn't pay - shows you how valuable a customer you are to them... Plus, the advice to customers is incorrect on the site when you want to cancel a membership it tells you that a 12 month contact is canceled automatically but I carried on paying? Bunch of jokers. Go elsewhere there are better gyms in Sweden with better customer service.
Thieves
Thieves they were, and thieves they remain in 2025! I’m absolutely furious about the scam I experienced with ACTIC. I told the lady who handled my membership in advance that I wanted a one-month membership only, and that I wanted to cancel it immediately to avoid any misunderstandings or unwanted future charges. Of course, they didn’t respect that. Instead, they charged me for the most expensive membership (access to all three gyms), even though I never agreed to that. The charges kept coming month after month, taking outrageous amounts of money. The worst business practice ever. Avoid them at all costs, and I’m going to sue them. This happend in Halmstad.
they just want money
I told the receptionist that I'm not living here im on a vacation. so I pay 996 kr for one and half month, she told that I should pay in the mid of January if I want to continue in February, I asked why I cannot pay at the beginning of feb if I want to start in feb and what she said we won't accept your membership then, I didn't pay on jan. because I will leave In feb the surprise is that they send me that I should pay for feb!! and I will go bankruptcy If I didn't pay, is this a joke/!?! what I was clear you just need money, this is unacceptable treat, so bad and disrespectful.
Hi, Thanks for taking the time to write about your experience. To be able to help you further in your personal matter, I ask you to contact us at [email protected] so that we can clear up any ambiguities. Thank you in advance. Regards, Team Actic
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About actic.se
Träna för livet med Actic - ca 95 gym, 45 badanläggningar och digital träning. Starta din träningsresa med Actic och prova 7 dagar för 99 kr.
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actic.se uses 16 technologies across their website including Google Fonts, PHP, WordPress, and more.
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actic.se receives approximately 202.6K monthly visitors and ranks #200,774 globally. The website has a bounce rate of 31% with visitors viewing an average of 3.2 pages per visit. Users spend an average of 3:10 on the site.
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This page provides publicly available information about actic.se. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit actic.se directly at https://actic.se.