In the crowded Danish health market, PrimaCare isn't just another fitness app—it's a B2B wellness ecosystem quietly generating $7.3M annually by solving a specific problem: employee health retention. With 52 employees and a strategic focus on corporate networks, they've built a moat that goes far beyond step counting.

"They're not selling fitness—they're selling reduced sick days and stronger corporate networks."

Their keyword strategy is revealing. While 'prima' has massive search volume (162K monthly), they've niched down to 'hvordan styrker jeg ømme og svage håndled' (220 monthly) and 'vred i højre skuldre' (210 monthly). This isn't accidental—they're capturing specific pain points that corporate employees face, positioning themselves as clinical experts rather than generic fitness influencers.

• B2B-first model: Revenue comes from corporate contracts, not individual subscriptions
• Clinical expertise: Team includes psychologists and stress coaches, not just trainers
• Privacy-focused: Matomo analytics suggests GDPR compliance is a priority
• Portal-driven: Booking system is central to their user experience