#63: Leading the Nordics’ biggest fitness chain with SATS CEO Sondre Gravir

SATS is the largest fitness chain in the Nordics, with over 270 gyms and 10,000 employees. CEO Sondre Gravir joined us to talk about creating a great customer experience and strong culture at scale, how SATS continues to innovate, and what it was like leading the company through the lockdowns. We also covered fitness trends, the role of technology, and the impact of gyms on public health.

Learn more:

https://satsgroup.com/

https://generogrowth.com/ 

https://www.linkedin.com/in/sondregravir/

(0:00) Introduction

(0:30) Why Sondre joined SATS

(3:00) Public health, fitness trends and the Nordic gym market

(11:08) Growth drivers and the power of group classes

(16:52) Technology, opportunities and limits of digital fitness

(21:59) Growing the market as a category leader

(24:56) Scaling culture and values across 10,000+ employees

(33:19) Covid, lessons learned and what’s next