AT A GLANCE
| Situation | Fitness Park operated in four countries in 2026 and wanted a structured basis for choosing the next ones. |
| Constraint | Ten separate local firms would have produced ten reports built on ten different methods, with no reliable way to compare them nor to assess them within the broader context of our overall strategy |
| Decision | Commission one firm present in all ten target markets, working from a single analytical template and the ability to translate these insights into actionable strategy. |
| ALTIOS scope | Market Prioritization across 10 countries, run in parallel over 3 months in 2026. |
COMPANY OVERVIEW
Fitness Park runs fitness clubs on a high value, low price model. Quality equipment at an accessible price, aimed mainly at a young membership base.
The brand launched in 2009 inside Groupe Moving, a French operator active in fitness since 1986. The group took the name Fitness Park Group in 2019. Head office is in Puteaux, near Paris.
The network reported €500M in turnover and 1.4 million members. It employs 1,700 people in France. Its 400th club opened near Barcelona in December 2025.
In 2026 Fitness Park operated in five countries: France, Spain, Morocco, Portugal and Italy. Its expansion into Belgium is underway.
THE CHALLENGE
The case for expanding was already clear. In 2024 the European fitness market was worth €36 billion, with penetration at 10.6% of the population aged 15 and over, according to the European Health & Fitness Market Report 2025 from Deloitte and EuropeActive. In the United States the rate was 23.7% that year, per the Health & Fitness Association.
As Astrid Lacassagne puts it, that gap shows considerable room to grow across these territories.
So the question was never whether to go abroad. It was where, in what order, and on what evidence.
Fitness Park could have hired a specialist consultancy in each target country. That route produces ten reports written by ten teams against ten different baselines. Ranking them afterwards becomes an exercise in judgement rather than comparison.
The second constraint sat inside the concept itself. Local regulation and local expectations demand adaptation. The brand standards that make Fitness Park work do not.
THE SOLUTION
Fitness Park engaged ALTIOS for Market Prioritization across ten countries.
All ten ran in parallel, over 3 months in 2026.
The sequence mattered as much as the output.
- Before ALTIOS began, Astrid Lacassagne built a detailed brief with Fitness Park’s business units, setting out exactly what the group needed to know.
- Working sessions established why each data point was required, not just which ones.
- Meetings with ALTIOS market specialists in each country covered the market-specific questions.
- The ten studies were delivered and walked through.
- The final stage compared the ten markets against each other.
Scope went well beyond sizing the fitness sector in each country. Each study covered macro and microeconomic conditions alongside the technical and regulatory specifics of the territory.
FROM STRATEGY TO ACTION
Local ALTIOS teams carried out this work country by country, mobilizing the best-suited contributors, both internally and across the group’s ecosystem, to meet the company’s full set of requirements.
This European project, comprising studies in ten countries conducted simultaneously, was coordinated by Laure Ménard, Advisory Director at ALTIOS France . The purpose of this organization was:
- to build a shared analytical matrix and a common methodology. This made it possible to compare and rank the countries by size, potential and the specific constraints identified.
- To give Fitness Park’s top management a dedicated point of contact working alongside them, to track the simultaneous progress of these studies and ensure their analysis.
It is precisely this organization, both in the countries studied and in France, that made the ten studies comparable and facilitated the analytical work and the joint development of the strategy through workshops between ALTIOS and Fitness Park’s management.
RESULTS
ALTIOS delivered the analysis. The commercial outcomes belong to Fitness Park and to its future partners.
What exists at the close of the mission:
- A documented roadmap covering 10 assessed markets, ranked and directly comparable.
- Market-specific constraints identified before any candidate search begins in those countries.
- A decision tool the group can bring to internal and investor discussions.
WHAT CHANGED INSIDE THE COMPANY
The change is in the order of operations. Fitness Park previously moved on a market when the right partner appeared. Now the market is qualified first.
The practical effect comes before any candidate conversation. The team already knows what should be adapted in the brief or in the business model for that country.
“Today it secures us. We know in advance what we will have to adapt, which makes for a more durable and genuinely win-win partnership.“
Astrid Lacassagne, International Development Director, Fitness Park Group
