In the heart of Aarhus, Denmark, stands a facility that redefines what it means to go to the gym.THEGYM not just a place to train; it’s a space designed to feel good. With dimmed lighting, world-class sound, handmade furniture, and even aromatherapy, every detail is curated to create an atmosphere that elevates body, mind, and spirit.
The vision was bold: to build a fitness destination where design, service, and strength come together — and where members feel seen, valued, and at home.
Lars Mølvad, Co-Founder and CEO, has spent more than 20 years in the fitness industry. One shift he noticed shaped the foundation of THEGYM: in Denmark, service was disappearing.
“The biggest change I saw was from great service to no service. We wanted to change that. Members should feel cared for — from the moment they walk in, to the moment they leave.”
The mission became clear: to create Denmark’s most unique premium fitness center that provides the best experience for members, not just another gym.
Inspired by Michelin-starred restaurants such as Noma, Lars and his team created a gym that prioritizes care. Members receive plush towels, shampoo in every shower, and one-on-one meetings with staff. This “no compromises” philosophy blends premium design with attentive service at every level.
Walk into THEGYM and you’ll immediately notice the atmosphere is carefully engineered to engage your senses. Sensory design elements are everywhere, though they’re so well integrated you might not consciously realize it, you’ll just feel it. The lighting is warm and dynamic, the materials (from natural wood accents to greenery and aromatherapy) create a soothing yet energizing ambiance, and the layout flows naturally between workout zones and relaxation areas.
And that positive feeling translates into motivation: research shows that when exercise is enjoyable and engaging, people are far more likely to keep coming back and form lasting habits. By embracing multi-sensory gym design, THEGYM is effectively hacking the psychology of adherence – making workouts something members want to do, not have to do.
When it came to equipment, compromise wasn’t an option.
“We hand-picked the best of the best and Intenza stood out because of the look and the function.” — Lars Mølvad
For THEGYM, the decision was about more than performance. Intenza’s design philosophy — sleek lines, durable builds, and refined biomechanics — aligned seamlessly with the gym’s aesthetic values. The cardio floor features Intenza Treadmills, Ellipticals, Escalate Stairclimbers and Bikes, all equippedwith intuitive, member-friendly i2S consoles that support both steady-state and high-intensity training.
Equipment integrates into the architecture, enhancing the luxury environment while delivering reliable performance
👉 Related reading: XLNC – Built to Last: How Intenza Delivers Premium Gym Durability
The service, design, and equipment come together to create a holistic member experience. The results show in attendance: active members visit about 3.55 times per week, well above industry averages.
Members also visit on non-training days. Many stop by to enjoy the lounge café area, complete with quality coffee, fresh fruit, and comfortable seating. This has made The Gym Aarhus a true third place — not just home or work, but a social hub where people want to spend time. The environment draws in even those who normally “don’t like to train,” creating a culture where fitness feels natural and enjoyable.
Workshops, yoga sessions, and even Friday bar events spark genuine connections. Lars explains that this is never forced: community “just happens naturally,” he says, because “the atmosphere makes it easy — that’s the magic.”
For co-founder Lars Mølvad, the advice to anyone considering a premium gym concept is simple but profound:
“Always think of the members and what they actually need — not just revenue. Ask: how can we give them the best experience possible?”
THEGYM demonstrates that prioritizing member experience over revenue is a winning strategy. For facility owners, the takeaways are clear:
By blending premium design, exceptional service, and equipment that enhances rather than interrupts, THEGYM has built more than a gym — it has built a loyal community.
Members reward this commitment with consistent attendance, enthusiasm, and word-of-mouth support. That organic momentum drives the business forward. Unlike a typical fitness club where you rush in and out, THEGYM invites you to stay and truly savor the experience.
Inspired by their story? Contact us to explore how we can help your facility transform.
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