About us

Our vision is to build the best way of exercising in the world. We want you to be inspired, dare to try something new and just be free to train whatever you like.

Medium shot of Magnus Elm and Anton Holmquist
Magnus Elm and Anton Holmquist

Our story

Bruce was founded by Magnus Elm and Anton Holmquist, in 2015 in Stockholm. They were tired of traditional gym chains and their customer service and disliked the feeling of being locked to only one gym to train at. They decided to build a training service they wanted for themselves. A membership where you can train wherever you want - and gather everything in one app. Today we have come a long way, and get to work with Sweden's best training entrepreneurs and studios.

About the company

Bruce - The Only Membership You Need gives you the opportunity to work out at tons of different studios and other training facilities with one single membership.

Our users can choose freely between gyms, swimming, yoga, dance, crossfit, climbing, racket sports and more.

Thanks to Bruce our studio partners reaches a wider audience and can easier fill up their classes.

Bruce is available in Stockholm, Göteborg, Malmö, Oslo, Bergen and Copenhagen.

4.8, 6000+ ratings



org. nummer: 559037-5597

Head Office

Im with Bruce, c/o Space

Mäster Samuelsgatan 45, 111 57 Stockholm, Sweden


2015 by Magnus Elm and Anton Holmquist



Cookies and data protection

We use cookies to customize and analyze your browsing. We also share data with our advertisement partners. Read more.