Bruce was founded by Magnus Elm and Anton Holmqvist, in 2015. They were tired of traditional gym chains and how they were treated and disliked the feeling of being locked in a membership. They decided to build the world's best fitness membership - where you can work out wherever you want and gather everything into one app. They chose to bootstrap the company to avoid investors focusing on money, and instead put all their energy into understanding the market and building a really good service for both members and studio partners. Today we have come a long way, and get to work with Sweden's best training instructors and studios.