Fitprime

Fitprime, founded in 2016 in Rome, was one of Italy's leading corporate wellness platforms, offering companies fitness, wellbeing, and nutrition programmes for their employees through a network of affiliated gyms, sports centres, and wellness professionals. The service reached over 200 corporate clients, positioning itself as Italy's homegrown alternative to major international players in the sector. December 2024 marked the end of Fitprime's independent journey: the company was acquired by Wellhub (formerly Gympass), the leading global corporate wellness operator, in a deal that created the largest network of fitness and wellness partners in Italy, with over 4,300 affiliated facilities serving more than 400,000 subscribers. For Wellhub, the acquisition represented a strategic step in expanding its European presence, after the company had already consolidated its leadership in markets such as the United States and Brazil. Fitprime's integration into Wellhub reflects a broader consolidation trend in the corporate wellness sector, where smaller benefit providers, despite strong local roots, struggle to compete on the scale and breadth of offering demanded by large multinational corporate clients. Wellhub continued its acquisition-driven growth strategy into 2026, buying Urban Sports Club to further strengthen its European footprint.