Friskis & Svettis Jönköping
Brand renewal through interior design
The project: Remodel and redo the interior at Friskis & Svettis with a new entrance, a café and a new overall feel. The goal: Leave a superb impression and highlight the creative, joyful mood that makes Friskis unique. The challenge: Remodelling the premises while business goes on as usual.
How to does one renew a brand while keeping it functioning all the while? When Tengbom was commissioned to create a new interior at Friskis & Svettis in Jönköping, it was clearly stated from the beginning: this was not to be just any ordinary gym, dominated by bare surfaces and the monotonous hum of spinning bikes. Instead, we wanted to create an inspiring, invigorating oasis where the residents of Jönköping can hang out, work out, grab a coffee or a bite to eat and have a good time.
We wanted to create a memorable, multi-sensory experience.
The Friskis facility is actually just one of many pieces of the puzzle in a larger assignment, where Tengbom is commissioned to develop the whole property on Södra Strandgatan in Jönköping.
– High ambitions are a constant in this project. It’s fun to be part of this cooperation with ambitious clients and builders,” says Sandra Skoglund, Project Architect.
A timeless interior enhances the workout experience
One of the most striking changes is the new ground floor, now featuring two-story ceilings, display windows, and a café. Stepping inside, visitors are greeted by soft green hues, inviting sofas, and the rich aroma of freshly brewed coffee. The team replaced the familiar red-and-white logo with a more timeless design, creating an exclusive feel. At the same time, they preserved the signature Friskis spirit. A welcoming atmosphere, comfortable materials, and a Scandinavian touch enhance the experience.
Modern, natural, and unexpected—these guided Tengbom’s vision for the new interior. The team brought modernity to life through material choices and technology. They created a natural feeling with a carefully selected color palette and textured wall coverings. To reinforce this theme, they lined the indoor walking room with birch forest wallpaper.
Every room was designed to enhance the workout experience. The team decorated the yoga studio with quiet, sandy tones to create a calm atmosphere. In contrast, they used sharp colors and bold accents in the spinning room. These elements provide focal points to help participants push themselves when raising their heart rate.
Do interiors and accessibility go hand in hand?
The new look is more than a nice surface. The remodel was also an opportunity to bring about innovative and practical solutions. Among other things, brand new tiles that prevent bacterial growth help keep showers and locker rooms fresh for longer, without the need for chemical additives.
An essential accessibility update included not only physical solutions like a spacious elevator between floors:
“We also developed a simplified sign programme in decal form to helps visitors familiarise themselves with the different rooms and their functions,” says Sandra Skoglund.
One of the great things about Friskis is that it is a business that really welcomes everyone. So the facilities need to be accessible and adapted to different needs.
“It is always fun to work with customers that have high ambitions. Here, we were given the opportunity to create an experience that will help to change the image of the brand.”
Sandra Skoglund, Project Architect
The difference is in the details
Once we worked out the new interior design, we also spent a lot of time thinking about how we could make the facility into something more than just a regular gym. We came up with several solutions that make things easier for visitors and make exercising into a smooth, natural part of everyday life. For example:
- The option to bring a lunch (or dinner, breakfast or snack), warm it up and sit down and eat after training.
- A fingerprint reader that allows for easy check-in (and maybe provides a little VIP feeling?).
- A cosy children’s corner where kids can hang out while their parents sweat it out in the room next door.
Creative ambitions for the entire business
The fact that Friskis & Svettis Jönköping is taking a step away from the traditional red and white décor of the brand is not so surprising: this particular division has distinguished itself through a variety of creative, innovative forms of exercise (take, for example, the quiz workout or yoga for runners). Now they’ve also got an interior that reflects that spirit and gives visitors a memorable experience.
