May 6, 2026
Flås Slaggatan: a premium positioning built with Technogym
Design-led wellness that elevates the training experience and increases perceived member value.
Two clubs – two distinct experiences within one membership
When Flås opened its new facility "Slaggatan" in Falun in central Sweden, the goal was to attract a more quality-driven target group and strengthen its position in a competitive market. It was not about adding more square meters, but about creating an environment that feels different and delivers higher member value. Through a consistent focus on design, atmosphere, and a carefully selected Technogym equipment range, they have created a facility that embodies a premium experience and high quality.
Flås currently operates two clearly positioned facilities in Falun, both included in the same membership but designed to serve different needs. The club at Tallen Shopping Center offers a more traditional gym environment with high energy, accessibility from the age of 10, and a broad training offer. It is inclusive, dynamic, and attracts a wide audience.
At Slaggatan, Flås has taken a different direction. With an age limit of 20+, the environment is calmer, more refined, and more intentional in its design. By segmenting the experience rather than trying to serve everyone in the same space, Flås creates clarity — both in positioning and in member expectations.
Flås currently operates two clearly positioned facilities in Falun, both included in the same membership but designed to serve different needs. The club at Tallen Shopping Center offers a more traditional gym environment with high energy, accessibility from the age of 10, and a broad training offer. It is inclusive, dynamic, and attracts a wide audience.
At Slaggatan, Flås has taken a different direction. With an age limit of 20+, the environment is calmer, more refined, and more intentional in its design. By segmenting the experience rather than trying to serve everyone in the same space, Flås creates clarity — both in positioning and in member expectations.
Standing out in a price-driven market
In a market where many gyms compete on price and volume, Flås identified an opportunity to offer something different. A growing group of exercisers is looking for more than just equipment. They seek an environment where they feel comfortable, where the pace is balanced, and where the overall experience signals quality.
The challenge was to create a premium feeling that goes beyond aesthetics. The design needed to support the business, attract a new target group, and at the same time deliver a training experience that works for both beginners and more experienced members. At Slaggatan, design permeates the entire experience. Earthy tones, thoughtful lighting, and carefully selected materials create a warm, harmonious, and inviting atmosphere.
The difference is noticeable as soon as you step inside. This is not a loud or cluttered gym, but a carefully curated training environment where every detail contributes to the whole. The age limit of 20 reinforces the mature atmosphere and supports a calmer training culture. Equipment plays a central role in delivering this experience. On the cardio side, Flås has chosen Technogym’s Excite Live line for treadmills, providing access to engaging and guided workouts, structured programs, and integrated digital content.
On the strength side, the equipment range includes Technogym’s Selection line, complemented by Pure Strength plate-loaded machines, a well-equipped cable station, and a generous free weights area. The result is a facility where design and functionality work seamlessly together, without compromise.
The challenge was to create a premium feeling that goes beyond aesthetics. The design needed to support the business, attract a new target group, and at the same time deliver a training experience that works for both beginners and more experienced members. At Slaggatan, design permeates the entire experience. Earthy tones, thoughtful lighting, and carefully selected materials create a warm, harmonious, and inviting atmosphere.
The difference is noticeable as soon as you step inside. This is not a loud or cluttered gym, but a carefully curated training environment where every detail contributes to the whole. The age limit of 20 reinforces the mature atmosphere and supports a calmer training culture. Equipment plays a central role in delivering this experience. On the cardio side, Flås has chosen Technogym’s Excite Live line for treadmills, providing access to engaging and guided workouts, structured programs, and integrated digital content.
On the strength side, the equipment range includes Technogym’s Selection line, complemented by Pure Strength plate-loaded machines, a well-equipped cable station, and a generous free weights area. The result is a facility where design and functionality work seamlessly together, without compromise.
A premium environment that strengthens positioning and member value
At Slaggatan, members experience a calmer, more focused training environment that makes it easier to stay consistent while still supporting progression and variation. The ability to switch between two distinct club environments within the same membership adds flexibility and clear perceived value.This dual offering has strengthened Flås’ positioning in Falun. Slaggatan attracts a more quality-driven target group, while elevating the overall brand and increasing willingness to pay. By combining clear segmentation, thoughtful design, and a strong Technogym equipment selection, Flås has created a facility that differentiates itself and drives measurable business value.
A calmer environment that drives consistency and value
For members, Slaggatan offers a noticeably different training experience. The environment is calmer, more focused, and less stressful, making it easier to build consistency in training.
At the same time, the facility provides all the tools needed for progression and variation. One of the most appreciated aspects is the flexibility to choose between two environments within the same membership — a high-energy setting one day, a more relaxed and refined space the next.
This flexibility creates a clear sense of added value. The membership feels broader, more relevant, and more tailored to individual needs.
At the same time, the facility provides all the tools needed for progression and variation. One of the most appreciated aspects is the flexibility to choose between two environments within the same membership — a high-energy setting one day, a more relaxed and refined space the next.
This flexibility creates a clear sense of added value. The membership feels broader, more relevant, and more tailored to individual needs.
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