40,000 daily users demand a content workflow that works

When fitness chain Nordic Wellness took the next step in developing its digital platform, one thing quickly became clear: the volume of content and number of channels placed high demands on both structure and workflows.

Together with ad agency Dear Friends, the website was rebuilt from the ground up. At the same time, the organization needed to find a more efficient way to manage video, images, and other content used across the web, app, and marketing.

Nordic Wellness is today one of Sweden's largest fitness chains, with more than half a million members and over 400 clubs across the country. The platform is used by tens of thousands of people every day, which places high demands on content always being up to date, relevant, and easy to access — especially for home workouts.

"That means a lot of content and a lot of interaction across different types of interfaces," says Roger Brovik at Dear Friends. "We have around 150–200 workout videos for online classes offered to members. They're used both on the web and in the app."

The Challenge

When content grows faster than the systems

When Dear Friends came on board, Nordic Wellness was working on an older technical platform. This made both development and content work more complicated than necessary.

"The challenge was an outdated platform in many different ways. The interfaces were old, which made it hard to be cost-efficient when you wanted to change functionality or work with content," says Roger Brovik.

The result was that even minor changes could take time and often required help from vendors.

"That created long lead times for pretty much everything. You also needed more assistance from us as a vendor to be able to make content adjustments and other changes."

At its core, the challenge was something many large organizations recognize: being able to gather content in one place and make it easy to find and use.

The Solution

A platform that simplifies the work

When Dear Friends and Nordic Wellness started evaluating new solutions, the goal was clear. The platform needed to be modern, easy to use, and work together with the organization's other systems.

"For us, it was important to find a platform that would stand the test of time, have a modern architecture, and be user-friendly for administrators at Nordic Wellness."

At the same time, cost was an important factor. Streaming and video management can quickly get expensive if the pricing model isn't sustainable. When different options were compared, Mediaflow ultimately became the natural choice.

"Both in terms of licensing model and ease of use, Mediaflow meets our requirements really well. That made the choice pretty simple in the end."

The Result

From upload to publish in minutes

Today, Mediaflow is a central part of Nordic Wellness's content workflow. The platform is used to store, structure, and distribute material to both the web and the app. The workflow is significantly simpler than before.

"Today we upload the material in Mediaflow, go into the CMS, and use it directly on the web and in the app. Lead times have become enormously shorter and the work a lot easier."

A large part of the material is produced by external vendors. When content is delivered, it goes through quality assurance before being uploaded and tagged with metadata. After that, the handling is generally done. At the same time, the platform makes it easier to manage material from the organization's many clubs.

About Nordic Wellness

Nordic Wellness is one of Sweden's largest fitness chains, with operations across large parts of the country and more than half a million members. With hundreds of clubs, a wide range of training options, and digital fitness opportunities, they aim to make exercise accessible to everyone, regardless of experience level or fitness background.

The focus is on creating a welcoming and inclusive training environment where movement, health, and community are central. Through everything from gym workouts and group classes to digital training and larger events, they work to inspire people toward an active lifestyle.