Vision and driving force behind ADO

We share the political vision that more Danes should be more active.

The Story of the Fitness Industry in Motion – From DFHO to ADO

Over the past 20 years, there has been a wild development in the way Danes cultivate their body and well-being - and ADO's story is closely linked to this very development.

In 2006, the Danish fitness industry stood at a crossroads. The industry was growing explosively but lacked common direction, standards, and a unified voice. Therefore, Fitness.dk contacted Fitness World. Although together they represented the majority of the market, the ambition was not solely about the large chains. The vision was far greater: to unite the entire industry – including the many independent centers – and create a common foundation for quality, accountability, and professional development.
That marked the beginning of DFHO.

From day one, it was about more than just training. DFHO worked purposefully to create common industry standards, ensure safe training environments, and elevate quality across the entire industry. The collaboration with Anti Doping Denmark became a crucial turning point, making Denmark a pioneer in doping control within commercial fitness centers. But it also marked the beginning of something even bigger. The fitness industry's focus in 2026 is mental health and the importance of physical activity for well-being and quality of life. Active Denmark Organisation (ADO) looks forward to being an active part of this effort and highlighting mental health in Denmark and Europe.

read the full story here

Focus Areas:

Uniting training, health, and society
Our goal is to create the best conditions for more people to discover the joy of movement, thereby improving physical and mental health nationwide. As a voice for the fitness industry, we work to strengthen the framework for private fitness centers and highlight their crucial societal value within an innovative Danish sports landscape.
Health and movement for all
Our members offer opportunities for movement and activities to all citizens in society every single day. ADO was created to support them in getting even more people involved. This benefits both individuals and society as a whole when the nation's health improves.
Movement should be healthy
Danish exercisers should have a healthy and safe sports life. Training environments free from doping abuse are a key priority for ADO. Therefore, we have a close collaboration with Anti Doping Denmark. We do not tolerate doping and are here to support our members in fostering doping-free environments.

ADO is a partner in the "Denmark Drops Smoking" campaign, which helps Danes find free smoking cessation support via ex-ryger.dk. Approximately 400,000 people want to quit smoking, but few utilize the available offers. ADO aims to contribute to better health and quality of life as a trade organization for the fitness and health industry. The campaign was created by the Healthy City Network and Stoplinien with support from TrygFonden.

See campaign here

Society should encourage movement
ADO works to ensure that society is structured in a way that encourages movement. Health too often revolves around VAT, taxes, prohibitions, and information campaigns. It is crucial here to focus on proactive health-promoting initiatives and find innovative solutions that can motivate Danes to change their exercise habits. For example, we can look at tax deductions, VAT on private sports services, new partners, and nationwide collaboration.  

Membership benefits

ADO is active in the political, educational, and health fields. Become a member and gain access to this knowledge.

Our partners and initiatives

Political influence and advice
ADO is the collective voice of the fitness industry. We work with power, energy, and impact for better conditions in the industry – including higher tax deductions for fitness, strong gross pay schemes, differentiated VAT on fitness, and recognition of fitness as an important part of the healthcare system. Together, we create political influence, stronger framework conditions, and a stronger industry. As a member, you are not alone – we work every day to strengthen both your business and the entire industry's position.
Working for healthy training conditions
Collaboration with Anti Doping Denmark.
Danes deserve healthy, safe, and secure training environments. Therefore, ADO works closely with Anti Doping Denmark to ensure a responsible fitness industry with credibility, common standards, and zero tolerance for doping. Together, we protect the industry's reputation and create strong and healthy training communities. Together, we take responsibility for a stronger, more professional, and more recognized fitness industry.
in Dansk Erhverv
As a member, you gain access to Dansk Erhverv's legal hotline for advice on employment law issues by calling 33 74 64 00. You also get access to relevant knowledge, networks, conferences, and training activities that strengthen you as an employer and support the development of your business. We provide you with access to professional sparring and knowledge, so you are better equipped in your daily life as a business owner and employer.
Networks, partnerships, and development
ADO unites the fitness industry in a strong professional community. As a member, you gain access to valuable connections, knowledge sharing, partnerships, and industry-relevant insights that strengthen both your business and the future of the industry. Together, we are stronger. As an ADO member, you become part of the community that shapes the future of the fitness and health industry in Denmark.

Results over the last 10 years

ADO's mission is to give the fitness industry influence.
Over 10 years, we have achieved the following:

ADO has contributed to securing the industry's need for qualified labor and competence development through the establishment of the fitness instructor training program

Contributed to promoting doping-free sports through strong voluntary partnerships

Had a significant influence on Anti Doping Denmark being significantly strengthened financially and structurally over recent years

Created political will for the “Action Plan for Intensifying Efforts Against Exercise Doping”, which states that fitness centers’ price agreements in this area must be significantly reduced over the period 2016-2018

Entered into an industry agreement with Arla Protein, which supports the organization's increased focus on health through what we consume.

We have been the driving force that has ensured that the decision to implement exercise VAT in 2026 is now a reality.

Focuses on taboo subjects, such as eating disorders and self-harm among young boys and girls.

Contributed to ensuring that salary and employment conditions in the fitness industry are determined according to the Danish model

Secured press coverage

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