The training company SATS was founded in Norway in 1995. Together with a high competency and service level, SATS wanted to set the joy of training in focus. This concept proved to be successful, and SATS is today the leading fitness chain in the Nordic countries.

In 2005 SATS needed to focus on improved profitability in order to build a foundation for future expansion. For SATS the main driver for profitability is to have a big and loyal customer base. The challenge was clear for the CEO, Andreas Göthberg. SATS needed to attract more new members as well as retaining old members. The members’ experience of SATS had to improve, and the single most important factor for achieving this was the behaviour of the employees at SATS.


In 2005 Andreas Göthberg asked Expo Media for help in fulfilling his ambition of motivating and educating the SATS employees towards customer orientation. The SATS management team and Expo Media together set the goal of the project as follows:

- To spread important messages and train employees in the “SATS Way” as well as how to influence the most important factors for profitability.


In order to reach the goal, Expo Media came up with a concept for a board game simulation tailored for SATS. The simulation was a tool clarifying the business process as well as spreading important cultural messages. The Club Managers at 140 SATS centres in the Nordic countries were the first participants in a management meeting seminar. Over the years Expo Media has delivered these seminars a large number of times for all levels of the organization. To date more than 900 SATS employees in the Nordic countries have taken part in the simulation. This has been a huge success. SATS has opened several new clubs, the number of members continues to increase and the company’s vision of being the best workplace is within reach.