On Valentine’s Day 2019, Helsinki’s historic Adlon Cinema – an iconic venue that once had hosted decades of drama, film and performance – opened its doors to a new kind of experience. Finnish entrepreneur Sami Hurme and his two partners opened the city’s first TRIB3 studio, transforming the landmark into a boutique fitness destination.
It didn’t take long for TRIB3 Adlon to become a local favourite. The studio reached breakeven in just four months, a clear indication of both the commercial potential of the concept and the appetite for boutique concepts.
Following the success of TRIB3 Adlon, the same owners expanded this April with a second concept: PILAT3S, a Dynamic Reformer Pilates studio located in the Sture district.
Between the opening of their first and second studios, Sami and his partners navigated the challenges of a global pandemic and the unexpected hurdles that came with it. But true to their Viking spirit, the Finnish trio embraced the challenge and came out with even better business results.
We sat down with Sami to hear all about his journey thus far:
1. What got you interested in starting a fitness franchise business and opening a studio?
I’ve always been passionate about fitness, but what really drew me to TRIB3 was its sense of entertainment, its culture and soul. It wasn’t just about training – it was about creating an atmosphere where people feel part of something bigger. With Tribute Brands, I saw the chance to combine my passion for fitness with my background in business and entrepreneurship, building a business that offers something unique, entertaining and energising to the local community.
2. What has been a high point and a low point in your journey as a TRIB3 and PILAT3S Franchisee?
The low point? The pandemic. Just one year after opening our first studio, everything came to a halt. But we never gave up. We dreamed, we challenged ourselves and when the world reopened, we came back stronger than ever. Today we see over 11,000 visits a month – proof that resilience pays off.
The high point has definitely been that comeback: seeing our community grow beyond what we could possibly ever imagined.
3. Why Tribute Brands?
The brand immediately stood out because of its franchise model and unique in-studio technology – like the Jukebox system that makes class everything seamless; but more than that, it was the DNA of the company and the people behind the brand who truly support you every step of the way. On top of that, the model is highly scalable, which gave us the confidence not only to succeed with one studio but to dream bigger.
4. What has been a memorable story and/or moment thus far in your franchise journey?
One of the most memorable moments was our first sold-out TRIB3 session. The energy in the room was electrifying – that was the moment I realized we weren’t just running a studio, we were creating an experience and a movement.
5. What advice would you give a future Franchisee?
Be resilient, stay present in your business and never underestimate the power of building a strong team. Take care of your people, because they are the ones who will carry your vision forward. Trust the process – the Tribute Brands team has years of experience in the industry, so lean on their guidance. Combine their model with your passion, and you’ll have everything you need to succeed.
What began as a true test – launching a business just months before a global pandemic – has grown into a remarkable success story. Today, their TRIB3 and PILAT3S studios welcome an average of 11,000 visits each month and generate € 150.000 in monthly revenue – a powerful testament to what dedicated and driven studio owners can achieve with the guidance and support of Tribute Brands.
Discover more about our franchise partners and their success stories here.
