Denmark added 25% VAT to gym memberships and personal training, and it’s already changing the fitness landscape. In this episode of What Are You Doing in Denmark, Derek and Annie sit down with personal trainer and educator Mikkel Valgreen to unpack what’s happening, why it’s happening, and who’s most affected.

The change stems from an EU classification that defines fitness services as “commercial” rather than healthcare. That means higher prices for gym memberships, personal training, and classes while taxes on things like sugar and alcohol are being reduced.

We break down: