We Are

We are faced with an ever increasing health challenge that cuts across borders and cultures.

The global population has become increasingly unhealthy over the last four decades. Experts and academia within health and nutrition agree that the solution is to be found in a healthier lifestyle with regular physical activity and a healthy diet. Despite this conclusion the trend is not in reversal – the opposite holds true, since the most effective means are limited by scale. This has to change.

We believe that a key to the solution is the ability for coaches to help more clients and still preserve a high level of quality and offer a personal service. Both quality and quantity is important if we should see some changes. We want to take part in the democratization of access to the best coaches around the world so we together can break the curve and make the world a healthier place.

Code of Conduct

Our code of conduct ensures that we can grow sustainably as a purpose-led company. Lenus serves as a platform so coaches can spend more time interacting with their clients and less time on administration. This way, clients pay less for administration and get more coaching for their money. This is a democratization of training, and we believe that our reach enables us to substantially improve the health of many people who cannot afford traditional personal trainers.

We recognize that our growth has strong ties to coaches, clients, employees and the communities we operate in. We acknowledge that our impact and responsibilities extend beyond the boundaries of our immediate business and our Code of Conduct serves as our guiding light. We put our values into practice and keep all our undertakings to the highest possible standard of ethics.

We aspire to hire the best talent, build the greatest product and preserve and grow a loyal customer base. We believe that a strong ethical anchor that influences our everyday actions is vital in realizing this aspiration.


The scope of our Code of Conduct encompasses all who are either directly or indirectly doing business with us, those working with our platform and all levels of our organization. Any violation or breach of conduct is addressed swiftly and will potentially entail termination of cooperation or employment.

Workplace environment

We are on an important mission to solve one of our generation’s most pressing challenges. This puts high expectations on all employees across our organization. Fundamental to our growth is deep care for quality – slacking in quality is unacceptable and impossible to unify with our values. We encourage a culture of feedback to continuously improve and align.

We believe that the workplace is a place for the individual to grow, develop and nurture others. We promote spreading the good vibe and having an eye for the needs of your colleagues around you. Inclusivity and diversity are values that we live by and cherish. We do not tolerate, in any shape of form, offensive and/or derogatory jokes or remarks or any physical abuse or threats. We are a workplace free of harassment, bullying and discrimination. Disagreements are unavoidable, but every employee should feel it safe to engage, participate in discussions and resolve conflicts. The good intentions are respected, and the best argument always wins.

We strive to fairly promote equal opportunities across the organization – fulfilling positions have job-related responsibilities at their core; we care about employing the best person for the job. All employees in Lenus are employed according to the legislative requirements in their place or work and we safeguard every employee’s health, safety, and mental and physical wellbeing.

Partnering with us

Our ambition is to build the greatest product for coaches to help, support and guide clients on their journey to a healthier and happier life. We acknowledge the know-how and expertise of all our partners and have built the product suite capable of empowering them to cater to the individual needs. We have a list of principles that all users of our platform must abide by.


A client should always have complete transparency during their time working with a coach. This entails information about with whom the client is communicating with, who is preparing and adjusting their meal and workout plans and which qualifications the coach, or assistant, possesses. The transparency principles mentioned above are mandatory. Any violation or breach will potentially entail termination of cooperation or employment.

Lenus is a platform offering unique advantages for clients and for coaches. Using our platform, coaches can extend their success and build strong teams and brands. We don’t believe in keeping success as a secret. Therefore, we urge our successful coaches to be open about the number of clients.

Care for the client

We believe that coaches should offer advice, training and coaching according to well-recognized standards. This means that we require all future partnering coaches to have a team member who is a licensed personal trainer or holds a degree in nutrition. For current partnering coaches we strongly encourage compliance with this ruleset.

Coaches can only onboard clients which they are equipped to responsibly help and coach. Such assessments require a thorough screening process that considers potential injuries, eating disorder history or other relevant information that influences the coaching period.

Our screening tools are based on internationally recognised methods and supplied with a range of supporting tools from our own development. The coaches must use these tools in making the assessment of their clients.

The assessment must take place before any coaching initiates. If a given client is deemed out of responsible scope, the client must be rejected and referred to a qualified health professional. We are committed to continuously improve our capabilities in this domain, and we look at the unique reach of online-coaches as a new and promising way of specifying needs and helping people.

As we strive to make the world a better and more tolerant place for people of all colours, shapes and sizes we strongly encourage coaches to use a body positive language in their marketing.

Lenus fully supports EHFA and Europe Active’s work in trying to standardize skills in the fitness industry.

Intolerance for illegal substances

Lenus does not support the use of illegal substances in fitness, nor will we tolerate any advice or coaching, implicit or explicit, on the consumption or use of illegal substances – including steroids and performance enhancing drugs. Our platform automatically scans for communication violating this code of conduct such that we can take swift action. Any violation or breach of these rules will entail immediate termination of contract.

Business compliance

We only work with legal and compliant entities that respect the legislative environment in which they operate. Failure to comply – including tax evasion and illicit business – is a strict violation of our code of conduct and will lead to termination of contract. Providing business information is a requirement for cooperation.

Data protection

We respect the privacy of users. We are processing information confidentially and live up to our obligations as both data processor and data owner in accordance with GDPR – this includes any user’s right to invoke the “Right to be forgotten”. Sharing information with us is transparent and we ask for permission before collecting and undertaking any data processing. Information on this is available in our Data Policy and Terms of Service. We have taken the necessary measures to protect any unauthorized access to user’s data. This entails, but is not limited to, limited access to personal information by employees within our organization.

Looking ahead

We are committed to a mission of making the world a better place. Our mission will bring us challenges that in present time are hard to foresee. Preparing for the uncertain future is hard, but we believe that by welcoming passionate and talented people that resonate with our Code of Conduct into our organization we are the best equipped we can be to sustainably grow our business, support our partnering coaches and help people all over the world live a healthier life.