Even way back then, Ulf Bengtsson knew that every individual needs physical activity to feel good, be productive and content with their lives. Spotted in California at that time, where he used to train with Frank Zane and Arnold Schwarzenegger, Ulf sketched a logo on a napkin – "World Class" or "world-class", inspired by the well-sculpted body that made him famous around the world and his ambition to help others achieve a similar dream. He imagined it red colored, bold, aggressive, outstanding – the sign of a big time impact change. Back in Sweden, Ulf Bengtsson opened in Stockholm the first modern fitness club in the country and one of the first such places in the world.
The brand has rapidly expanded in Sweden and soon the targeted market was Eastern Europe, an untapped and particularly attractive for entrepreneurs market. After opening several clubs in Russia, Poland, Czech Republic and Hungary, World Class enters the Bulgarian market in 2010 and offering facilities such as gym, group fitness classes, swimming pool, sauna.