Lotta Törnberg is Friskis & Svettis' communciations manager in Stockholm. She told Swedish Radio's P3 channel that people in changing rooms were vulnerable.
"In the changing room one is a little more vulnerable, one is maybe naked or half-naked. A lot more vulnerable than one is out training in the gym. But even there it is important to show respect, because not everyone wants to be pictured all sweaty."
She said that the company was not reacting to any specific incident in making its "selfie" ban. She said: "Today there are so many smart phones and one often has a smart phone when training, and so we wanted to make it clear that the changing room is a free zone."