Holmes Place
- Company typePrivate
- Founded1980
- HeadquartersPaço De Arcos, Portugal
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
Holmes Place firmographics
Firmographics- Name
- Holmes Place
- Legal name
- Holmes Place
- Website
- https://holmesplace.com
- Company type
- Private
- Founded year
- 1980
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Ownership category
- akta.pro rank
Holmes Place industry classification
Industry- Product category
- Premium Fitness Clubs
- NAICS
- Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Fitness & Wellness Operations Support (On-site Gyms/Wellness Rooms) (IMAIALAL)
- akta.pro secondary industries
- Corporate/Workplace Wellness Coaching (HSADAGAL), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI)
Keywords
Where Holmes Place is headquartered
LocationHeadquarters
- HQ city
- Paço De Arcos
- HQ country
- Portugal
- HQ region
- Europe
Offices13 records
Markets served
Holmes Place business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others
Revenue model
- Membership/Subscription Fees: Holmes Place operates as a premium health club chain generating revenue primarily through recurring membership fees. Memberships are available in multiple tiers including regional and worldwide multi-club options. Membership includes access to gym facilities, group classes, pool, sauna, Turkish bath, hydrogymnastics, premium changing rooms, initial assessment with personal trainer, nutrition consultation, parking, and Holmes Place app access. New members receive a welcome pack including a complimentary massage and initial personalized assessment.
- Individual Services (Personal Training, Nutrition, Physiotherapy, Spa): Supplementary revenue streams from add-on services including personal training sessions, nutrition consultations, physiotherapy, spa treatments, beauty services, laser treatments, and locker rentals. These are charged separately on top of the base membership.
- Day Passes and Occasional Use: Holmes Place offers single-use day passes allowing non-members to experience the club for a limited period, providing a low-commitment entry point for prospective members to trial the facilities before joining.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Regional or multi-club membership with access to multiple clubs within a geographic region |
| Subscription | Monthly | Worldwide multi-club membership with access to all Holmes Place clubs internationally |
| Unit Pricing | Pay-as-you-go | Day pass for non-member trial visits |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Holmes Place product offering
Product offeringCore offering
Holmes Place operates a multinational chain of premium fitness and wellness clubs offering gym access, over 100 group exercise classes (yoga, pilates, cycling, martial arts, aqua, and more), swimming pools, spas, personal training, nutrition consultations, physiotherapy, and a proprietary AI-powered Genius Workout system with BioAge assessment. The company sells recurring monthly memberships with regional and worldwide multi-club tiers, supplemented by add-on services such as day passes, personal training sessions, and spa treatments across 5 European countries.
Product overview
Holmes Place is a premium multi-national fitness club chain operating across Greece, Germany, Austria, Switzerland, and Portugal. The core offering centers on spacious fitness facilities with state-of-the-art equipment, complemented by a comprehensive suite of services including group classes (Signature, Xpress, Aqua, Conditioning, Cycle, Dance, Kids, Martial Arts, Mind & Body, Pilates, Trib3), Personal Training, Nutrition, Physiotherapy, and Wellness & Spa. The company has invested in AI-powered training technology through its Genius Workout system, which uses artificial intelligence to create personalized workout programs, paired with the BioAge assessment that estimates biological age through fitness metrics. Two mobile applications support member experience: a club management app (Virtuagym-powered) for class booking and reservations, and a smart workout app (Netpulse-powered) for tracking Genius training and progress. The Holmes at Home program extends the brand to home workouts, while the Learning Hub provides professional development resources.
Differentiator
Problem solved
Functional benefit
Brands
- Holmes at Home: Digital fitness platform offering home workouts and training programs during times when club access is limited
- Genius Workout
- BioAge
- Learning Hub
Products and services
- Holmes Place Fitness Club Memberships Recurring monthly membership providing access to premium gym facilities, group classes, pools, spas, lounges, and Holmes Place digital apps across regional and worldwide multi-club tiers. Targeted at individual consumers seeking a premium fitness and wellness experience.
- Genius Workout AI-powered intelligent training system that creates personalized workout programs, tracks member progress via connected smart equipment, and automatically adjusts exercise load and intensity based on real-time performance data. Targeted at fitness club members seeking data-driven personalized training.
- Group Fitness Classes
Companies that use Holmes Place
Customer profileSegments1 record
Ideal customer profiles1 record
Holmes Place technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
AI capability3 records
Feature1 record
Holmes Place partnerships and signals
Strategic signalScale indicators7 records
Recent moves6 records
Expansion highlights6 records
Holmes Place competitors and assessment
Company assessmentDirect peers
- Basic-Fit: Basic-Fit is Europe's largest low-cost fitness chain operating across multiple countries including Germany and other Holmes Place markets, providing the value-tier benchmark against which Holmes Place's premium pricing must justify itself.
- Fitness First: Fitness First is a premium membership-based fitness club chain with operations across multiple European countries, offering similar club facilities, group classes, PT, and wellness services to Holmes Place's premium market positioning.
- David Lloyd Leisure: David Lloyd Leisure operates premium family-focused health and racquet clubs across the UK and Europe, combining fitness, swimming, spa, and family amenities in a comparable premium membership model targeting affluent consumers.
- PureGym: PureGym is a major low-cost fitness chain with operations across the UK, Denmark, Switzerland, Germany, and other European countries, competing for the same consumer fitness budget as Holmes Place at a different price point.
- Virgin Active: Virgin Active operates premium international health clubs across Europe (UK, Italy, Spain, Portugal, South Africa) with memberships, group classes, PT, and spa services, directly comparable to Holmes Place's premium positioning and multi-country footprint.
- McFit (RSG Group): McFit, part of the RSG Group, is one of Europe's largest fitness chains operating discount clubs across Germany, Austria, Spain, Italy, and Portugal, providing direct head-to-head competition with Holmes Place in core continental European markets.
Broad incumbents
- Equinox: Equinox is a global luxury fitness brand operating premium clubs and digital fitness (Variis) primarily in the US and UK, representing the aspirational benchmark for premium positioning that Holmes Place targets at a more accessible price point.
Emerging players
- Kieser Training: Kieser Training is a German-origin strength training concept with a presence across several European countries, offering a premium data-driven training approach that competes with Holmes Place's Genius Workout in the strength and conditioning niche.
- John Reed Fitness Music Club: John Reed, part of the RSG Group, is an emerging boutique-style fitness concept operating across Europe including Germany and Portugal, competing with Holmes Place for design-conscious, premium-segment members seeking elevated club experiences.
Regional players
- Ingesport (GoFit / GO fit): GO fit is a Spanish low-cost premium fitness chain that competes with Holmes Place in the Iberian Peninsula, offering large-format clubs with extensive facilities and a comparable value-positioning versus full premium brands.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Holmes Place social profiles
Digital presenceHolmes Place compliance and trust
Trust signalCompliance2 records
Holmes Place financial estimates
Financial estimateRevenue estimate
Valuation estimate
Holmes Place leadership team
Management profileNumber of profiles
Profiles4 records
Holmes Place funding detail
Funding detailFunding overview
Funding rounds2 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Holmes Place M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Holmes Place
What does Holmes Place do?
Holmes Place operates a multinational chain of premium fitness and wellness clubs offering gym access, over 100 group exercise classes (yoga, pilates, cycling, martial arts, aqua, and more), swimming pools, spas, personal training, nutrition consultations, physiotherapy, and a proprietary AI-powered Genius Workout system with BioAge assessment. The company sells recurring monthly memberships with regional and worldwide multi-club tiers, supplemented by add-on services such as day passes, personal training sessions, and spa treatments across 5 European countries.
Is Holmes Place a public or private company?
Holmes Place is a private company. It is classified as private equity controlled and is currently operating.
When was Holmes Place founded?
Holmes Place was founded in 1980. It employs 1,001 to 5,000 people.
Where is Holmes Place based?
Holmes Place is headquartered in Paço De Arcos, Portugal, in the Europe region.
How does Holmes Place make money?
Three revenue lines are on record. Membership/Subscription Fees are the primary driver. The others are individual Services (Personal Training, Nutrition, Physiotherapy, Spa) and day Passes and Occasional Use.
Who are Holmes Place's main competitors?
Direct peers on record are Basic-Fit, Fitness First, David Lloyd Leisure, PureGym, Virgin Active and McFit (RSG Group). Equinox is listed as a broad incumbent. Emerging players are Kieser Training and John Reed Fitness Music Club. Ingesport (GoFit / GO fit) is listed as a regional player.
Does Holmes Place have an API?
No public API is recorded for Holmes Place.
What industry is Holmes Place in?
Holmes Place's product category is Premium Fitness Clubs. Its primary akta.pro industry code is IMAIALAL, Fitness & Wellness Operations Support (On-site Gyms/Wellness Rooms), with a secondary code of HSADAGAL, Corporate/Workplace Wellness Coaching. Its NAICS code is 713940 and its SIC code is 7997.