Momentum Leisure

What Momentum Leisure does

Momentum Leisure is a Dutch-headquartered (Amsterdam) private company that locates, builds, and operates themed family entertainment parks across Central and Eastern Europe, with operational concentration in Poland. Founded in 2008 and operating under the legal entity Leisure-Holiday-Parks-Cooperatief-U.A., the company runs the Majaland brand portfolio — flagship Majaland Kownaty (opened 2018, near Poznań), Majaland Warsaw (2022), and Majaland Gdańsk (2024) — with Themepark Gliwice under construction for a 2027 opening and additional sites in Romania under development.

The company's core product is large-scale themed entertainment estates (10,000–20,000 m² indoor/outdoor zones) built through a real-estate-driven model: the company pre-positions land (250 hectares banked since 2008), secures co-investment or adjacent-retail partnerships (Europa Centralna, Project Góraszka), then layers in licensed IP to create differentiated park experiences. Notable IP partnerships include Studio 100/Plopsa (Maya the Bee, Vicky the Viking — license to 2042), Nickelodeon/Paramount Location-Based Entertainment (SpongeBob, PAW Patrol, TMNT), Peyo Company (The Smurfs), and a Tomorrowland joint venture for the LIFE aqua resort concept. Construction is delivered through Belgian-listed CFE Polska.

Momentum Leisure monetizes through ticket admissions, on-site food and beverage, and IP-themed merchandise, targeting families with children aged 3-12 and increasingly cross-border visitors from Germany and Czechia. The company has deployed €150 million of equity to date, completed an €80 million Series A in 2023, secured €50 million in debt financing for Gliwice in 2025, and operates with a permanent team supplemented by seasonal staff (peak ~700 across three parks). Backed by parent Momentum Capital, the business targets a 10-park portfolio with 5+ million annual visitors across Central Europe.

Name

Momentum Leisure

Legal name

Leisure-Holiday-Parks-Cooperatief-U.A.

Website

https://momentumleisure.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Momentum Leisure is a Dutch private developer and operator of Majaland-branded family theme parks across Central and Eastern Europe, targeting families with children aged 3-12 through licensed IP partnerships with Studio 100, Nickelodeon, and The Smurfs.

Ownership category

akta.pro rank

Product category

Family Theme Parks

NAICS

Amusement and Theme Parks (71311), Amusement and Theme Parks (713110)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Destination Theme Parks (Large-Scale, Multi-Attraction Parks) (THAJAEAA)

akta.pro secondary industry

Amusement Parks & Theme Parks (THAAAAAA)

Keywords

• Theme park development
• Family entertainment centers
• Licensed IP attractions
• Leisure real estate
• Aqua park resorts

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Infrastructure, Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Ticket admissions: Visitors pay admission fees to access theme parks. Free admission for children below 85 cm at Majaland Gdańsk. Parks expect 300,000-600,000 visitors annually depending on park size and location.
2. Food & Beverage: On-site food and beverage operations including restaurants, snack bars, and themed dining experiences. F&B represents one of the highest-margin revenue levers in the parks.
3. Retail/Merchandise: IP-themed merchandise including toys, apparel, and souvenirs. Memories monetized through take-home products. Revamped merchandising strategy with optimized offerings based on IP characters.
4. Licensing agreements: World-class license agreements with entertainment brands including Tomorrowland, Nickelodeon, The Smurfs, and Studio 100/Plopsa form the foundation of the park experiences.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Momentum Leisure develops, builds and operates branded family theme parks in Central and Eastern Europe through long-term licenses with entertainment IP owners (Studio 100, Nickelodeon, The Smurfs, Tomorrowland). Its core products are the Majaland-branded parks at Kownaty, Warsaw and Gdańsk, with a fourth park under construction in Gliwice for 2027. Revenue is generated from visitor admissions, on-site food and beverage, and IP-themed retail merchandise.

Product overview

Momentum Leisure is a Dutch developer and operator of theme parks across Central and Eastern Europe. The company operates a portfolio of Majaland-branded theme parks (Majaland Kownaty, Majaland Warsaw, Majaland Gdańsk) featuring licensed intellectual property from Studio 100 (Maya the Bee, Vicky the Viking), Nickelodeon (SpongeBob SquarePants, PAW Patrol), and The Smurfs. The company is developing a fourth park (Themapark Gliwice) opening in 2027 with a new brand concept. Additionally, Momentum Leisure has partnered with Tomorrowland to develop the LIFE aqua resort concept and plans water parks at existing locations. All parks target families with children aged 3-12 years and are developed through partnerships with construction firms (CFE), entertainment brands, and retail real estate investors.

Differentiator

Problem solved

Functional benefit

Brands

• Majaland: Family theme parks themed with Studio 100 characters (Maya the Bee, Vicky the Viking) and expanded to include Nickelodeon characters and The Smurfs. Locations include Kownaty (flagship, opened 2018), Warsaw (opened 2022), and Gdańsk (opened 2024).
• LIFE
• Themepark Gliwice

Products and services

• Majaland Kownaty Flagship family theme park located near Poznań, Poland, 1.5 hours from Berlin, with indoor and outdoor attractions themed with Studio 100 characters Maya the Bee and Vicky the Viking. Targets families with children aged 3-12.
• Majaland Warsaw Theme park in Warsaw, Poland offering 26 indoor and outdoor attractions featuring Studio 100 characters and Super Wings, co-located with the Project Góraszka retail destination along Warsaw's ring road. Targets families with children aged 3-12.
• Majaland Gdańsk Theme park in Gdańsk, Poland spanning 20,000 m² with 25 attractions featuring Studio 100, Nickelodeon (SpongeBob, PAW Patrol) and The Smurfs characters. Connects the Tri-City catchment area of 3.5 million residents.
• Themepark Gliwice Fourth Momentum Leisure theme park under development in Gliwice, Poland, featuring Nickelodeon and The Smurfs characters on a 67,000 m² site with 10,000 m² indoor attractions and 10,000 m² outdoor zones. Designed for families with children including an older demographic than previous Majaland parks.
• LIFE Aqua Resort (Tomorrowland joint venture) High-end, energy-neutral aqua park resort concept developed in joint venture with Tomorrowland Leisure, planned near Berlin with potential for additional worldwide locations.
• Nickelodeon Land at Majaland Gdańsk Themed Nickelodeon zone inside Majaland Gdańsk featuring SpongeBob SquarePants, PAW Patrol and interactive character experiences built under Momentum Leisure's expanded license with Paramount Location-Based Entertainment.
• The Queen Bee's Ball theatrical show Interactive theatrical show featuring Studio 100 characters Willy and Flip, performed daily at Majaland Kownaty and Majaland Warsaw with bilingual Polish/German presentations.
• Smurf-themed Pizza Corner at Majaland Gdańsk IP-themed food and beverage outlet at Majaland Gdańsk offering oven-baked pizzas and Italian cuisine under the Smurfs brand, part of the park's themed F&B strategy.

Quantifiable outcome

• 2,500,000 visitors across three Majaland parks in Poland
• +3 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core and minor.

• Nickelodeon / Paramount Location-Based EntertainmentcoreOEM/ Whitelabel/ Licensing Partner · 1 July 2024Nickelodeon zones featuring SpongeBob SquarePants, PAW Patrol, and Teenage Mutant Ninja Turtles in three Majaland parks in Poland and future parks in Romania. Momentum Leisure responsible for construction and operation; Paramount provides design and licensing services.
• Peyo Company (The Smurfs)coreOEM/ Whitelabel/ Licensing Partner · 29 June 2024Licensing agreement for Smurfs themed attractions and merchandise in Majaland Gdańsk and other parks. Peyo Company promotes and perpetuates Peyo's work including The Smurfs globally.
• Mitiska REIMcoreStrategic or Co-development Partner · 10 April 2024Sold 6.7 hectare land plot adjacent to Europa Centralna retail center in Gliwice for theme park development. Mitiska REIM is Belgian specialist investor in convenience real estate. Joint development creates major regional hub for retail and entertainment.
• Studio 100 / PlopsacoreOEM/ Whitelabel/ Licensing Partner · 1 September 2018Theme partners for Majaland parks featuring Maya the Bee and Vicky the Viking. License agreement runs until 2042. Plopsa operates 8 theme parks across Europe with 3.5 million visitors annually. Momentum Leisure is a joint venture partner for Polish parks.
• CFE PolskacoreImplementation/ SI/ Consulting PartnerConstruction partner for theme parks. CFE is Belgian listed multidisciplinary construction group. Currently constructing Gliwice park using exclusively local contractors. Built Majaland Kownaty, Warsaw, and currently working on Gliwice.
• Leisure Expert Group (Amsterdam)minorStrategic or Co-development PartnerCreative concept development partner for new Gliwice theme park. Extensive international experience in designing themed attractions.
• Tomorrowland LeisureminorStrategic or Co-development PartnerJoint venture for LIFE aqua park resort concept near Berlin. Energy neutral aqua resort with potential for various worldwide locations. Unveiled at MAPIC 2023.
• Nhood / CeetrusminorStrategic or Co-development PartnerRetail development partner for Majaland Warsaw, part of Project Góraszka along Warsaw's ring road. Nhood represents Auchan Group's retail development activities.
• Andreas AndersenminorOthersSupervisory board member since February 2023. CEO and President of Liseberg Group (Sweden's leading theme park). Former Chairman of IAAPA board (2017-2018).
• Pia AdlivankinminorOthersSupervisory board member since February 2023. CEO of Linnanmäki (Finland's largest theme park). Member of IAAPA Global Board of Directors from 2023.
• Lee Edwards (Peppercorn Food Solutions)minorImplementation/ SI/ Consulting PartnerF&B strategy consultant bringing 25+ years of experience including Merlin Entertainments Group. Implementing optimized family-oriented F&B offering with IP-themed concepts.
• Mark SchiffmannminorImplementation/ SI/ Consulting PartnerRetail strategy consultant with 25+ years in leisure industry. Experience at Warner Bros. Movie World, Movie Park Germany, Madame Tussaud's, Europa-Park, PortAventura. Implementing revamped merchandising strategy.
• Karuzela HoldingminorStrategic or Co-development PartnerPolish partner of Mitiska REIM with Janusz Botorek as co-investor and local operating partner for Europa Centralna retail scheme.

Scale indicators14 records

Recent moves8 records

Expansion highlights8 records

Direct peers

• Plopsa Group (Studio 100): Plopsa operates 8 theme parks across Belgium, Netherlands, Germany, and Poland with 3.5 million visitors annually, themed around Studio 100 characters. Momentum is a JV partner with Plopsa on Majaland parks, making Plopsa both a collaborator and the closest direct peer in family IP-driven theme parks.
• Energylandia: Poland's largest theme park, located near Kraków, with a mix of family and thrill rides. Energylandia directly competes with Momentum's Majaland parks for Polish family visitation and represents the most direct domestic competitive threat.
• Legendia: Polish theme park located near Katowice (Silesia), serving families in southern Poland. Closely comparable to Majaland's regional Polish positioning and overlaps with the catchment area Momentum is targeting for Gliwice.

Broad incumbents

• Parques Reunidos: One of the largest global theme park operators with properties including Movie Park Germany, Slagharen, and Tropical Islands. Momentum's CEO Wouter Dekkers previously held senior roles at Parques Reunidos, and the company represents the type of European multi-park consolidator Momentum could partner with or be acquired by.
• Merlin Entertainments: Global attractions operator (LEGOLAND, Madame Tussauds, SEA LIFE). Merlin represents a potential strategic acquirer or competitor for IP-driven family parks and is comparable in scale and IP-licensing model.
• Europa-Park: Germany's largest theme park and a major European family destination. Europa-Park competes for German outbound visitors that Momentum hopes to attract via the 'Coolcationing' trend, particularly to Majaland Kownaty.
• Efteling: Major Dutch family theme park and one of Europe's most-visited attractions. Efteling's mix of fairy-tale theming and family rides is comparable in positioning to Momentum's IP-driven approach.
• Tivoli Gardens: Historic Copenhagen-based amusement park and one of the world's oldest. Comparable in family-theming heritage and seasonal operating model, though serves a different geographic market than Momentum's CEE focus.

Regional players

• Liseberg: Scandinavia's leading theme park based in Gothenburg, Sweden. Momentum's supervisory board member Andreas Andersen is CEO of Liseberg, indicating close strategic alignment. Operates primarily in a different geography but in the same family theme park category.
• Linnanmäki: Finland's largest theme park, operated by a non-profit. Momentum's supervisory board member Pia Adlivankin is CEO. Comparable family positioning in a different Nordic market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/momentum-leisure
• Xx.com/mom_leisure
• Facebookfacebook.com/MajalandKownaty

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Momentum Leisure