What Fitchannel.com does

Fitchannel.com, operated by Fit Channel B.V., is an Amsterdam-based direct-to-consumer online fitness and lifestyle platform founded in 2016 that delivers subscription-based home workout video programs, weekly nutrition plans with recipes, and mindfulness content to Dutch and Belgian consumers. Its product surface spans 14+ structured programs (Fiesta Fit, Fit met Mark, In Shape, Cardioboksen, Your Perfect Body, Groove, Afvallen met Carlos Lens, Spieropbouw, Pilates, Fit voor Beginners, Yoga, Seniors, Circuit Training) delivered through a self-serve website, country-specific Belgian site, mobile app, and a B2B corporate wellness portal, supported by a MyFitchannel tracking environment and an active community. The platform is anchored by celebrity trainers including Olympic speed skating champion Mark Tuitert and three-time K1 champion Remy Bonjasky, with a content library of 1,000+ workout videos and 30,000+ recipes.

The business model is recurring subscription revenue at €2.49/week (approximately €10.79/month equivalent) or from €11.99/month, with annual payment options, a 3-month initial commitment followed by month-to-month cancellation, free trial workouts, a 33% promotional discount, and a vriendendeal referral scheme (referrer receives €10 cashback, referred friend gets 10% off). A separate B2B portal (b2b.fitchannel.com) serves organizational wellness buyers as a secondary channel. Marketing is conducted via content/SEO, Facebook and Instagram organic social, email, PR, and the referral program.

Fitchannel operates as a privately held Dutch BV with 11-50 employees, no disclosed external investors, no funding rounds, no acquisitions, and no parent company. Scale signals include 4.5/5 star rating across 249 reviews, 90,000+ workouts completed per month, and 30,000+ recipes cooked monthly. The company has no disclosed AI/ML capabilities, no published API or SDK, and operates purely as a curated content distribution and subscription platform rather than a technology-led product.

Name

Fitchannel.com

Legal name

Fit Channel B.V.

Website

https://fitchannel.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Fitchannel.com (Fit Channel B.V.) is an Amsterdam-based DTC subscription platform offering Dutch and Belgian consumers home workout video programs, weekly nutrition plans with 30,000+ recipes, and mindfulness content, anchored by celebrity trainers and a 1,000+ video library.

Ownership category

akta.pro rank

Product category

Online fitness subscription

NAICS

Diet and Weight Reducing Centers (812191)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Prepackaged Software (7372)

akta.pro primary industry

Online/Remote Personal Training & Programming (HSADAAAM)

akta.pro secondary industries

General Nutrition Coaching (HSADAFAA), Weight Loss Coaching (Non-Clinical) (HSADAFAB), Meal Planning & Prep Coaching (Macros, Grocery Guidance) (HSADAFAN), Corporate/Workplace Nutrition & Weight Management Programs (HSADAFAO)

Keywords

• Online fitness subscription
• Home workout videos
• Digital fitness coaching
• Online yoga platform
• Video workout programs

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Supply Chain, Others

Revenue model

1. Subscription Revenue: Monthly and annual subscription fees for unlimited access to all workout programs, nutrition plans, and recipes. Flexible subscription with 3-month initial commitment then monthly cancellation option. Year programs auto-renew monthly after initial period.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Fitchannel is a Dutch online fitness and lifestyle subscription platform delivering 1,000+ home-workout videos across multiple branded programs (Fiesta Fit, Fit met Mark, Cardioboksen, Pilates, Yoga, senior and beginner tracks), bundled with weekly nutrition plans, hundreds of healthy recipes, and mindfulness sessions under an integrated Body-Food-Mind framework. Subscribers access all content via a self-serve digital platform with a personal MyFitchannel tracking environment, multi-level difficulty, and ability to switch programs and trainers.

Product overview

Fitchannel is an online fitness and lifestyle platform offering home-based workout programs with video guidance. The platform provides access to over 1,000 workout videos across 14 distinct programs including Fiesta Fit (Latin dance fitness), Fit met Mark (Olympic champion Mark Tuitert's fitness program), In Shape, Cardioboksen (cardio boxing with K1 champion Remy Bonjasky), Your Perfect Body, Groove (dance fitness), Afvallen met Carlos Lens (HIIT weight loss), Spieropbouw (muscle building with Radmilo Soda), Pilates, Fit voor Beginners, Yoga programs, and programs for seniors. The offering combines three core pillars—Body, Food, and Mind—integrating personalized workout programs with weekly nutrition plans featuring hundreds of healthy recipes and mindfulness sessions. Users receive digital coaching with a personal MyFitchannel environment for tracking results. Pricing starts from €2.49 per week with programs available for Netherlands and Belgium markets.

Differentiator

Problem solved

Functional benefit

Products and services

• Fiesta Fit Full body dance workout program that combines Latin-American dance styles (salsa, cumbia) with fitness exercises, led by professional dancer Kiaya; targets adults looking for enjoyable, music-driven home fitness.
• Fit met Mark (Fit with Mark) Total body fitness program featuring cardio combined with strength work, performed three times per week and led by Olympic speed skating champion Mark Tuitert; targeted at adults wanting structured, expert-led at-home training.
• In Shape met Wout & Tatyana High intensity workout program featuring short, intensive exercises to burn calories; spans 7 weeks with 3 sessions per week, led by trainers Wout and Tatyana; aimed at users seeking short, high-effort home workouts.
• Cardioboksen met Remy (Cardio Boxing with Remy) Cardio boxing program led by three-time K1 champion Remy Bonjasky, combining kickboxing techniques with supporting strength and cardio exercises; designed for users wanting combat-inspired high-energy home training.
• Your Perfect Body (met Kasia Rain) Comprehensive fitness program led by Kasia Rain with 5-6 weekly workouts across strength, conditioning, and flexibility, combined with nutrition guidance; targets adults pursuing full-body body recomposition.
• Groove Dance fitness program led by professional dancers Iris, Coeshi, and Adil featuring weekly choreographies to burn calories; aimed at users who want social, fun-style workouts at home.
• Afvallen met Carlos Lens (Weight Loss with Carlos Lens) Intensive HIIT circuit training program led by personal trainer Carlos Lens, designed for effective weight loss through high-intensity workouts; targeted at adults pursuing weight-loss goals from home.
• Spieropbouw met Radmilo (Muscle Building with Radmilo) Strength training program led by former professional boxer Radmilo Soda using dumbbells and kettlebells for muscle building, paired with nutrition guidance; targets users seeking at-home strength and hypertrophy training.
• Circuittraining (Circuit Training) Circuit training program combining various exercises in quick succession for effective full-body workouts; serves general fitness users seeking efficient time-efficient training.
• Pilates Pilates program led by Araliya and Natasja focusing on core strength, correct posture, and controlled breathing; targets users seeking low-impact, posture-focused training.
• Fit voor Beginners (Fit for Beginners) Beginner-friendly program led by Johan Gerets and Evy Gruyaert featuring 3 weekly sessions covering condition, strength, and mobility over 8 weeks; targeted at fitness newcomers needing structured onboarding.
• Yoga Programma's Yoga programs including beginner basics with Myrna van Kemenade and advanced Fit & Slank with Daniëlle Raats, covering Yang and Yin yoga practices; targets both new and experienced yoga practitioners.
• Sporten voor Ouderen (Sports for Seniors) Fitness programs specifically designed for seniors, focusing on accessible exercises that improve balance, strength, and overall health under professional guidance; targeted at older adults wanting safe at-home exercise.
• Voedingsschema's & Recepten (Nutrition Plans & Recipes) Weekly nutrition plans with hundreds of healthy recipes developed by nutritionists, tailored to specific fitness goals such as weight loss or muscle building; bundled into the Fitchannel subscription.
• MyFitchannel Digitale Coaching & Begeleiding (Digital Coaching) Personalized digital coaching environment for tracking results, weekly nutrition schedules, and active community support; provided to all Fitchannel subscribers as part of the personal lifestyle platform.
• Voor Organisaties (For Organizations) B2B platform offering organizational subscriptions for corporate wellness programs, providing employee access to the Fitchannel workout, nutrition, and coaching content; targeted at Dutch and Belgian companies building employee health and wellness benefits.

Quantifiable outcome

• Workouts completed per month: 90,000+
• +3 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered minor.

• MoveToCureminorStrategic or Co-development PartnerKinesists practice in Belgium where Johan Gerets works alongside the largest kinesiology practice in Belgium. Johan is High Performance Coach of the Belgian national football team (De Rode Duivels) and co-founder of Aventuz-Academy for Personal Trainer education.
• Yoga MagazineminorStrategic or Co-development PartnerYoga programs with Daniëlle Raats are offered in collaboration with Yoga Magazine, providing credibility and distribution through the magazine's audience.
• Hans KlokminorOthersNatasja, Pilates instructor at Fitchannel, has performed in large productions including the shows of illusionist Hans Klok, bringing entertainment industry credibility to the platform.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Freeletics: AI-driven personal training app offering personalized workout and coaching programs on a subscription basis. Directly comparable D2C fitness coaching platform with personalized programming and tracking, though more digitally-native and global.
• FitOn: Free and premium online fitness platform offering on-demand workout videos across multiple categories with celebrity trainers. Comparable content-library and celebrity-trainer-led model, though FitOn is freemium and English-first.
• SWEAT (Kayla Itsines): Women's fitness subscription platform offering trainer-led workout programs with nutrition plans. Comparable bundled Body-Food model with structured multi-week programs led by named celebrity trainers.
• Daily Burn: Subscription-based online fitness streaming service offering thousands of on-demand workout videos across multiple categories. Highly comparable D2C content-library and subscription model, though primarily English-language and US-focused.

Emerging players

• Fittr: Online fitness coaching and nutrition platform offering subscription-based personal training programs with community features. Comparable D2C subscription fitness coaching model, though India-focused and emerging.
• Aaptiv: Audio- and video-based fitness coaching subscription platform offering trainer-led workout programs. Comparable trainer-led digital fitness subscription model at a smaller scale, with a focus on accessible home workouts.

Broad incumbents

• Peloton: Global connected fitness platform offering live and on-demand workout classes via subscription. Comparable as a subscription-based video workout platform, though Peloton operates at vastly larger scale and includes connected hardware.
• Gympass: Corporate wellness platform providing employees access to gyms, fitness apps, and wellness services. Directly comparable in the B2B/corporate wellness motion that Fitchannel targets via b2b.fitchannel.com.
• Les Mills On Demand: Streaming workout platform from global fitness brand Les Mills, offering hundreds of on-demand group fitness classes on subscription. Comparable content-library model with established brand, though English-first and broader international scope.

Regional players

• Foodcoach: Dutch online nutrition coaching and meal planning platform serving the Netherlands market. Comparable regional D2C nutrition planning and coaching layer, though nutrition-focused rather than workouts-plus-nutrition.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/fitchannelnl
• Instagraminstagram.com/fitchannel_com
• Xx.com/fitchannel_com
• LinkedInlinkedin.com/company/fitchannel

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Fitchannel.com