Changing Life

What Changing Life does

Changing Life B.V. is a Netherlands-based online personal coaching platform founded in 2012 that delivers subscription-based fitness and lifestyle programs under the Personal Body Plan brand to Dutch-speaking consumers. The company's core product bundles four pillars - training, nutrition, recovery, and behavior - into personalized plans accessible through a mobile app (iOS/Android, 4.7/5 across 4,900+ reviews), an integrated 40,000+ product nutrition database, and 600+ recipes. Members select specialized plans spanning general fitness (fat reduction, muscle shaping, muscle gaining), women's health (pregnancy and post-pregnancy), and performance athlete segments (HYROX, hybrid, running).

Revenue is generated through three subscription tiers - DIY (self-serve, €17-25/month equivalent), PRO (weekly 1-on-1 online coaching, €35-45/month equivalent), and VIP (daily coaching plus video calls, €99-117/month equivalent) - sold in 6, 12, and 18-month commitments with auto-renewal and a result guarantee on coached tiers. Distribution is direct-to-consumer exclusively through owned digital channels (website and app) plus one physical training studio (CL Studio in Den Bosch) for add-on private training, with no third-party resellers or retail distribution. The company has served 130,000+ members since founding, operates with 101-250 employees, and runs a complementary coach certification program (Changing Life Academy) that supplies its coaching pool. Based in Amsterdam, the company is privately held with no disclosed external funding and operates exclusively in the Netherlands.

Name

Changing Life

Legal name

Changing Life B.V.

Website

https://changinglife.cl

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

101–250 employees

Short description

Changing Life is a Netherlands-based online personal coaching platform founded in 2012 that delivers personalized fitness, nutrition, recovery, and behavior-change programs through its Personal Body Plan app and subscription tiers, serving Dutch-speaking consumers seeking sustainable body transformation with optional 1-on-1 coaching.

Ownership category

akta.pro rank

Product category

Online Fitness Coaching

NAICS

Diet and Weight Reducing Centers (812191), Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Wellness Program Design & Accountability Coaching (HSADAGAC)

akta.pro secondary industries

Lifestyle & Habit Change Coaching (HSADAGAB), Behavior Change & Motivational Coaching (HSADAGAF), Weight Loss & Body Transformation Training (HSADAAAC), Weight Management & Behavior Change Education (EDAAAHAF)

Keywords

• Online fitness coaching
• Personal training plans
• Nutrition coaching
• Behavioral change programs
• Sports performance training

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. DIY Subscription: Self-serve subscription without coaching. Provides app access, personalized plan, training/nutrition tools, recipes, and daily knowledge lessons. Auto-converts to monthly cancelable subscription after initial term.
2. PRO Subscription: Mid-tier subscription with 1 day per week online coaching. Coach responds within 24 hours on designated day. Includes all DIY features plus certified coach guidance on training, nutrition, recovery, and behavior.
3. VIP Subscription: Premium tier with daily online coaching access. Coach responds within 24 hours anytime and may proactively reach out. Includes monthly 30-minute video call and all PRO features.
4. Private Training (CL Studio): In-person training sessions at CL Studio in Den Bosch. Available as 1-on-1, duo, or small group formats. Requires separate membership and appointment confirmation. Focuses on technique improvement, intensity increase, and targeted progression.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Changing Life operates an online personal coaching platform under the Personal Body Plan brand, delivering personalized fitness, nutrition, recovery, and behavior-change programs through a mobile app. Members can subscribe to tiered membership plans (DIY, PRO, VIP) with optional 1-on-1 certified online coaching upgrades, and the company also offers in-person private training at its CL Studio in Den Bosch. The platform combines expert-designed plans, progress tracking, behavioral lessons, and a result guarantee.

Product overview

Changing Life is a fitness and lifestyle coaching platform offering the Personal Body Plan as its core product—a comprehensive online coaching solution combining training, nutrition, recovery, and behavior modification. The platform operates on a unified architecture with the Changing Life mobile app as the central hub, providing access to 10 specialized sub-products (Fat Reduction Plan, Muscle Shaping Plan, Fat Ripping Plan, Muscle Gaining Plan, Pregnancy Plan, Mommy Plan, HYROX Plan, Hybrid Plan, and Running Plan) organized into three categories: Fit, Health, and Performance. Users can subscribe to tiered membership plans (DIY, PRO, or VIP) with optional add-ons including 1-on-1 online coaching, Private Training at the CL Studio facility, and the 12-Week Formula program. The platform has served over 130,000 people since 2012.

Differentiator

Problem solved

Functional benefit

Brands

• Personal Body Plan: Online personal trainer, lifestyle coach and nutrition expert in one, offering personalized plans based on behavior, nutrition, training and recovery with 24/7 app access
• CL Studio
• Changing Life Academy

Products and services

• Personal Body Plan Core online personal coaching membership combining a personalized training, nutrition, recovery, and behavior-change program with app access, recipes, progress tracking, and optional 1-on-1 certified coaching. Targets Dutch-speaking individuals seeking sustainable body transformation.
• Fat Reduction Plan Specialized plan within Personal Body Plan for women to lose weight responsibly through a science-based combination of training, nutrition, behavior, and recovery.
• Muscle Shaping Plan Specialized plan within Personal Body Plan for women to build feminine muscle shapes through strength training without becoming overly muscular.
• Fat Ripping Plan Specialized plan within Personal Body Plan for men to create an athletic physique and improve self-confidence through targeted training and nutrition.
• Muscle Gaining Plan Specialized plan within Personal Body Plan for men to build muscle mass with expert-designed training and nutrition guidance.
• Pregnancy Plan Specialized plan within Personal Body Plan for pregnant women to stay fit responsibly and prepare for childbirth through adapted training and nutrition.
• Mommy Plan Specialized plan within Personal Body Plan for women to rebuild their body responsibly after pregnancy through gradual training and nutrition.
• HYROX Plan Specialized plan within Personal Body Plan to optimally prepare for and maximize performance during HYROX fitness races through targeted training.
• Hybrid Plan Specialized plan within Personal Body Plan to become a hybrid athlete by combining strength and conditioning to push physical limits.
• Running Plan Specialized plan within Personal Body Plan to break running records or improve running performance through strength training.
• 1-on-1 Online Coaching Add-on remote coaching service providing personal support for training, nutrition, recovery, and behavior change from certified coaches matched to member goals, delivered through the app dashboard, chat, and video calls.
• Private Training In-person private training sessions at the CL Studio in Den Bosch with CL Trainers, focusing on technique improvement, intensity optimization, and maximizing progress. Available in 1-on-1, duo, and small group formats.
• Changing Life Academy Coach certification and training program for individuals wanting to become Changing Life coaches, with strict selection procedure and entrance exam requirements.

Named customers12 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Regional players

• Foodspring: European fitness and nutrition brand combining premium products (protein, supplements) with training apps and content. Adjacent competitor for the Dutch/German fitness consumer with overlapping content, training, and nutrition positioning.
• Simple (Simple.life): European online coaching platform offering personalized training, nutrition, and lifestyle coaching across multiple countries. Comparable as a regional peer operating with a similar coaching-plus-app model in adjacent European markets.

Direct peers

• Freeletics: AI-driven fitness coaching app with personalized training and nutrition plans based on body weight and goals. Comparable to Changing Life's DIY tier and direct competitor in the European D2C fitness coaching category.
• 8fit: Subscription app offering personalized workout and meal plans with optional coaching add-ons. Closely mirrors Changing Life's DIY/PRO tiering model and competes for the same European health-conscious consumer.
• Future: Online personal training platform pairing members with certified coaches for personalized fitness programming via app. Closely aligned with Changing Life's PRO/VIP 1-on-1 coaching model, particularly in the high-touch coaching tier.
• Noom: Subscription-based digital coaching platform combining psychology-based behavior change with personalized nutrition and fitness plans. Direct comparable to Personal Body Plan in its coaching-plus-content positioning, though operating at significantly larger scale globally.

Emerging players

• Sweat (Kayla Itsines): Women's fitness subscription app with personalized training programs and nutrition guidance, focused heavily on body transformation and habit change. Comparable to Changing Life's fat reduction and muscle shaping plans for women.
• Fittr: Online coaching and fitness community platform combining personalized plans with coach support. Similar tiered coaching model and community-led GTM motion to Changing Life's Personal Body Plan.

Broad incumbents

• MyFitnessPal: Mass-market nutrition and calorie tracking platform with a 40,000+ food database that mirrors Changing Life's database scale. While not coaching-led, it competes for the same DIY fitness consumer and integrates with many workout apps.
• WeightWatchers (WW): Established global weight management subscription program combining food tracking, behavior modification, and coaching. Overlaps directly with Changing Life's fat reduction plans and four-pillar behavior methodology, though WW operates at much larger scale with brand recognition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@changinglife
• Facebookfacebook.com/PersonalBodyPlan
• LinkedInlinkedin.com/company/changing-life
• Instagraminstagram.com/personalbodyplan

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Changing Life