Promosport

What Promosport does

Promosport is a Belgian non-profit organization (association sans but lucratif) founded in 2000 by Denis Detinne, Hugo Cantineau, and Grégoire Litt in Louvain-la-Neuve. It operates a multi-venue sports and aquatic education platform serving children (ages 3-16), families, and adults across five Belgian provinces (Walloon Brabant, Brussels, Hainaut, Liège, Namur). The organization holds formal recognition from ONE (Office de la Naissance et de l'Enfance), the Walloon public institution for child welfare, which serves as a quality credential for youth camp operators in the region.

The service portfolio encompasses holiday sports camps (Stages), aquatic courses (baby swimming from 4 months through adult lessons), after-school sports activities (Formules Club), aqua fitness, birthday and event packages, and extrascolaire after-school care with badging-based fair payment. Delivery occurs through 20+ dedicated facilities including multiple Aquacenters with heated 32°C pools, school partnerships, and community venues. The MYA Sport mobile application (iOS/Android) and web platform serve as the digital enrollment and customer management layer, handling registrations, fiscal and mutual attestations, absence reporting, and session rescheduling.

Revenue is generated through per-transaction pricing across activities (camps from €100/week, courses from €8–€20.50/session, birthday packages from €260), supplemented by corporate partnership discounts (GSK, BNP Paribas, UCLouvain) and health insurer integrations (Partenamut, Partena). GTM is primarily direct-to-consumer via website and app, augmented by B2B2C channels through employee benefit programs and school-based extrascolaire distribution. Marketing leverages content (blog, newsletter), social media (Facebook, Instagram, TikTok, YouTube, LinkedIn), and partner referrals. The organization operates as an independent non-profit with no parent company, institutional investors, or external funding rounds disclosed.

Name

Promosport

Legal name

PROMOSPORT

Website

https://promo-sport.be

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

51–100 employees

Short description

Promosport is a Belgian non-profit founded in 2000 that delivers children's sports camps, swimming lessons, aqua fitness, and after-school care across five provinces of French-speaking Belgium, serving families, children aged 3-16, and adults through 20+ dedicated venues and a proprietary mobile app.

Ownership category

akta.pro rank

Product category

Youth Sports and Aquatic Education Services

NAICS

Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Recreational & Intramural Sports Programs (MPAKACAG)

akta.pro secondary industries

Amateur & Grassroots Sport Associations (Community/Youth Governing Orgs) (MPAKAFAF), Intramural Sports & Recreational Leagues (EDALAIAC), Amateur & Grassroots Tournament Organizers (MPAKADAH)

Keywords

• Youth sports activities
• Swimming lessons
• Holiday sports camps
• Aquatic fitness services
• After-school care

Headquarters

HQ city

Wavre

HQ country

Belgium

HQ region

Europe

Offices14 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Camp registrations (Stages): One-week sports and recreational camps for children aged 3–16 during all school holiday periods. Revenue is generated per registration, with discounts for siblings and corporate partners. Includes optional add-ons: lunch box (€7/day), after-school care (€5/day or €15 weekly pass).
2. Aquatic courses (children and adults): Weekly aquatic courses including baby swimmer sessions (from 4 months), collective swimming (from 4 years), individual swimming (from 3 years), and adult aqua fitness. Courses run September to June, with prorated fees for mid-year enrollment. Billed per session or semester.
3. Parascolaire (after-school sports activities): Weekly sports classes for children aged 3–15 during the school year (September to June), including football academy, dance, judo, tennis, cycling, psychomotor skills, programming, and more. Offered under 'Formules Club' with multi-course discounts.
4. Birthday and event packages: Celebration packages for children's birthdays including aquatic themes, themed events, adventure, climbing, cooking, interactive LÜ, Nerf Ball, and sports formats. Base package from €260 for 10 children, with additional per-child charges beyond that.
5. Extrascolaire (after-school care): After-school care service with badging-based fair payment system, offering sport, creativity, and awakening activities. Revenue per time unit actually spent.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Promosport is a non-profit sports and aquatic organization (ASBL) that delivers holiday sports camps ("Stages"), aquatic courses (baby swimming from 4 months, children's and adult swimming), after-school sports programs ("Formules Club"), extrascolaire childcare, Aqua Fitness classes for adults, family aquatic sessions, and birthday/event packages. Services are delivered across five Belgian provinces through a network of Aquacenters with heated 32°C pools, partner schools, and community venues, with enrollment managed through the MYA Sport website and mobile application.

Product overview

Promosport is a non-profit sports organization (asbl) founded in 2000 offering a comprehensive portfolio of sports, aquatic, and recreational activities across Walloon Brabant, Brussels, Hainaut, Liège, and Namur in Belgium. The core offering consists of holiday camps (Stages) for children aged 3-16 years, aquatic courses (swimming lessons from 4 months to adults), after-school sports activities (Formules Club), aquatic fitness for adults, birthday and event organization, and after-school childcare (Extrascolaire). The MYA Sport platform serves as the digital hub for customer management, enabling online registrations, reservations, and document access. Services are delivered through a network of aquatic centers, sports facilities, and partner schools, with the MYA mobile app (iOS/Android) providing customer-facing functionality.

Differentiator

Problem solved

Functional benefit

Products and services

• MYA Sport Mobile and web application enabling customers to manage registrations, reservations, access personal documents (fiscal attestations, medical certificates), and track activities for themselves and their children.
• Cours Aquatiques (Aquatic Courses) Swimming lessons for children including baby swimming (4 months to 3 years), collective swimming (from 4 years), individual swimming (from 3 years), and perfectionnement (from 7 years), conducted in heated pools at 32°C.
• Stages (Holiday Camps) Sports, creative, and recreational holiday camps for children aged 3 to 16 years during all school vacation periods, offering activities such as swimming, cycling, roller, football, tennis, athletics, judo, and multi-sports.
• Formules Club After-school sports activities for children aged 3 to 15 years including Football Academy (4-12 years), tennis, dance, cycling, judo, swimming, and psychomotor skills courses.
• Anniversaires et Événements (Birthdays and Events) Organized birthday parties and events including aquatic birthdays, themed parties, adventure parties, climbing, chef coq, interactive Lü activities, Nerf Ball, and sports tournaments for children.
• Extrascolaire (After-School Care) After-school childcare service with badge-based payment system, offering sport, creativity, and awakening activities in a supervised and stimulating environment.
• Aqua Fitness Adult aquatic fitness activities including Aqua Biking, Aqua Circuit, Aquagym, Aqua Jump, Aqua Pilates, Aqua Rythm, Aqua Seniors, and Aqua Silhouette, conducted in heated pools at 32°C.
• Natation Adultes (Adult Swimming) Swimming lessons for adults designed to help overcome fear of water and learn to swim progressively in a safe and supportive environment, with qualified instructors.
• Nage Libre (Open Swimming) Open swimming sessions in heated private pools at 32°C, with dedicated lanes for swimmers and shallow areas for families and children, supervised by qualified lifeguards.
• Aqua Famille (Family Aquatic) Family aquatic sessions during school holidays in heated pools at 32°C, offering quality time for families with professional lifeguard supervision.
• Aquacenter Beauvechain Aquatic center featuring a newly heated pool at 32°C, offering baby swimming, children's swimming, and aquafitness activities.

Quantifiable outcome

• Children develop water confidence and swimming skills through a structured progression system, tracked via the 'Carnet de Natation' logbook
• +1 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Seven partnerships are on record, tiered minor and core.

• WILD ConnectionminorStrategic or Co-development PartnerWILD Connection collaborates with Promosport to provide healthy lunch boxes for children attending camps. Prepared daily with fresh, balanced ingredients and a rotating menu, these lunch boxes support the energy needs of active children during sports camps. Priced at €7/day, the lunch box is offered as an add-on during camp enrollment.
• BNP ParibasminorGTM or Marketing PartnerBNP Paribas offers its employees an employer contribution toward Promosport camp registrations as part of employee benefits (conditions apply internally). BNP Paribas logo appears in the Promosport partners section.
• Doppler BikeminorGTM or Marketing PartnerDoppler Bike is listed as a logo partner on the Promosport website, suggesting a co-marketing or cross-promotional relationship. Nature of specific joint activities is not detailed.
• GSK (GlaxoSmithKline)minorGTM or Marketing PartnerGSK employees receive a €20 reduction on camp fees plus free after-school care. For aqua fitness, GSK staff get €10 off annual subscriptions and €5 off quarterly subscriptions. GSK logo appears in the Promosport partners section.
• PartenamutminorGTM or Marketing PartnerPartenamut health insurance members receive a 5% discount on aqua fitness annual subscriptions (3x/week). Promosport issues mutual attestations enabling Partenamut members to claim partial reimbursement of children's sports activities.
• UCLouvain (Université catholique de Louvain)minorGTM or Marketing PartnerUCLouvain employees receive a €20 reduction on camp registrations as an employee benefit. UCLouvain logo appears in the Promosport partners section.
• ONE (Office de la Naissance et de l'Enfance)coreStrategic or Co-development PartnerPromosport is a recognized and approved non-profit organization by ONE, the Walloon public institution responsible for child welfare and youth services. ONE recognition is a core quality assurance credential for youth activity providers in Wallonia and a prerequisite for operating ONE-approved youth camps.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Regional players

• UCPA: Major French operator of sports holiday camps and multi-activity courses for children and adults. Highly comparable to Promosport's camps and sports courses model, though primarily serving the French market rather than Belgium.
• ADEPS: Walloon public sports administration running subsidized sport initiations, stages, and federated sports activities. Comparable as a community-based sports provider in Wallonia, though publicly funded rather than membership-driven.
• Sport Vlaanderen: Flemish public agency offering sports camps, swimming lessons, and recreational programming. Direct functional peer to Promosport but operating on the Flemish side of Belgium and under a different language/regulatory regime.

Broad incumbents

• Basic-Fit: Largest low-cost fitness chain in the Benelux, with dense Belgian coverage and recurring subscription model. Overlaps with Promosport's adult aqua fitness offering but offers no children's sports programming, ONE recognition, or camp services.
• Decathlon: Global sporting goods retailer with a growing Belgian footprint that also offers in-store sports lessons and community programming. Competes for the same family customer wallet and could expand into structured sports instruction.
• Jims / Energie Gym: Established Belgian fitness club chain offering group classes and aqua fitness. Overlaps with Promosport's adult fitness and aqua segments but is positioned as a general fitness club rather than a child-focused sports and aquatics specialist.
• Club Med: International all-inclusive resort operator with a strong children's sports and aquatics programming line. Comparable at the camp and family-experience level, though positioned at a premium price point and outside Belgium.

Direct peers

• Cap Sport / Cap Aqua: Belgian operator of aqua fitness and aquatic sports activities for adults and children. Closest functional peer to Promosport's Aquacenter and aqua fitness offering within the Belgian market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@promosport5734
• Facebookfacebook.com/asblpromosport
• LinkedInlinkedin.com/company/promosport-asbl
• Instagraminstagram.com/promosportasbl
• TikToktiktok.com/@promosportasbl

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Promosport