SRO

What SRO does

SRO (Sport, Recreatie en Onderwijsvoorzieningen N.V.) is a Dutch municipal services company founded in 1999 and headquartered in Amersfoort. It manages, maintains, and operates public sports and recreation real estate on behalf of Dutch municipalities, primarily through Joint Venture arrangements with seven local governments (De Bilt, Leusden, Zeist, Bunschoten, Huizen, Stichtse Vecht, Velsen) and additional contracts in Amersfoort, Haarlem and surrounding areas. Its portfolio spans 50+ facilities including swimming pools, sports halls, gymnasiums, a climbing forest (Klimbos Zeist) and a nature farm (Natuurboerderij de Brinkhorst). The firm employs 251-500 staff across offices in Amersfoort and Haarlem.

The product and service portfolio is organized around three pillars: Vastgoed Beheer (real estate management), Exploitatie (facility operation), and Sportstimulering (community sports promotion). Consumer-facing offerings include the IK ZWEM baby/toddler program, structured ABC swimming diploma packages using the Easyswim method (€1,190.60 for the A/B package with diploma guarantee), Aquasport programs (Aquaspinning, Aquasport 50 Fit), recreational swimming and accessibility-focused swimming for special needs groups. Sub-brands include Zwembad Dijnselburg and IK ZWEM. The Mijn SRO portal, powered by Dataduiker, handles online ticket sales, lesson registration and customer account management across locations. SRO is GDPR/AVG compliant and achieved Wet Digitale Overheid Status B in November 2025.

Revenue derives from three streams: managed-services contracts with municipalities, consumer user fees and admissions (multi-visit cards, lesson packages, association rentals), and professional services tied to sport stimulation mandates. Pricing is unit-based for admissions (€6.10-€8.50 per session) and subscription-based for multi-year diploma packages, with discounts for youth and seniors. GTM is direct-to-municipality (B2G) for contracts, and direct-to-consumer (walk-in, on-site registration, online portal) for facility users, supported by location-specific websites and email newsletters.

Name

SRO

Legal name

Sport, Recreatie en Onderwijsvoorzieningen N.V.

Website

https://sro.nl

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

251–500 employees

Short description

SRO is a Dutch municipal services company managing 50+ sports facilities across 10+ municipalities via Joint Ventures. It operates swimming pools, sports halls and gymnasiums, delivering facility management, consumer swimming programs and community sport stimulation.

Ownership category

akta.pro rank

Product category

Municipal Sports Facility Management

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Real Estate Property Managers (53131), Fitness and Recreational Sports Centers (713940)

SIC

Operators Of Nonresidential Buildings (6512), Real Estate Agents & Managers (For Others) (6531)

akta.pro industry

PRIMARYMPAKAEAH

Multi-Sport Complexes & Community Sports Parks

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Venues & Facilities (Stadiums, Arenas, Tracks, Complexes)

SECONDARYBPAJAGAO

Specialty & Entertainment Venue Property Management

Business & Public Services/Real Estate Services (Brokerage, Property Management)/Commercial Property Management

Keywords

• Municipal sports facility management
• Swimming pool operations
• Municipal property management
• Swimming lesson programs
• Sports stimulation services

Headquarters

HQ city

Amersfoort

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Municipal Contracts: SRO operates under contract with municipalities to manage, maintain, and exploit municipal real estate including sports facilities. Revenue is derived from these public sector contracts.
2. User Fees and Admissions: Revenue from entrance fees for swimming pools and sports halls, swimming lesson packages, multi-visit cards, and rental income from sports associations and schools.
3. Sports Stimulation Services: Services promoting exercise and vitality as a means to make movement accessible, potentially funded through municipal mandates.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

SRO manages, maintains, and exploits municipal sports real estate on behalf of Dutch municipalities through Joint Venture arrangements. It operates a network of 50+ swimming pools, sports halls, gymnasiums, a climbing forest, and a nature farm across 10+ municipalities, delivering swimming lessons, aquasport programs, recreational swimming, sports club rentals, and sport stimulation services to residents and local organisations.

Product overview

SRO (Sport, Recreatie en Onderwijsvoorzieningen) is a Dutch municipal sports facility management company operating a network of swimming pools, sports halls, and gymnasiums across multiple municipalities in the Netherlands. The core offering consists of facility management services for municipalities (Vastgoed Beheer), facility operation (Exploitatie), and sports promotion (Sportstimulering). SRO operates individual facilities including Zwembad Dijnselburg and other swimming pools, gymlokalen, sporthallen, and specialty facilities like Klimbos Zeist and Natuurboerderij de Brinkhorst. The product portfolio also includes educational programs such as IK ZWEM (baby/toddler swimming), Zwemlespakketten (swimming lesson packages), Aquasport activities, and special needs swimming programs. Customers access services through the Mijn SRO online portal. SRO maintains Joint Venture partnerships with municipalities including De Bilt, Leusden, Zeist, Bunschoten, Huizen, Stichtse Vecht, and Velsen.

Differentiator

Problem solved

Functional benefit

Brands

• Zwembad Dijnselburg: Swimming pool facility in Zeist operated by SRO Zeist BV
• Ik Zwem

Products and services

• Vastgoed Beheer (Municipal Property Management) Comprehensive property management service for Dutch municipalities covering the maintenance, technical upkeep, and operational stewardship of publicly owned sports facilities. Targeted at municipal governments seeking professional management of their sports real estate portfolios.
• Exploitatie (Facility Operation and Exploitation) Operational service for running municipal sports accommodations and swimming pools on behalf of municipality clients, including program scheduling, user access, and facility exploitation. Targeted at Dutch municipalities that have outsourced operations to SRO under Joint Venture or management contracts.
• Sportstimulering (Sports Stimulation) Community sport promotion programs that make exercise and physical vitality accessible to residents of partner municipalities. Includes collaboration with neighbourhood sports coaches (Buurtsportcoaches) in regions such as Zeist. Targeted at municipal governments seeking to fulfil public-health and vitality mandates.
• IK ZWEM (Baby and Toddler Swimming Program) Structured swimming education program for children aged 0–4 across multiple SRO swimming pool locations, covering prenatal swimming, water acclimatisation, and preparation for national ABC swimming diplomas. Targeted at parents of infants and toddlers.
• Zwemlespakketten ABC (Swimming Lesson Packages) Structured swimming lesson packages leading to Dutch national A, B, and C swimming diplomas, taught using the Easyswim method and available for children from age 4. Includes a diploma guarantee. Targeted at parents of school-age children seeking certified swimming education.
• Aquasport Activities Water-based fitness programs including Aquarobics, Aquavaria, Aquaspinning, Training Groups, and Aquasport 50 Fit (a senior-focused program). Targeted at adults and seniors seeking low-impact aquatic exercise.
• Recreatief Zwemmen (Recreational Swimming) Open swimming access including lane swimming, free swimming, warm water swimming, and disco swimming events for children. Targeted at general public visitors including families, seniors, and recreational swimmers.
• Speciale Doelgroepen (Adapted Swimming for Special Groups) Adapted aquatic programs for people with disabilities (MiVa), individuals with non-congenital brain injury (NAH), and visually impaired swimmers. Targeted at healthcare providers, disability advocacy groups, and families of people with special needs.
• Zwembad Dijnselburg Complete swimming pool facility serving Zeist and surrounding areas, featuring 3 indoor pools, an outdoor pool, a summer outdoor pool with sunbathing area, and on-site catering. Operated by SRO Zeist BV. Targeted at general public, schools, and sports clubs.
• Klimbos Zeist Outdoor climbing forest located at Zwembad Dijnselburg offering climbing activities, combination tickets with swimming, and children's birthday party packages. Targeted at families, school groups, and birthday party organisers.
• Natuurboerderij de Brinkhorst Nature farm in Amersfoort offering educational programs, animal care activities, and nature-based learning experiences. Targeted at schools, families, and community groups.

Quantifiable outcome

• SRO operates swimming pools, sports halls, and gymnasiums in 9 municipalities across the Netherlands

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

Eight partnerships are on record, tiered core and minor.

• Gemeente De BiltcoreStrategic or Co-development PartnerJoint Venture partnership for sports facility management. SRO manages sports facilities on behalf of the municipality while the municipality retains strategic control.
• Gemeente LeusdencoreStrategic or Co-development PartnerJoint Venture partnership for sports facility management. SRO manages sports facilities on behalf of the municipality while the municipality retains strategic control.
• Gemeente ZeistcoreStrategic or Co-development PartnerJoint Venture partnership for sports facility management including Zwembad Dijnselburg. SRO manages sports facilities on behalf of the municipality while the municipality retains strategic control.
• Gemeente BunschotencoreStrategic or Co-development PartnerJoint Venture partnership for sports facility management. SRO manages sports facilities on behalf of the municipality while the municipality retains strategic control.
• Gemeente HuizencoreStrategic or Co-development PartnerJoint Venture partnership for sports facility management including Zwembad De Meent. SRO manages sports facilities on behalf of the municipality while the municipality retains strategic control.
• Gemeente Stichtse VechtcoreStrategic or Co-development PartnerJoint Venture partnership for sports facility management. SRO manages sports facilities on behalf of the municipality while the municipality retains strategic control.
• Gemeente VelsencoreStrategic or Co-development PartnerJoint Venture partnership for sports facility management in the Kennemerland region. SRO manages sports facilities on behalf of the municipality while the municipality retains strategic control.
• Sportief Zeist (Buurtsportcoaches)minorStrategic or Co-development PartnerNeighbourhood sports coaches affiliated with Sportief Zeist are important partners for the sports stimulation function of SRO facilities in the Zeist region.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Optisport: Dutch sports and leisure facility operator managing swimming pools, ice rinks, and sports halls for municipalities — a direct competitor to SRO in the same public-private operating model across the Netherlands.
• Pellikaan: Dutch company that designs, builds, finances, and operates sports and leisure facilities (including swimming pools) for municipalities and developers — directly comparable to SRO's exploitatie/Vastgoed beheer model.

Broad incumbents

• Serco Group: International public services and facility management outsourcer with recreation and leisure contracts across Europe — overlaps with SRO's managed-services model of operating public-sector recreation assets under long-term contracts.
• ENGIE Solutions (ENGIE Fabricom): European facility management and technical services provider operating public and commercial real estate portfolios — adjacent incumbent with comparable multi-site public-asset management depth.
• Apleona: German-based facility management and real estate services group operating commercial and public buildings across Europe — comparable in scale and function as a property/facility manager for institutional owners.

Regional players

• Sportbedrijf Rotterdam: Rotterdam's municipal sports operating company providing sports facility programming and management in a single major city — analogous model to SRO's Dutch municipal serving approach, but municipally owned rather than JV-structured.
• Sportbedrijf Amsterdam: Amsterdam's municipal sports organization operating pools, ice rinks, and sports halls in the city — a comparable city-anchored operator with similar facility categories to SRO.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/nvsro

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 SRO