Heilen
Heilen is a Netherlands-based, curated two-sided mobile marketplace founded in 2024 that connects individual wellness retreat seekers with manually verified retreat organizers, venues, and holistic practitioners, primarily in the Netherlands and Spain, monetizing via commissions and tiered membership subscriptions.
- Company typePrivate
- Founded2024
- HeadquartersSouth Holland, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Heilen does
Heilen is a privately held, Netherlands-domiciled digital marketplace company founded in 2024 by Maartje Wammes (CEO) with co-founder Nelson T. Ajulo. The platform curates and connects individual retreat seekers with verified professional providers across three supply-side categories: Retreat Organizers, Venues, and Experts/Practitioners (covering coaching, meditation, physical practices, chefs, photographers, and others). Geographically, Heilen currently operates in the Netherlands and Spain, with stated plans to expand into additional countries and adjacent service verticals beyond retreats.
The core product is the Heilen Platform, accessed via native mobile applications on iOS and Android (with a web booking experience forthcoming). The platform's differentiating technical components include a manual review-and-approval pipeline for all listings (covering business registration, identity, and license verification) and an end-to-end encrypted communication suite for video/audio calls and file sharing between providers and customers. All providers must hold a mandatory Bronze membership, with upgradeable Silver, Gold, and Platinum tiers obtainable via purchase or referral milestones (10/20/40 referrals respectively). An Ambassador Program grants founding members reduced 9% commission rates in exchange for monthly social media promotion.
Heilen's business model is a commission-plus-subscription hybrid marketplace. It charges a 10% commission on overnight retreats and venue bookings, 5% on day retreats, and 10% on venue bookings (with a free-membership incentive after 2+ annual bookings). Expert services currently generate no commission, with bookings routed off-platform and self-reported. Subscription revenue comes from mandatory annual Bronze memberships and paid upgrades. The company has no disclosed institutional funding, operates with 11-50 employees, and relies on product-led, community-led, and content-driven go-to-market via blog, newsletter, an established Facebook community (Retreat Netwerk Nederland/België), and an Ambassador social media obligation program.
Heilen firmographics
Firmographics- Name
- Heilen
- Legal name
- Heilen
- Website
- https://heilen.io
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Heilen is a Netherlands-based, curated two-sided mobile marketplace founded in 2024 that connects individual wellness retreat seekers with manually verified retreat organizers, venues, and holistic practitioners, primarily in the Netherlands and Spain, monetizing via commissions and tiered membership subscriptions.
- Ownership category
- akta.pro rank
Heilen industry classification
Industry- Product category
- Wellness Retreat Marketplace
- NAICS
- Tour Operators (56152)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Personal Care & Wellness Booking Platforms (Beauty, Fitness, Spa) (BPAMAHAF)
- akta.pro secondary industries
- Tours, Activities & Experiences Booking Platforms (BPAMAIAJ), Wellness, Spa & Retreat Travel Agencies (THAKAFAI), Wellness Retreats & Immersions (Multi-day, Digital Detox, Mind-Body Programs) (THAJAHAB)
Keywords
Where Heilen is headquartered
LocationHeadquarters
- HQ city
- South Holland
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Heilen business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Retreat Organizer Commission: Standard membership: 10% commission on overnight retreats, 5% on day retreats. Founding Ambassadors: 9% total commission (5% upfront non-refundable marketing fee + 4% per booking). Commission is non-refundable even if organizer issues refund to booker.
- Venue Commission: 10% commission per booking for venues. Payments occur directly between booker and venue, with Heilen issuing commission invoices based on reported bookings. Commission is non-refundable regardless of participant cancellation. Benefit: if venue receives more than 2 bookings in one calendar year, following year's membership is free.
- Membership Tiers: Bronze membership is mandatory for all providers (included visibility, networking features, monthly masterclasses). Upgraded memberships (Silver, Gold, Platinum) can be purchased or earned through referrals. Referral upgrades: 10 referrals = Silver, 20 = Gold, 40 = Platinum.
- Expert Services (No Commission): Experts currently pay no commission on services. Bookings occur outside the platform at this stage, with experts required to report bookings originating from Heilen.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Bronze (Mandatory) - Base tier with essential platform access |
| Subscription | Annual | Silver - Mid-tier membership for enhanced visibility |
| Subscription | Annual | Gold - High-tier membership with premium benefits |
| Subscription | Annual | Platinum - Top-tier membership for maximum visibility |
| Transaction based/ take rate | Pay-as-you-go | Retreat Organizer Commission - 10% overnight, 5% day retreats |
| Transaction based/ take rate | Pay-as-you-go | Venue Commission - 10% per booking |
| Transaction based/ take rate | Pay-as-you-go | Expert Services - No commission (currently) |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
Heilen product offering
Product offeringCore offering
Heilen operates a curated two-sided digital marketplace that connects individuals seeking spiritual and holistic wellness retreats with verified professional providers, including retreat organizers, venues, expert practitioners (chefs, coaches, meditation teachers, photographers, physical practices instructors), and other wellness professionals. The platform delivers bookings through a mobile-first app experience (iOS and Android), with verified listings, end-to-end encrypted communication for service delivery, and tiered membership programs for providers.
Product overview
Heilen is a curated digital wellness marketplace that operates as a platform connecting seekers with verified spiritual and holistic professionals. The core Heilen Platform serves as the primary marketplace, accessible via the Heilen Mobile App (iOS/Android) for booking retreats. The platform supports professional providers (Retreat Organizers, Experts, Venues) through tiered membership levels (Bronze as mandatory base, Silver, Gold, Platinum), an Ambassador Program for founding members, and a Referral Program for membership upgrades. Additional offerings include an Online Communication Suite with end-to-end encrypted video/audio calls and file sharing, and Booking & Payment Processing services. Currently focused on retreats and professionals based in the Netherlands and Spain.
Differentiator
Problem solved
Functional benefit
Products and services
- Heilen Platform A curated digital marketplace that connects retreat seekers with verified professional providers (Retreat Organizers, Experts, and Venues). All listings undergo manual review and approval, and the platform emphasizes quality over quantity with a trusted, verified network of spiritual and holistic wellness professionals.
- Heilen Mobile App A mobile application available on iOS and Android that serves as the primary booking channel for retreats on the Heilen platform. A web-based booking experience is in development.
- Provider Membership Program A tiered annual membership program for verified providers (Retreat Organizers, Experts, and Venues). Bronze is mandatory for all providers and includes platform visibility, networking features, and monthly masterclasses. Upgraded tiers (Silver, Gold, Platinum) provide enhanced visibility and exclusive benefits, available for purchase or earned through the referral program (10/20/40 verified referrals respectively).
Companies that use Heilen
Customer profileSegments4 records
Ideal customer profiles4 records
Heilen technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Heilen partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights5 records
Heilen competitors and assessment
Company assessmentDirect peers
- BookRetreats: BookRetreats is a global online booking marketplace for wellness retreats across many countries, directly comparable to Heilen in core two-sided marketplace mechanics, supply side (retreat organizers and venues), and consumer target (retreat seekers).
- Retreat.guru: Retreat.guru is a curated international retreat booking platform with thousands of listings, directly comparable in two-sided marketplace structure and target audience of holistic wellness seekers searching for retreats.
- BookYogaRetreats: BookYogaRetreats is a niche retreat booking marketplace focused on yoga, meditation, and wellness retreats; highly comparable in curation model, audience, and transaction mechanics to Heilen's retreat marketplace.
- BookWellbeing: BookWellbeing offers direct booking for holistic wellness retreats and experiences. Operates with a comparable two-sided marketplace model and overlapping supply side (organizers, venues, practitioners).
Broad incumbents
- Mindbody: Mindbody is a broad wellness business management and consumer marketplace for fitness, wellness, and appointment-based services. Heavily overlapping on the holistic practitioner and venue side, but with a much wider category footprint and enterprise scale.
- Airbnb: Airbnb's Experiences product surfaces retreats, workshops, and host-led wellness activities globally. A deep-pocketed incumbent that overlaps on consumer discovery and booking — though without Heilen's curation depth or privacy architecture.
- Calm: Calm is a leading meditation, sleep, and mental wellness subscription platform. Adjacent — not a retreat marketplace — but competes for the same consumer wallet on the spiritual wellness and mindfulness side of the broader category.
- Headspace: Headspace is a major mindfulness, meditation, and mental health platform; an incumbent in the broader holistic wellness category with overlapping demand for meditation/coaching services and a much larger capital base.
Emerging players
- Insight Timer: Insight Timer is a community-led meditation and wellness platform with a teacher marketplace model. Comparable to Heilen on the practitioner supply side and community-led approach, but focused on digital sessions rather than in-person retreats.
Others
- ClassPass: ClassPass is a subscription platform giving consumers flexible access to fitness and wellness studios. Not a retreat marketplace, but a relevant adjacent ecosystem player competing for the same discretionary wellness spend.
Market position
Strengths6 records
Weaknesses6 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Heilen social profiles
Digital presenceHeilen financial estimates
Financial estimateRevenue estimate
Valuation estimate
Heilen leadership team
Management profileNumber of profiles
Profiles2 records
Heilen funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Heilen M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Heilen
What does Heilen do?
Heilen operates a curated two-sided digital marketplace that connects individuals seeking spiritual and holistic wellness retreats with verified professional providers, including retreat organizers, venues, expert practitioners (chefs, coaches, meditation teachers, photographers, physical practices instructors), and other wellness professionals. The platform delivers bookings through a mobile-first app experience (iOS and Android), with verified listings, end-to-end encrypted communication for service delivery, and tiered membership programs for providers.
Is Heilen a public or private company?
Heilen is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Heilen founded?
Heilen was founded in 2024. It employs 11 to 50 people.
Where is Heilen based?
Heilen is headquartered in South Holland, United States, in the North America region.
How does Heilen make money?
Four revenue lines are on record. Retreat Organizer Commission is the primary driver. The others are venue Commission, membership Tiers and expert Services (No Commission).
Who are Heilen's main competitors?
Direct peers on record are BookRetreats, Retreat.guru, BookYogaRetreats and BookWellbeing. Broad incumbents are Mindbody, Airbnb, Calm and Headspace. Insight Timer is listed as an emerging player. ClassPass is listed as an others.
Does Heilen have an API?
No public API is recorded for Heilen.
What industry is Heilen in?
Heilen's product category is Wellness Retreat Marketplace. Its primary akta.pro industry code is BPAMAHAF, Personal Care & Wellness Booking Platforms (Beauty, Fitness, Spa), with a secondary code of BPAMAIAJ, Tours, Activities & Experiences Booking Platforms. Its NAICS code is 56152 and its SIC code is 7900.