Dexels

What Dexels does

Dexels is a privately held Dutch software development company founded in 2000 by researchers from the University of Amsterdam and CWI, headquartered in Amsterdam with 11–50 employees. The company builds three core product lines on a proprietary Service Oriented Computing (SOC) framework: (1) Sportlink, a multi-tenant SaaS ERP serving a large number of Dutch sports associations with 1.7 million connected users, 100,000 daily active users, and 8,000 exposed webservices handling roughly 1,000 calls per second; (2) Sendrato, a wholly-owned subsidiary producing customizable smart wristbands and the Sendrato Backbone Network plus Event Hub software for large-scale event operators, with a notable deployment of 125,000 wristbands at Tomorrowland; and (3) Awareable, a personalized and adaptive health monitoring platform co-funded by the European Union.

Dexels monetizes through SaaS subscriptions (Sportlink), hardware sales of made-to-order wristbands (Sendrato), and custom IoT/managed-services engagements spanning sports, entertainment, security, and medical use cases. The go-to-market is direct enterprise sales: the Sportlink line is distributed within the Netherlands, while Sendrato hardware is sold globally to large event organizers. The company has accumulated 70 man-years of development across its SaaS and IoT portfolio and was recognized with Sun Microsystems' Duke's Choice Award at JavaOne in 2007 for its SOC framework. No public funding rounds, acquisitions, or revenue disclosures are on record, and the company remains founder-controlled.

Name

Dexels

Legal name

Dexels

Website

https://dexels.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Dexels is a Dutch software firm that builds the Sportlink SaaS ERP for Dutch sports associations, Sendrato smart wristbands and event software for large-scale event organizers, and the Awareable health monitoring platform co-funded by the EU.

Ownership category

akta.pro rank

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscriptions - Sportlink: Software as a Service subscription model for the Sportlink enterprise information system serving sports associations in the Netherlands. Multiple functional modules available as part of the SaaS platform.
2. Smart Wristband Hardware Sales: Sale of Sendrato Smart Wristbands for event management, including customizable materials (plastics, silicone rubber, leather) and water-resistant options. Hardware sold as made-to-order solutions.
3. IoT Solutions: Custom IoT solutions combining software and hardware for sports, entertainment, security, and medical applications.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Dexels is a software development company that builds mobile applications and connected platforms. Its main offerings include Awareable, a health monitoring app for older adults, Sportlink, a sports ERP platform for clubs and associations, and Sendrato, a wearable technology solution for events such as festivals.

Product overview

Dexels is a software development company that offers a portfolio of specialized products across health monitoring, sports management, and event technology. The core offerings include: (1) Awareable — a personalized health monitoring platform for patients, caregivers, and healthcare professionals; (2) Sportlink — a comprehensive ERP system for sports associations in the Netherlands, consisting of the League Application (central system), Club Application, and Sportlinked App; and (3) Sendrato — wearable technology solutions for large-scale events, comprising smart wristbands, the Backbone Network, Event Hub Software, and cashless payment capabilities. These products operate as integrated systems built on a Service Oriented Computing (SOC) architecture.

Differentiator

Problem solved

Functional benefit

Brands

• Awareable: Personalized and adaptive health monitoring platform enabling patients, caregivers, and healthcare professionals to access comprehensive health data through a single platform.
• Sportlink
• Sendrato

Products and services

• Awareable
• Sportlink
• Sendrato

Quantifiable outcome

• 100,000 daily active users on Sportlink platform
• +2 more outcomes

Named customers2 records

Segments3 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

Partnerships

One partnership is on record.

• SendratocoreTechnology or IntegrationSendrato is described as a daughter company of Dexels, specializing in wearable technology. Dexels and Sendrato jointly design and develop wireless wearable technology for crowd management. The Sendrato Smart Wristband connects to the Sendrato Backbone Network and Event Hub software for tracking, LED lights control, and event applications.

Scale indicators10 records

Recent moves5 records

Expansion highlights5 records

Regional players

• AFAS Software: AFAS is a major Dutch SaaS ERP/HR vendor; it is a relevant regional peer to Dexels because it sells adjacent enterprise SaaS into the same Dutch mid-market that Sportlink targets, demonstrating the local SaaS competitive set.

Broad incumbents

• IDEMIA (event/access wristbands): IDEMIA is a global identity and secure-transactions vendor with RFID/NFC wristband products for events and access control, making it a broad-incumbent peer to the Sendrato wearable/event-tech business.
• Jonas Software (Volaris): Jonas Software owns a portfolio of vertical-SaaS products, including sport and club management platforms (e.g., Clubessential, CompuSport); it competes with Sportlink as a much larger incumbent targeting sports associations and clubs.
• Active Network (Global Sports): Active Network operates widely deployed sports and event-management software (including ACTIVE Network Sports) for federations and event organizers, overlapping with both Sportlink and Sendrato's event-side functionality.
• Visma Sport (Visma): Visma offers sport-association administration modules within its broader Nordic European-software portfolio; it competes with Sportlink in club and federation administration across Northern European markets.

Direct peers

• Sport:80: Sport:80 provides cloud-based sports management software for national governing bodies and sports organizations, directly competing with Sportlink in the sports-association ERP space for member/competition/club administration.
• PlayPass: PlayPass provides RFID cashless-payment wristbands and access-control hardware/software for festivals and live events, making it the closest direct peer to Dexels' Sendrato wristband and event-hub offering.
• Wellmo (Philips): Wellmo is a Finnish health-monitoring platform offering remote patient and preventive-care monitoring; it is comparable to Dexels' Awareable platform within the European personal/remote health-monitoring category.
• Intellitix (now part of AXIA/EPAM): Intellitix operates an RFID-based crowd management and cashless-payment platform for large-scale live events; it competes head-to-head with Sendrato's wristband, Backbone Network, and cashless-payment offering.

Others

• Engineered Profiles (event wristband OEM): Engineered Profiles supplies custom-printed and silicone wristbands used at events; it is comparable as a component supplier/upstream alternative in the same physical wristband category that Sendrato serves.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/dexels
• Facebookfacebook.com/Dexels-126419230719898
• LinkedInlinkedin.com/company/dexels-bv

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Dexels