SportCity

What SportCity does

SportCity is the largest operator in the Dutch value fitness segment, operating 119 owned-and-operated gym clubs across the Netherlands under legal entity IBS Exploitatie B.V. Founded in 1995 and headquartered in Amsterdam, the company expanded from 26 to 119 locations through the 2022 absorption and rebranding of the Fit For Free chain, and has continued rolling up smaller independent operators through 2025 (Bewegingscentrum Drachten, HealthCenter Delft, Sportplaza Hendrik-Ido-Ambacht). It serves approximately 228,874 members with a recurring 4-week subscription model at €29.99 (City One, single club) or €30.99 (City Plus, multi-club), plus a €12.99 day pass, a discounted student tier, and ancillary add-ons including the Yanga Sports Water subscription and BedrijfsFitness corporate programs. Pricing is standardized nationally and contracts are flexible (1 month to 2 years) with a 14-day cooling-off period.

The company's technology stack centers on a proprietary mobile application that handles member access (replacing physical cards), group class booking, on-demand home workouts (280+ video library), and integration with third-party platforms including CycleMasters virtual spinning content and Yanga hydration stations tapped via the app. Clubs are equipped with Technogym and Precor cardio and strength equipment, and Les Mills licensed programming (BodyPump, BodyCombat, RPM, BodyBalance, BodyAttack, Sprint, SH'BAM, BodyJam, Core, Tone) anchors the group class portfolio. SportCity holds FITcert Level 4 certification under European standard EN 17229:2019 — the highest tier of fitness quality compliance — and operates a GDPR-compliant data environment.

Go-to-market is hybrid: a digital self-serve funnel drives direct-to-consumer acquisition (sign-up via website or app), while a 119-strong physical footprint functions as the primary conversion and retention channel via walk-ins, local marketing, and community events such as the Spin for Life charity marathon and outdoor classes at Diergaarde Blijdorp. B2B revenue is generated through the BedrijfsFitness channel targeting Dutch employers, and social impact partnerships (notably with Stichting MIND Us, providing 5,000 youth memberships since 2023) support brand positioning. Leadership is stable, with CEO Rohit Gulati having been with the company for 17 years; ownership is private and concentrated with founding/management interests.

Name

SportCity

Legal name

IBS Exploitatie B.V.

Website

https://sportcity.nl

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

SportCity is the Netherlands' largest value-segment fitness operator, running 119 gym clubs serving ~228,900 members with standardized €29.99-€30.99 monthly subscriptions, group classes, and a proprietary mobile app.

Ownership category

akta.pro rank

Product category

Health and Fitness Clubs

NAICS

Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Functional Fitness / Cross-Training Groups (HSADABAH)

akta.pro secondary industries

Sports-Specific Group Conditioning (HSADABAK), Fitness & Wellness Operations Support (On-site Gyms/Wellness Rooms) (IMAIALAL)

Keywords

• Fitness center memberships
• Group exercise classes
• Personal training services
• Corporate wellness programs
• Health club facilities

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices11 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Recurring membership fees billed every 4 weeks. Two main tiers: City One (single club access) and City Plus (multi-club access). Memberships available in 1-month, 3-month, 1-year, or 2-year terms with flexible start dates.
2. Day Passes: One-time admission tickets for non-members to access club facilities for a single day.
3. Yanga Sports Water Add-on: Optional monthly subscription for unlimited flavored sports water dispensing at Yanga Hydration Stations, priced at €3.99 per 4 weeks (temporary promotional rate, regular €4.99).
4. Corporate Fitness Programs: B2B partnerships with employers offering employee fitness benefits, ranging from membership discounts to customized vitality programs across the 119-club network.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

SportCity sells recurring gym memberships and pay-as-you-go day passes granting access to its network of 119 Dutch fitness clubs equipped with Technogym and Precor machines, hundreds of live group exercise classes, and on-site wellness amenities. Membership tiers (City One single-club, City Plus multi-club, Student, 3-Month Summer) include unlimited group classes and are supported by a mobile app providing class booking, digital club access, and 280+ on-demand video workouts. Premium ancillary services include personal training, physiotherapy, kids childcare (City Kids), sauna/steam rooms, the Yanga hydration subscription, and corporate BedrijfsFitness programs.

Product overview

SportCity is a Dutch fitness chain operating as a multi-location gym platform offering tiered membership plans (City One for single-club, City Plus for multi-club access, day passes, student memberships, and seasonal options). The core offering includes unlimited access to fitness equipment (cardio, strength, functional zones) and hundreds of live group exercise classes across categories: Les Mills programs (BodyPump, BodyCombat, RPM, Sprint, BodyAttack, BodyBalance, BodyJam, SH'BAM), yoga, Pilates, spinning, Zumba, kickboxing, boxing, and bootcamp. Premium services include Personal Training, physiotherapy, kids childcare, sauna/wellness facilities, and the Yanga Sports Water hydration add-on. The platform includes a mobile app providing booking, 280+ online workouts, and virtual cycling classes via CycleMasters. Corporate fitness programs and outdoor group classes at partner locations (like Diergaarde Blijdorp) extend the offering. SportCity operates 119 locations across the Netherlands, having expanded significantly through the 2022 merger with Fit For Free.

Differentiator

Problem solved

Functional benefit

Products and services

• City One Membership Entry-level recurring gym membership providing unlimited access to fitness equipment and all live group classes at a single chosen SportCity club in the Netherlands; available in 1-month, 3-month, 1-year, or 2-year terms with a 14-day cooling-off period and 5 monthly friend passes.
• City Plus Membership Premium recurring membership granting access to multiple SportCity clubs across the Netherlands, including all live group lessons, with 5 monthly friend passes and a 14-day cooling-off period; available in 1-month, 3-month, 1-year, or 2-year terms.
• Day Pass Single-visit pass for €12.99 granting one-time access to a SportCity club for non-members who want to try facilities before signing up.
• Student/Scholier Membership Discounted single-club membership for Dutch students and high school students at €29.99 per 4 weeks, with the same City One benefits (live group classes, friend passes, app access).
• 3-Month Summer Membership Seasonal 3-month membership enabling members to train during the summer months and follow major sporting events such as the Tour de France, Roland Garros, Wimbledon and the football World Cup.
• Groepslessen (Group Classes) Hundreds of live group exercise classes included with every SportCity membership, across categories: Dance, Fight, Strength, Cardio & Conditioning, and Body & Mind (yoga, Pilates). Some clubs also offer outdoor group classes.
• Personal Training One-on-one training sessions delivered by certified SportCity fitness specialists providing individualized workout programs, nutrition guidance (e.g., orthomolecular medicine approach), and mental strength coaching.
• Fysiotherapie (Physiotherapy) On-site physiotherapy services offered at select SportCity clubs in partnership with independent practitioners, covering sports injuries, back rehabilitation, post-operative recovery, myofascial therapy, dry needling, edema therapy, and fall prevention.
• City Kids Speelopvang (Kids Childcare) On-site supervised childcare service (City Kids Speelopvang) at SportCity clubs that lets parents train while their children are looked after by experienced childcare staff.
• Sauna & Wellness Sauna and steam bath facilities available at select SportCity clubs for muscle recovery and relaxation after workouts.
• SportCity App Mobile application for members providing digital club access (no physical cards/keys), group-class booking, 280+ on-demand video workouts for at-home or in-club training, progress tracking, and access to virtual spinning classes powered by CycleMasters.
• BedrijfsFitness (Corporate Fitness) B2B corporate wellness offering for Dutch employers that combines membership discounts for employees with customized vitality programs, leveraging the network's geographic coverage across 119 clubs and a single national price list.
• Yanga Sports Water Subscription Add-on subscription for members providing unlimited flavored sports water refills at in-club Yanga Hydration Stations (sugar-free, low-calorie, vitamin-infused), billed every 4 weeks and activated by tapping via the SportCity app.

Quantifiable outcome

• 93% of members would recommend SportCity to a friend
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• Spin for Life 2026minorGTM or Marketing Partner · 2 April 2026Largest spinning marathon in the Netherlands, raising €400,183 for groundbreaking cancer research in 2026.
• HERA UnitedminorStrategic or Co-development Partner · 5 September 2025Partnership announced with HERA United along with Booking.com and NIKE as founding partners. HERA United is a women's sports platform supporting female athletes.
• FEBOminorGTM or Marketing Partner · 19 March 2025Partnership to launch a protein kroket (protein croquette) product, combining sports nutrition with Dutch snack culture.
• Fit For FreecoreStrategic or Co-development Partner · 12 October 2022SportCity acquired and rebranded all 87 Fit For Free clubs, expanding from 26 to 119 clubs across the Netherlands in October 2022. This made SportCity the largest operator in the value fitness segment in the Netherlands.
• Telstar VrouwencoreStrategic or Co-development PartnerThree-year partnership (2022-2025) with Telstar Vrouwen women's football club. SportCity serves as main sponsor (hoofdsponsor), with the SportCity logo appearing on both home and away shirts of the Witte Leeuwinnen. Partnership extends beyond financial sponsorship to joint sports development initiatives supporting the team's progression to the Women's Eredivisie.
• Stichting MIND UscoreStrategic or Co-development PartnerPartnership since 2023 supporting youth mental health in the Netherlands. SportCity has provided 5,000 memberships to young people who could benefit from a boost, recognizing the positive relationship between exercise and mental well-being.
• Spin for LifecoreGTM or Marketing PartnerAnnual charity spinning marathon event raising funds for cancer research. The 2026 edition raised €400,183 for groundbreaking cancer research, demonstrating SportCity's community engagement and social impact capabilities.
• Les MillscoreTechnology or IntegrationLicensed provider of Les Mills group exercise programs including BodyPump, BodyCombat, BodyBalance, RPM, BodyJam, SH'BAM, and other Les Mills classes offered across SportCity clubs.

Scale indicators8 records

Recent moves11 records

Expansion highlights5 records

Regional players

• SATS: Nordic fitness chain operating a multi-country network of owned and franchised clubs. Comparable mid-market fitness operator with subscription model and group class focus, though at a higher price point.
• The Gym Group: UK-listed budget gym operator with a low-cost unlimited-membership model similar to SportCity. Useful benchmark for European value-segment gym unit economics and club-level economics.
• PureGym: UK's largest low-cost gym chain, privately held and rapidly expanding in Europe. Closely comparable operating model to SportCity in the value tier, though geographically separate.
• McFit: Germany's largest budget gym chain and a pioneer of the European low-cost fitness model. Comparable membership pricing and club-network economics to SportCity, primarily serving a different geography.

Direct peers

• Anytime Fitness Netherlands: Global 24/7 franchise gym brand with a Dutch network. Overlaps with SportCity in serving mainstream fitness consumers seeking flexible, affordable memberships with broad club access.
• Fit For Free: Predecessor value-segment Dutch gym chain whose 87 clubs were absorbed into SportCity in October 2022. Remains a relevant historical benchmark for the value positioning SportCity occupies in the Dutch market.
• Basic-Fit: Europe's largest low-cost fitness operator with a major Dutch footprint. Direct head-to-head competitor to SportCity in the value segment with a similar unlimited-membership model and aggressive national expansion strategy.
• Fit20: Dutch micro-fitness concept with multiple studios. Competes for the same value-conscious Dutch consumer, offering a differentiated personal-training-only format at low monthly fees.
• TrainMore: Dutch gym chain offering low-cost memberships with unlimited group classes, positioning itself in the same price band as SportCity with comparable membership mechanics and nationwide ambitions.

Broad incumbents

• David Lloyd Clubs: European premium health club operator with full-family facilities including spa, racquet sports, and children's programs. Operates above SportCity's value tier but competes for Dutch consumer fitness spend with broader amenity sets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/sportcityadam
• Facebookfacebook.com/SportCityNL
• LinkedInlinkedin.com/company/sportcity

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 SportCity