What Defensiefit does

Defensiefit is a Dutch sole proprietorship (eenmanszaak) founded in 2012 and headquartered in Bussum, Netherlands, that delivers online preparation training for individuals seeking to enter the Dutch armed forces. Its flagship offering is the 'Hoe word ik Militair' (How do I become a Military) program, a browser-based member portal (Defensiefit Ledenomgeving) providing training modules, military selection knowledge, and structured body-and-mind training schedules designed to prevent early dropout from the military selection examination (keuring) and training (opleiding). The company was founded by Djack Littel, who holds four elite military qualifications (Marinier, Commando, British Mountain Leader, and Special Forces) with 20+ years of military experience, and claims over 11,000 successful applicants.

The product portfolio consists of a recurring subscription to the core online program (minimum 1-month term, automatic renewal, 7-day cancellation notice), two bestselling physical books ('Aanvalsplan' on military mindset and 'Defensiefit Methode' on military training) shipped via PostNL, and a 30-episode Defensiefit Podcast. Underlying technology is a standard browser-delivered learning management system; no proprietary software stack, AI features, mobile app, or integrations are disclosed.

Commercially, Defensiefit operates a product-led growth model: customer acquisition is driven by the podcast, book sales, and organic web presence, with all registration, enrollment and payment processing routed through a channel partnership with switched-on.nl. The company serves only the Netherlands, has no external investors or funding history, and is operated by the sole proprietor with 11-50 total personnel.

Name

Defensiefit

Legal name

Defensiefit.nl

Website

https://defensiefit.nl

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Defensiefit is a Dutch sole proprietorship founded in 2012 that delivers subscription-based online training, books, and a podcast to prepare individuals for Dutch military selection and basic training.

Ownership category

akta.pro rank

Product category

Military Fitness Training Services

NAICS

All Other Schools and Instruction (61169)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Reality-Based Self-Defense Programs (Krav Maga, Combatives) (HSADADAE)

Keywords

• Military fitness training
• Military selection preparation
• Online coaching programs
• Physical fitness assessment
• Military training subscriptions

Headquarters

HQ city

Bussum

HQ country

Netherlands

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Supply Chain

Revenue model

1. Subscription/License Fees: Monthly subscription for access to the online training system, with minimum 1-month commitment and automatic renewal. Licentienemer (licensee) pays recurring subscription fees for access to training modules and content.
2. Book Sales: Sale of two military-themed bestselling books: 'Aanvalsplan' (military mindset) and 'Defensiefit Methode' (military training). Physical products with 14-day return policy.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Defensiefit sells an online training program called "Hoe word ik Militair" (How do I become a Military) that prepares individuals 100% physically and mentally for the Dutch military selection (keuring) and training (opleiding). The program consists of extensive online training modules, military-style body and mind training schedules, and a knowledge program on military selection. The offering is supplemented by two bestselling books ("Aanvalsplan" on military mindset and "Defensiefit Methode" on military training) and a 30-episode podcast, all delivered to individual consumers via a subscription-based member portal.

Product overview

Defensiefit offers a single unified program for individuals seeking to become military professionals in the Netherlands. The core offering consists of the 'Hoe word ik Militair' (How to Become a Military Professional) program, a comprehensive online training system accessible via browser that provides extensive training modules and military-style training schedules. The product portfolio also includes supplementary offerings: two bestselling books ('Aanvalsplan' focused on Military Mindset and 'Defensiefit Methode' focused on Military Training), and a podcast series with 30 episodes. The service operates on a subscription model with a minimum 1-month contract period, providing access to the member portal and associated training content.

Differentiator

Problem solved

Functional benefit

Brands

• Hoe word ik Militair: The primary training program to become a military professional, providing comprehensive online training and modules for military selection and training preparation.
• Aanvalsplan
• Defensiefit Methode
• Defensiefit Podcast

Products and services

• Hoe word ik Militair Programma A comprehensive online training program designed to prepare individuals 100% physically and mentally for Dutch military selection and training. The program includes extensive online training modules and military-style training schedules for body and mind, accessed via the Defensiefit ledenomgeving (member portal).
• Aanvalsplan Boek A bestselling physical book focused on developing a Military Mindset, designed to inspire and guide individuals preparing for military careers. Sold via the Defensiefit online storefront and shipped via PostNL with a 14-day return policy.
• Defensiefit Methode Boek A bestselling physical book about Military Training methods, providing guidance on physical and mental preparation for military selection. Sold via the Defensiefit online storefront and shipped via PostNL.
• Defensiefit Podcast A podcast series with 30 episodes addressing the question of how to become a military professional and how to successfully pass military selection and training, used as a top-of-funnel content asset for the Defensiefit program.
• Defensiefit Ledenomgeving (Member Portal) Browser-based system providing licensed access to training modules, knowledge about military selection and training, and military-style training schedules for body and mind development, licensed to paying subscribers (Licentienemers) under the Defensiefit general terms and conditions.

Quantifiable outcome

• 11,000+ successful applicants prepared for military service

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Switched-on.nlcoreChannel Partner/ Reseller/ DistributorSwitched-on.nl handles registration and enrollment for the Defensiefit program. All customer sign-ups and payments for the 'Hoe word ik Militair' program are processed through the switched-on.nl platform, making it a critical distribution and registration partner.

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Les Mills On Demand: Global subscription fitness content library from the Les Mills brand, with structured workout programs delivered via browser/app; comparable D2C subscription content delivery but broader fitness audience.
• Freeletics: Germany-based subscription fitness app combining AI-driven coaching, workout content, and a community; analogous business model (online subscription fitness) but general-population rather than military-specific.
• Apple Fitness+: Subscription workout and training content service from Apple with structured programs, metrics, and instructor-led sessions; relevant benchmark for subscription fitness content pricing and retention mechanics.
• Peloton: Subscription fitness platform combining instructor-led content, classes, and community; offers comparable recurring-revenue online fitness model at much larger scale.

Regional players

• Basic-Fit: Largest low-cost fitness subscription operator in the Netherlands and Europe with hundreds of locations; comparable Dutch-market subscription fitness customer and price-sensitivity dynamics.

Direct peers

• Stew Smith (stewsmith.com): Long-running US military fitness coach selling books, online workout programs, and subscription training plans targeting military, special ops, and tactical fitness candidates.
• Mountain Tactical Institute: Subscription-based tactical fitness programming for military, law enforcement, and mountain professionals; closely comparable in subscription-only training delivery for elite selection prep.
• GORUCK: US-based military-inspired fitness brand combining subscription training content, events, books, and apparel; most structurally similar to Defensiefit's training-plus-content-plus-physical-product model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key highlights6 records

Customer concentration

• Xx.com/defensiefit
• Facebookfacebook.com/defensiefit

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 Defensiefit