MAX FM

What MAX FM does

MAX FM is a local radio station headquartered in Ath, Belgium, operating on the 92.9 FM frequency since 2009 and broadcasting 24/7 to roughly nine municipalities in the Ath region (Beloeil, Brugelette, Leuze, Lens, Jurbise, Renaix, Lessines, Ellezelles). Programming centers on pop-rock music branded as "Happy Hits" — covering tracks from the 1980s to current releases — targeted at adults aged 25-50. The station is legally operated by Diffusion ASBL, a Belgian non-profit association recognized by the Conseil Supérieur de l'Audiovisuel (CSA), the national audiovisual media regulator.

The station's product portfolio combines traditional FM radio with digital distribution: live streaming on maxfm.be, mobile applications via the Radioplayer platform on iOS and Android, third-party streaming through TuneIn and RadioPlayer.be, and podcast replays of key shows on Spotify, Deezer, and Apple Podcasts. Supporting infrastructure relies on Azuracast for streaming analytics and Google Analytics for audience measurement. Programming includes daily shows such as La Matinale and weekend programs such as Studio Live, POP!, British Connection, and Extra Club, with cultural segments embedded through partnerships with L'Écran d'Ath (cinema) and the Maison culturelle d'Ath.

MAX FM's revenue model is advertising-driven, selling local proximity marketing spots to small and medium-sized businesses in the Ath region. Pricing is not publicly disclosed and operates on a contact-based model. The station maintains a deep roster of local advertisers — including Colruyt, Brico, Pearle, Eggo, Europcar, Midas, Velux, and numerous local shops and associations — alongside recurring cultural partnerships, with no enterprise-tier or national advertiser concentration evident.

Name

MAX FM

Legal name

Diffusion ASBL

Website

https://maxfm.be

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

MAX FM is a Belgian local radio station broadcasting 24/7 on 92.9 FM from Ath since 2009, delivering pop-rock "Happy Hits" programming to adults aged 25-50 across roughly nine surrounding municipalities and selling local advertising spots to SMBs in the region.

Ownership category

akta.pro rank

Product category

Local Radio Broadcasting

NAICS

Radio Broadcasting Stations (51611)

SIC

Radio Broadcasting Stations (4832)

akta.pro primary industry

Commercial Terrestrial Radio Broadcasting (AM/FM) (MPAIAEAA)

akta.pro secondary industries

Internet Radio & Streaming Broadcast Stations (Simulcast/Online-only) (MPAIAEAE), Community/Low-Power Nonprofit Radio (LPFM/Community Radio) (MPABADAE), Radio Streaming & Catch-Up Audio Platforms (MPAIADAJ)

Keywords

• Local radio broadcasting
• FM radio station
• Internet radio streaming
• Podcast distribution
• Radio advertising sales

Headquarters

HQ city

Antwerp

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Radio Advertising: Local radio advertising spots sold to businesses in the Ath region. Provides proximity marketing with short creation and production timelines, enabling rapid response to current events.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

MAX FM is a local radio station operating on 92.9 FM, broadcasting 24/7 pop-rock music programming branded as "Happy Hits" to listeners in Ath, Belgium and surrounding municipalities. It distributes content via FM, internet streaming, mobile applications, and podcast platforms, and monetizes through local radio advertising spots sold to regional businesses.

Product overview

MAX FM is a local radio station operated by Diffusion ASBL, offering a unified broadcasting platform that combines traditional FM radio (92.9 FM) with digital streaming services. The product portfolio consists of FM radio broadcasting covering Ath and surrounding Belgian municipalities, live internet streaming via the website and third-party platforms (TuneIn, RadioPlayer), mobile applications for iOS and Android, and podcast replay functionality distributed through Spotify, Deezer, and Apple Podcasts. The programming targets an audience aged 25-50 with a predominantly pop-rock format featuring Happy Hits from the 1980s to current releases.

Differentiator

Problem solved

Functional benefit

Products and services

• MAX FM 92.9 FM Radio Broadcasting Local FM radio broadcasting service operating on 92.9 FM, covering Ath and surrounding municipalities including Beloeil, Brugelette, Leuze, Lens, Jurbise, Renaix, Lessines, and Ellezelles, targeting adults aged 25-50 with pop-rock Happy Hits programming.
• MAX FM Internet Streaming

Quantifiable outcome

• Over 27,000 listeners and 133,000+ hours of listening in 2025
• +1 more outcomes

Named customers23 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

Four partnerships are on record, tiered minor.

• McAthminorOthersListed as a partner on the Max FM website. Nature of partnership not specified in detail.
• LeCDJminorOthersListed as a partner on the Max FM website. Nature of partnership not specified in detail.
• L'Écran d'AthminorStrategic or Co-development PartnerCultural partnership for cinema content. L'Écran d'Ath cinema collaborates with Max FM for the 'Agenda cinéma' segment, promoting cinema listings and movies to listeners.
• Maison culturelle d'AthminorStrategic or Co-development PartnerCultural partnership with the Maison culturelle d'Ath for the 'Agenda culturel' segment, promoting local cultural events and activities to the radio audience.

Scale indicators5 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Radio Panik: Brussels-based community/free radio station recognized by the CSA. Comparable to Max FM as a non-commercial, CSA-recognized local radio with volunteer-driven programming and community focus in Belgium.
• Must FM: Belgian local radio station operating a similar format-driven regional model with local advertising. Comparable to Max FM as a similarly sized commercial-leaning local Belgian FM station targeting a defined regional audience.
• Radio Air Libre: Belgian community/free radio station operating under CSA-recognized non-profit or associative governance. Comparable to Max FM as a similarly structured small-scale local/community radio operator in Belgium with local programming and advertising.

Broad incumbents

• NRJ Belgium: Major national commercial radio network in Belgium with national advertising sales and broad distribution. Comparable to Max FM in format (pop/hits targeting 25-50) and Belgian advertising market, but operating at a national scale and as a network rather than a single local station.
• Radio Nostalgie Belgium: Belgian national commercial radio network focused on music from past decades. Comparable to Max FM's 'Happy Hits' 80s-to-current positioning and overlaps in targeting 25-50 listeners who prefer older pop-rock formats.
• Bel RTL: National commercial radio in Belgium's French-speaking market with music and general-interest programming. Comparable to Max FM in French-language Belgian radio advertising and broad-audience music programming.
• Vivacité (RTBF): RTBF's general-interest radio network covering regional and local news, music, and talk across Belgium's French-speaking community. Comparable to Max FM as a French-language Belgian radio offering local/regional content under a regulated broadcaster (CSA-recognized).
• Fun Radio Belgium: Belgian national commercial radio network with pop/rock-leaning programming targeting younger adult demographics. Overlaps with Max FM's pop-rock 'Happy Hits' positioning and competes for the same Belgian advertising budgets.
• Radio Contact: One of Belgium's largest national commercial radio networks with broad reach and music-led programming. Comparable to Max FM as a commercial music radio operator in Belgium, competing for similar advertisers and listeners.

Regional players

• Equinoxe FM: Belgian regional/local radio station with music-led programming and local advertising. Comparable to Max FM as a regional FM broadcaster in Belgium with a similar local-commercial model, though operating in a different geographic area.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/maxfmath
• LinkedInlinkedin.com/company/m-x-fm

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

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 MAX FM