What Matrix Fitness Benelux does

Matrix Fitness Benelux (legal entity: Johnson Health-Tech. Netherlands B.V., KVK 27284558) is the Benelux distribution and service subsidiary of Taiwan-based Johnson Health-Tech, a global fitness equipment conglomerate. Headquartered in Houten, Netherlands, the company operates with 51-100 employees and serves the Netherlands, Belgium, and Luxembourg markets, with the Sales Director scope extending to Denmark. It distributes and services the Matrix Fitness portfolio of professional cardio, strength, and group training equipment alongside the EGYM connected fitness ecosystem.

The core product stack spans cardio (treadmills, indoor cycles, crosstrainers, ClimbMills, rowing machines), strength (Ultra Series, Magnum plate-loaded, Go Series, Single/Multi-Station, EGYM Smart Strength Series 3 with 18 connected machines), group training (Connexus Series, MX4, Matrix Training Cycles, Intelligent Cycling), and partner products (ZIVA free weights, Your Reformer Pilates, Synca massage chairs, Trackbar digitization, seca body analyzers, Sensopro coordination trainers). The digital platform centers on Connected Solutions with 200+ third-party integrations, the Intelligent Training Console, the EGYM Branded Member App, EGYM Fitness Hub (3D body scanning), and EGYM Genius AI for personalized programming.

Revenue is generated through hardware sales, equipment leasing, professional services (facility design, financing support, staff training, marketing support), and recurring software subscriptions (Branded Member App, EGYM+, BioAge campaigns). Go-to-market is enterprise field sales targeting fitness centers, physiotherapy practices, corporate wellness (notably through the PSV Vitality corporate gym concept), boutique studios, hospitality, and elite sports organizations (PSV, KBVB, Go Ahead Eagles, Het Nationale Ballet, European Para Championships, Decathlon Premier Padel Rotterdam). The company bundles equipment with business consulting through its UniqueTeams partnership to help physiotherapy practices build alternative lifestyle and exercise revenue streams.

Name

Matrix Fitness Benelux

Legal name

Johnson Health-Tech. Netherlands B.V.

Website

https://matrixmembers.nl

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

51–100 employees

Short description

Matrix Fitness Benelux is the Benelux subsidiary of Johnson Health-Tech, distributing professional cardio, strength, and group training equipment alongside the EGYM connected fitness ecosystem for fitness centers, physiotherapy practices, corporate clients, and elite sports organizations across the Netherlands, Belgium, and Luxembourg.

Ownership category

akta.pro rank

Product category

Commercial Fitness Equipment

SIC

General Industrial Machinery & Equipment (3560)

akta.pro primary industry

Fitness, Exercise & Gym Equipment Distribution (CRAOAJAG)

akta.pro secondary industries

Cardio Equipment Retail (Treadmills, Bikes, Rowers, Ellipticals) (CRAMADAA), Exercise Equipment Assembly & Installation (treadmills, racks, bikes) (HSAGAHAJ)

Keywords

• Professional fitness equipment
• Commercial gym equipment
• Connected fitness solutions
• Cardio strength machines
• Physiotherapy fitness equipment

Headquarters

HQ city

Houten

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fitness Equipment Sales: Sale of professional fitness equipment including cardio machines (treadmills, ellipticals, bikes, rowing machines, ClimbMills), strength equipment (single-station, multi-station, free weights, plate-loaded, racks/platforms), and group training solutions. Equipment sold directly to fitness centers, physiotherapy practices, corporate clients, boutique studios, and hospitality.
2. Equipment Leasing: Lease solutions for fitness equipment allowing clients to acquire equipment through financing rather than outright purchase, with options for businesses to spread costs over time.
3. Consulting and Support Services: Additional services including space design consultation, interior setup, financial planning, staff training, and marketing support bundled with equipment sales.
4. EGYM Software Subscriptions: EGYM ecosystem includes software subscriptions for the Branded Member App with Advanced or Pro versions, and EGYM+ upgrade providing personalized training programs.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

Matrix Fitness Benelux supplies, installs, and services professional-grade fitness equipment spanning cardio machines (treadmills, ellipticals, indoor cycles, rowing machines, ClimbMills), strength equipment (single-station, multi-station, free weights, plate-loaded, racks and platforms), and group training solutions. As the exclusive EGYM distributor in Benelux, the company also delivers the EGYM connected strength ecosystem with AI-driven training personalization, the Intelligent Training Console, and the Connected Solutions digital platform with 200+ integrations. Services include facility design consultation, financing/leasing, staff training, and marketing support bundled with equipment sales to fitness centers, physiotherapy practices, corporate wellness clients, boutique studios, hospitality, and elite sports organizations in the Netherlands, Belgium, and Luxembourg.

Product overview

Matrix Fitness Benelux offers a comprehensive professional fitness equipment portfolio spanning cardio machines, strength training equipment, group training solutions, and digital/connected platforms. The core equipment lineup includes cardio (treadmills, rowing machines, indoor cycles, crosstrainers, ClimbMills), strength (Single/Multi-Station, Free Weights, Plate-Loaded/Magnum, Go Series, Ultra Series), and group training (Connexus Series functional equipment, MX4 small group training, Matrix Training Cycles). The digital ecosystem centers on Connected Solutions (200+ integrations), the Intelligent Training Console for Ultra Series, and the EGYM ecosystem — comprising EGYM Smart Strength Series 3 (18 intelligent strength machines), EGYM Fitness Hub (3D body analysis), EGYM Branded Member App, EGYM Smart Flex (mobility), and the EGYM BioAge personal age indicator). Additional offerings include Vision and Onyx (premium cardio sub-brands), Sprint 8 interval training, UniqueTeams business development, Matrix Service Portal, and partner products (ZIVA free weights, Your Reformer Pilates, Synca massage chairs, Trackbar digitization, seca body analyzers, Sensopro coordination trainers). Products are sold and serviced through a network of partners across fitness centers, physiotherapy practices, corporate wellness, hospitality, education, and elite sports sectors in the Benelux region.

Differentiator

Problem solved

Functional benefit

Products and services

• Cardio Equipment Line Professional-grade cardio machines including treadmills, rowing machines, indoor training cycles, crosstrainers, ClimbMills, and bikes. Available across Performance, Endurance, and Lifestyle series with configurable console options. Designed for commercial fitness facilities requiring durable, high-use cardio equipment.
• Strength Equipment Line Full range of professional strength training equipment covering Single-Station, Multi-Station, Free Weights, Plate Loaded, Racks and Platforms, and the Intelligent Training Console for Ultra Series machines. Designed for commercial fitness facilities, physiotherapy practices, and elite sports environments.
• EGYM Smart Strength Ecosystem Complete ecosystem of 18 fully automatic, connected strength machines covering a full body workout. Machines auto-configure per user via RFID, guided by the EGYM Training Curve with Pro Modus operation options. Available from 8 machines in a 30m² space. Distributed exclusively by Matrix Fitness Benelux.
• Matrix Training Cycles (CXP/CXM/CXC) Indoor cycling bikes available in three console variants: CXP (with torque sensor, WiFi, ANT+, Bluetooth), CXM (backlit LED console with ANT+, Bluetooth), and CXC (smartphone cradle). Feature rear-mounted flywheel, ergonomic design, easy adjustment, SPD pedals, and optional Intelligent Cycling integration. Compatible with Matrix Ride group class program.
• Connexus Series Functional training equipment series designed for versatile functional workouts in group training environments. Combines function with flexibility for varied exercise programming.
• MX4 Small Group Training Small group training concept providing structured small-group workout programs and equipment designed for group exercise environments.
• Magnum Plate-Loaded Series Most robust strength line designed for intensive use environments, featuring innovative variations on classic exercises. Designed for high-volume training environments and (top) athletes seeking training variation.
• Go Series Compact, user-friendly strength and circuit line positioned as 'The Power of Simplicity.' Suitable for physiotherapy practices and smaller facilities requiring straightforward strength training equipment.
• Ultra Series Strength Equipment Premium strength equipment line compatible with the Intelligent Training Console and Connected Solutions platform. Includes digital guidance, video demonstrations, and seamless integration with Virtuagym and other fitness apps.
• Onyx Cardio Collection Premium cardio equipment collection positioned as the premium tier within the Matrix cardio lineup.
• Vision Cardio Equipment Fitness equipment sub-brand offering 'Move with confidence' positioning. Part of the Matrix professional product portfolio.
• ICR-50 Smart Bike Smart bike with integrated digital features for home and semi-professional use. Consumer advice price €1199 incl. VAT.
• Total Body Cycle Newly designed airbike for full-body cardio workouts. Part of the group training and indoor cycling lineup.
• Upper Body Cycle Upper body cycling equipment for targeted upper-body cardio workouts in group training settings.
• Intelligent Training Console Smart touchscreen console for Ultra Series strength equipment. Guides users through step-by-step programs based on fitness goals, provides video demonstrations, and supports single-point login, RFID authentication, and saved seat settings. Works seamlessly with third-party systems and apps including Virtuagym.
• Connected Solutions Platform Digital connectivity platform with over 200 integrations. Includes Intelligent Training Console (Ultra Series), Engage 360 (personal training programs and app compatibility), and Community 360 (member fitness data access, motivation features, and branding). Provides seamless integration with third-party systems and apps.
• EGYM Branded Member App White-label mobile app for fitness facilities providing members personalized fitness experience, progress tracking, and engagement features. Upgradeable with Funxtion's extensive content library including 600+ exercise videos, 200+ virtual classes, and 50+ tutorials.
• EGYM Fitness Hub Central hub of the connected training floor. Uses 3D camera to register and analyze members, automatically setting up all EGYM Smart Strength and Smart Flex machines within seconds. Performs body analysis, flexibility tests, and tracks physical condition and personal goals.
• EGYM Smart Flex Mobility improvement machines within the EGYM ecosystem, complementing Smart Strength equipment for a complete full-body workout focused on flexibility and joint health.
• EGYM Hip Thrust World's first smart Hip Thrust machine with electronic resistance instead of physical weights, automatically adapting to user specifications. Part of EGYM Smart Strength ecosystem.
• EGYM Strength Squat Smart squat machine with advanced training methods including explonic and negative resistance for safe, effective full-body squat training. Part of EGYM Smart Strength ecosystem.
• EGYM BioAge Campaign Package Member acquisition campaign package priced at €550 (retail value €1250) that helps facilities discover prospective members' biological age through training results and body analysis. Includes promotional package, social media campaign support, and 6-week trial subscription offer.
• Sprint 8 Cardio Interval Program Scientifically-proven cardio interval program of 8 sprints (30 seconds each) followed by 90 seconds of active recovery, completed in 20 minutes 3x per week. Stimulates growth hormone production for increased energy, muscle mass, and fat reduction. Available on Matrix training cycles, treadmills, and stepmills with built-in timer, automatic resistance, and Sweat Score.
• Stretch Platform (Connexus Series) Premium recovery training device part of the Connexus Series. Features an inclined platform, soft padding, and sturdy support bars for deeper and safer stretching exercises. Suitable for all body types.
• Magnum VRS Platform Impact-absorbing Olympic lifting platform with Vibration Reduction System (VRS). Minimizes noise, bouncing, and vibrations from dropped weights, protecting floors, bars, and plates. Available as full platforms or upgrade kits for existing Matrix platforms.
• ZIVA Free Weights and Accessories Free weights and fitness accessories brand distributed through Matrix Fitness. Offers dumbbells, barbells, and other weight training accessories.
• Your Reformer Pilates Equipment Professional Pilates equipment brand distributed through Matrix Fitness Benelux. Provides reformer machines for Pilates training.
• Synca Massage Chairs Massage chairs offered as a wellness addition for fitness facilities. Sensors measure body pressure points and adapt massage programs. Four program options from wellness to shiatsu style. Offered via strip card system (10 sessions for €50).
• Trackbar Digital Tracking Device Digital tracking device that digitizes traditional strength equipment, enabling data capture and connected functionality for non-smart fitness machines.
• seca Body Composition Analyzers Professional body composition analysis equipment brand. seca TRU Ultra offers ultrasound-based body composition analysis with ultrasonic height measurement for comprehensive biometric assessment.
• Sensopro Coordination Training Equipment Coordination training equipment for stability and performance improvement. Used in fitness clubs for coordination training to enhance balance and athletic performance.
• Matrix Fitness Equipment Leasing Lease solutions for fitness equipment acquisition, enabling fitness centers, physiotherapy practices, and other facilities to acquire Matrix equipment through financing arrangements with monthly payment options.
• UniqueTeams Business Development Service Business development support for physiotherapy practices. Strategic partner service for business operations, on-location team training, and e-learnings to implement business processes and achieve team alignment. Focused on helping practices develop extra revenue streams from lifestyle and exercise programs.

Quantifiable outcome

• Member growth of 25% within 5 months for physiotherapy practices transitioning to lifestyle centers
• +5 more outcomes

Named customers18 records

Segments7 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability5 records

Feature14 records

Partnerships

14 partnerships are on record, tiered core, flagship and minor.

• EGYMcoreTechnology or Integration · 1 March 2026Exclusive EGYM distributor in Benelux. EGYM provides Smart Strength intelligent strength equipment, Fitness Hub, Smart Flex, Branded Member App, and Genius AI platform. Partnership includes continuous product development with Smart Strength Series 3 launch and Longevity Training Program.
• PSVflagshipStrategic or Co-development Partner · 1 January 2025Three-year partnership starting 2026-2027. Matrix becomes Official Fitness Partner supplying PSV 1, PSV Academy, and PSV Vitality with equipment. Matrix logo on training jersey sleeve. Joint development of in-house gym concept with PSV signature for corporate market.
• Decathlon Premier Padel RotterdamminorGTM or Marketing Partner · 1 January 2024Official supplier for Dutch tournament on international Premier Padel calendar (8-15 September 2024, Rotterdam Ahoy). Equipped player gym and warming-up/cooling-down areas in participation hall for top 48 players worldwide.
• WittemeerminorGTM or Marketing Partner · 1 November 2023Network organization and training institute for physiotherapy practices in southern Netherlands. Partnership includes events on entrepreneurship and business operations, and work visits to successful physiotherapy practices.
• Fys'OptimaminorGTM or Marketing Partner · 1 November 2023Largest quality network for physiotherapists in Netherlands with hundreds of member practices. Partnership includes events, practical stories about the future of the profession, and joint organization of physiotherapy meetings.
• NL ActiefminorStrategic or Co-development Partner · 1 October 2023Joint investment in structural market research for Dutch fitness industry with knowledge partners Technogym and Life Fitness. Mulier Instituut and Activity Workx conducting research on consumer needs and industry economics.
• Go Ahead EaglescoreStrategic or Co-development Partner · 1 January 2023Partnership since 2023 with Deventer football club. Matrix equipped complete gym for players and staff. Includes shirt sponsorship with Matrix logo on training jersey and exposure through club communications.
• European Para Championships 2023minorGTM or Marketing Partner · 1 January 2023Official Supplier for multi-sport event (8-20 August 2023, Rotterdam). Equipped fitness room/warm-up room at Tennis Vereniging Victoria and Rotterdam Ahoy for athlete preparation across 10 European championships in parasports.
• UniqueTeamscoreStrategic or Co-development Partner · 1 January 2022Strategic partnership for business development in physiotherapy segment. UniqueTeams provides business consulting, team training, and e-learnings to help physiotherapy practices implement alternative revenue models. Supported over 140 fitness clubs and physiotherapy practices in past two years.
• De Harde LeerschoolminorOthers · 1 January 2022Three-year partnership supporting youth with distance to labor market. Rugby-based programs help participants become work-fit. Matrix provides equipment and support aligned with Dutch rugby partnership.
• Het Nationale BalletcoreStrategic or Co-development Partner · 1 January 2021Partnership with largest ballet company in Netherlands (approximately 80 dancers). Matrix equipped modern training room for prevention, rehabilitation, and top performances. Includes ambassador program with Young Gyu Choi and Floor Eimers.
• Rotterdam TopsportcoreStrategic or Co-development Partner · 1 January 2019Long-term partnership providing Strength & Conditioning facility in Topsportcentrum Rotterdam. Glass-walled training space designed for TeamNL programs including cardio/rehabilitation area, relaxation room, and various strength plateaus.
• VirtuagymcoreTechnology or Integration · 1 January 2016Partnership since 2016 for connected fitness integration. Virtuagym's coaching platform connects with Matrix cardio and strength equipment through RFID login, enabling automatic training data synchronization. Expanded in 2023 to include strength registration for Ultra Series with 22 different strength exercises.
• Koninklijke Belgische Voetbalbond (KBVB)flagshipStrategic or Co-development Partner · 1 January 2015Partnership since end 2015 for Belgian national teams (Rode Duivels and Red Flames). Extended to 2030. Matrix supplies Proximus Basecamp in Tubeke with new equipment installed May 2026. Partnership based on shared ambitions and long-term vision on topsport.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Precor: US-based commercial fitness equipment manufacturer (owned by Amer Sports) with strength, cardio, and connected-fitness offerings. Competes with Matrix Fitness for commercial gym, hospitality, and corporate accounts in the Benelux region.
• Technogym: Italian-headquartered global leader in commercial and premium fitness equipment with a strong Benelux presence. Directly competes with Matrix Fitness across cardio, strength, and connected-fitness categories, and is a co-participant in the NL Actief industry research initiative alongside Matrix.
• Cybex International: US-based strength and cardio equipment manufacturer under Life Fitness (KPS Capital) competing with Matrix across commercial strength lines and rehabilitation markets including physiotherapy practices.
• Life Fitness: Major US-based commercial fitness equipment manufacturer serving health clubs, hospitality, and corporate accounts globally with Hammer Strength and Cybex sub-brands. Direct competitor to Matrix in the Benelux commercial and physiotherapy segments, and a co-participant in the NL Actief research initiative.
• TRUE Fitness: US-based commercial cardio and strength equipment manufacturer serving health clubs, corporate fitness, and hospitality. Competes with Matrix Fitness in commercial Benelux accounts and shares similar product architecture across cardio and strength categories.
• Eleiko: Swedish premium strength equipment and Olympic-weight manufacturer serving elite sports, performance centers, and commercial gyms. Competes with Matrix's Magnum plate-loaded line and topsport partnerships in the Benelux elite-training market.

Broad incumbents

• Johnson Health Tech (parent group): Taiwan-listed global fitness equipment conglomerate and parent of Matrix Fitness, also owning Horizon Fitness and Vision Fitness brands. Provides corporate scale, R&D, and global distribution; Matrix Benelux operates as one of multiple regional subsidiaries within this broader portfolio.

Others

• Virtuagym: Amsterdam-based B2B SaaS fitness management and coaching platform integrated with Matrix's Intelligent Training Console for automatic training data sync. A technology integration partner rather than direct competitor, supporting 9,000+ fitness businesses and 20M+ consumers globally.

Emerging players

• Peloton Commercial: Connected-fitness platform expanding into commercial and hospitality fitness with connected bikes, treadmills, and the Peloton App. Represents an emerging competitive threat to Matrix's hardware-and-connected-fitness model, particularly in boutique and hospitality segments.
• EGYM: Germany-based connected-strength technology company whose Smart Strength ecosystem, Genius AI, and Fitness Hub Matrix Benelux exclusively distributes. EGYM is a partner and enabler rather than a direct competitor in Benelux, but operates direct sales in other regions and represents both the company's biggest asset and its largest channel-conflict exposure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/matrixfitnessbenelux
• LinkedInlinkedin.com/company/matrixfitnessbenelux
• Instagraminstagram.com/matrixfitnessbenelux
• Xx.com/matrixbenelux

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Matrix Fitness Benelux