What Maas Theater en Dans does

Maas Theater en Dans is a Dutch performing arts organization based in Rotterdam that produces original physical theater and dance for audiences ranging from young children (age 3+) to young adults. The company operates three interconnected functions: a producing ensemble that creates and tours original work, a venue — Maaspodium 010 in the Delfshaven district, comprising two theater halls, a foyer, M Café, and a terrace — and an education department delivering school performances, workshops, and curriculum-aligned projects across primary, secondary, vocational, and higher education. Productions emphasize physical performance with real personalities rather than fictional characters, addressing themes such as identity, social media, and colonialism. The artistic output is recognized through awards including the BNG Bank Theaterprijs 2024 and the Zilveren Krekel.

The revenue model blends earned income (ticketing at Maaspodium 010, touring fees, venue rental, webshop/merchandise sales, and education program fees) with structural public funding from the Dutch Ministry of Education, Culture and Science (OCW), the Municipality of Rotterdam, and the Performing Arts Fund (Fonds Podiumkunsten) under the national BIS (Basis Infrastructuur) framework and the Rotterdam Cultuurplan. Supplementary support comes from donations, corporate sponsorship, and foundation grants including the Elise Mathilde Fonds and Erasmusstichting. Touring bookings are routed through Frontaal Theaterbureau, extending reach to theaters across the Netherlands and internationally to more than 20 countries on six continents.

The organization runs a multi-channel engagement stack combining venue programming, national and international touring, participatory youth programs (Maas Creators, NOW TALKS, MAASterclass, Ballroom Thursdays, Made in Maas), and co-productions with peer companies (DOX, Theater Utrecht, Bonte Hond, Theater Artemis, Frascati Producties). Sub-brands such as QUEER010 and Why So Serious? anchor identity-focused programming around diversity and inclusion. Maas is registered as a Dutch nonprofit (KvK: 561 399 26) with 51–100 employees and no disclosed parent company, private equity investment, or proprietary technology platform beyond standard ticketing (Ticketmatic) and webshop infrastructure. Founded in 2013, it self-identifies as the largest theater and dance company for children, youth, and young adults in the Netherlands.

Name

Maas Theater en Dans

Legal name

Maas theater en dans

Website

https://maastd.nl

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

51–100 employees

Short description

Maas Theater en Dans is a Rotterdam-based nonprofit producing original physical theater and dance for children, youth, and young adults in the Netherlands. It combines a producing ensemble, the Maaspodium 010 venue, an education department, and international touring via Frontaal Theaterbureau.

Ownership category

akta.pro rank

Product category

Youth Performing Arts

NAICS

Theater Companies and Dinner Theaters (71111), Theater Companies and Dinner Theaters (711110), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310)

akta.pro primary industry

Children’s & Youth Theatre (MPAGABAE)

akta.pro secondary industry

Theater & Performing Arts Venue Operations (Playhouses, Opera Houses) (MPAGALAB)

Keywords

• Youth theater productions
• Performing arts venue
• Arts education programs
• Cultural event rental
• Branded merchandise webshop

Headquarters

HQ city

Rotterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket sales: Revenue from ticket sales for performances at Maaspodium 010 and touring productions across the Netherlands and internationally.
2. Merchandise and webshop: Sale of branded merchandise including bags, candles, necklaces, card games, books, and t-shirts through the Maas webshop.
3. Venue rental: Rental of M Café, two theater halls, and foyer spaces for congresses, meetings, presentations, and cultural events.
4. Government subsidies and structural funding: Structural support from the Dutch Ministry of OCW (Ministerie van OCW), Municipality of Rotterdam, and Fonds Podiumkunsten (Performing Arts Fund). Part of the national BIS (Basis Infrastructuur) and Rotterdam Cultuurplan.
5. Donations and fundraising: Individual donations, corporate partnerships, and foundation (fonds) support are actively solicited through dedicated pages on the website.
6. Education and school programs: School performances, workshops, and educational projects in primary, secondary, specialized, MBO, HBO and WO education across the Netherlands.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Maas Theater en Dans creates and produces original physical theater and dance performances for children, youth and young adults, performing them in its own Maaspodium 010 venue in Rotterdam and on tour across the Netherlands and internationally. The organization combines a performing ensemble, an in-house venue with M Café, and an education department, supplemented by an online merchandise webshop, participatory community programs (Maas Creators, NOW TALKS, MAASterclass), venue rental, and school-based cultural education programs.

Product overview

Maas Theater en Dans is the largest theater and dance company for children, youth, and young adults in the Netherlands, operating as a unified organization comprising three interconnected pillars: a theater company (Gezelschap), a venue (Podium), and an education department (Educatie). The organization owns and operates Maaspodium 010 in Rotterdam, featuring two theater halls, M Café, and a terrace. Their core offering consists of original theatrical productions for young audiences that tour nationally and internationally, supplemented by venue rental services, the M Café hospitality offering, an online merchandise webshop, and extensive education and participation programs including Maas Creators (art programs for youth), NOW TALKS (youth-produced talk shows), MAASterclass (professional development), and various program series like FRIS, Made in Maas, and Ballroom Thursdays (Vogue dance lessons). The company also collaborates with schools through its Educatie & Interactie department, offering workshops, school performances, and cultural education programs.

Differentiator

Problem solved

Functional benefit

Brands

• Maas Creators: Art programs for children and youth where they can create, research, share opinions, or take the stage
• MAASterclass
• NOW TALKS
• FRESH
• M Café
• Ballroom Thursdays

Products and services

• Maaspodium 010 The main venue and theater of Maas Theater en Dans, located in Rotterdam's Delfshaven neighborhood near the Euromast. Houses two theater halls, a foyer, M Café and terrace, hosting theater, dance, music, circus and other performances for children, youth and young adults.
• Maasproducties (Maas Productions / Touring Repertory) The original theater and dance productions created by Maas Theater en Dans that tour across the Netherlands and internationally, including PRRRT PRRRT FLAP FLAP (3+), Let's Go Barbie (8+), Double Tap Trap (12+), Skeletje (5+), Zeg maar dag (4+) and BullyBully (3+). Bookings are handled by Frontaal Theaterbureau.
• M Café The café and terrace inside Maaspodium 010, offering drinks, snacks and bar bites in a playful atmosphere with board games and children's activities.
• Maas Webshop Online store selling Maas-branded merchandise including cotton Maas bags (€4.50), M-Kaars candles (€15.00), recycled flag strings (€12.50), Stuntkont drol & breakdance t-shirts (€25.00), Book Affirmations for Kids (€17.50), Kaartspel Baraja Maricon card game, and the Podium Cadeaukaart gift card.
• Educatie & Interactie (Education & Interaction) School performances, workshops and cultural education programs for primary (PO), secondary (VO), specialized (GO/SBO/VSO), vocational (MBO) and higher education (HBO/WO) institutions, delivered at schools and at Maaspodium. Contact: [email protected], 010-2002504.
• Verhuur (Venue Rental) Rental of M Café with terrace, the two theater halls and foyer at Maaspodium 010 for congresses, meetings, presentations and cultural events. Coordination by Alba Luitjens-Tol ([email protected]).
• Maas Creators Art programs for children and young people where they can create art, research, share opinions, or perform on stage. Includes Kunst in de Foyer, vacation camps, Intensives, NOW TALKS and Keti Koti programming. Contacts: [email protected], [email protected].
• MAASterclass Inspiration days for professionals in arts and education, combining physical and mental activities.
• NOW TALKS Series of interactive talk shows produced and presented by young Maas Creators, addressing current topics and social issues.
• Made in Maas Creative young people receive the key to the podium and program their own evening at Maaspodium.
• QUEER010 / Why So Serious? A queer program line developed by Blqck that emphasizes black, trans and non-binary perspectives as part of Maas's identity.
• Maasvakanties (Vacation Programs) Vacation programs during autumn, winter and spring breaks featuring different shows and activities for families.
• FRIS Fresh performances of innovative theater for children, presented by rotating young talents, with a different talent designing each FRESH Friday program.
• Ballroom Thursdays (Vogue Lessons) Weekly Vogue Fem dance lessons taught by Typhoon Angels (Guilliano Pinas), including beginner, advanced and open session classes at Maaspodium.

Quantifiable outcome

• Let's Go Barbie won the BNG Bank Theaterprijs 2024 and a Zilveren Krekel award, with five-star reviews from De Volkskrant
• +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

Partnerships

15 partnerships are on record, tiered core and minor.

• Frontaal TheaterbureaucoreChannel Partner/ Reseller/ DistributorFrontaal Theaterbureau serves as the booking agent for Maas productions on tour. All touring bookings are managed through Rosa at Frontaal: [email protected], +31 (0)20 6929603.
• Rotterdam Street Culture WeekcoreStrategic or Co-development PartnerCo-production partner for Double Tap Trap. Rotterdam Street Culture Week brings theater, sport and street arts together with Maas in a hard-hitting mix addressing social media, identity and peer pressure for young audiences.
• Frascati ProductiesminorStrategic or Co-development PartnerCo-production partner for Yes Girl (in coproductie met DOX & Theater Utrecht).
• DOX (Theater Utrecht)minorStrategic or Co-development PartnerCo-production partner for Yes Girl and 100% Selfmade.
• Theater UtrechtminorStrategic or Co-development PartnerCo-production partner for Yes Girl.
• Ministerie van OCW (Dutch Ministry of Education, Culture and Science)coreOthersStructural government funding partner. The Maaspodium is structureel ondersteund by the Ministry of OCW, Gemeente Rotterdam, and Fonds Podiumkunsten. Maas is part of the national BIS (Basis Infrastructuur).
• Gemeente Rotterdam (Municipality of Rotterdam)coreOthersStructural funding partner as part of the Rotterdam Cultuurplan. Also co-organizer of the Keti Koti lecture series.
• Fonds Podiumkunsten (Performing Arts Fund NL)coreOthersStructural funding partner providing ongoing support for the Maaspodium venue.
• Theater ArtemisminorStrategic or Co-development PartnerCo-production partner for De man die alles weet (4+).
• Bonte HondminorStrategic or Co-development PartnerCo-production partner for Drie (4+) and WiedeeDHT.
• Stichting GVGT (Gedeeld Verleden Gezamenlijke Toekomst)minorStrategic or Co-development PartnerCo-organizer with Gemeente Rotterdam of the Keti Koti lecture series (Stadsgesprek Keti Koti lezing) at Maaspodium.
• Roots & Routes NLminorStrategic or Co-development PartnerCo-production partner for Mind Ur Step (XL) alongside KVS, Cie Racine Carrees, and Roots & Routes Keulen.
• Tuning PeopleminorStrategic or Co-development PartnerCo-production partner for ChitChat (4+).
• Duda PaivaminorStrategic or Co-development PartnerCo-production partner for De Grieken (9+).
• HETPALEISminorStrategic or Co-development PartnerCo-production partner for SECHSPLUS (6+) residencies.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Polka Theatre: UK-based dedicated children's theater with its own venue producing original work for young audiences. Comparable as a venue-based, mission-focused youth theater company operating under a similar mixed-subsidy model outside the Netherlands.
• Theater Utrecht: Major Dutch producing theater company based in Utrecht, listed as a co-production partner on 'Yes Girl'. Comparable as a Dutch BIS-funded theater with overlapping youth/family programming and similar subsidy-supported economics.
• Bonte Hond: Dutch theater company creating productions for young audiences, listed as a co-production partner with Maas on 'Drie (4+)' and 'WiedeeDHT'. Directly comparable as a peer Dutch youth theater ensemble operating on similar subsidy-supported economics.
• DOX (Theater Utrecht): Dutch youth theater company based in Utrecht, named as a co-production partner on 'Yes Girl' and '100% Selfmade'. Directly comparable as a Dutch youth theater maker competing for touring and school-program bookings.
• HETPALEIS: Antwerp-based theater producing work for young audiences, identified as a co-production partner with Maas for SECHSPLUS (6+) residencies. Comparable as a Flemish youth theater with its own venue and an overlapping mission around youth performing arts.
• Theater Artemis: Dutch theater company producing original youth and family productions, named as a co-production partner with Maas for 'De man die alles weet (4+)'. Directly comparable as a fellow Dutch youth/family theater maker competing for the same school, family and touring audiences.
• Het Zuidelijk Toneel: Larger Dutch BIS-funded producing theater company based in Eindhoven with a broad repertoire including youth programming. Comparable as a Dutch subsidized theater producer sharing the same national funding framework and touring ecosystem.

Emerging players

• Imaginate: Scotland's national organization promoting theater and dance for children and young people, presenting international touring work at the Edinburgh International Children's Festival. Comparable as a venue/programming intermediary that books and presents the kind of youth productions Maas tours internationally.

Broad incumbents

• Sydney Opera House: Australia's flagship multi-venue performing arts center with a dedicated children's programming slate, including BullyBully performances at the Sydney Opera House and Sydney Festival in 2025. Comparable as a venue operator that programs and hosts international youth theater, including Maas's touring productions.
• Young Vic: London theater with a strong children's/youth programming strand alongside its mainstage work. Comparable as a venue-based theater running parallel youth and education programming under mixed public-private funding, though broader in mandate than Maas.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/maastd
• Facebookfacebook.com/tdmaas
• LinkedInlinkedin.com/company/maas-theater-en-dans

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Maas Theater en Dans