What SineFuma does

SineFuma B.V. is a privately held Dutch healthcare company founded in 2008 and headquartered in Breda, the Netherlands. It specializes in evidence-based smoking and vaping cessation, operating three sub-brands: 'Rookvrij! Ook jij?' (the consumer-facing coaching method), Academie Rookvrij! (the training academy for healthcare professionals), and Rookvrijookjij.nl (the consumer portal). The company combines professional coaching services (group and individual, delivered by a nationwide network of 100+ certified coaches) with the exclusive Benelux distribution of Bedfont Scientific's Smokerlyzer CO measurement devices — Micro+ (flagship scientific-grade monitor), piCO (mid-tier professional model), and piCObaby (specialized for pregnant smokers) — plus a recurring consumables line (D-piece antibacterial filters, SteriBreath Eco mouthpieces, cleaning wipes) and maintenance services.

Revenue is generated across five streams: reimbursed cessation coaching (covered by Dutch health insurance, expanding from two to three trajectories per patient per year in 2026), CO device hardware sales, recurring consumables, annual maintenance and sensor-replacement services (€77.50 and €170 ex VAT respectively), and certified coach training plus continuing education (€970 ex VAT per coach program). The go-to-market is multi-channel: warm referrals from approximately 45 partner hospitals and nearly 20,000 annual healthcare referrals (integrated via HiX, Epic, and ZorgDomein), B2B corporate wellness sales to employers (logos include ABN AMRO, Plymovent, Huisman Equipment, WVS), and direct-to-consumer coaching reimbursed through Dutch health insurers. The company also operates an e-commerce webshop shipping hardware across the Benelux region.

The business is asset-light on the service side (independent certified coaches) and hardware-leveraged through the Bedfont distribution relationship. Accreditations from NVvPO, V&VN, and KABIZ, plus CE-marked devices and FDA approval for the Micro+, position SineFuma within a regulated clinical workflow. Reported outcomes include a 70% post-program quit rate and 17x higher patient participation via warm referral versus cold referral, the latter being the principal driver of the company's referral-based growth model.

Name

SineFuma

Legal name

SineFuma B.V.

Website

https://sinefuma.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

51–100 employees

Short description

SineFuma is a Dutch private company founded in 2008 that delivers reimbursed smoking and vaping cessation coaching through a nationwide network of certified coaches and distributes Bedfont Smokerlyzer CO measurement devices exclusively in the Benelux region.

Ownership category

akta.pro rank

Product category

Smoking Cessation Services

NAICS

Professional and Management Development Training (61143)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Sleep Health Coaching (HSADAGAE)

akta.pro secondary industry

Respiratory & Sleep Therapy Equipment (Oxygen, CPAP/BiPAP, Nebulizers) (HSABAKAD)

Keywords

• Smoking cessation services
• CO breath analyzers
• Nicotine addiction coaching
• Workplace wellness programs
• Healthcare professional training

Headquarters

HQ city

Breda

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Smoking/Vaping Cessation Coaching Services: Professional coaching services delivered through certified coaches - includes group coaching (7 sessions over 8 weeks) and individual coaching (telephone, online). Services are fully reimbursed by Dutch health insurance for individual patients, with employers also sponsoring programs for employees.
2. CO Measurement Device Sales: Sale of Smokerlyzer CO meters (Micro+™, piCO™, piCObaby™) and starter kits to healthcare providers and businesses. One-time hardware purchase model with recurring consumables (mouthpieces, D-pieces, cleaning wipes).
3. Maintenance and Calibration Services: Annual maintenance services for Smokerlyzers including software updates, calibration, function checks, and cleaning. CO sensor replacement required every 5 years for newer meters.
4. Consumables: Recurring sales of D-pieces (infection control filters), SteriBreath mouthpieces, and cleaning wipes for ongoing device operation.
5. Training and Certification Programs: Coach training programs (€970 ex VAT) for healthcare professionals wanting to become certified stop-smoking coaches. Mandatory annual continuing education for registered coaches.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

SineFuma delivers professional smoking and vaping cessation coaching services through a nationwide network of 100+ certified coaches using the evidence-based "Rookvrij! Ook jij?" method, complemented by distribution of Bedfont Scientific CO breath measurement devices (Smokerlyzers), related accessories, maintenance services, and accredited training programs through Academie Rookvrij! for healthcare professionals and employers.

Product overview

SineFuma is a Dutch healthcare company specializing in smoking and vaping cessation services and products. The company offers a comprehensive portfolio comprising CO breath measurement devices (Smokerlyzers) and related accessories, coaching services for both healthcare providers and employers, and professional training through its Academie Rookvrij!. The core product line consists of three Smokerlyzer models: the Micro+™ (flagship scientific-grade device), piCO™ (affordable professional model), and piCObaby™ (specialized for pregnant smokers). These are sold individually or as starter kits bundled with essential accessories. Supporting products include SteriBreath™ Eco mouthpieces, D-stukken™ antibacterial filters, and cleaning wipes. Software offerings include Bedsoft-software for firmware updates and COdata+™ for data management. Services encompass group and individual coaching programs using the 'Rookvrij! Ook jij?' evidence-based method, maintenance and sensor replacement services for Smokerlyzers, VBA+ training for healthcare professionals, and continuing education courses. The company also provides referral integrations with ZorgDomein, HiX, and Epic for healthcare organizations.

Differentiator

Problem solved

Functional benefit

Brands

• Rookvrij! Ook jij?: Evidence-based smoking cessation method developed by SineFuma, combining coaching with aids for optimal quit success.
• Academie Rookvrij!
• Rookvrijookjij.nl

Products and services

• Micro+ Smokerlyzer A 'gold standard' CO breath test monitor used in scientific studies; distinguishes adults, adolescents, and pregnant smokers; measures ambient air CO; FDA approved.
• piCO Smokerlyzer Affordable and easy-to-use carbon monoxide breath test monitor with touchscreen and motivating traffic light system, designed for stop-smoking professionals.
• piCObaby Smokerlyzer Specially designed for pregnant smokers; shows CO effects on mother and unborn baby with ppm measurement, %COHb, and automatic %FCOHb fetal conversion via traffic light system.
• Micro+ Starter Kit A complete starter kit for the Micro+ Smokerlyzer, containing the device and accessories to immediately begin using the CO breath test monitor.
• piCO Starter Kit A complete starter kit for the piCO Smokerlyzer, containing the device and accessories for immediate use.
• piCObaby Starter Kit A complete starter kit for the piCObaby Smokerlyzer, containing the device, 250 SteriBreath mouthpieces, 12 D-pieces, cleaning wipes, USB cable, storage pouch, and user guide.
• SteriBreath Eco Mouthpieces Single-use SteriBreath Eco mouthpieces (200 units) for use with D-pieces; 100% recyclable and biodegradable, CE-certified, made of paper.
• D-pieces (Antibacterial Filters) Antibacterial filter (12 units) used with every Smokerlyzer; one-way valve prevents re-inhalation, filters >99% of bacteria and 96% of viruses, increases measurement accuracy by up to 30%.
• Cleaning Wipes Alcohol-free antibacterial cleaning wipes (100 units) for Smokerlyzers; alcohol-based products should not be used.
• COdata+ Software (with Bedsoft firmware tool) Free software for data management, analysis, and firmware updates for Smokerlyzer devices including Micro+, piCO, and piCObaby.
• Smokerlyzer Maintenance Service Annual maintenance service including software update, calibration, extensive function check, and cleaning of Smokerlyzers at €77.50 ex VAT per device.
• CO Sensor Replacement Service CO sensor replacement service with software update, required every 5 years for Smokerlyzers from 2016 onwards; €170 ex VAT per device.
• Group Coaching (Groepscoaching) Group coaching for 3-16 participants across 7 sessions of 1.5 hours over 8 weeks, supported by a certified coach using the 'Rookvrij! Ook jij?' method.
• Individual Coaching Individual coaching by phone or online for those unable to join group sessions; proven effective alternative to group coaching.
• VBA+ Training (Very Brief Advice+) Free online training teaching healthcare professionals to deliver powerful stop-smoking advice in under 60 seconds using the VBA+ method plus warm referral; accredited with 2 points by V&VN and 1 point by NVvPO.
• Continuing Education (Nascholingen) Continuing education courses for healthcare staff providing stop-smoking care; covers vaping, nicotine products, and pharmacotherapy; accredited by NVvPO and Kwaliteitsregister V&V.
• Coach Certification Program (Academie Rookvrij!) Full training program to become a certified stop-smoking coach at €970 ex VAT; includes 5 training days, exam, supervised coaching practice, and mandatory annual continuing education for quality register registration.
• 'Rookvrij! Ook jij?' Smoking Cessation Method Evidence-based smoking cessation method combining professional coaching with pharmacological support aids; scientifically proven to achieve 70% smoke-free success rate post-completion.

Quantifiable outcome

• 70% of participants become smoke/vape-free after completing coaching program
• +4 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and major.

• Bedfont Scientific Ltd.coreChannel Partner/ Reseller/ DistributorSineFuma is the official Benelux distributor of Bedfont Scientific's Smokerlyzer CO measurement devices, including Micro+™, piCO™, and piCObaby™. This exclusive distribution partnership provides SineFuma with a comprehensive product portfolio for healthcare providers and enables bundled offerings of devices with coaching services.
• LUMC (Leiden University Medical Center)coreStrategic or Co-development PartnerAcademic medical center partnership for patient referrals and potentially clinical research on smoking cessation outcomes. Cardiologist D.E. Atsma and researcher D.L. de Frel have publicly endorsed the collaboration.
• Jeroen Bosch ZiekenhuiscoreStrategic or Co-development PartnerHospital partnership focused on preoperative smoking cessation (prehabilitation), with surgeon Emiel Verdaasdonk citing reduced complications and sustained cessation post-surgery.
• PoZoB (Astma COPD Zorggroep)majorStrategic or Co-development PartnerAsthma and COPD care group with network of general practitioners referring patients for smoking cessation support. Long-standing collaboration with high referral volumes.
• NVvPO (Nederlandse Vereniging voor Praktijkondersteuning)majorStrategic or Co-development PartnerProfessional association for practice support staff in Dutch healthcare. SineFuma's training programs are accredited by NVvPO, enabling continuing education credits for healthcare professionals.
• V&VN (Verpleegkundigen & Verzorgenden Nederland)majorStrategic or Co-development PartnerDutch nursing association. SineFuma's continuing education programs are accredited through the Quality Register V&V / Register Zorgprofessionals.
• KABIZ (Kwaliteitsregister Stoppen met Roken)majorStrategic or Co-development PartnerQuality register for smoking cessation professionals. Some SineFuma training programs are accredited by KABIZ, allowing coaches to maintain their professional registration.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Allen Carr's Easyway: Global smoking cessation method/program operator offering group seminars and digital cessation content. Direct comparable to SineFuma's coaching-based cessation model, though with global reach rather than Netherlands focus.
• Pelago (formerly Quit Genius): Digital substance-use management platform offering employer-sponsored smoking cessation coaching and CBT-based programs. Comparable to SineFuma in delivering cessation coaching but via scalable digital channels targeting enterprise customers.
• Pivot Breathe (formerly Carrot Inc.): Digital smoking cessation platform offering employer-sponsored coaching and nicotine dependence treatment. Comparable to SineFuma in delivering cessation coaching services to enterprise and consumer channels, though primarily digital-first and US-focused.
• EX Program by Truth Initiative: Digital smoking cessation program built on the EX Method with employer and health-plan distribution. Comparable to SineFuma's coaching-led cessation methodology, though delivered via digital channels rather than in-person/telephone coaches.

Broad incumbents

• Bedfont Scientific: UK-based manufacturer of Smokerlyzer CO breath monitors and SineFuma's exclusive Benelux distribution partner. Comparable as the upstream supplier of the device portfolio SineFuma distributes, with broader global reach across clinical and research markets.
• Haleon (Nicorette / NicoDerm): Global OTC manufacturer of nicotine replacement therapy (NRT) products including gum, patches, and lozenges. Comparable as a smoking cessation incumbent, though operating via pharmaceutical/CPG channels rather than service delivery like SineFuma.
• Truth Initiative (EX Program): US nonprofit operating the EX Program, an evidence-based smoking cessation platform with employer and health plan distribution. Comparable as a cessation program operator with health-plan and employer channels, though operating at much larger scale and in a different regulatory environment.

Regional players

• Trudo (Roken de wereld uit): Dutch regional stop-smoking coalition and service network active in the Netherlands. Comparable to SineFuma in delivering cessation services within the Dutch market, though operating as a coalition/nonprofit rather than a commercial coaching provider.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/sinefuma

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 SineFuma