Sportservice De Vallei

What Sportservice De Vallei does

Sportservice De Vallei is a regional sports and health service organization headquartered in Ede, Netherlands, founded in 2001, operating across the municipalities of Ede, Rhenen, and Wageningen. The organization delivers a wide portfolio that includes operation of Zwembad De Peppel (a swimming facility with competition and recreation pools), facility rental and management services for sports accommodations including Topsporthal Van der Knaaphal, school sports programs under the SAM sub-brand, and health promotion campaigns under the Lekker in je Vel! initiative aligned with the national JOGG (Jongeren op Gezond Gewicht) methodology. Customer segments span individual consumers (swimming lessons, recreational swimming, aquasports, lifestyle coaching), primary schools, sports clubs, and three municipal governments as contracted service clients.

The company's product portfolio is organized around three functional pillars. The swimming pillar encompasses Zwemles (children's and adult swimming lessons), Banenzwemmen, Recreatief Zwemmen, parent-and-child swimming, Discozwemmen, and a suite of aqua sports (MBVO, Aqua Swimfit, Aquarobics, and aquasport for breast cancer patients). The SAM pillar addresses youth sports activation through SAM Scan & Play (a QR-code-based outdoor play platform built on Move2Playground technology), SAM Sportbieb (equipment lending), SAM Sporttas (equipment loan bags), SAM School Olympiade (annual multi-school event with ~500 participants), SAM Multisport, and SAM AquaKids. The Lekker in je Vel! health pillar includes Leefstijlcoaching, the Leefstijlloket (lifestyle information desk in collaboration with Ziekenhuis Gelderse Vallei hospital), Valpreventie (fall prevention), and educational tools including ENERGIE Pakket, Minuutje, Speedybites, and Waterbar.

Revenue is generated through four primary streams: ticket and subscription revenue from Zwembad De Peppel swimming activities (pay-as-you-go and meerbadenkaart subscription cards), facility rental income for sports accommodations, recurring municipal service contracts with Gemeente Ede, Rhenen, and Wageningen for sports advice, school sports, and health promotion, and lifestyle coaching fees through the hospital partnership. Supporting partnerships span healthcare (Ziekenhuis Gelderse Vallei, Menzis, GGD Gelderland-Midden), national organizations (Jantje Beton), and local commercial entities (Trek Bicycle Ede, Fruitbewust). The organization operates without disclosed outside investment and serves a defined regional geography with sub-national scale.

Name

Sportservice De Vallei

Legal name

Sportservice De Vallei

Website

https://sportservicedevallei.nl

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

51–100 employees

Short description

Sportservice De Vallei is a regional sports and health service organization in the Netherlands operating Zwembad De Peppel, school sports programs under the SAM sub-brand, and health promotion initiatives under Lekker in je Vel!, serving municipalities of Ede, Rhenen, and Wageningen.

Ownership category

akta.pro rank

Product category

Community Sports and Health Services

NAICS

Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (611620)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

General Health Coaching (HSADAGAA)

akta.pro secondary industry

Adventure Equipment Rental, Retail & Service Centers (Gear Hire, Repairs) (THAAAKAN)

Keywords

• Municipal sports services
• Swimming pool operations
• Community health programs
• Youth sports programs
• Sports facility rental

Headquarters

HQ city

Ede

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Swimming Pool Operations: Revenue from swimming pool admissions, swimming lessons, and aquasports activities at Zwembad De Peppel in Ede. Includes banenzwemmen (lane swimming), recreatief zwemmen (recreational swimming), discozwemmen (disco swimming), and swimming lessons for children and adults.
2. Sports Facility Rentals: Rental of sports accommodations including Topsporthal Van der Knaaphal, skateparks, sportspeeltuinen, and other facilities to individuals, clubs, and organizations.
3. Municipal Service Contracts: Government funding and service contracts from municipalities (Ede, Rhenen, Wageningen) for sports advice, support, school sports programs, and health promotion initiatives.
4. Lifestyle Coaching Services: Lifestyle coaching consultations offered in partnership with Ziekenhuis Gelderse Vallei hospital, providing health coaching services to referred patients.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Sportservice De Vallei operates Zwembad De Peppel swimming facility and delivers a portfolio of community sports, movement, and health promotion programs across the municipalities of Ede, Rhenen, and Wageningen. Offerings include swimming lessons, aquasports, recreational and lane swimming, the SAM youth sports sub-brand, JOGG-based Lekker in je Vel health programs, lifestyle coaching through a hospital partnership, and rental and management of sports accommodations.

Product overview

Sportservice De Vallei is a municipal sports service organization serving the municipalities of Ede, Rhenen, and Wageningen in the Netherlands, offering a broad portfolio of sports, movement, and health programs. The organization operates as a unified service rather than a platform-plus-modules architecture. At its core is Zwembad De Peppel (swimming pool De Peppel), the physical facility hosting all swimming-related programs including Banenzwemmen (lane swimming), Recreatief Zwemmen (recreational swimming), Zwemles/Zwemles voor Volwassenen (swimming lessons), Ouder en Kind Zwemmen (parent-and-child swimming), Discozwemmen (disco swimming), and a suite of aqua sports (MBVO, MBVO High Impact, Aqua Swimfit, Aquarobics, and aquasport for breast cancer patients). Parallel to the swimming pillar is the SAM sub-brand ( Sportief Actief Mogelijk — Sportively Actively Possible), which encompasses SAM Scan & Play (a QR-code-based outdoor play platform), SAM Sportbieb (equipment lending), SAM Sporttas (equipment bags), SAM School Olympiade, SAM Multisport, and SAM Schoolscan & Play — all focused on making sports and play accessible for children. The third pillar is the Lekker in je Vel! health promotion program (under the JOGG approach), which includes Leefstijlcoaching (lifestyle coaching), Leefstijlloket (lifestyle information desk, in collaboration with Ziekenhuis Gelderse Vallei), Valpreventie (fall prevention), and educational tools such as ENERGIE Pakket, Minuutje, Speedybites, and Waterbar. Supporting services include facility rental (Accommodatie Huren), maintenance and management (Onderhoud en Beheer), advisory services for sports providers (Sportaanbieders), and physical education support (Bewegingsonderwijs). Seasonal and event-based offerings include Fietsbingo, Zevenmolentocht, and Ik speel elke dag buiten! outdoor play campaigns. The organization also provides an iCalendar/webcal subscription feed for event calendar integration.

Differentiator

Problem solved

Functional benefit

Brands

• SAM: A sub-brand used for various sports programs including SAM School Olympiade, SAM Scan & Play (outdoor play initiative with QR codes), SAM Sportbieb (free sports equipment lending), and SAM Sporttas (activity materials lending).
• Lekker in je Vel
• Fibby

Products and services

• Banenzwemmen (lane swimming) Lane swimming at Zwembad De Peppel, available weekday mornings and Sunday mornings in the competition pool, allowing swimmers to train at their own pace.
• Recreatief Zwemmen Recreational swimming at Zwembad De Peppel featuring slides, diving boards, and bubble areas in the recreation pool, with additional access to the competition pool from noon on Sundays.
• Zwemles (children's swimming lessons) Swimming lessons at Zwembad De Peppel that guide children toward the official Zwem-ABC, teaching the four basic swimming strokes (breaststroke, front crawl, backstroke, and back crawl) as well as underwater swimming, diving, and water exit skills.
• Zwemles voor Volwassenen (adult swimming lessons) Adult swimming lessons at Zwembad De Peppel, enabling adults to earn swimming diplomas or gain confidence in the water at any age.
• Ouder en Kind Zwemmen (parent-and-child swimming) Parent-and-child swimming sessions at Zwembad De Peppel for children aged 8 weeks to 5 years, organized by age group (0, 1, 2, and 3–5 years) in the recreation pool.
• Peutermoment (toddler swimming) Toddler swimming sessions featuring small slides, water play, and bubble streams in shallow water, designed for the youngest swimmers and open to grandparents with grandchildren.
• Discozwemmen (disco swimming) Friday evening disco swimming event for children aged 5 to 13 at Zwembad De Peppel, featuring a DJ, dance floor, and music, with swimming ability requirements enforced for participants.
• Aquasport MBVO Aqua sports for seniors featuring gentle exercises focused on mobility and balance in the recreation pool, improving strength, flexibility, and coordination in a relaxed group setting.
• Aquasport MBVO High Impact Intensive aqua sports training for active seniors seeking more challenge for muscle strengthening and improved fitness, conducted in the recreation pool.
• Aqua Swimfit Varied aqua training combining aquajogging and aquarobics elements, targeting overall fitness while minimizing joint load through water resistance.
• Aquarobics Energetic group fitness class on music held in shallow water, using the natural resistance of water to train the body while keeping joint stress minimal.
• Aquasport voor (ex)borstkankerpatiënten Specialized aqua sports for people currently being treated for or recovered from breast cancer, including those who have undergone mastectomy, with exercises targeting fitness recovery and reducing shoulder/arm issues under expert guidance.
• SAM Scan & Play QR-code-based outdoor play platform at 10 locations in the Ede municipality, where scanning a QR code at play areas reveals video content of sports and games to try at that specific location, powered by Move2Playground technology.
• SAM Sportbieb Free lending service for sports and play equipment available at locations in Ede and Rhenen.
• SAM Sporttas A bag of challenging sports and play materials available for free loan, deployable at outdoor play days, neighborhood activities, school events, and community initiatives.
• SAM School Olympiade Annual multi-sport event for primary school students in groups 5-8 from the Rhenen municipality, featuring clinics and workshops with local and regional sports clubs, with pleasure, movement, and talent development as central themes.
• SAM Multisport Multi-sport activities for children, enabling them to try out different sports.
• SAM AquaKids Water-based activities for children organized by Sportservice De Vallei.
• SAM Schoolsport School sports program under the SAM initiative, connecting primary school students with sports clubs and activities.
• Lekker in je Vel! health promotion program Health promotion program under the JOGG (Jongeren op Gezond Gewicht) approach, focused on healthy eating, sufficient exercise, sufficient sleep, and outdoor play for children, implemented across schools, neighborhoods, and sports clubs.
• Leefstijlcoaching (lifestyle coaching) Lifestyle coaching provided by certified coaches to help individuals adopt a healthier lifestyle, covering topics such as nutrition, movement, sleep, smoking, and alcohol.
• Leefstijlloket (lifestyle information desk) Lifestyle information desk — a collaboration between Ziekenhuis Gelderse Vallei and Sportservice De Vallei — providing information and guidance on healthy lifestyle, with physical locations in Ede hospital (weekdays) and Veenendaal (Thursday mornings) and offering two free consultations with a certified lifestyle coach.
• Valpreventie (fall prevention program) Fall prevention program designed to help seniors stay independent and vital longer.
• Ik speel elke dag buiten! (outdoor play campaign) Campaign encouraging children to play outside every day, providing inspiration and tools such as posters, social media banners, digital board banners, The Daily Mile walking bingo, and SAM Scan & Play access.
• Sportaanbieders – Advies en Ondersteuning Advisory and support services for sports providers in Ede, Rhenen, and Wageningen, including practical help and local opportunities.
• Bewegingsonderwijs (physical education support) Physical education support services for primary schools in Ede, Rhenen, and Wageningen, helping every child exercise enthusiastically, safely, and diversely.
• Accommodatie Huren (sports facility rental) Rental of sports facilities including sports halls, swimming pools, and outdoor fields, managed by Sportservice De Vallei.
• Onderhoud en Beheer (maintenance and management) Maintenance and management services for sports facilities, ensuring they remain clean, safe, and functional.
• Doortrappen Fietsbingo (cycling bingo for seniors) Cycling bingo activity for seniors organized by Sportservice De Vallei, promoting cycling, vitality, and health.
• Zevenmolentocht cycling route A recreational cycling route of approximately 40 kilometers past seven historic mills in the Ede area, organized in collaboration with Trek Bicycle Ede and the Doortrappen program, launch May 2026.

Named customers7 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Twelve partnerships are on record, tiered core and supporting.

• Move2PlaygroundcoreTechnology or IntegrationTechnology partner providing the digital platform for SAM Scan & Play, enabling QR-code based outdoor play inspiration at play locations throughout Ede municipality.
• Gemeente EdecoreOthersPrimary municipal partner contracting sports services for the municipality of Ede, including JOGG health programs, school sports, and facility operations.
• Gemeente RhenencoreOthersMunicipal partner for sports services in Rhenen, including SAM School Olympiade and school sports programs.
• Gemeente WageningencoreOthersMunicipal partner for sports services in Wageningen, including school sports and JOGG programs.
• Ziekenhuis Gelderse ValleicoreStrategic or Co-development PartnerHospital partnership establishing Leefstijlloket (lifestyle desk) where Sportservice De Vallei provides certified lifestyle coaches for patient consultations, expanding to Veenendaal location.
• MenzissupportingOthersHealth insurer providing Vitaliteitsbudget funding to support healthy youth initiatives including installation of watertappunten (water taps) and JOGG programs.
• Trek Bicycle EdesupportingStrategic or Co-development PartnerLocal bicycle retailer partnering for Zevenmolentocht cycling route initiative, serving as start/end location and distributing goodiebags to participants.
• Local Sports Clubs and OrganizationssupportingStrategic or Co-development Partner21 local and regional sports clubs and organizations participating in SAM School Olympiade, offering sports clinics and introducing youth to various activities.
• Jantje BetonsupportingStrategic or Co-development PartnerNational organization promoting outdoor play for children, partnered for Nationale Buitenspeeldag (National Outdoor Play Day) with activities across 14+ locations.
• GGD Gelderland-MiddensupportingStrategic or Co-development PartnerMunicipal health service providing Gezonde School (Healthy School) advisory services in collaboration with JOGG programs in Wageningen schools.
• FruitbewustsupportingOthersFruit supplier partnering for healthy snacking during Avond4daagse event, providing free fruit to 30 schools in Ede municipality.
• Brood en SpelensupportingOthersPartner supporting school nutrition programs including healthy lunch initiatives at OBS De Tarthorst in Wageningen.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Basic-Fit: Largest low-cost fitness chain in the Netherlands and broader Europe. Competes with Sportservice De Vallei for consumer fitness spending in the same regional catchment, though with a fundamentally different (private, low-cost) model.
• Laco: One of the largest Dutch operators of municipal sports and swimming facilities. Comparable as an established facility-management peer, but at significantly greater national scale.

Direct peers

• Sportaal: Eindhoven-area sports service organisation operating facilities, swimming, and community programs under a similar municipal-aligned mandate. Directly comparable in service mix and operating model.
• Optisport: Dutch operator of public swimming pools, sports halls, and ice rinks on behalf of municipalities. Comparable in the facility-operations pillar (especially swimming) that anchors Sportservice De Vallei's revenue.
• Sportbedrijf Arnhem: Arnhem municipal sports organisation running facilities and community sports programs in Gelderland — the same province as Sportservice De Vallei, making it a close geographic and operational peer.
• Sportbedrijf Den Haag: The Hague municipal sports service delivering facility operations, swimming, school sports, and community health initiatives. Mirrors Sportservice De Vallei's integrated municipal model.
• Sportbedrijf Rotterdam: Rotterdam's municipal sports operator delivering facility rentals, swimming, school sports, and health programs. Closely mirrors Sportservice De Vallei's combined municipal-contract + facility + community-program offering.
• Sportbedrijf Amsterdam: Amsterdam's municipal sports operator; runs swimming pools, sports halls, and community programs for the city. Directly comparable as a Dutch municipal sports service organisation with the same model of facility operations plus community/school programming.

Others

• NL Actief: Dutch trade association for the fitness and leisure sector. Indirectly comparable as an ecosystem / industry-body peer shaping policy, standards, and demand for community sports services.
• JOGG (Jongeren Op Gezond Gewicht): National Dutch program that Sportservice De Vallei delivers locally. As the umbrella organisation commissioning JOGG-regisseurs across municipalities, it is an ecosystem peer / indirect commissioning partner rather than a competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SportDeVallei
• Facebookfacebook.com/sportservicedevallei
• LinkedInlinkedin.com/company/sportservicedevallei

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Sportservice De Vallei