InnStyle

What InnStyle does

InnStyle is a family-owned Dutch event venue operator headquartered in Maarssen, Netherlands, founded in 1996 by Maurice and Corine at the Maarsseveense Plassen nature reserve. The company provides full-service corporate event hosting through two purpose-built indoor locations — Location 1.0 (six flexible spaces totaling 1,100 m², capacity up to 1,000 guests) and Location 2.0 (nine flexible spaces totaling 1,000 m², capacity 50–500 guests) — complemented by 1,500 m² of outdoor space with water, beach, and forest settings. Service lines cover congresses, product presentations, company parties, car launches, team building, hybrid events, and funeral and farewell ceremonies.

The underlying offering integrates venue infrastructure with event production. Technology components include state-of-the-art fixed audiovisual installations (LED screens, professional sound, lighting) delivered since May 2025 by partner First Impression across renovated spaces InnSpiratie, Water, and Aarde, with plug-and-play AV in subspaces. A professional multi-camera studio supports hybrid streaming. Activity programming spans canoe survival, VR games, archery, floating-target golf, workshops (Haka, cocktail mixing, caricature, graffiti), and "meeting interrupters." Catering, coffee, flowers, water, and styling are coordinated through a curated sustainability-focused partner network (MERKKwater, Peeze, Must Have Flowers, The Cookie Factory, Vaude), which together deliver the bundled full-service experience rather than selling venue space as a standalone commodity.

The business model is professional services based, with quote-based pricing tailored per event by guest count, space, duration, AV, catering, and activity requirements, and multi-year contracts disclosed for the pricing structure. Go-to-market uses direct enterprise field sales initiated via a "Request a proposal" website CTA, followed by on-site tours and personalized consultations, complemented by inbound content marketing across LinkedIn, Instagram, Facebook, and a topical blog. The customer base comprises enterprise accounts such as KLM, PostNL, bol.com, Rodenstock, TD Synnex, Canon IMS, Jeans Centre, Beherman Motors, and Audika alongside non-profits including Hersenstichting, Koninklijke Horeca Nederland, and NL Food Partnership, indicating horizontal segmentation with concentration in corporate event buyers.

Name

InnStyle

Legal name

InnStyle

Website

https://innstyle.nl

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

InnStyle is a family-owned Dutch full-service event venue at Maarsseveense Plassen between Utrecht and Amsterdam, hosting corporate conferences, product launches, team-building events, company parties, hybrid events, and memorial services across 15 flexible indoor and outdoor spaces for up to 1,000 guests.

Ownership category

akta.pro rank

Product category

Corporate Event Venue and Event Management Services

NAICS

Convention and Trade Show Organizers (56192), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Hotel & Resort Convention Venues (Convention Hotels) (THAHAAAC)

akta.pro secondary industries

Audio-Visual (AV) Systems & Rentals (Audio, Video, Projection, LED Walls) (THAHAEAA), Conferences & Conventions Operations Services (Registration, AV, Logistics) (MPAGAGAM), Catering Equipment, Rentals & Setup (Non-decor) (HSACAGAL)

Keywords

• Corporate event venues
• Conference event spaces
• Team building events
• Business event hosting
• Full-service event management

Headquarters

HQ city

Maarssen

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Event venue rental and full-service event management: InnStyle generates revenue by providing complete event services including venue rental, event planning, catering coordination, AV technology, and activity programming. Pricing is quote-based, tailored to each event's specific requirements for space, duration, guest count, and services required.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

InnStyle rents indoor and outdoor event spaces at the Maarsseveense Plassen in Maarssen, Netherlands, and delivers full-service event management for corporate clients. The offering bundles venue rental, AV technology, activity programming, catering coordination, and event styling into integrated packages. Events range from 50-person meetings to 1,000-person conferences, product launches, team building, company parties, hybrid/online events, and memorial services.

Product overview

InnStyle is a unique event venue near Utrecht and Amsterdam, offering a comprehensive portfolio of event spaces and services at the Maarsseveense Plassen. The venue operates two main indoor locations: Location 1.0 (6 spaces, 1100 m², up to 1000 guests) and Location 2.0 (9 spaces, 1000 m², 50-500 guests), plus 1500 m² of outdoor spaces. The portfolio includes core venue rentals, event services (conferences, team building, product launches, company parties, car presentations, funerals, hybrid events), activities (VR games, canoe survival, golf, workshops, meeting interrupters), and supplementary services (AV technology, event styling/branding, sustainability-focused partner network). The offering is a full-service event venue model where spaces, technology, catering, activities, and styling are coordinated as integrated components rather than standalone products.

Differentiator

Problem solved

Functional benefit

Products and services

• Location 1.0 Primary indoor venue at InnStyle featuring a spacious plenary room with 6 flexible spaces totaling 1,100 m², capable of hosting up to 1,000 guests. Suited for conferences, product presentations, and large business meetings with modern facilities and views of water and forest.
• Location 2.0 Flexible indoor event venue with 9 adaptable subspaces totaling 1,000 m², hosting 50 to 500 guests and capable of running two events simultaneously with two plenary rooms, break-out rooms, and large water-facing terraces. Includes Foyer 2.0, Grass, Wood, Earth, Air, Sand, and Peat subspaces with energy-efficient installations.
• Outdoor Spaces 1,500 m² outdoor area featuring water, beach, grass, and forest at Maarsseveense Plassen for team building, business festivals, and activity programs. Includes the Landtong beach area, forest setting, and private beach with activities such as archery, golf, and canoeing.
• Congress and Conference Events Full-service congress and conference hosting for corporate clients, including break-out sessions, speaker support, and participant engagement facilities across indoor and outdoor spaces.
• Team Building Events Outdoor and indoor team challenges designed to foster collaboration and team spirit, including canoeing, VR games, dragon boat racing, and structured team challenges for corporate groups.
• Product Presentation and Launch Events Full-service product launch and presentation services featuring flexible spaces, technology support, and atmospheric settings for brand storytelling and product reveals, including car and consumer product launches.
• Company Party and Celebration Events Corporate event hosting including themed parties, drinks by the water, dinners with entertainment, and summer events such as KLM Nazomerfeest, with full-service planning from setup to execution.
• Car Launch and Automotive Presentation Events Vehicle launch and display events offering indoor styling or outdoor presentations with the Maarsseveense Plassen backdrop, technology support, and branded experiences for automotive clients.
• Online and Hybrid Events Hybrid and fully digital event hosting with a professional studio setup, multiple camera positions, live streaming capabilities, and remote participant interaction for conferences and online events.
• Funerals and Farewell Services Ceremonial event hosting for funerals and memorial services in a serene natural setting with water views, offering intimate ceremonies and gathering spaces for families and funeral directors.
• Activity Programs (VR Games, Workshops, Canoeing, Golf, Meeting Interrupters) Curated program of structured activities for corporate events including VR games (murder mystery, escape room), energizing meeting interrupters (dragon boat racing, fencing, escape room, Haka workshops), creative workshops (cocktail mixing, caricature drawing, graffiti art), guided canoe survival adventures on Maarsseveense Plassen, and tee-off from the terrace golf.
• Event Styling and Branding Custom event styling and branding services including flexible layouts, brand identity integration, color accents, photo corners, welcome screens, routing signage, ceiling hanging systems, and atmospheric lighting tailored to each corporate client.
• AV Technology Services Professional audiovisual services delivered via fixed AV partner First Impression, including LED screens, professional lighting, sound systems, presentation technology, and hybrid event support integrated into InnStyle's renovated venues.

Quantifiable outcome

• Events attended by up to 1000 guests with professional execution
• +2 more outcomes

Named customers14 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

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• First ImpressioncoreTechnology or Integration · 1 May 2025First Impression is InnStyle's fixed AV partner since May 2025, providing state-of-the-art audiovisual installations including LED screens, professional sound, and lighting. They ensure seamless integration of image, sound, and light in all InnStyle spaces, with specialists collaborating from initial concept through event execution.
• MERKKwaterminorStrategic or Co-development PartnerMERKKwater provides sustainable chilled and filtered sparkling or still water without plastic bottles, storage, or transport. This partnership supports InnStyle's commitment to sustainability and reducing environmental waste.
• The Cookie Factory (Koekfabriek)minorStrategic or Co-development PartnerThe Cookie Factory bakes handcrafted cookies by people with a distance to the labor market, combining social responsibility with quality. Their cookies add meaningful contribution to InnStyle events.
• Must Have FlowersminorStrategic or Co-development PartnerMust Have Flowers provides sustainable, high-quality flower decorations that retain beauty for months without harming nature. Partnership aligns with InnStyle's environmental vision.
• PeezeminorStrategic or Co-development PartnerPeeze provides sustainable and fair coffee and tea, striving for climate-positive production and working with Fairtrade to ensure livable income for coffee farmers.
• VaudeminorStrategic or Co-development PartnerVaude supplies outdoor clothing for InnStyle's activity instructors, known for sustainable and environmentally friendly products made with respect for nature surrounding the venue.
• Dutch Venue Association (DVA)minorOthersDVA membership connects InnStyle with the Dutch venue industry network, demonstrating industry standing and access to venue sector resources and best practices.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• DeFabrique: Large industrial-chic event venue in Utrecht offering full-service corporate events, conferences, and parties — the closest direct peer to InnStyle in geography, scale, and full-service positioning.
• Landgoed de Horst: Dutch estate venue near Nijmegen offering meetings, conferences, and events in a natural setting — directly comparable to InnStyle's countryside-meets-corporate-event positioning.
• SugarCity: Converted sugar factory event venue in Halfweg offering multiple indoor spaces, full-service event production, and corporate functions — comparable standalone event venue serving the Randstad market.
• Kasteel Maurick: Castle estate venue in Vught offering corporate meetings, dinners, and events — a comparable full-service, scenic Dutch venue competing for premium enterprise events.

Broad incumbents

• Postillion Hotels: Dutch hotel chain purpose-built around meetings and events with extensive convention facilities nationwide — a broader incumbent that competes for the same corporate MICE budget pool across the Netherlands.
• Fletcher Hotels: Largest Dutch hotel chain with extensive meeting and event facilities across the country — competes with InnStyle for mid-market and enterprise corporate events, particularly those needing lodging bundling.
• Van der Valk: Major Dutch hospitality group with hotels that include sizable conference and event facilities — a broad incumbent offering similar corporate event services as part of a wider lodging and F&B portfolio.
• NH Hotels (NH Conference Center): International hotel group with a strong Dutch presence and dedicated conference centers — broad incumbent bundling lodging with MICE services for corporate clients.

Regional players

• A'DAM Toren (Events): Amsterdam tower with multiple event spaces and venues for corporate functions — comparable Amsterdam-anchored event venue competing for product launches and brand activations.
• Strandzuid: Amsterdam beach-style event venue for corporate parties, product launches, and conferences — comparable outdoor-led experiential venue but concentrated in Amsterdam rather than Utrecht region.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/InnStyleNL
• LinkedInlinkedin.com/company/inn-style
• Instagraminstagram.com/innstylenl

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 InnStyle