Squash City
- Company typePrivate
- Founded1986
- HeadquartersAmsterdam, Netherlands
- Headcount11–50
- GTM typeB2C
- OfferingServices
Squash City firmographics
Firmographics- Name
- Squash City
- Legal name
- Squash City BV
- Website
- https://squashcity.com
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Squash City industry classification
Industry- Product category
- Fitness and Squash Club Services
- NAICS
- Fitness and Recreational Sports Centers (713940)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Tennis & Racquet Sports Clubs (Tennis, Padel, Pickleball, Squash) (MPAKABAF)
- akta.pro secondary industries
- Tennis & Racquet Sports Facilities (MPAKAEAE), Arenas & Indoor Sports Centers (MPAKAEAB)
Keywords
Where Squash City is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Squash City business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain, Technology or R&D
Revenue model
- Membership Subscriptions (Monthly & Annual): Core revenue stream from monthly cancellable and annual membership subscriptions. Monthly memberships start from €39.90 and can be cancelled with one month's notice. Annual memberships offer a discount equivalent to 2 months free. Membership includes access to fitness, squash courts, group classes, and wellness facilities.
- Day-Pass and Off-Peak Access: Single-visit access passes and off-peak (daluren) memberships at lower price points. Off-peak hours are weekdays before 17:00 and after 22:00, and weekends from 14:00. 12-ride cards also available for flexible, non-recurring access.
- Squash Court Rental: Revenue from renting squash courts to members and non-members. Minimum occupancy of two persons per booking. Racket rental available at €2.50 per playing period.
- Personal Training Sessions: One-on-one personal training sessions with certified instructors, targeting members seeking additional guidance for weight loss, rehabilitation, or athletic performance goals.
- On-Site Physiotherapy (Kirchhoff Fysio): Kirchhoff Fysio operates a physiotherapy practice within Squash City, specializing in sports injuries, rehabilitation, and complex complaints. Generates referral traffic and co-locates health services within the club.
- Bar, Restaurant & Hospitality: On-site bar and restaurant offering breakfast, lunch, snacks, and dinner (Mon–Wed 17:30–21:00). Outdoor terrace available in good weather. Generates ancillary F&B revenue from members and visitors.
- Childcare (Kids City): Childminding service for children while parents exercise. Charged at €4 per 75 minutes plus €1.50 per additional half-hour, with reservations required.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Student Membership (Off-Peak) |
| Subscription | Monthly | Standard Monthly Membership (Flexible) |
| Subscription | Annual | Annual Membership |
| Subscription | Monthly | Off-Peak Membership |
| Unit Pricing | Pay-as-you-go | 12-Ride Card |
| Unit Pricing | Pay-as-you-go | Squash Court Rental |
| Unit Pricing | Pay-as-you-go | Childcare (Kids City) |
| Unit Pricing | Pay-as-you-go | Sunbed Access |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels10 records
Squash City product offering
Product offeringCore offering
Squash City operates a multi-service sports club from its Amsterdam facility, providing 13 squash courts, a 500+ m² climate-controlled fitness area, 65+ weekly group fitness classes, personal training, on-site physiotherapy, wellness amenities (Finnish/infrared sauna, Turkish steam bath), bar/restaurant hospitality, and Kids City childcare. The core commercial offering is a flexible monthly or annual membership subscription that bundles access to these facilities, supplemented by usage-based fees for court rentals, coaching, F&B, and ancillary services.
Product overview
Squash City is a multi-service sports club operating since 1986 in Amsterdam, offering a comprehensive suite of fitness and recreational services centered around its core squash facilities. The portfolio is organized as a unified sports club with a main facility hub (500+ m² fitness area, 13 squash courts) supporting multiple service lines: group fitness classes (65+ weekly offerings including Spinning, Pilates, Yoga, Kickboxing, and circuit training), wellness amenities (saunas, steam bath, relaxation area), personal training, physiotherapy, and hospitality (bar and restaurant). Membership functions as the primary commercial vehicle with monthly and annual subscription tiers providing access across all services. Ancillary offerings include Kids City childcare, student-specific pricing, and a court reservation system for non-members. The architecture functions as an all-in-one sports club model where membership enables access to the full integrated facility.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 6 free personal training sessions in first 2 months — unique onboarding in Amsterdam
- +4 more outcomes
Companies that use Squash City
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles5 records
Squash City technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature4 records
Squash City partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- YourFitStart.com (Hidden Profits Marketing)coreYourFitStart.com is part of marketing agency Hidden Profits Marketing. It is described as an 'important partner' that enables Squash City to contact consumers and handles consumer data processing. A Verwerkersovereenkomst (processor agreement) is in place to govern data handling and timely deletion of personal data.
- SportConnexionscoreSportConnexions hosts the largest squash ladder competition in the Netherlands, branded as part of Squash City's offering. Players create profiles, check availability, and schedule matches through the platform. Drives member acquisition and retention for the squash vertical.
- Baanreserveren.nlcoreBaanreserveren.nl is the technology provider for Squash City's online court reservation system (squashcity.baanreserveren.nl). The platform supports booking for both members and non-members, with courts bookable up to 8 days in advance. Baanreserveren.nl acts as the data processor for booking-related personal data under Dutch data protection law.
- Kirchhoff FysiominorKirchhoff Fysio operates a physiotherapy practice within Squash City's premises, specializing in sports injuries, rehabilitation, and chronic/complex complaints. Contact: Koen Middelberg. Co-location provides convenience for members needing physiotherapy alongside their sports activities.
Scale indicators5 records
Recent moves1 record
Expansion highlights5 records
Squash City competitors and assessment
Company assessmentDirect peers
- TrainMore: Dutch fitness chain offering premium urban clubs with group classes and wellness — competing head-to-head with Squash City for the same Amsterdam fitness consumer, though without squash as a core differentiator.
- Club Pellikaan: Dutch operator of premium multi-sport health clubs including racquet sports, fitness, group classes, and wellness — directly comparable in facility mix and Dutch-market positioning.
- Holmes Place: European premium multi-sport health club chain offering fitness, group classes, wellness (sauna/steam), personal training, and F&B across urban locations — directly comparable in positioning, pricing tier, and amenity mix to Squash City.
- SportCity: Dutch multi-sport urban health club chain with fitness, group classes, squash/racquet facilities, and wellness amenities — the most direct Dutch competitor on multi-sport premium positioning.
Broad incumbents
- Virgin Active: International premium multi-sport health club brand with strong presence in the Netherlands — comparable on premium positioning, group class breadth, and family amenities, though broader portfolio than Squash City's niche.
- Basic-Fit: Largest low-cost fitness chain in Europe and listed at scale — represents the price-disciplined incumbent Squash City competes against in Amsterdam on standard gym services.
- David Lloyd Leisure: UK-based premium multi-sport health club operator with racquet courts, fitness, group classes, wellness, and family amenities — the closest scale analog to Squash City's "all-in-one" destination model, though UK-focused and at much larger scale.
Emerging players
- The Park Amsterdam: Amsterdam-based boutique fitness and wellness concept — competes with Squash City on group-class quality and wellness amenities, though at smaller scale and without racquet sports.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Squash City social profiles
Digital presenceSquash City financial estimates
Financial estimateRevenue estimate
Valuation estimate
Squash City leadership team
Management profileNumber of profiles
Squash City funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Squash City M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Squash City
What does Squash City do?
Squash City operates a multi-service sports club from its Amsterdam facility, providing 13 squash courts, a 500+ m² climate-controlled fitness area, 65+ weekly group fitness classes, personal training, on-site physiotherapy, wellness amenities (Finnish/infrared sauna, Turkish steam bath), bar/restaurant hospitality, and Kids City childcare. The core commercial offering is a flexible monthly or annual membership subscription that bundles access to these facilities, supplemented by usage-based fees for court rentals, coaching, F&B, and ancillary services.
Is Squash City a public or private company?
Squash City is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Squash City founded?
Squash City was founded in 1986. It employs 11 to 50 people.
Where is Squash City based?
Squash City is headquartered in Amsterdam, Netherlands, in the Europe region.
How does Squash City make money?
Seven revenue lines are on record. Membership Subscriptions (Monthly & Annual) is the primary driver. The others are day-Pass and Off-Peak Access, squash Court Rental, personal Training Sessions, on-Site Physiotherapy (Kirchhoff Fysio), bar, Restaurant & Hospitality and childcare (Kids City).
Who are Squash City's main competitors?
Direct peers on record are TrainMore, Club Pellikaan, Holmes Place and SportCity. Broad incumbents are Virgin Active, Basic-Fit and David Lloyd Leisure. The Park Amsterdam is listed as an emerging player.
Does Squash City have an API?
No public API is recorded for Squash City.
What industry is Squash City in?
Squash City's product category is Fitness and Squash Club Services. Its primary akta.pro industry code is MPAKABAF, Tennis & Racquet Sports Clubs (Tennis, Padel, Pickleball, Squash), with a secondary code of MPAKAEAE, Tennis & Racquet Sports Facilities. Its NAICS code is 713940 and its SIC code is 7997.