de Roos

What de Roos does

De Roos is a privately operated, single-location holistic wellness studio situated within Amsterdam's Vondelpark at Pieter Cornelisz Hooftstraat 183. The company bundles multiple wellness categories under one roof, including yoga instruction across styles (Vinyasa, Yin, Yin Yang, Slow Flow, Pre/Post Natal, Yoga Nidra, Meditation, Breathwork), mat and Reformer Pilates at multiple levels, a 20+ person capacity sauna finished with Himalaya salt stone walls, a silent room (Stilteruimte), a plant-focused restaurant and café serving organic specialty coffee, ceremonial matcha, fresh juices, bowls and homemade cakes, a curated gift shop offering crystals, singing bowls, essential oils, books and yoga accessories, four rentable event spaces used for concerts, workshops, meetings and lectures, and a phone-free music event series. The studio deliberately positions itself as a digital-free environment emphasizing presence, community, and conscious living.

The business operates entirely direct-to-consumer with no named enterprise customers, generating revenue through four primary streams: (i) tiered monthly memberships — Basic Practice (€95), Premium Practice (€145), Reformer Only (€165) and Unlimited Practice (€245) — requiring a three-month minimum paid commitment, with the first month offered free in a summer acquisition promotion; (ii) a credit-pack system (1–10 credits at €16–€128) for occasional visitors, with pack validity ranging from one to twelve months; (iii) transactional revenue from the restaurant/café (open 08:00–17:00 daily) and gift shop; and (iv) event space rental income at €230–€1,250 excl. VAT per session. Total employee headcount is reported in the 51–100 range, all tied to the single Amsterdam footprint.

Technology infrastructure is minimal and deliberately non-disruptive to the digital-free positioning: class bookings, memberships, and sauna time-slot reservations are handled through the third-party BSport platform (membership ID 4513), while space rental booking is facilitated via aqqo.com. Marketing is concentrated on Instagram (@deroosvondelpark), an email newsletter, the company website (roos.nl), and word-of-mouth within Amsterdam's wellness community. The company is privately held and Dutch-domiciled, with no parent company, no subsidiaries, no disclosed funding rounds, no public listing, and no identified management team or institutional investors in the available record.

Name

de Roos

Legal name

De Roos

Website

https://roos.nl

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

51–100 employees

Short description

de Roos operates a single-location holistic wellness studio in Amsterdam's Vondelpark offering yoga, mat and reformer pilates, sauna, a plant-focused restaurant, curated gift shop, music events, and event space rentals to wellness-focused consumers via tiered memberships and credit packs.

Ownership category

akta.pro rank

Product category

Wellness Studio Services

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Thermal Baths, Hot Springs & Saunas (Onsen, Hammams, Banya, Sauna Worlds) (THAJAHAD)

akta.pro secondary industry

Detox & Weight-Management Retreats (THAGAMAD)

Keywords

• Yoga classes
• Pilates studio
• Wellness center
• Sauna facilities
• Mindfulness programs

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Others

Revenue model

1. Membership Subscriptions: Monthly recurring memberships providing unlimited access to yoga, pilates, sauna, and reformer classes with tiered pricing (Basic €95, Premium €145, Unlimited €245, Reformer Only €165)
2. Credit System: Flexible credit packs (1-10 credits) for occasional visitors, valid for 1-12 months, with discounts for larger packs
3. Restaurant and Café: Food and beverage service including organic specialty coffee, tea, matcha, ceremonial cacao, fresh juices, smoothies, bowls, salads, sandwiches, soups, and homemade cakes. Open daily 08:00-17:00
4. Gift Shop Retail: Retail sales of crystals, singing bowls, essential oils, incense, candles, books, yoga accessories, and gift cards
5. Space Rental: Rental of event spaces (Vondelzaal, Van Eeghenzaal, Parkzaal, Filosofenkamer) for concerts, meetings, workshops, trainings, lectures, and cultural events. Hourly/daily rates ranging from €230-€1,250 excl. VAT

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

de Roos is a holistic wellness studio situated in Amsterdam's Vondelpark, delivering yoga classes (multiple styles), mat and reformer Pilates, sauna and silent meditation facilities, a plant-based restaurant and café, a curated wellness giftshop, live music events, and four rentable event spaces. The venue is positioned as a digital-free environment focused on mindfulness, movement, nutrition, and community. Memberships and credits provide flexible access to classes and wellness facilities.

Product overview

De Roos is a wellness center and holistic lifestyle venue located in Amsterdam's Vondelpark, offering a unified platform of interconnected services: yoga and pilates instruction (both mat and reformer formats), sauna and silent room wellness facilities, a plant-focused restaurant and café, a curated giftshop with wellness products and books, and music/concert events. The venue also offers four rentable spaces for events and courses. Memberships are structured in tiers (Basic Practice, Premium Practice, Unlimited Practice, Reformer Only) with credit-based options for flexible access. All bookings and reservations are managed through the BSport platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Yoga Classes

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

One partnership is on record.

• BSportcoreTechnology or IntegrationBooking and membership management platform powering class scheduling, reservations, and membership purchases. De Roos membership ID: 4513. Used for class bookings, spa/sauna time slots, and credit purchases.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Basic-Fit: Europe's largest low-cost fitness chain headquartered in the Netherlands with hundreds of locations. Comparable to de Roos as a Dutch-headquartered fitness operator, though positioned at the value end of the market rather than de Roos's premium niche.
• Equinox: Global ultra-premium fitness and wellness brand combining group fitness, recovery, spa, food, and curated retail under a luxury positioning. Closest conceptual analog to de Roos's premium, multi-modal, experience-driven positioning, though at much larger scale.
• Virgin Active: Global premium fitness and wellness club operator with locations across Europe, Africa, and Asia-Pacific. Comparable to de Roos as a premium urban wellness club offering group classes, recovery, and lifestyle amenities under a single brand.
• TrainMore: Dutch premium fitness chain offering boutique-style group classes and recovery amenities across multiple Netherlands cities. Comparable to de Roos as a premium-segment Dutch fitness operator competing for the same urban wellness consumer.
• Holmes Place: Premium European health club and spa operator with clubs across major European cities. Comparable to de Roos as a premium urban wellness destination combining fitness, recovery (sauna/spa), and lifestyle services.
• SATS Group: Nordic-headquartered fitness chain operating hundreds of clubs across Scandinavia. Comparable to de Roos as a multi-service fitness/wellness operator with memberships, classes, and ancillary services under a single brand.

Emerging players

• Urban Sports Club: European multi-sport subscription platform giving users access to thousands of partner studios and gyms. Comparable to de Roos as a competing access model for urban wellness consumers in Amsterdam, though Urban Sports Club operates as an aggregator rather than a physical operator.
• ClassPass: Global fitness and wellness aggregator offering credit-based access to thousands of studios worldwide. Comparable to de Roos's own credit-based access model and represents both a potential distribution channel and a competitive disintermediation risk.

Direct peers

• Delight Yoga: Amsterdam-based yoga and meditation studio chain offering multi-style yoga, workshops, and teacher trainings. Directly comparable to de Roos as a premium Dutch yoga studio with similar target customers and class-based membership model.
• The Conscious Club: Amsterdam wellness space combining yoga, meditation, food, and community events under a holistic well-being ethos. Directly comparable to de Roos for its integrated movement/nutrition/community positioning and Amsterdam footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/deroosvondelpark
• Xx.com/stichtingderoos

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 de Roos