Sportstad Heerenveen

What Sportstad Heerenveen does

Sportstad Heerenveen is a Dutch multi-sport complex operator (Sportstad Heerenveen BV, Chamber of Commerce 01096974) headquartered at Abe Lenstra Boulevard 23Q in Heerenveen, Friesland. The facility integrates elite sport, recreational sport, and sports medical care under one roof, offering fitness, swimming (with the EasySwim diploma program and aqua-sports classes), indoor halls (squash, dojo, gymnastics — including the Epke Zonderland Turncentrum), outdoor courts (padel, inline-skating, beach sports, fierljeppen, urban sports, basketball), a climbing wall operated by Mountain Network, event hosting (UECT European Cycling Week, ONMK Synchronised Swimming 2026, Apenkooi, Master Pullz Expo), and a Vitality/wellness division including medical swimming for cardiac, rheumatology, diabetes, and oncology patients.

The core infrastructure is physical (sports halls, pools, courts, outdoor fields) supplemented by an e-commerce booking platform (webshop.sportstad.nl) with QR-code access and on-site reception. The company generates revenue across six streams: recurring fitness and aquatic memberships; pay-per-use admission (swim, aqua-sports, padel, squash, inline-skate, beach, fierljeppen); swimming lesson subscriptions; facility and court rentals to clubs, schools, and businesses; event hosting and corporate vitality packages; and on-site advertising/sponsorship. Customer segments span individual consumers and families (primary), swimming-lesson participants, 20+ local sports clubs (Fryslân Basketball, HZ&PC Heerenveen, VV Heerenveen, Sven Kramer Academy, Beach Heerenveen, etc.), schools, corporate clients (Vitaliteit@Work), and patients requiring medical/therapeutic exercise.

The go-to-market is primarily direct-to-consumer via the webshop and on-site reception, complemented by direct B2B sales to clubs, schools, and corporate wellness buyers. Pricing is granular and accessible (e.g., €45/month fitness unlimited, €20-25 padel court-hour, €2.40-6.15 swim visits, €99.75/month EasySwim installments) with explicit financial-inclusion mechanisms (Jeugdfonds, Volwassenenfonds) for low-income participants. Ownership is private (BV structure) with two wholly-owned operating subsidiaries (Sportstad Heerenveen Sportvoorzieningen BV, Spectrum BV) and no identified parent company or external investor.

Name

Sportstad Heerenveen

Legal name

Sportstad Heerenveen BV

Website

https://sportstad.nl

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

51–100 employees

Short description

Sportstad Heerenveen is a Dutch multi-sport complex operator in Friesland that integrates fitness, swimming, indoor and outdoor sport facilities, event hosting, and corporate wellness programs under one roof, serving individuals, families, 20+ sports clubs, schools, and corporate clients.

Ownership category

akta.pro rank

Product category

Multi-Sport and Recreation Facility

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Outdoor Adventure & Action Sports Parks (Ski Resorts, Bike Parks, Skateparks) (MPAKAEAL)

Keywords

• Multi-sport facilities
• Swimming lessons
• Fitness memberships
• Padel court rentals
• Corporate wellness programs

Headquarters

HQ city

Heerenveen

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fitness and aquatic memberships: Recurring monthly subscriptions for fitness (unlimited and off-peak tiers), swimming multi-visit cards (10, 25, 50 swim cards with varying validity periods), and senior-specific memberships. Membership revenue is recurring (monthly/annual billing), supplemented by one-time joining fees.
2. Pay-per-use admission fees: Single-visit tickets for open swimming, aqua sports classes (AquaJoggen, AquaRobics, AquaTrimming, AquaFitness), padel courts, squash courts, inline skating, beach sports, and fierljeppen. These are one-time transaction revenues.
3. Swimming lesson programs: Revenue from structured swimming lesson programs including EasySwim (diploma-guaranteed total packages billed monthly or in installments), monthly swim lesson subscriptions, and private 1-on-1 lessons. Additional charges include swimsafe buoyancy suit purchases.
4. Facility and court rentals: Rental revenue from sports halls, turnhal, dojo, squash courts, padel courts, inline-skate center, beach fields, and fierljepschansen to sports clubs, schools, businesses, and private groups. Pricing varies by user category (associations, schools, commercial).
5. Event hosting and corporate packages: Revenue from organizing and hosting events (UECT European Cycling Week, team days, company parties, birthday parties, Apenkooi, Dutchtuber performances, Master Pullz Expo, Escape Game Hardbeat), as well as corporate vitality workshops and workplace wellness programs.
6. Advertising and sponsorship exposure: Revenue from selling advertising exposure through oval of partners (sponsorship boards), wall of fame placements, boarding on the inline-skate track, and narrowcasting digital screens within the facility.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Sportstad Heerenveen operates a multi-sport complex in Heerenveen, Netherlands, offering fitness memberships, swimming facilities with structured lesson programs (EasySwim), aqua sports classes, indoor and outdoor sports facilities (padel, squash, dojo, gymnastics, climbing, inline skating, beach sports, fierljeppen), corporate vitality programs, and event hosting. Revenue is generated through subscriptions, pay-per-use admissions, facility rentals to clubs and businesses, event hosting, and advertising/sponsorship.

Product overview

Sportstad Heerenveen is a multi-functional sports complex offering a unified platform of fitness, aquatic, indoor, and outdoor sports facilities and services. The core offering includes a fitness center with various membership tiers, swimming facilities with comprehensive lesson programs (EasySwim, diploma swimming, and special needs programs), aqua sports classes (AquaJoggen, AquaRobics, AquaTrimming, AquaFitness), indoor courts for squash and martial arts in the dojo, outdoor padel courts, an inline skating center, beach sports, fierljeppen, and event hosting capabilities. The venue also offers specialized services including vitality/wellness programs, escape games, and team-building activities. Reservations and ticket purchases are managed through an integrated online webshop platform with QR-code access.

Differentiator

Problem solved

Functional benefit

Products and services

• Fitness Memberships

Quantifiable outcome

• Recognized as NL Actief Preventiecentrum for safe and expert guidance for people with overweight and obesity

Named customers6 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered minor.

• Fryslân BasketballminorStrategic or Co-development PartnerLocal basketball club using Sportstad's sports halls and facilities for training and matches. Listed among 20+ sports clubs affiliated with Sportstad Heerenveen.
• HZ&PC HeerenveenminorStrategic or Co-development PartnerLocal swimming club using Sportstad's swimming pools for training and competitions. Listed among sports clubs affiliated with Sportstad Heerenveen.
• VV Heerenveen (Football Club)minorStrategic or Co-development PartnerLocal football (soccer) club affiliated with Sportstad Heerenveen, using indoor facilities for training.
• Sven Kramer AcademyminorStrategic or Co-development PartnerSpeed skating academy named after Olympic champion Sven Kramer, affiliated with Sportstad Heerenveen, indicating elite sports programming at the facility.
• Mountain Network (Klimhal)minorChannel Partner/ Reseller/ DistributorMountain Network operates the climbing wall (klimhal) within Sportstad Heerenveen. Ticketing for climbing is sold via Mountain Network's own platform (mountain-network.nl), with Sportstad receiving referral traffic.
• Beach HeerenveenminorStrategic or Co-development PartnerBeach volleyball and beach sports club using Sportstad's beach fields for training and competitions.
• Jeugdfonds Sport en CultuurminorStrategic or Co-development PartnerYouth Sports and Culture Fund providing financial support for children from low-income families to obtain swimming diplomas and participate in sports at Sportstad.
• Stichting LeergeldminorStrategic or Co-development PartnerDutch foundation providing financial assistance to children from low-income families, co-supporting Sportstad swimming diploma programs.
• Nationaal Fonds KinderhulpminorStrategic or Co-development PartnerNational Children's Aid Fund providing financial support for children to obtain swimming diplomas at Sportstad.
• Special Sporters Fonds (Special Athletes Fund)minorStrategic or Co-development PartnerSpecial Athletes Fund that brings adapted sports programs on tour to Sportstad, supporting people with disabilities in participating in sports.
• Samen Scoren voor Gezondheid (Scoring for Health)minorStrategic or Co-development PartnerHealth collaboration program integrated into Sportstad's Vitality (Vitaliteit) section, focused on preventive health through sports and exercise.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Fit For Free: Dutch low-cost fitness chain competing on price-sensitive memberships. Comparable to Sportstad's fitness tier on membership pricing and Dutch consumer base, especially relevant given Sportstad's positioning on affordable padel pricing.
• SportCity: Dutch mid-market fitness chain with multiple locations offering memberships, group classes, and personal training. Operates a similar subscription model to Sportstad's fitness division and serves the same Dutch consumer market, though without the multi-sport breadth.
• Basic-Fit: Largest low-cost fitness chain in the Netherlands and Europe, with subscription-based memberships and growing ancillary offerings (group classes, personal training). Comparable to Sportstad on DTC fitness membership model and Dutch consumer base, though Basic-Fit is a single-discipline chain rather than a multi-sport complex.
• Wellcome: Dutch mid-market fitness operator with multiple clubs across the Netherlands. Comparable subscription model and group-class offerings to Sportstad's fitness segment, serving a similar Dutch consumer demographic.
• HealthCity: Premium Dutch fitness and wellness chain with extensive group classes, personal training, and additional services. Overlaps with Sportstad's fitness membership and lifestyle coaching offerings, serving a comparable Dutch consumer wellness segment.
• Papendal (Sportcentrum Papendal): Dutch elite sports training center and multi-sport complex affiliated with NOC*NSF. Hosts both elite athlete training and broader recreational/health programs, making it the closest national analog to Sportstad's 'topsport + breedtesport + medical care' integration model.
• PadelPark: Dedicated Dutch padel operator growing rapidly across the Netherlands. Directly comparable to Sportstad on padel court rental products, pricing structure, and Dutch market focus, though it lacks the broader multi-sport offering.

Others

• NL Actief: Dutch trade association for the fitness and active-lifestyle industry, of which Sportstad is a recognized prevention center member. Not a peer operator, but a key industry body that influences accreditation, funding, and sector-wide partnerships relevant to Sportstad's preventive health positioning.
• Decathlon: Global sporting goods retailer with growing in-store activity/sports-court concepts in the Netherlands. Adjacent rather than directly competitive, but relevant as both a supplier ecosystem participant and a potential new entrant into Dutch sports facility operations.
• Mountain Network: Dutch indoor climbing operator that runs the climbing wall inside Sportstad Heerenveen under a partnership. Tangentially comparable as a partner operator within the facility's ecosystem, but operates as a separate business rather than a competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/sportstadhveen
• Facebookfacebook.com/sportstad
• LinkedInlinkedin.com/company/sportstad

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 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 Sportstad Heerenveen