Rookvrij en Fitter

What Rookvrij en Fitter does

Rookvrij en Fitter is a Dutch non-profit smoking and vaping cessation program operated by Vitaal en Fitter Nederland, founded in 2020 as a joint initiative of Stichting Canisius Wilhelmina Ziekenhuis (CWZ), a hospital in Nijmegen, and Stichting NKV/SportQube Nijmegen, which contributed the lifestyle and movement component. The program delivers accredited coaching across in-person, online, and telephone modalities, supported by personalized intake, themed sessions (motivation/impulse management, pitfalls/nutrition, healthy lifestyle/relaxation), nicotine replacement therapy guidance, and up to 11 months of aftercare including weekly online return sessions, an online community, and Fresh Air Walks group events. It is officially recognized by the RIVM as a 'goed onderbouwd' (well-substantiated) smoking cessation intervention, a status granted on 21 March 2024.

The organization is headquartered at Rosa de Limastraat 23 in Nijmegen and operates through 90+ accredited coaches across all 12 Dutch provinces at 120+ physical coaching locations. Its go-to-market blends direct-to-consumer self-registration via rookvrijenfitter.nl with bottom-of-funnel referrals from general practitioners and practice support staff through the ZorgDomein healthcare referral platform, complemented by employer/corporate wellness partnerships and municipal public-health initiatives such as those with Gemeente West Betuwe and various leefstijlzorgloketten.

Revenue flows almost entirely from reimbursement by Dutch basic health insurers (basisverzekering), with no deductible and no out-of-pocket cost to participants; nicotine replacement therapy is also fully covered. Full program cost is €425 outside insurance, with €100 cancellation fee after intake only and €425 after intake plus sessions. The organization reports 30,000+ people helped, 4.8/5 average from 348+ Google reviews, and 5,000+ provider referrals; there is no proprietary software platform, no app, and no disclosed AI/ML component.

Name

Rookvrij en Fitter

Legal name

Rookvrij en Fitter

Website

https://rookvrijenfitter.nl

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Rookvrij en Fitter is a Dutch RIVM-recognized, non-profit smoking cessation program offering accredited in-person, online, and telephone coaching across all 12 provinces, fully reimbursed by basic health insurance and funded via insurer reimbursement rather than participant fees.

Ownership category

akta.pro rank

Product category

Smoking Cessation Services

SIC

Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122)

akta.pro primary industry

Smoking Cessation & Nicotine Replacement Therapy (NRT) (HLAIADAH)

akta.pro secondary industries

Smoking Cessation & Nicotine Replacement Therapy (Gum, Patches, Lozenges) (CRADAMAI), Employer Wellness & Population Health Programs (HLAEAAAH)

Keywords

• Smoking cessation coaching
• Tobacco addiction treatment
• Lifestyle health programs
• Nicotine replacement therapy
• Behavioral change support

Headquarters

HQ city

Nijmegen

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Health Insurance Reimbursement (Zorgverzekeraars): The smoking cessation program is fully reimbursed once per calendar year from the Dutch basic health insurance (basisverzekering). No deductible applies. The organization bills health insurers directly, and participants receive no invoice. Nicotine replacement therapy (patches, gum) is also fully covered under the same reimbursement. This is the primary revenue stream.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Rookvrij en Fitter delivers a RIVM-recognized smoking and vaping cessation program consisting of personalized intake, theme-based coaching sessions (motivation, impulse management, nutrition, healthy lifestyle, relaxation), nicotine replacement therapy, and up to 11 months of aftercare including weekly online return sessions and Fresh Air Walks. The program is delivered by 90+ accredited coaches across all 12 Dutch provinces via 120+ physical locations, online video, or telephone, and is 100% reimbursed from Dutch basic health insurance with no deductible.

Product overview

Rookvrij en Fitter is a unified smoking cessation program (stoppen-met-rokenprogramma) operated by Vitaal en Fitter, a non-profit healthcare organization. The core offering consists of the Stoppen-met-roken Programma supplemented by multiple delivery formats: Telephone Individual Coaching, Online Individual Coaching, Group Coaching on Location, and Individual Coaching on Location. Additional supporting modules include Fresh Air Walks (guided walking sessions), a Handbook and Squeeze Ball preparation kit, and up to one year of Aftercare. All services are delivered by accredited coaches across all 12 provinces of the Netherlands, with 100% reimbursement from basic health insurance.

Differentiator

Problem solved

Functional benefit

Products and services

• Stoppen-met-roken Programma (Smoking Cessation Program) Flagship smoking and vaping cessation program with personalized intake, theme-based coaching sessions (motivation/impulse management, nutrition, lifestyle/relaxation), nicotine replacement therapy, and up to 11 months of aftercare. Delivered by 90+ accredited coaches across the Netherlands.
• Telefonisch Individuele Begeleiding (Telephone Individual Coaching) Individual telephone coaching covering motivation, impulse management, pitfalls, nutrition, healthy lifestyle, and relaxation themes over a three-week intensive program, including the handbook, squeeze ball, and access to aftercare.
• Online Individuele Begeleiding (Online Individual Coaching)
• Groepsbegeleiding op Locatie (Group Coaching on Location)
• Individuele Begeleiding op Locatie (Individual Coaching on Location)
• Fresh Air Walks

Quantifiable outcome

• 8x higher chance of successfully quitting smoking with professional coaching
• +3 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Leefstijlzorgloketten (Lifestyle Healthcare Offices)coreStrategic or Co-development PartnerSuccessful collaborations established with multiple lifestyle healthcare offices (leefstijlzorgloketten), supporting dozens of patients monthly with smoking cessation. These partnerships are integral to the organization's public health reach.
• Gemeente West Betuwe (and other municipalities)coreStrategic or Co-development PartnerMunicipal partnerships with West Betuwe and other municipalities, providing smoking cessation support to residents as part of public health initiatives.
• Canisius Wilhelmina Ziekenhuis (CWZ)coreStrategic or Co-development PartnerRookvrij en Fitter is an initiative of Canisius Wilhelmina Ziekenhuis (CWZ) in Nijmegen. CWZ is one of the founding shareholders (via Stichting CWZ) of the parent organization Vitaal en Fitter.
• Stichting NKV / SportQube NijmegencoreStrategic or Co-development PartnerStichting NKV (derived from Stichting TCN, the manager of SportQube Nijmegen) is a founding shareholder and initiator of Vitaal en Fitter, the parent organization of Rookvrij en Fitter. SportQube contributed the lifestyle (movement/exercise) component.
• ZorgDomeincoreChannel Partner/ Reseller/ DistributorZorgDomein is a healthcare referral platform used by Dutch healthcare providers. Rookvrij en Fitter is listed on ZorgDomein, enabling healthcare professionals to directly refer patients to the program.
• GGD NetherlandsminorStrategic or Co-development PartnerCollaborations with regional GGD health services in support of public health smoking cessation initiatives.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Pelago (formerly Quit Genius): Pelago is a digital therapeutics platform for substance use including tobacco, offering app-based cessation coaching and often sold via employer benefits — an emerging player competing for the same Dutch and European employer-wellness channel that Rookvrij en Fitter is pursuing.
• Exhale (formerly Carrot): Exhale is a digital tobacco-cessation program sold primarily through employer and health-plan partnerships, providing a modern app-based counterpart to Rookvrij en Fitter's coach-led model.

Direct peers

• Allen Carr's Easyway: Allen Carr's Easyway is an international smoking cessation method offered through in-person seminars and digital programs, competing for the same global pool of smokers who want to quit, including in the Netherlands where its Dutch arm operates.
• SineFuma: SineFuma is a Dutch evidence-based smoking cessation program also listed on ZorgDomein and reimbursed through the Dutch basic health insurance, directly competing with Rookvrij en Fitter for the same pool of GP-referred and self-signing participants.

Others

• Vitality Group: Vitality Group operates wellness and behavior-change programs for insurers and employers globally, including smoking cessation components — an adjacent/ecosystem player in the employer wellness market where Rookvrij en Fitter is positioning its B2B offering.

Broad incumbents

• GGD GHOR Nederland: GGD GHOR is the umbrella organization for Dutch regional public health services (GGDs), many of which already collaborate with Rookvrij en Fitter on smoking cessation initiatives and represent both a partner and a potential competitor for municipal cessation contracts.
• Trimbos-instituut: Trimbos is the Dutch national knowledge center on mental health and addiction that curates stoppen-met-roken interventies and supports RIVM-recognized programs. It is a broad incumbent that shapes the regulatory and educational landscape in which Rookvrij en Fitter operates.
• GlaxoSmithKline Consumer Healthcare (Nicorette): Nicorette is the global market-leading NRT brand (gum, patches, lozenges) and a supplier/adjacent player in the smoking cessation category in which Rookvrij en Fitter distributes NRT products as part of its reimbursed program.
• Johnson & Johnson (NICOTROL/NRT): Johnson & Johnson is a major NRT product manufacturer and a broad incumbent in the smoking cessation therapeutic category, complementary and competitive to the NRT component of the Rookvrij en Fitter program.

Regional players

• NHS Smokefree: NHS Smokefree is the UK publicly funded smoking cessation service offering coaching, NRT and digital support via a similar reimbursement-style public-health framework, serving as a useful regional comparator for publicly reimbursed cessation models.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/rookvrijenfitter
• LinkedInlinkedin.com/company/rookvrij-en-fitter
• Instagraminstagram.com/rookvrijenfitter

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 Rookvrij en Fitter