Baseline Voedingsadviesburo

What Baseline Voedingsadviesburo does

BaseLine Voedingsadviesburo is a private Dutch dietetics practice founded in 1987 by Gerja van Hunen in Malden, Netherlands, operating continuously for over 30 years as one of the longest-standing nutrition advice bureaus in the country. The practice delivers personalized medical nutrition therapy, lifestyle coaching, nutritional analysis, and bio-electrical impedance analysis (BIA) body composition measurements through a core team of four certified dietitians (HBO Voeding en Diëtetiek qualified) supported by one additional staff member, serving patients with conditions including diabetes, cardiovascular disease, COPD, cancer, eating disorders, gastrointestinal disorders, Parkinson's disease, food allergies, and age-related nutritional concerns across children, adults, and the elderly.

The practice operates from nine or more physical locations across the Nijmegen region (Malden, multiple Nijmegen neighborhoods, Groesbeek, Berg en Dal, Mook), co-located within regional healthcare centers, general practices, and university health facilities including UGC Heyendael at Radboud UMC and the ION Nijmegen oncology survivorship center. Service delivery channels include in-person consultations at these locations, home visits for medically necessary cases, and remote video and telephone consultations introduced during COVID-19. A proprietary differentiator is professional BIA measurement capability, claimed to be rare among regional nutrition practices.

Revenue is generated primarily through Dutch healthcare insurance reimbursement (basic insurance covering 3 hours of diet advice annually per patient at insurer-negotiated rates, plus supplementary insurance for additional hours), formal care chain (ketenzorg) contracts with zorggroepen (OCE, Stielo, Syntein) for diabetes, COPD, and cardiovascular risk management, and direct private-pay services including BIA measurements at €35 per session. The practice also engages in academic and professional contributions, including founder involvement in founding Diëtisten Coöperatie Nederland (DCN) in 1992, board membership in Stichting Samen Gezond, and participation in oncology and celiac disease professional networks. A planned leadership transition in March 2026 will introduce Ilona Blokzijl as co-practice holder at the Malden and Mook locations.

Name

Baseline Voedingsadviesburo

Legal name

Baseline Voedingsadviesburo

Website

https://baseline-dietisten.nl

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

1–10 employees

Short description

BaseLine Voedingsadviesburo is a long-standing Dutch private dietetics practice founded in 1987, operating across 9+ locations in the Nijmegen region, delivering personalized medical nutrition therapy and lifestyle counseling to patients with chronic conditions and specialized needs, reimbursed primarily through Dutch health insurance and care chain contracts.

Ownership category

akta.pro rank

Product category

Dietetics and Medical Nutrition Therapy

NAICS

Diet and Weight Reducing Centers (812191)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011)

akta.pro primary industry

Medical Nutrition Therapy (Registered Dietitian) (HSADAFAE)

akta.pro secondary industries

Cardiometabolic Nutrition (Heart Health, Cholesterol, Hypertension) (HSADAFAG), Weight Loss Coaching (Non-Clinical) (HSADAFAB)

Keywords

• Medical nutrition therapy
• Dietetics services
• Lifestyle counseling
• Chronic disease management
• Body composition analysis

Headquarters

HQ city

Malden

HQ country

Netherlands

HQ region

Europe

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Healthcare Insurance Reimbursed Dietetics: Primary revenue stream from contracted dietetics services reimbursed through Dutch basic health insurance (basisverzekering) and supplementary insurance (aanvullende verzekering). The practice has contracts with health insurers and care groups (zorggroepen) at negotiated rates. Basic insurance covers 3 hours of diet advice annually (2023), with additional coverage possible through supplementary insurance. Own risk (eigen risico) of €385 applies to basic insurance coverage.
2. Ketenzorg (Care Chain) Services: Specialized chronic care management for diabetes, COPD, and cardiovascular risk (CVRM) through formal care chain arrangements with zorggroepen (OCE, Stielo, Syntein). Different reimbursement rates apply through care groups, with no own risk deductible for care chain services.
3. Private Pay Services: Self-pay services for uninsured care or services exceeding insurance coverage. Includes BIA measurements (€35), special projects, and corporate services billed at negotiated rates.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

BaseLine Voedingsadviesburo is a Dutch dietetics practice that delivers individualized medical nutrition therapy, lifestyle coaching, and chronic care coordination through certified dietitians. Core services include personalized diet advice, comprehensive anamnesis, evidence-based nutritional calculation, body composition (BIA) measurement, and participation in formal care chains (ketenzorg) for diabetes, COPD, and cardiovascular risk management. The practice operates across 9+ locations in the Nijmegen region with both insured and private-pay billing.

Product overview

Baseline Voedingsadviesburo is a Dutch dietetic practice offering nutrition and lifestyle counseling services. The core offering consists of personalized diet advice, lifestyle coaching, and medical nutrition therapy delivered by certified dietitians. Supporting services include body composition analysis (BIA), nutritional calculations, and remote video/telephone consultations. Services address a wide range of medical conditions including diabetes, cancer, Parkinson's disease, eating disorders, allergies, and age-specific nutrition needs (children, adults, elderly).

Differentiator

Problem solved

Functional benefit

Products and services

• Dieetadvies (Diet Advice)
• Leefstijladvies (Lifestyle Advice)
• Analyse/Anamnese
• Voedingsberekening (Nutritional Calculation)
• Ketenzorg (Care Chain)
• BIA-meting (Bio-electrical Impedance Analysis)
• Video/Telephone Consultations

Quantifiable outcome

• Patient testimonial: 20kg weight loss and insulin reduced from 106 units/day to 14 units/day over 3 months
• +2 more outcomes

Named customers2 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

Feature1 record

Partnerships

Twelve partnerships are on record, tiered core, major and minor.

• Stichting Samen GezondcoreStrategic or Co-development Partner · 1 January 2019Overarching foundation of general practices and paramedical care providers in the municipalities of Heumen and Mook and Middelaar. Gerja van Hunen serves as board member since 2019.
• Diëtisten Coöperatie Nederland (DCN)coreStrategic or Co-development Partner · 1 January 1987Gerja van Hunen was co-founder and first secretary of DCN in 1992. DCN advocates for business operations and interests of dietitians in private practice, working for a stronger market position.
• Zorggroepen (OCE, Stielo, Syntein)coreChannel Partner/ Reseller/ DistributorFormal care chains for chronic conditions (diabetes, COPD, CVRM) with contractual arrangements defining care delivery, timing, duration, and tariffs. Digital referral system through Keten-Informatie-Systeem.
• GCSamenGezondcoreStrategic or Co-development PartnerHealthcare centers organization including De Kroonsteen 1 and De Kroonsteen 8 in Malden, Molenhoek, and Overasselt. BaseLine Malden operates under their complaints procedure.
• Oncologienetwerk Zuid-Gelderland (ONZG)coreStrategic or Co-development PartnerOncology network covering southern Gelderland. BaseLine dietitians are members and participate in coordinated cancer care, particularly in Malden, Heumen, Molenhoek, and Mook.
• Radboud UMC / UGC HeyendaelmajorStrategic or Co-development PartnerUniversity health center integrated with Radboud UMC. UGC Heyendael serves as bridge between primary care and academic medicine, offering education, research, innovation and registration. Gerja van Hunen collaborates with AVG physicians for intellectual disability nutrition care.
• ION Nijmegen (Integrale Oncologische Nazorg)majorStrategic or Co-development PartnerFoundation aimed at making (former) cancer patients stronger and more vital, enhancing quality of life. Various paramedical professionals work at this location; BaseLine provides oncology nutrition consultations here.
• Huisartsenpraktijk Füssenich & DralminorChannel Partner/ Reseller/ DistributorGeneral practice partnership at Groesbeek Op de Paap location. Part of integrated care delivery with shared patient referral pathways.
• Medisch Centrum Onder de LindeminorChannel Partner/ Reseller/ DistributorMedical center housing multiple healthcare providers in Lindenholt, Nijmegen. BaseLine provides dietitian services integrated with GP and paramedical care.
• Medisch Centrum MookminorChannel Partner/ Reseller/ DistributorMedical center in Mook with multiple healthcare providers. BaseLine provides on-site dietitian consultations as part of integrated care.
• Diëtisten Koepel Regio NijmegencoreStrategic or Co-development PartnerRegional collaboration network of dietitians founded by Gerja van Hunen for quality improvement and coordinated contribution to care chains in the Nijmegen region.
• Diëtisten Informatie Netwerk CoeliakieminorOthersMariëlle Claassen is member of the information network for celiac disease dietitians.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Others

• Diëtisten Coöperatie Nederland (DCN): Dutch cooperative of dietitian private practices, co-founded by BaseLine's founder. Functions as both industry body and collective-bargaining vehicle for dietitians, shaping market conditions in which BaseLine competes.
• Oncologienetwerk Zuid-Gelderland (ONZG): Regional oncology network in southern Gelderland of which BaseLine dietitians are members. Functions as a peer coordination body for cancer-nutrition providers in the same catchment.
• Nederlandse Vereniging van Diëtisten (NVD): Professional association for Dutch dietitians that sets practice standards and lobbies on reimbursement. Defines the regulatory and quality framework within which BaseLine and peer practices operate.
• Voedingscentrum: Dutch government-backed nutrition information agency. Adjacent rather than competitive, but shapes public nutrition literacy and the demand environment for registered-dietitian services like BaseLine's.
• Coeliakie Vereniging Nederland: Dutch patient association for celiac disease. BaseLine's Mariëlle Claassen is in the Dietisten Informatie Netwerk Coeliakie, making this association a relevant ecosystem participant for BaseLine's gluten-intolerance practice.

Emerging players

• Happ: Dutch digital nutrition and lifestyle coaching app that competes for the same chronic-care and weight-management patient segments, albeit via a scalable digital delivery model rather than physical practices.

Broad incumbents

• Weight Watchers (WW): Global weight-management brand with Netherlands operations. Overlaps with BaseLine's overweight/obesity coaching segment but addresses a broader, non-clinical consumer market.

Regional players

• Mijn Lichaam Mijn Keuze: Smaller regional Dutch nutrition and lifestyle practice offering dietitian consultations in adjacent Dutch regions. Comparable as a regional dietitian competitor with similar insurance-reimbursed service mix.

Direct peers

• Dieetkompas: Dutch online platform connecting patients to registered dietitians for medical nutrition therapy and weight management. Comparable as a referral-and-service channel within the same Dutch insurer-funded market.
• Care for Health: Dutch chain of dietitians offering medical nutrition therapy across multiple locations, reimbursed via basic and supplementary insurance. Closest direct comparator in business model, scale and Dutch reimbursement mix to BaseLine.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeplayer.vimeo.com/video/239605990
• Facebookfacebook.com/BaseLine-Voedingsadviesburo-100967291481832
• Instagraminstagram.com/baseline_dietisten/?hl=nl
• LinkedInlinkedin.com/company/baseline-voedingsadviesburo

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Baseline Voedingsadviesburo