Beweegboeken - Friends call me Jim

What Beweegboeken - Friends call me Jim does

Beweegboeken, operating under the legal entity Barthosport B.V. and also marketed as 'Friends call me Jim,' is a Dutch B2B children's movement education company that licenses structured physical activity programs to childcare organizations across the Netherlands. Founded in 2016 as a studio-based children's movement offering, the company pivoted during the COVID-19 pandemic (2020) to deploy its methodology into childcare center group rooms, creating the Beweegboeken product line segmented by age: KDV (kinderdagverblijf/daycare) for children aged 2-3 and BSO (buitenschoolse opvang/after-school care) for children aged 4-7. The program is anchored in the Jim Beweegmodel, a three-circle framework derived from the Athletic Skills Model covering My Body, My Space, and My Life, and delivered through six branded movement characters — Floaty, Bendy, Strong, Fast, Bouncy, and Bouncer — each representing distinct motor skill domains.

The core product combines digital and physical components: a Beweegboeken app that provides childcare operators with usage analytics, an e-learning module for staff onboarding, online materials, and physical storybooks supported by music and illustrations. The program is certified as an 'Erkende interventie' (Recognized Intervention) by Kenniscentrum Sport & Bewegen, providing third-party scientific validation, and carries endorsements from Nederlands Jeugdinstituut and Gezonde Kinderopvang. Implementation is structured around live and digital training, project-group rollout support, and the Jim Ambassadeursprogramma, which designates one contact person per location to sustain adoption.

Beweegboeken operates a B2B subscription licensing model targeting childcare organizations, with revenue derived from recurring program licensing, training and Jim Coach certification (professional services), and physical/digital material sales. Pricing is custom-quoted on an annual cadence with no public tiers, and the go-to-market is enterprise field sales with a structured multi-step implementation. As of the latest available data, the program is active at 200+ childcare locations, served by 1,200+ trained Jim coaches, reaching 12,000+ children daily. The company remains founder-owned — co-founded by Michiel van Dam (Founder/Director) and Koen Kouwenberg — with no disclosed external institutional investment, headquartered at IJsbaanpad 9, 1076 CV Amsterdam. Named enterprise customers include Babilou Family Netherlands and Kindergarden.

Name

Beweegboeken - Friends call me Jim

Legal name

Barthosport B.V.

Website

https://beweegboeken.nl

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Beweegboeken (Friends call me Jim) is a Dutch B2B subscription-based children's movement education program licensed to childcare organizations, delivering age-tailored KDV 2-3 and BSO 4-7 modules across 200+ locations serving 12,000+ children daily in the Netherlands.

Ownership category

akta.pro rank

Product category

Children's Movement Education Programs

NAICS

Sports and Recreation Instruction (611620), Educational Support Services (61171)

SIC

Services-Educational Services (8200)

akta.pro primary industry

K–12 Instructional Design & Curriculum Development Services (EDAGAKAA)

akta.pro secondary industry

Children’s Activity & Practice Books (Workbooks, Puzzles, Handwriting) (EDAGAIAE)

Keywords

• Children's movement programs
• Early childhood education
• Motor skills development
• Childcare physical activity
• Movement education curriculum

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Program Licensing to Childcare Organizations: Beweegboeken programs are licensed and implemented at childcare centers (KDV and BSO locations). Childcare organizations pay for access to the program including training, materials, and ongoing support through the Jim Ambassador program.
2. Training and Certification Services: The company provides live and digital training sessions to create broad organizational buy-in. Jim Coach certification program trains pedagogical professionals to implement the Beweegboeken methodology.
3. Physical and Digital Materials: Beweegboeken available in both digital format (app, online) and physical book format, generating revenue through material sales to childcare organizations.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Beweegboeken develops and licenses the "Jims Bewegend Leren" movement education program for professional childcare organizations (KDV daycare and BSO after-school care) serving children aged 2-7. The offering pairs physical activity books built around proprietary "Jims Characters" with a companion Beweegboeken App for parent-led home practice, and is reinforced by e-learning modules that train pedagogical staff in the Jim Beweegmodel methodology.

Product overview

Beweegboeken is a modular movement education program built around the Jims character universe (Floaty, Bendy, Strong, Fast, Bouncy, Bouncer). The core Beweegboeken Programma serves childcare organizations and is divided into two age-specific modules: KDV 2-3 for children ages 2-3 and BSO 4-7 for children ages 4-7. The program is supported by the Beweegboeken App for usage tracking, an E-learning module for staff training, and the Jim Ambassadeursprogramma for local implementation support. All components are anchored in the Jim beweegmodel (movement model) covering three dimensions: Mijn Lichaam (My Body), Mijn Ruimte (My Space), and Mijn Leven (My Life). The program has been certified as an official intervention by the Kenniscentrum Sport & Bewegen.

Differentiator

Problem solved

Functional benefit

Products and services

• Beweegboeken Programma (Jims Bewegend Leren) Complete movement education program for childcare organizations serving children aged 2-7, built on the Jim Beweegmodel methodology and recognized as an "Erkende Interventie." Delivered through physical activity books, the Beweegboeken App, and staff e-learning.
• Beweegboeken KDV 2-3 Age-targeted segment of the Beweegboeken program for KDV (daycare) settings, focused on movement activities for children aged 2-3 with appropriate Jims Characters content and parental support via the app.
• Beweegboeken BSO 4-7 Age-targeted segment of the Beweegboeken program for BSO (after-school care) settings, delivering movement activities for children aged 4-7 with Jims Characters content and continued app-based parent engagement.

Quantifiable outcome

• 12,000+ children exercise daily through the Beweegboeken program
• +1 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles1 record

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Kenniscentrum Sport & BewegencoreStrategic or Co-development PartnerKenniscentrum Sport & Bewegen independently assessed and certified the Beweegboeken program as an 'Erkende Interventie' (Recognized Intervention). This partnership provides third-party scientific validation of the program's methodology and effectiveness, which is a key differentiator for childcare organizations seeking evidence-based movement programs.
• Nederlands JeugdinstituutminorStrategic or Co-development PartnerThe Nederlands Jeugdinstituut (Dutch Youth Institute) logo appears as a partner/endorsement on the Beweegboeken website, suggesting alignment with youth development standards and methodologies.
• Gezonde Kinderopvang (Healthy Childcare)minorStrategic or Co-development PartnerGezonde Kinderopvang (Healthy Childcare initiative) logo appears on the website as a partner, indicating alignment with healthy childcare standards and promotion of physical activity in childcare settings.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• ABCmouse: ABCmouse is a broad digital early-learning platform covering academics, not specifically motor skills, but is comparable as a large-scale early-childhood curriculum subscription that competes for the same childcare and family attention budget as Beweegboeken.
• Kinedu: Kinedu is an early-childhood development app offering curated activities across cognitive, physical, and socio-emotional domains; comparable to Beweegboeken's parent-facing/child-activity approach but broader in scope and digital-first rather than hybrid physical-book based.

Direct peers

• My Gym: My Gym runs structured early-childhood fitness and motor-skill classes for ages 0-10, comparable to Beweegboeken's age-targeted (2-3, 4-7) developmental framework, though primarily consumer-facing rather than licensed into childcare centers.
• The Little Gym: The Little Gym runs structured movement, gymnastics, and motor-skill classes for children from toddler through primary age, comparable to Beweegboeken's age range (2-7) and developmental focus, although delivered as a consumer-facing franchise rather than B2B childcare licensing.
• Kinderdance International: Kinderdance is a franchised movement, dance, and motor-development program delivered in preschools, daycares, and early-childhood centers—an almost identical go-to-market model to Beweegboeken's B2B licensing into KDV/BSO locations.
• GoNoodle: GoNoodle delivers movement and mindfulness video activities to schools and childcare settings, targeting basic motor-skill and physical-activity engagement for young children—closely aligned with Beweegboeken's KDV/BSO use case, though delivered through digital content rather than a hybrid app + book model.
• JumpBunch: JumpBunch provides franchised sports and movement programs for young children delivered on-site at preschools, daycares, and elementary schools, mirroring Beweegboeken's B2B childcare channel and basic-motor-skills curriculum.
• Gymboree Play & Music: Gymboree Play & Music offers early-childhood play, movement, and sensory classes for infants through age 5—aligned with Beweegboeken's youngest age segment (KDV 2-3) and motor-development curriculum, though delivered as paid parent-child classes rather than licensed childcare content.
• Stretch-n-Grow: Stretch-n-Grow delivers structured preschool fitness and movement classes into childcare centers with branded characters and instructor training—closely comparable to Beweegboeken's Jim Coach certification and ambassador-led delivery model.
• Playworks: Playworks provides play and movement programming in elementary schools and out-of-school-time settings, addressing the same child-physical-activity pain point as Beweegboeken, with similar trainer-led delivery and school/organizational partnerships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/playlist?list=PLQ0FbdLAhTORQHCtNEsHmlP-m_b8xVpE1
• LinkedInlinkedin.com/company/beweegboeken

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Beweegboeken - Friends call me Jim