Boutique Gym

What Boutique Gym does

Boutique Gym is a privately held boutique fitness studio operating under the legal entity Eet Beweeg Ontspan B.V. in Maastricht, Netherlands. Founded in 2020, the company runs two main locations — Athoslaan 50 (the flagship HITBOX and group-class hub) and Avenue Ceramique 180 (the EBO studio offering Reformer Pilates, Rhythm Cycle, Bikram Yoga, and personal training) — plus a seasonal outdoor site at the Hoge Weerd 20 marina from May to August. Its core product is a portfolio of more than 30 group class formats, anchored by proprietary in-house programs (HITBOX, HITBIKE, B-Kick, and specialized 55+ GOW and Kids Boxing tracks), delivered in small groups (typically 4–20 participants) with a focus on luxurious amenities and an immersive sound-and-light experience.

The business model combines subscription memberships (€65/4 weeks standard, €85/4 weeks premium for cross-location access), time-bounded class-credit packages (10 credits for €125 over 3 months, 20 credits for €199 over 6 months, single drop-in at €15), and ancillary services including one-on-one or small-group personal training with nutrition consulting, sports and relaxation massage, and pole-fitness workshops for corporate events and bachelor parties. Student pricing (€45/month) and corporate distribution through benvitaal and bedrijfsfitnessnederland.nl (offering up to 40% off) round out the price ladder. Marketing is community-led and event-driven, leveraging Instagram, Facebook, a referral "Bring a Friend" program, content marketing, and the annual Health Festival Ardennen.

The customer base is overwhelmingly consumer-facing — adult fitness enthusiasts, 55+ seniors, and youth (8–16) — supplemented by a corporate wellness channel that funnels employee memberships via third-party platforms rather than direct enterprise contracts. The company's strategic priorities center on expanding event-driven revenue (Health Festival Ardennen, pole workshops), deepening partnerships (HYROX official club status since October 2024), and local ecosystem building through goodiebag coalitions with Chiromotion, Maastricht City Spa, Sportshop Do it, and Restaurant Bijzonder. With 6 employees and no external funding identified, Boutique Gym remains a small, founder-controlled local operator rather than a scaling chain.

Name

Boutique Gym

Legal name

Eet Beweeg Ontspan B.V.

Website

https://boutiquegym.nl

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Boutique Gym is a privately held, two-location boutique fitness studio in Maastricht, Netherlands, offering 30+ group class formats — including proprietary HITBOX and HITBIKE programs — alongside personal training, nutrition advice, massage and pole-fitness workshops for adult, senior, youth and corporate-wellness customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Maastricht

HQ country

Netherlands

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Group Class Memberships: Annual subscription model (€65 per 4 weeks) offering unlimited access to all group classes, locker rooms, showers, and towels. Monthly automatic renewal with one month cancellation notice.
2. Class Credits/Packages: Pay-per-class model with credit packages: single lesson €15 (valid 1 week), 10-credit package €125 (valid 3 months), 20-credit package €199 (valid 6 months). No enrollment or administration fees.
3. Personal Training: One-on-one, duo, or small group (max 4 persons) personal training sessions with dedicated head trainer, personalized training/nutrition programs. Trajectories range from credit packages to 6-month programs.
4. Nutrition Consulting: Nutrition advice integrated with personal training packages, helping clients achieve healthy weight and eating habits.
5. Premium Membership: Premium year subscription (€85 per 4 weeks) offering access to all locations and exclusive events.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Boutique Gym is a boutique fitness studio in Maastricht operating two physical locations plus a seasonal outdoor site, offering proprietary in-house developed group class formats (notably HITBOX), 30+ group class varieties spanning HIIT, yoga, Pilates, boxing, cycling and pole fitness, one-on-one and small-group personal training, nutrition consulting, sports/relaxation massage, and annual health festival events. Customers access services via annual subscriptions, multi-class credit packages, or single-class bookings through the Virtuagym online platform.

Product overview

Boutique Gym is a boutique fitness studio in Maastricht offering exclusive group classes in a luxury setting. The company provides a comprehensive fitness ecosystem including HITBOX (proprietary high-intensity interval training), personal training with nutrition advice, over 30 types of group classes spanning yoga, pilates, boxing, strength training, and specialized programs for seniors and children, sports massage services, and pole fitness workshops. Classes are offered at two main locations (Athoslaan 50 and Avenue Ceramique 180) plus outdoor venues, with membership plans ranging from single classes to annual subscriptions.

Differentiator

Problem solved

Functional benefit

Brands

• HITBOX: Exclusive High-Intensity training combining treadmill, boxing, strength and bodyweight exercises with music and lighting effects
• B-Kick
• Health Festival

Products and services

• HITBOX Proprietary in-house developed high-intensity interval training (HIIT) class combining treadmill work, boxing, strength training and bodyweight exercises with unique sound and lighting effects. A 45-minute session featuring up to 20 different exercises per session that accelerates metabolism for elevated post-workout fat burning. Suitable for beginners via dedicated starter classes.
• Group Fitness Classes (Groepslessen)

Quantifiable outcome

• 500-900 kcal burned per HITBIKE session
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• HYROXcoreStrategic or Co-development Partner · 1 October 2024Boutique Gym is officially affiliated with HYROX as a recognized HYROX club, offering members access to specialized HYROX training programs and the ability to participate in HYROX races worldwide. The partnership provides members with group app access for discounted tickets, extra simulations, and competition group participation.
• benvitaalminorChannel Partner/ Reseller/ DistributorCorporate wellness partner allowing employees of benvitaal partner companies to access Boutique Gym services with up to 40% discount on memberships.
• bedrijfsfitnessnederland.nlminorChannel Partner/ Reseller/ DistributorCorporate fitness platform partner enabling employees to access Boutique Gym at discounted corporate rates.
• ChiromotionminorGTM or Marketing PartnerGoodiebag partner for new annual subscription members, providing wellness-related goodies to first 50 sign-ups.
• Maastricht City SpaminorGTM or Marketing PartnerGoodiebag partner providing wellness/spa items to new annual subscription members.
• Sportshop Do itminorGTM or Marketing PartnerGoodiebag partner providing sports equipment/items to new annual subscription members.
• Restaurant BijzonderminorGTM or Marketing PartnerGoodiebag partner providing dining/healthy food items to new annual subscription members.
• Eet Beweeg OntspancoreOthersEet Beweeg Ontspan B.V. is the legal entity operating Boutique Gym. The second location at Avenue Ceramique 180 operates under this brand, offering Reformer Pilates, Rhythm Cycle, Bikram Yoga, and personal training services. Premium year membership includes access to both Boutique Gym and EBO locations.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Fit For Free: Dutch low-cost fitness chain offering basic gym access at aggressive price points. Comparable as a Dutch fitness competitor targeting price-sensitive consumers in the same Maastricht catchment; represents the budget substitution alternative to Boutique Gym's premium model.
• Basic-Fit: Largest low-cost fitness chain in the Netherlands and Europe with hundreds of locations. Comparable as a Dutch fitness competitor; while positioned at the value end (~€25/month) versus Boutique Gym's premium tier, it defines the competitive set and substitution risk in Maastricht.
• PureGym: European low-cost fitness chain with extensive presence across the UK and Continental Europe. Comparable as a broad incumbent in the European fitness market; represents the value-tier competitive backdrop against which Boutique Gym's premium boutique model must justify its pricing.
• SportCity: Established mid-market Dutch fitness chain operating multiple clubs nationwide. Comparable as a Dutch fitness incumbent competing for the same Maastricht-area consumer wallet, with broader geographic reach but less differentiated boutique experience.

Direct peers

• Orangetheory Fitness: Global boutique fitness franchise built around proprietary heart-rate-based HIIT programming. Comparable to Boutique Gym in proprietary class format, premium membership model, and focus on measurable workout outcomes (calorie burn, metabolic effect).
• TrainMore: Dutch boutique fitness chain offering premium group classes and small-group training at multiple urban locations. Directly comparable to Boutique Gym in target customer (urban adults seeking premium experience), class format mix, and Dutch market positioning, though at larger scale.
• Barry's Bootcamp: Global boutique HIIT concept combining treadmill running and strength training in high-intensity group classes with premium studios. Closely comparable to Boutique Gym's HITBOX format — proprietary HIIT class, premium positioning, sound/lighting experience, and luxury amenities.
• F45 Training: Global boutique functional training franchise with proprietary 45-minute HIIT and strength class formats. Directly comparable to Boutique Gym's proprietary small-group class concept, premium positioning, and franchise-able boutique model.
• Club Pilates: Largest boutique Pilates franchise globally, operating reformer-based group classes in premium studios. Comparable to Boutique Gym's Reformer Pilates and group class offerings at the EBO location, including similar pricing tiers and small-group class format.

Emerging players

• The Exercise Coach: Boutique personal-training concept focused on guided one-on-one and small-group sessions with personalized programming. Comparable to Boutique Gym's Personal Training and nutrition consulting offerings, particularly the small-group (max 4) and individualized-coaching positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/boutiquegym.nl
• Instagraminstagram.com/boutiquegym_maastricht
• LinkedInlinkedin.com/company/boutique-gym

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Boutique Gym