Colruyt Group Academy

What Colruyt Group Academy does

Colruyt Group Academy is a Belgian culinary education and experience platform operating as a division (Afdeling) of Colruyt Group NV, headquartered at Edingensesteenweg 249, 1500 Halle. Founded in 2012 and employing approximately 86 staff, the Academy operates 10 physical locations across Belgium spanning Flanders (Halle, Merelbeke-Melle, Kortrijk, Hasselt, Haasrode, Oostkamp), Wallonia (Jambes, Luik), and the Brussels periphery (Grimbergen, Ukkel), each equipped with professional kitchens and meeting rooms. Its offerings center on hands-on cooking workshops (groups of up to 16), cooking demonstrations, webinars on conscious and healthy living, creative day camps for children, children's birthday parties, lectures, guided walking tours, healthy-living experience days, corporate team-building events, and rental of meeting rooms and professional kitchens. The platform serves three core segments: individual adults seeking cooking and lifestyle education, families with children, and corporate clients using Academy facilities for team events.

Name

Colruyt Group Academy

Legal name

Colruyt Group Academy (Afdeling van Colruyt Group NV)

Website

https://colruytgroupacademy.be

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Colruyt Group Academy is a Belgian culinary education platform operating 10 physical locations, offering cooking workshops, children's activities, corporate team-building, and venue rentals. It serves individual adults, families, and businesses across Belgium as a division of Colruyt Group NV.

Ownership category

akta.pro rank

Product category

Culinary Education and Lifestyle Workshops

NAICS

Technical and Trade Schools (61151), Other Schools and Instruction (6116)

SIC

Services-Educational Services (8200), Services-Amusement & Recreation Services (7900)

akta.pro industry

PRIMARYTHAJAGAI

Cooking Classes & Chef-Led Workshops

Travel & Hospitality/Tours, Attractions & Experiences/Food & Drink Experiences (Culinary Tours, Tastings, Cooking Classes)

SECONDARYTHAJAKAE

Culinary Skills Workshops (Baking, Regional Cooking, Food Prep Skills)

Travel & Hospitality/Tours, Attractions & Experiences/Workshops & Classes (Arts, Crafts, Skills & Local Lessons)

Keywords

• Cooking workshops
• Culinary education
• Corporate team building
• Children's activity camps
• Venue rental services

Headquarters

HQ city

Halle

HQ country

Belgium

HQ region

Europe

Offices10 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Workshop Fees: Individual consumers pay per person to attend cooking workshops, demo cookings, lectures, and other educational sessions. Pricing varies by workshop type and duration.
2. Corporate Team Building: Companies book team building activities, room rentals, and kitchen facilities for employee events and gatherings.
3. Webinar Tickets: Digital webinars on health, cooking, and parenting topics sold to individuals and businesses.
4. Birthday Parties for Children: Parents book themed birthday parties for children at Academy locations.
5. Gift Vouchers: Gift vouchers sold for use across the Academy's workshop and activity offerings.
6. Room and Kitchen Rental: Meeting rooms and professional kitchens rented to businesses for their own events.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Colruyt Group Academy operates hands-on culinary workshops, demo-cookings, webinars, children's birthday parties, creative day camps, corporate team-building activities, and professional venue rentals (meeting rooms and kitchens) across 10 Academy locations throughout Belgium. The Academy is a division of Colruyt Group NV and delivers experiential cooking education, healthy living programs, and lifestyle enrichment to individuals, families, and businesses.

Product overview

Colruyt Group Academy is a multi-format educational platform operated by Colruyt Group, offering cooking workshops, culinary demonstrations, webinars, day camps for children, corporate team building activities, and venue rental services across multiple academy locations in Belgium. The core offering centers on hands-on workshops and demo-cookings where participants learn cooking techniques, recipes, and healthy living skills in professionally equipped kitchens. The platform serves three main segments: adults seeking cooking classes and wellness education, children attending birthday parties and creative day camps, and businesses organizing team building events and meetings. Additional services include webinars, lectures, walking tours, and gift vouchers. The academies are located in Merelbeke-Melle, Kortrijk, Grimbergen, Hasselt, Jambes (Namur), Luik (Liège), Halle, Ukkel, Haasrode, and Oostkamp.

Differentiator

Problem solved

Functional benefit

Products and services

• Cooking Workshops (Kookworkshops) Hands-on cooking workshops offered to adults, families, and corporate groups where participants learn cooking techniques, recipes, and culinary skills in professionally equipped kitchens with experienced instructors. Group size maximum 16 people, includes all ingredients, equipment, buffet meal, drinks, and recipe booklet.
• De Koreaanse Keuken (Korean Kitchen Workshop) A specific themed cooking workshop launched in 2025 focused on Korean cuisine. Participants prepare traditional dishes including mandu dumplings, japchae, bibimbap, tteokbokki, and banchan. Priced at €46 per person for a 3-hour session, includes buffet meal, beverages, cava, recipe booklet, and free parking.
• Webinars Digital webinars on conscious and healthy living topics accessible online with interactive participation including live Q&A and polls. Available to individuals and corporate clients.
• Creative Day Camps (Dagkampen) Creative day camps for children during school holidays, offering fun and educational activities focused on cooking, creativity, and healthy living. Pricing per child per day, with sibling discounts and sport/culture voucher acceptance.
• Lectures (Lezingen) Educational lectures and presentations on topics related to cooking, health, parenting, and lifestyle, featuring expert speakers.
• Birthday Parties (Verjaardagsfeestjes) Themed birthday parties for children aged 5-12 with themes including cooking, crafts, and creative activities, professionally hosted with maximum 12 children per party. Pricing varies per child; minimum and maximum number of participants applies.
• Demo-cookings Live cooking demonstrations by experienced instructors where participants watch, learn, taste, and discover techniques and recipes. Duration approximately 1.5-3 hours with all equipment provided and tastings included.
• Healthy Living Experience Day (Belevingsdag Gezond Leven) Experiential discovery days focused on healthy living, offering interactive activities and information about wellness and nutrition.
• Discovery Walks (Wandelingen) Guided walking tours and discovery activities that combine exploration with learning about food, nature, and healthy living.
• Team Building Activities (Bruisende Teambuildings) Team building activities for businesses, including cooking workshops and other interactive experiences designed to strengthen team dynamics and collaboration. Custom themes available; pricing per participant is higher than consumer equivalent and includes workshop, materials, and food.
• Room Rental (Zalenverhuur) Meeting room and conference space rental at various Academy locations across Belgium, suitable for corporate events and gatherings.
• Kitchen Rental (Keukenverhuur) Professional kitchen rental for businesses and individuals needing fully equipped cooking facilities for events or other purposes.
• Gift Vouchers (Cadeaubonnen) Gift vouchers available in various denominations redeemable for workshops, courses, and other Academy activities. Available for both individual and corporate bulk purchases.

Segments3 records

Ideal customer profiles3 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 minor and core.

• AlprominorGTM or Marketing PartnerAlpro collaborates with Colruyt Group Academy on plant-based eating workshops and content. Alpro provides recipes and inspiration for vegetable-focused cooking, promoting their plant-based products as part of healthy eating education.
• Garden GourmetminorGTM or Marketing PartnerGarden Gourmet partners with Colruyt Group Academy for plant-based cooking workshops and content, featuring their meat substitute products in recipes and demonstrations.
• Devos & LemmensminorGTM or Marketing PartnerDevos & Lemmens collaborates with Colruyt Group Academy on BBQ workshops, providing their sauces and condiments for cooking demonstrations and recipes featuring their products.
• BarbecookminorGTM or Marketing PartnerBarbecook partners with Colruyt Group Academy for BBQ workshops, featuring their barbecue equipment in cooking demonstrations.
• OLAminorGTM or Marketing PartnerOLA ice cream brand collaborates with Colruyt Group Academy, featuring in summer and seasonal activities and content.
• Colruyt GroupcoreOthersColruyt Group Academy is a division of Colruyt Group NV (company number 0400.378.485), located at Edingensesteenweg 249, 1500 Halle. The Academy operates as part of the Colruyt Group ecosystem, connecting retail operations with customer education and experience.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sauce by The Langham: London cooking school operating from a hotel setting offering technique-focused cooking classes, kids' programs, and corporate events. Comparable mix of formats and premium positioning.
• Atelier des Chefs: French-origin multi-location cooking workshop chain offering hands-on chef-led classes plus corporate team-building events. Highly comparable format and customer mix to Colruyt Group Academy's core workshop offering.
• Borough Market Cookery School: London-based cookery school at Borough Market offering hands-on classes with market-sourced ingredients. Comparable hands-on workshop format with culinary skill focus.
• Waitrose Cookery School: UK retailer-owned cooking school with multiple locations offering hands-on cooking workshops, children's events, and corporate experiences. Directly comparable retail-backed multi-location model.
• La Cuisine Paris: Paris-based cooking school offering hands-on market-to-kitchen workshops, chef-led classes, and corporate events. Closely comparable culinary education format and European urban professional audience.
• The Avenue Cookery School: London-based independent cooking school offering hands-on workshops, kids' birthday parties, and team-building events. Closely comparable independent cooking school business model.
• L'atelier des Sens: French cooking school chain with multiple locations in Paris offering hands-on chef-led workshops and themed culinary experiences. Comparable chef-led multi-format workshop model.

Broad incumbents

• Sur La Table: US cooking retailer operating cooking class programs alongside retail. Comparable retail-channel-adjacent culinary education model, though broader and US-focused.
• Williams Sonoma: US-based premium kitchen retailer that has historically operated in-store cooking classes and recipe education. Comparable retail-rooted culinary education positioning though broader.
• Le Cordon Bleu: Global culinary education brand offering both professional diploma programs and recreational short courses. Broader incumbent in culinary instruction with overlapping workshop format.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/colruyt-group-academy

Compliance2 records

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 Colruyt Group Academy