DeMIX Fitness & Leefstijl Almere

What DeMIX Fitness & Leefstijl Almere does

DeMIX Fitness & Leefstijl is a privately held Dutch fitness and lifestyle club operator running two physical locations — Nieuwegein (Merweplein 3, operated by Fitexploitatie B.V.) and Almere (Edvard Munchweg 123, operated by DeMIX Fitness Almere B.V.). Founded in 2008 and operating under the GirlyGym brand umbrella since 2017, the company serves individual adult members, families, children ages 5–15, and corporate employees, offering unlimited gym access, 100+ group fitness classes per week, personal and small-group training, and wellness services (sauna, massage, physiotherapy). Class programming is anchored by a comprehensive Les Mills license (BODYPUMP, BODYATTACK, BODYCOMBAT, RPM, BODYBALANCE, LM CORE, LM GRIT STRENGTH, LM SHAPES, LM VINYASA, LM HATHA, LM BREATH) supplemented by DeMIX's own MOVE X kids program, kickboxing, HYROX preparation, yoga, Pilates, Zumba, and 3D body scanning. The Almere site is differentiated by sustainability infrastructure including a WKO (heat-cold storage) installation and 310 solar panels.

The company's core technology asset is DeMIXthuis, a proprietary on-demand and livestream workout platform launched in 2020 and iterated as DeMIXthuis V2. The platform catalogs more than 600 recorded group fitness classes across eight categories (Body & Mind, Cardio, Core, Dance, Intensity, Live, Specials, Vitaal) and streams 50+ live classes per week directly from club studios, accessible on web, mobile, and TV via Airplay and Chromecast. Class reservations are managed through the Technogym app; biometric fingerprint scanners control access at Almere; fitness tracking is supported by Virtuagym (Nieuwegein) and MyWellness (Almere). Distribution is extended through a branded YouTube channel (DeMIXFitnessLeefstijl) publishing workout videos since May 2020.

DeMIX operates a hybrid subscription and ancillary-services revenue model. Primary subscriptions include Premium (from €41.95/month, 12-month contract), Premium Plus (€85.95/month), a Premium Flexkaart (€61.95/month, no contract), Kids MOVE X (from €19.95/month), and the standalone DeMIXthuis Only digital subscription at €12.95/month. Non-member access is sold via day passes and 10-ride cards (€112.50, 12-month validity). The B2B channel runs through BFN and NGP bedrijfsfitness networks for employer-subsidized memberships. The go-to-market is direct-to-consumer: online sign-up via a Mendix-based registration portal, at-reception sales, organic social (Instagram accounts for both clubs), email newsletters, events, and the NL Actief quality-mark signal. Annual price adjustments are communicated two weeks in advance per NL Actief general terms.

Name

DeMIX Fitness & Leefstijl Almere

Legal name

Fitexploitatie B.V.

Website

https://demix.nl

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

DeMIX Fitness & Leefstijl is a privately held Dutch fitness club operator with two locations (Nieuwegein, Almere) serving adults, kids, and corporate clients through subscriptions, 100+ weekly group classes, and the proprietary DeMIXthuis on-demand and livestream workout platform.

Ownership category

akta.pro rank

Product category

Fitness Club Services

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

General Personal Training (In-Person & Virtual) (HSADAAAA)

akta.pro secondary industries

Online/Remote Personal Training & Programming (HSADAAAM), Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI)

Keywords

• Group fitness classes
• Gym memberships
• On-demand workout platform
• Personal training services
• Corporate fitness programs

Headquarters

HQ city

Almere, Selecteer regio, staat of provincie.

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Gym Membership Subscriptions: Monthly recurring membership fees for access to fitness facilities, group classes, and digital DeMIXthuis platform. Offered in multiple tiers: Premium (from €41.95/month), Premium Plus (€85.95/month), and flex/mobile options. Subscription terms range from monthly (no contract) to 12-month commitments. Youth/Kids memberships from €19.95/month. Annual price increases are communicated 2 weeks in advance per NL Actief terms.
2. DeMIXthuis Only Subscription: Standalone digital-only membership at €12.95/month (monthly cancelable) for non-members who want on-demand and livestream access only. This is a freemium-adjacent digital product that also functions as a bundled free benefit for Premium gym members.
3. Day Passes and Multi-Ride Cards: One-time day pass (dagpas) sales and 10-ride card (10-rittenkaart) at €112.50, valid for 12 months. Provides non-members flexible access without a full subscription.
4. Ancillary Services: Revenue from additional services including personal training, sports drinks/protein shakes (24g protein per shake), massage services (via Chirlett Massage partner), sauna, tanning, and possibly physiotherapy. These are add-on purchases by existing members.
5. Corporate Fitness (Bedrijfsfitness): B2B corporate fitness programs through BFN and NGP bedrijfsfitness networks, where employers provide subsidized gym access to employees as an employee benefit.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

DeMIX Fitness & Leefstijl is a Dutch fitness and lifestyle club operating two physical locations (Nieuwegein and Almere) that sells recurring gym memberships, group fitness classes, personal training, wellness services, and kids' programs. The company also operates DeMIXthuis, a proprietary on-demand and livestream home workout platform offering more than 600 recorded group fitness classes and 50+ live streams per week.

Product overview

DeMIX Fitness & Leefstijl is a Dutch fitness and lifestyle club operating from two locations (Almere and Nieuwegein). The company offers a platform-plus-services model consisting of: (1) DeMIXthuis / DeMIXthuis V2 – an on-demand and livestream home workout platform accessible via web, mobile, and TV streaming (Airplay/Chromecast); (2) Physical club facilities offering 100+ weekly group fitness classes including Les Mills programs (BodyPump, BodyAttack, BodyStep, BodyBalance, BodyCombat, RPM, LM Core, Grit Strength, LM Shapes, LM Vinyasa, LM Breath, LM Hatha), yoga, Pilates, cycling, XCore, Zumba, BRN, and DeMIX's own classes; (3) Kids programs (MOVE X/DeMIX Kids) for ages 5-15; (4) Personal Training, Small Group Training, and Corporate Fitness (Bedrijfsfitness); (5) Wellness services including sauna, massage, and physiotherapy; (6) Specialty offerings like HYROX training, 3D Bodyscan, nutrition advice, and Kickboks. Membership tiers include Premium (€41.95/month), Premium Plus (€85.95/month), Kids, and DeMIXthuis Only (€12.95/month).

Differentiator

Problem solved

Functional benefit

Brands

• DeMIXthuis: Home workout platform offering on-demand workouts and livestreams for DeMIX members and non-members.

Products and services

• DeMIXthuis Home Workout Platform On-demand and livestream workout platform offering more than 600 recorded workouts and 50+ live streams per week across eight categories (Body & Mind, Cardio, Core, Dance, Intensity, Live, Specials, Vitaal). Available free to gym members or as a standalone subscription for non-members.
• Premium Lidmaatschap (Premium Membership) Full-access gym membership starting at €41.95/month providing unlimited fitness, 100+ group classes per week, fitness guidance, and access to the DeMIXthuis platform. Available in 12-month, 6-month, and monthly flex contract lengths.
• Premium Plus Lidmaatschap (Premium Plus Membership) Premium membership tier priced at €85.95/month including all Premium benefits plus unlimited small group sessions and a complimentary sports drink.
• DeMIX Kids / MOVE X Youth fitness programs for ages 5-15 featuring MOVE FIT, MOVE FOCUS, and MOVE FITNESS classes plus yoga, Budo, Bootcamp, and Mini Disco activities. Kids Unlimited membership from €19.95/month.
• Personal Training One-on-one training with certified fitness coaches providing personalized workout programs tailored to individual goals.
• Small Group Training Semi-private training sessions in small groups including Aqua Bootcamp, Outdoor Bootcamp, BXB, Power X Build, and Aqua Zumba.
• Sauna Sauna facilities for relaxation and recovery available to members at the clubs.
• Massage / Massagestoel Massage services and massage chair facilities for muscle recovery and relaxation.
• Fysiotherapie (Physiotherapy) Physiotherapy services available at the club for rehabilitation and injury prevention.
• Bedrijfsfitness (Corporate Fitness) Corporate fitness programs offered through BFN and NGP workplace fitness schemes, where employers provide subsidized gym memberships to employees.
• FIT SURVEY 3D Bodyscan 3D body scanning technology for detailed body composition analysis to track fitness progress.
• HYROX Training Training program preparing members for HYROX fitness races, including dedicated small group sessions.
• Voedingsadvies (Nutrition Counseling) Nutrition counseling services to complement fitness training programs.
• Day Pass and 10-Ride Card One-time day passes (dagpas) and a 10-ride card (10-rittenkaart) priced at €112.50, valid for 12 months. Provides non-members flexible access without a full subscription.

Quantifiable outcome

• 100+ group fitness classes per week across both club locations
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature5 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Chirlett MassageminorStrategic or Co-development Partner · 17 July 2024Chirlett Massage is an independent massage therapist operating at the DeMIX Nieuwegein club, offering trigger point therapy, deep tissue massage, relaxation massage, myofascial release, lymphatic drainage, and foot reflexology. Services are booked via www.chirlettmassage.nl or through DeMIX reception.
• TechnogymcoreTechnology or IntegrationTechnogym provides the app platform used by DeMIX members for class reservations and schedule management. Members access the most up-to-date class schedule through the Technogym app, which also serves as the channel for last-minute schedule changes and class booking confirmations.
• Les MillscoreTechnology or IntegrationDeMIX offers a wide range of Les Mills group fitness programs including BODYPUMP, BODYATTACK, BODYSTEP, BODYCOMBAT, RPM, BODYBALANCE, BODYJAM, LM CORE, LM GRIT STRENGTH, LM DANCE, LES MILLS SHAPES, LES MILLS CORE, LES MILLS VINYASA, LES MILLS HATHA, and LES MILLS BREATH. These are licensed program offerings taught by certified DeMIX instructors.
• BFN / NGP Bedrijfsfitness NetworksminorChannel Partner/ Reseller/ DistributorDeMIX participates in BFN (Bedrijfsfitness Nederland) and NGP bedrijfsfitness programs, allowing employees of member companies to access DeMIX facilities as a workplace wellness benefit. Employers share employee data (name, address, start/end dates) with DeMIX under GDPR-compliant data processing agreements.
• GetForward (Online Marketing Bureau Utrecht)minorGTM or Marketing PartnerGetForward is the online marketing bureau (digital marketing agency) credited as the company powering DeMIX's online presence. The website footer states '© 2026 DeMIX | Powered by GetForward', indicating ongoing digital marketing and website management support.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Regional players

• PureGym: UK-headquartered low-cost fitness chain with a growing European footprint. Comparable in low-cost value positioning and standardized group class programming, though primarily competing in UK/other EU markets rather than directly in DeMIX's NL geography.
• The Gym Group: UK-listed low-cost fitness chain. Comparable in membership-economics and group-class-led value proposition, but operates primarily in the UK rather than the Netherlands.

Direct peers

• Basic-Fit: Largest low-cost fitness chain in the Netherlands and Europe with hundreds of clubs across multiple countries. Directly competes with DeMIX on membership value pricing, group class breadth, and 24/7-style access in overlapping Dutch geographies.
• SportCity: Dutch mid-market fitness chain operating multiple clubs with group classes, personal training, and wellness services — a closely comparable Dutch footprint competitor to DeMIX's Nieuwegein and Almere locations.
• Anytime Fitness: Global franchise fitness network with 24/7 access and standardized club formats. Comparable as a multi-site membership operator competing for the same convenience-oriented consumer segment as DeMIX.
• Fit For Free: Dutch low-cost fitness chain with a multi-location national footprint. Comparable to DeMIX in price-sensitive positioning and broad group-class programming aimed at general consumers.

Emerging players

• F45 Training: Global boutique functional training franchise offering standardized HIIT and group sessions. Comparable in group-fitness-led positioning and franchised operating model, though more narrowly focused on functional training than DeMIX's full-spectrum programming.

Broad incumbents

• Peloton Interactive: Connected fitness platform combining proprietary streaming content with hardware subscriptions. Comparable as a digital fitness content platform competing directly with DeMIXthuis for at-home subscribers, though at a much larger scale and with hardware dependency.
• David Lloyd Leisure: Premium European health and racquets club chain with extensive group class, wellness, and family programming. Comparable as a broader incumbent in the premium fitness and lifestyle club category that DeMIX targets with its Premium Plus tier.
• Virgin Active: Premium health club chain active in the Netherlands with a full lifestyle offering (group classes, wellness, family programming). Comparable as a broader incumbent in the premium club segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/DeMIXFitnessLeefstijl
• Instagraminstagram.com/demixfitness.almere
• LinkedInlinkedin.com/company/demix-fitness-leefstijl-almere

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 DeMIX Fitness & Leefstijl Almere