Discipline Sports

What Discipline Sports does

Discipline Sports is a boutique personal training studio operating from a single location at Nijverheidsweg Noord 98 G in Amersfoort, Netherlands. Founded in 2012, the company employs approximately 5 people and serves individual fitness seekers, busy professionals, weight-loss clients, small group training participants, and adults over 50 in the Amersfoort catchment area. Its service portfolio centers on Personal Training (1-on-1 certified coaching) and Small Group Personal Training (max 6 participants per session), supplemented by Ice Bath recovery, Weight Loss programs, holistic Coaching, Breathing Coaching, a 90-Day Challenge program, and a small-scale Sportschool membership priced from €65 per month. The company has a 5.0 Google rating from 74 reviews and emphasizes a "brutally honest" coaching philosophy grounded in evidence-based methods.

Underlying technology is minimal: the company does not operate a proprietary technology platform and uses a mobile app for client progress tracking that delivers weekly feedback, video demonstrations, and mobility exercises. There is no evidence of AI/ML integration, no API, no SDK, and no third-party platform integrations. Service delivery is fundamentally in-person at the physical studio, which operates 06:00 to 23:00 daily. The company maintains a content marketing presence via blog posts and active social media accounts on Instagram, LinkedIn, and Facebook, with client testimonials and transformation stories forming the core of its acquisition funnel.

The business model is subscription-based recurring revenue across multiple streams, with a sales-led go-to-market motion that emphasizes a free trial/intake session as a low-friction entry point. Pricing is modular: sportschool membership from €65/month, while personal training, small group training, and add-on services are priced as separate subscription packages or professional services. The company is privately held, founder-owned (Joost appears to be the primary owner/operator), with no external investors, no funding rounds, no subsidiaries, and no patents or trademarks disclosed.

Name

Discipline Sports

Legal name

Discipline Sports

Website

https://disciplinesports.nl

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Discipline Sports is a boutique personal training studio in Amersfoort, Netherlands, offering 1-on-1 coaching, small group training (max 6), ice bath recovery, nutrition coaching, and a 90-day challenge program to individual fitness seekers, busy professionals, and weight-loss clients in the local Amersfoort market.

Ownership category

akta.pro rank

Product category

Fitness Services

NAICS

Fitness and Recreational Sports Centers (71394), Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Strength & Conditioning / Athletic Performance Training (HSADAEAB)

akta.pro secondary industries

Sports-Specific Group Conditioning (HSADABAK), Sports Psychology & Mental Performance Coaching (HSADAEAH)

Keywords

• Personal training
• Small group training
• Fitness coaching
• Wellness services
• Boutique fitness

Headquarters

HQ city

Amersfoort

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Sportschool Membership: Monthly subscription for access to the fitness facility with professional guidance and customized training programs
2. Personal Training Sessions: One-on-one training with certified personal trainers for individualized coaching and attention
3. Small Group Personal Training (SGPT): Training sessions with small groups of up to 6 participants, combining personal attention with group motivation at a more affordable price point than individual PT
4. Ice Bath Sessions: Recovery sessions using ice baths for improved recovery, metabolism stimulation, and mental resilience
5. Breathing Coaching: Specialized breathwork coaching for stress management and improved athletic performance

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Discipline Sports is a boutique personal training studio located in Amersfoort, Netherlands, that delivers one-on-one personal training, small group training sessions, ice bath therapy, breathing coaching, and structured weight loss programs. It serves individual local fitness consumers seeking a personalized, multi-discipline training experience with incorporated recovery and wellness modalities.

Product overview

Discipline Sports is a boutique fitness studio in Amersfoort, Netherlands, offering a unified personal training and coaching service with multiple service lines delivered through their own certified trainers and PT studio. The core offering consists of Personal Training (1-on-1 coaching) and Small Group Training (max 6 participants), supplemented by add-on services including IJsbad (ice bath recovery), Afvallen (weight loss programs), Coaching (mental/nutrition), Ademcoach (breathing coach), and De Mini Meting (assessment). Additional standalone offerings include a Sportschool (gym facility) and the 90 Dagen Challenge (90-day transformation program). The company emphasizes an integrated approach combining physical training with nutritional guidance and mindset coaching for holistic results.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Training One-on-one coaching sessions delivered by trainers at the Amersfoort studio for individual fitness consumers seeking customized programming and accountability.
• Small Group Training Coach-led group fitness sessions offered in small groups at the studio, designed for individuals who want guided training with peers in a more affordable format than one-on-one coaching.
• Ice Bath Therapy Cold exposure sessions provided at the studio as a recovery and wellness modality for clients seeking performance recovery and general wellbeing benefits.
• Breathing Coaching Guided breathwork and breathing technique coaching offered to individual clients for stress management, performance, and general wellness.
• Weight Loss Programs Structured training and coaching programs designed for individuals with weight loss goals, combining personal training with targeted programming.

Quantifiable outcome

• Clients report losing 14-16 kg within 90 days through the structured program
• +4 more outcomes

Named customers16 records

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Basic-Fit: Largest low-cost fitness chain in the Netherlands and Europe with hundreds of locations. Competes with Discipline Sports for the Amersfoort fitness consumer but at a much lower price point and far broader scale, representing the value-tier alternative.
• Fit For Free: Large Dutch low-cost fitness chain. Competes for budget-conscious Amersfoort residents who might otherwise consider Discipline Sports' sportschool membership.
• David Lloyd Amersfoort: Premium Dutch health-club operator with a location in Amersfoort offering personal training, group exercise, tennis, and family amenities. Direct competitor for premium PT and family wellness spend in the same catchment.
• SportCity: Dutch mid-market fitness chain with multiple Amersfoort-area clubs offering group classes, personal training, and memberships. Comparable to Discipline Sports on service breadth but operates at chain scale rather than boutique.

Direct peers

• TrainMore: Amsterdam-origin boutique fitness brand offering group personal training in small sessions. Similar boutique/SGPT positioning, comparable target customer, and similar premium-pricing model.
• Personal Fitness Club: Dutch boutique personal training studio chain focused on 1-on-1 coaching and small-group sessions with certified trainers. Closest direct comparable to Discipline Sports on model, format, and target customer.

Emerging players

• Icebath / Recovery Studios (e.g., Hometown Heroes, Recovery & Co): Dutch standalone ice bath and recovery studios (similar emerging segment). Comparable on the ice bath / wellness recovery offering that Discipline Sports bundles as an add-on.
• Fit20: Dutch-origin boutique personal training concept built around 20-minute, 1-on-1 strength training sessions. Comparable on the personal-training-only, time-efficient, results-focused model that busy-professional clients value.

Regional players

• SportCity Premium / The Pulse Amersfoort: Premium fitness club in Amersfoort region offering personal training, group classes, and wellness amenities. Regional competitor for the same Amersfoort premium-fitness customer.
• CrossFit Amersfoort: Local CrossFit affiliate in Amersfoort providing coached strength & conditioning group classes. Overlaps with Discipline Sports on strength training, coaching, and community-driven training experience for the same local market.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Disciplinesports
• LinkedInlinkedin.com/company/discipline-sports
• Instagraminstagram.com/disciplinesports

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 Discipline Sports