House Of Workouts

What House Of Workouts does

House of Workouts B.V. is a Dutch group fitness content and program licensing company founded in 2005 by Renata Jarz and headquartered in Voorburg, Netherlands. The company develops and distributes branded group fitness programs — XCORE, BRN, LXR Shape, and SclptCycle — together with proprietary equipment (XCO-trainer, Sclpt-tubes) and a steady cadence of quarterly content releases (XCORE alone ships 80 new releases per year). Its primary business model is B2B licensing of these programs to fitness clubs, with over 1,600 partner clubs across the Netherlands, Belgium, France, and Spain, supported by a network of more than 1,000 certified instructors trained through two-day €299 certification courses.

The company operates multiple revenue streams layered on top of the core B2B licensing: a tiered HOW Virtual subscription product (€39.95–€99/month), a HOW Digital downloads offering, a GoldClub premium tier, and a HOW Webshop for branded merchandise. A private-label offering for fitness chains extends the model into enterprise co-branded programs. Annual partner events such as HOWxFESTYFIT reinforce ecosystem engagement, and an equipment partnership with Body Bike supports the SclptCycle program.

House of Workouts employs approximately 42 people and has joined Start2Move Group in 2025 after two decades as an independent operator, marking a material corporate restructuring. The combination of a deep content library, certified instructor network, and proprietary equipment creates a vertically integrated platform for delivering turnkey group fitness experiences to independent clubs and chains.

Name

House Of Workouts

Legal name

House of Workouts B.V.

Website

https://houseofworkouts.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

House of Workouts B.V. is a Dutch group fitness company that licenses branded program content (XCORE, BRN, LXR Shape, SclptCycle), proprietary equipment, and instructor certification to over 1,600 fitness clubs across the Netherlands, Belgium, France, and Spain.

Ownership category

akta.pro rank

Product category

Group Fitness Programs

NAICS

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

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Functional Fitness / Cross-Training Groups (HSADABAH)

akta.pro secondary industries

Cycling/Spin Classes (HSADABAE), Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB)

Keywords

• Group fitness programs
• Pre-choreographed workouts
• Fitness club licensing
• Instructor certification training
• Reactive impact training

Headquarters

HQ city

Voorburg

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain

Revenue model

1. Program Licensing to Fitness Clubs: Fitness clubs pay for a program license to offer HOW workouts. Licensees receive a new quarterly release (choreography, music, marketing materials) every 3 months. This is the primary B2B revenue stream.
2. HOW Virtual Subscription: Monthly subscription for the HOW Virtual on-demand app. Clubs already offering live HOW workouts pay EUR 39.95/month excl. VAT. Clubs wanting only virtual workouts pay EUR 99/month excl. VAT.
3. Instructor Training & Certification: HOW Academy (beginner instructor course) and programme-specific Basic Instructor Training (XCORE, BRN, SclptCycle, LXR Shape). Two-day training costs EUR 299 excl. VAT; discounted to EUR 199 for HOW Academy graduates who continue into a programme. Payment can be split into two installments.
4. HOW Digital Downloads: Certified clubs access and download the latest releases via the HOW Digital platform (app.houseofworkouts.com).
5. GoldClub Premium Club Program: Premium tier for clubs with at least three programme licences, two active permanent instructors, and up-to-date marketing. Benefits include early access to offers, annual gift, one free HOW Academy spot, and exclusive webshop discount code. Generates upsell revenue from high-engagement partner clubs.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

House of Workouts develops and licenses four pre-choreographed group fitness programs (XCORE, BRN, LXR Shape, SclptCycle) built around proprietary reactive-impact training equipment. The company licenses these programs to fitness clubs across Europe on a quarterly release model, provides instructor certification through HOW Academy, and supports partners with virtual (HOW Virtual) and digital (HOW Digital) delivery platforms. It also operates a consumer-facing at-home subscription platform (HOW@Home) and a webshop for equipment.

Product overview

House of Workouts is a Dutch group fitness company operating since 2005, with a presence across Europe. Its core portfolio consists of four pre-choreographed group fitness programs: XCORE® (flagship, launched 2005), BRN®, SclptCycle®, and LXR® Shape — each using proprietary equipment (XCO-trainer, BRN-set, Sclpt-tubes, LXR Shape bag) and updated quarterly with new choreography and music. Supporting offerings include HOW@Home® (online at-home workouts), HOW Virtual (on-demand club app with 250+ Dutch-language workouts), HOW Digital (club release download platform), GoldClub (premium club tier), Private Label (custom-branded programs for fitness chains), and instructor training via HOW Academy plus program-specific certification courses. The company operates through a license model for fitness clubs, with quarterly releases distributed via its app platform.

Differentiator

Problem solved

Functional benefit

Brands

• XCORE®: Flag ship pre-choreographed group fitness program featuring XCO® trainer equipment for full-body workouts with reactive impact technology. XCORE stands for eXtreme CORE training.
• BRN®
• LXR® Shape
• SclptCycle®
• HOW Virtual
• HOW Digital
• HOW Academy
• HOWatHome®
• GoldClub

Products and services

• XCORE® Flagship 45-minute pre-choreographed group fitness program using the XCO-trainer (aluminium cylinder filled with grit), combining core training with a cardiovascular challenge; burns 400–700 calories per session. Licensed to fitness clubs and updated quarterly with fresh choreography and music.
• BRN® Pre-choreographed body shaping and aerobics group workout using the BRN set (two aluminium grit tubes), claiming up to 33% more calorie burn than standard shape workouts. Licensed to fitness clubs with quarterly releases.
• LXR® Shape 45-minute functional strength workout using the LXR Shape fitness bag, targeting core, glutes, and legs through squats, lunges, pushes, pulls, and rotations. Licensed to fitness clubs with quarterly releases.
• SclptCycle® 45-minute indoor cycling session combined with Sclpt-tubes for upper-body and core training; burns up to 600 calories per session. Designed for Body Bike indoor bikes that include Sclpt-tube holders. Licensed to fitness clubs with quarterly releases.
• HOW@Home® Online subscription platform offering 100+ Dutch-language on-demand workouts including XCO and other HOW programs, available to individual consumers via shopbyhow.nl.
• HOW Virtual On-demand virtual workout app for fitness clubs offering 250+ Dutch-language workouts playable via tablet and projector, allowing clubs to run group fitness sessions when live instructors are unavailable. Subscription priced at EUR 39.95/month excl. VAT for clubs with existing live licenses, or EUR 99/month standalone.
• HOW Digital Digital download platform enabling certified HOW clubs to access and download the latest quarterly releases directly to their computers via app.houseofworkouts.com, replacing physical media.
• Private Label Groepslessen Bespoke white-label group fitness program development service for fitness chains, including custom choreography, branding, music licensing, and instructor training aligned to the chain's identity.
• HOW Academy Instructor training and certification program for aspiring group fitness instructors with no prior teaching experience, covering music structure, choreography preparation, and teaching skills, followed by program-specific basic instructor courses (XCORE, BRN, SclptCycle, LXR Shape) priced at EUR 299 excl. VAT (EUR 199 for HOW Academy graduates continuing into a programme).

Quantifiable outcome

• Burns 33% more calories than standard shape workouts (BRN)
• +4 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Start2Move GroupcoreStrategic or Co-development Partner · 3 March 2025House of Workouts joined Start2Move Group in March 2025. The group includes brands such as Start2Move Opleidingen, ClubJoy, and FestyFit, strengthening the group's position in the European fitness market. Renata Jarz remains founder and director of House of Workouts.
• FestyFitminorStrategic or Co-development PartnerFestyFit collaborates with House of Workouts on the annual HOWxFESTYFIT event (November 28, 2026), a large-scale community event combining HOW workouts with FestyFit's event platform.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Others

• FestyFit: Dutch fitness event platform and sister brand within the Start2Move Group; co-produces the annual HOWxFESTYFIT event with House of Workouts. Adjacent ecosystem participant rather than a competitor.
• Body Bike: Danish manufacturer of indoor cycles and the preferred-bike partner for HOW's SclptCycle program (bikes feature Sclpt-tube holders). Enabling hardware partner in the HOW ecosystem rather than a direct competitor.

Direct peers

• Les Mills International: Global leader in pre-choreographed group fitness programs (BODYATTACK, BODYCOMBAT, RPM, BODYPUMP) licensed to fitness clubs worldwide. Direct business-model and product-category peer — same B2B licensing motion, quarterly release cadence, and instructor certification pathway.
• ClubJoy: Dutch pre-choreographed group fitness program provider; sibling brand within the Start2Move Group. Operates the same licence-to-clubs + instructor-training model in the Benelux market and is now formally a corporate sibling of HOW.
• Zumba Fitness: Licenses the Zumba group dance-fitness program to instructors and clubs globally through a multi-tier network. Closest direct peer to HOW's licensing-plus-instructor-certification model.
• Indoor Cycling Group (ICG): Licenses indoor cycling programs (Harristotle, Tomcats, Connect) and manufactures indoor cycling equipment. Most directly comparable peer for HOW's SclptCycle program, combining content licensing with proprietary hardware.
• MOSSA: US-based provider of pre-choreographed group fitness programs (formerly Group Fitness America) licensed to health clubs. Directly comparable content-licensing business with similar instructor certification layer.
• Fightmaster Fitness: Provider of pre-choreographed kickboxing and group fitness programs (Fightmaster, Strike) licensed to clubs and instructors. Comparable direct licensing model with smaller but structurally similar footprint.

Broad incumbents

• Peloton: Connected fitness platform offering instructor-led cycling, strength, yoga, and bootcamp content direct to consumers. Not a club-licensing model, but operates in the same choreographed-fitness content category and competes for end-user attention/membership spend.
• Apple Fitness+: Subscription fitness content service from Apple covering HIIT, strength, cycling, yoga, and dance. Broad incumbent competing for the same end-consumer fitness-time wallet, particularly via at-home workouts that bypass the club channel entirely.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/house-of-workouts

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 House Of Workouts