Jims

What Jims does

Jims is a Belgian fitness chain operating more than 80 directly-owned club locations across Belgium, including major cities such as Brussels, Antwerp, Ghent, Kortrijk, and Bruges. The company sells tiered annual subscription memberships — FITNESS (unlimited club access), GROUP (club access plus group exercise classes), and ALL-IN (group classes plus personalized coaching for beginners) — with a promotional offer of €19.99 for the first 4 weeks and weather-linked bonus promotions. Customer acquisition is direct-to-consumer, driven through the Jims website (available in Dutch and French), a mobile app, social media, free trial passes, a Sports Profile Quiz, and community events. The company also operates Jims Academy, a training and certification program for aspiring fitness professionals, and produces a podcast called "Jims on the Move."

Jims is a private company headquartered in Zwijnaarde, Belgium, with 233 employees and no disclosed parent company, funding rounds, or ownership structure. The business model is recurring subscription revenue from individual memberships, supplemented by personal coaching add-ons and the gym-adjacent education vertical (Jims Academy); corporate wellness is addressed via a dedicated "Voor je bedrijf" offering. Distribution is purely domestic Belgium, with no franchise or reseller model. The tech stack is intentionally light: a consumer-facing mobile app, a website with club locator and checkout, and a content platform — no AI features, proprietary hardware, or developer-facing APIs are disclosed. Recent strategic activity has focused on organic club expansion (Jims Jumet and Jims Oostkamp openings), remodeled existing locations (Maldegem, Beveren), brand ambassadorship (world champion indoor rower Ward Lemmelijn), and experiential marketing partnerships (TYRUN Social Run, Q beachhouse Oostende beach workouts).

Name

Jims

Legal name

Jims

Website

https://jimsfitness.com

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Jims is a Belgian fitness chain operating 80+ directly-owned club locations across Belgium, offering tiered subscription memberships (FITNESS, GROUP, ALL-IN) with optional coaching and group classes for individual consumers, plus Jims Academy for fitness professional training.

Ownership category

akta.pro rank

Headquarters

HQ city

Brussels

HQ country

Belgium

HQ region

Europe

Offices11 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fitness Membership Subscriptions: Jims generates revenue primarily through recurring subscription fees from its fitness club memberships. The company offers tiered annual subscription plans (FITNESS, GROUP, ALL-IN) with monthly or annual billing options. Additional revenue streams include personal coaching services and potential merchandise.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Jims operates a chain of more than 80 directly owned fitness clubs across Belgium and sells tiered annual subscription memberships — FITNESS (unlimited club access), GROUP (club access plus group classes), and ALL-IN (club access, group classes, and personalized coaching for beginners). The chain also runs the Jims Academy, a paid training and certification program for aspiring group fitness instructors and personal trainers.

Product overview

Jims is a Belgian fitness club chain operating as a single unified service model, offering multiple subscription tiers across more than 80 club locations in Belgium. The core offering is the Jims fitness club access, with three main membership plans — FITNESS (unlimited access to all clubs), GROUP (adds group classes), and ALL-IN (adds personalized coaching for beginners) — differentiated by the level of coaching and class access included. Supplementary offerings include the Jims App (digital/mobile access), Jims Academy (professional fitness trainer education), a Podcast (Jims on the Move), and a sports profile quiz tool.

Differentiator

Problem solved

Functional benefit

Brands

• Jims Academy: Training and education platform for fitness professionals

Products and services

• Jims Fitness Club Subscription Recurring annual subscription granting unlimited access to all Jims fitness clubs in Belgium, with tiered options (FITNESS for self-directed training, GROUP to add group exercise classes, ALL-IN to add personalized coaching for beginners). Sold directly to individual consumers via the Jims website, mobile app, and on-site club sign-up.
• Jims Academy Paid training and certification program for aspiring and current group fitness instructors and personal trainers, offered as a professional development pathway separate from the consumer club subscription. Operated under the Jims Academy sub-brand (jimsacademy.be).

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

Three partnerships are on record, tiered core and minor.

• Ward LemmelijncoreGTM or Marketing Partner · 6 July 2026Ward Lemmelijn, world champion in indoor rowing, serves as the new ambassador for Jims. The partnership focuses on promoting Hybrid Training and Hyrox fitness events. The collaboration aims to leverage Lemmelijn's athletic credibility to attract serious fitness enthusiasts to Jims programs.
• TYRUNminorGTM or Marketing Partner · 25 June 2026Jims partnered with TYRUN to organize a Social Run event in Ghent on July 7th. This community fitness event combined running with Jims branding, demonstrating Jims' commitment to experiential fitness marketing and community engagement.
• Q beachhouse OostendeminorGTM or Marketing PartnerJims partnered with Q beachhouse in Oostende to offer free beach workouts and Social Runs during summer months. This partnership extends Jims' reach beyond traditional gym facilities and creates visibility at beach locations during peak season.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/FitnessclubJims
• Instagraminstagram.com/jims_belgium
• LinkedInlinkedin.com/company/jims-fitness

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 Jims