Mike's Gym

What Mike's Gym does

Mike's Gym Amsterdam B.V. is a privately held combat sports training facility headquartered in Oostzaan, North Holland, Netherlands, founded in 2003 by Mike Passenier ("Big Mike"). The company operates two co-located facilities — a Mixed Gym and a Ladies Only Gym — that together deliver group and individual instruction in kickboxing, MMA, boxing, Brazilian Jiu-Jitsu, sparring, and strength circuit training, backed by more than 120 pieces of Hammer Strength fitness equipment. Its central intellectual asset is the proprietary "Mike's Gym DNA" training methodology developed by Passenier, which underpins both member programming and the Fight Academy trainer-certification curriculum.

The business generates revenue from monthly recurring memberships (All-In at €65-75/mo covering gym plus all group lessons; Fitness-only at €40-50/mo covering gym access), a €15 trial class, one-on-one personal training packages, an integrated e-commerce shop selling branded apparel and fight gear, and the Fight Academy instructor course. Distribution is anchored on the single physical facility in Oostzaan, supplemented by self-service online registration through a third-party portal (gotgrib.nl), a corporate website serving both marketing and e-commerce, and organic social media (50K+ Instagram followers across three accounts, plus Facebook). The customer base spans general fitness enthusiasts, female members seeking a women-only environment, youth trainees up to age 16, aspiring kickboxing trainers enrolled in the Fight Academy, and — most visibly — professional combat sports athletes, with multiple world champions (Badr Hari, Gokhan Saki, Joeri Mes, Melvin Manhoef) having trained at the gym and current fighters continuing to compete on GLORY event cards.

Mike's Gym is wholly founder-owned with no disclosed external funding, parent company, or revenue figures, and operates with a headcount of 19 across its Oostzaan facility. Its strategic posture to date has been incremental product-line extension — adding the Ladies Only Gym, the Fight Academy, and a growing merchandise line — rather than geographic expansion.

Name

Mike's Gym

Legal name

Mike's Gym Amsterdam B.V.

Website

https://mikesgym.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Mike's Gym is a Dutch combat sports facility in Oostzaan founded in 2003 by Mike Passenier, offering kickboxing, MMA, and fitness memberships across a mixed gym and a ladies-only gym, plus trainer certification and branded merchandise.

Ownership category

akta.pro rank

Product category

Combat Sports Fitness

NAICS

Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (611620)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Combat Sports Gyms (Boxing, Kickboxing, Muay Thai) (HSADADAB)

akta.pro secondary industries

Boxing & Kickboxing Fitness Classes (HSADABAF), Combat Sports Gyms & Dojos (MMA, Boxing, Wrestling, Martial Arts) (MPAKAJAG), Mixed Martial Arts (MMA) Training (HSADADAD)

Keywords

• Combat sports training
• Kickboxing gym
• Martial arts facility
• Fitness memberships
• Fight academy certification

Headquarters

HQ city

Oostzaan

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Monthly recurring membership fees providing access to gym facilities and group lessons. Memberships range from Fitness-only access (€40-50/month) to All-In access including all group lessons (€65-75/month). Longer commitment periods offer discounted rates. Memberships are recurring with 1-month cancellation notice.
2. Trial Classes: One-time trial class fee of €15, which is deducted from the membership fee if the customer signs up.
3. Personal Training: Individual personal training sessions available as add-on packages. Requires active gym membership. Sessions are 60 minutes and can be rescheduled up to 24 hours in advance.
4. Merchandise Sales: E-commerce sales of branded apparel and combat sports equipment including hoodies (€49.95), crewnecks (€39.95), shorts (€29.95), gloves (€90), socks, towels, and accessories through the online shop.
5. Fight Academy Training Courses: Kickboxing trainer education courses (Level 1) consisting of 7 training days plus exam day, taught by Mike Passenier and field experts.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Mike's Gym operates a combat sports and fitness facility in Oostzaan, Netherlands, offering group lessons in kickboxing, MMA, boxing, Brazilian Jiu-Jitsu, sparring, and strength circuit training through a Mixed Gym and a Ladies Only Gym. Memberships (All-In and Fitness tiers) provide recurring monthly access, complemented by personal training sessions, a Fight Academy instructor certification program, and branded merchandise sold through an online shop. The core delivery is in-person coaching and facility access underpinned by founder Mike Passenier's proprietary 'Mike's Gym DNA' training methodology.

Product overview

Mike's Gym operates as a combat sports and fitness facility offering a three-part product architecture: (1) gym facilities — the Mixed Gym (general membership with Hammer Strength equipment) and Ladies Only Gym — providing group lessons in kickboxing, MMA, boxing, Brazilian Jiu-Jitsu, sparring, and strength circuit training; (2) training services — Personal Training (one-on-one sessions) and the Fight Academy (Level 1 kickboxing instructor certification based on Mike's Gym DNA methodology); and (3) subscriptions — All In (gym + group lessons), Fitness (gym-only), and Youth memberships at various price tiers. The company also runs a merchandise line selling branded clothing (T-shirts, hoodies, crewnecks, shorts, pants), accessories (towels, caps, socks), and fight gear (kickboxing gloves) through its online shop.

Differentiator

Problem solved

Functional benefit

Brands

• Mike's Gym Fight Academy: Provides training courses to become a kickboxing teacher, taught according to the method of Mike Passenier and with the Mike's Gym DNA as the common thread through the training.

Products and services

• Mixed Gym Membership The main mixed-gender combat sports facility offering kickboxing, MMA, boxing, Brazilian Jiu-Jitsu, sparring, and strength circuit training with over 120 pieces of Hammer Strength fitness equipment. Available to adult members via All-In or Fitness subscription tiers.
• Ladies Only Gym A women-only facility providing group lessons in kickboxing, MMA, circuit training, Trojan workouts, and BBB, plus access to fitness machines, operated exclusively by female trainers.
• Fight Academy (Kickboxing Trainer Certification) A structured kickboxing instructor education program based on Mike Passenier's 'Mike's Gym DNA' methodology, including Level 1 certification (7 training days plus exam day) and ongoing expert-led courses in technical ability, training theory, and didactics. Targets aspiring and developing kickboxing trainers.
• Personal Training One-on-one coaching sessions with Mike's Gym trainers for personalized combat sports or fitness instruction, sold as prepaid packages of 60-minute sessions. Requires an active gym membership.
• Trial Class A single €15.00 trial class offered to prospective members; cost is deducted from the membership fee upon sign-up, serving as a low-friction conversion mechanism.
• Mike's Gym Online Shop (Apparel, Accessories, Fight Gear) E-commerce store selling branded Mike's Gym apparel (Essential Tee, Boxing T-shirt, Dry Fit shirts, hoodies, crewnecks, sweat shorts, pants, joggers, boxers), gym accessories (anti-slip fitness towels €15.00, casual caps €14.95, 3-pack socks €12.95), and fight gear (premium leather kickboxing gloves €90.00 in multiple weights, plus the Gloves White Collection). Also includes the collaborative Mike's Gym x Joya tracksuit at €99.95.

Quantifiable outcome

• 1,100+ active members
• +2 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Mike's Gym x JoyaminorStrategic or Co-development PartnerCollaborative product line featuring the Mike's Gym x Joya tracksuit, combining Joya's footwear/sneaker expertise with Mike's Gym branding. Sold exclusively through Mike's Gym shop at €99.95.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Chakuriki Gym: Dutch/Curaçao kickboxing gym famous for training Tyrone Spong and other elite strikers. Directly comparable as a kickboxing-focused gym producing world-class fighters with a similar brand-led acquisition model.
• Vos Gym: Legendary Amsterdam kickboxing gym founded by Thom Harinck, with a similar lineage of world champion kickboxers and comparable training methodology. Direct Dutch combat-sports peer with overlapping target market and fighter-development pipeline.
• American Kickboxing Academy (AKA): San Jose-based combat sports gym training UFC champions (Khabib-era lineage, Daniel Cormier) across kickboxing, MMA and wrestling. Directly comparable in offering world-class coaching, elite fighter pipeline, and multi-discipline training under a strong single-brand identity.
• Golden Glory: Renowned Dutch kickboxing/MMA team that trained Alistair Overeem and other champions. Operates as a fight team rather than public gym but competes head-to-head with Mike's Gym for elite kickboxing talent and brand prestige.
• American Top Team (ATT): One of the largest MMA gyms in the world, training dozens of UFC and top-promotion fighters. Comparable in producing champion pipelines and running a multi-discipline combat sports curriculum with a similar trainer-led brand identity.
• Budo Gym Amsterdam: Long-standing Amsterdam kickboxing/MMA gym with comparable group lesson format and combat sports focus. Direct Dutch peer competing for the same recreational kickboxing member base in the greater Amsterdam area.
• Sitan Gym: Dutch kickboxing gym with a similar Amsterdam-area footprint and trainer-led combat sports programming. Directly competes with Mike's Gym for amateur fighters and recreational kickboxing members in the Randstad region.
• Tiger Muay Thai: Phuket-based world-famous combat sports training facility offering Muay Thai, MMA, BJJ and fitness programs to both professional fighters and tourists. Comparable as a globally branded combat-sports training destination with multiple revenue streams including training camps and merchandise.
• Colosseum Amsterdam: Amsterdam combat sports gym offering kickboxing, MMA, BJJ and strength training. Comparable product offering and target customer (both recreational fighters and amateurs), directly competing in the same Dutch metropolitan market.

Broad incumbents

• Basic-Fit: Largest low-cost fitness chain in the Netherlands and Europe, offering broad fitness memberships at €20–30/month. Competes for the price-sensitive fitness consumer even though it does not specialize in combat sports — squeezing the broader addressable market for combat-only gyms.

Market position

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/officialmikesgym
• Instagraminstagram.com/mikesgymofficial
• LinkedInlinkedin.com/company/mike's-gym

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Mike's Gym