Mix Brussels
Mix Brussels operates an integrated hospitality destination in the historic La Royale Belge building, combining a 180-room hotel, 5,500 m² gym and wellness, three restaurants, coworking, and 15 event spaces for travelers, local members, corporate clients, and diners.
- Company typePrivate
- Founded-
- HeadquartersBrussels (Watermael-Boitsfort), Belgium
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What Mix Brussels does
Mix Brussels is an integrated hospitality destination located in the historic La Royale Belge building in Watermael-Boitsfort, Brussels, Belgium. The operator runs four legal entities — SRL MIX HOTEL, SRL MIX EVENT, SRL MIX GYM, and SRL MIX F&B — that together deliver a 180-room 4-star hotel, a 5,500 m² gym and wellness facility, three restaurants, a coworking space, and 15 event venues, staffed by approximately 108 employees. The property carries B Corp, BREEAM, and Green Key sustainability certifications and serves a mix of business and leisure travelers, local gym members, corporate event clients, and diners.
The business generates revenue across multiple streams: hotel accommodations sold via packages and subscription-style offers, gym and wellness memberships priced between €159 and €299 per month (with annual plans and a 3-month cancellation notice), food and beverage across three restaurant concepts, event rentals across 15 spaces, gift cards, and health and performance services through the Uperform brand. Operations are supported by standard hospitality technology — Resamania for gym management, HubSpot for CRM, and Technogym's MyWellness platform — with a multilingual website (EN/FR/NL/ES) supporting both domestic and international demand capture.
The go-to-market combines direct consumer acquisition (walk-in, website, app, memberships) with B2B sales into corporate teambuilding, residential seminars, and event clients. Strategic product extensions — the HYROX Lab, outdoor cycling in the adjacent Sonian Forest, the third edition of the Curated design exhibition (September 2026), and a partnership with designer Lionel Jadot — point to a deliberate broadening of the venue from hospitality into fitness, culture, and lifestyle programming under one roof.
Mix Brussels firmographics
Firmographics- Name
- Mix Brussels
- Legal name
- Mix Brussels (operated by SRL MIX HOTEL, SRL MIX EVENT, SRL MIX GYM, and SRL MIX F&B)
- Website
- https://mix.brussels
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Mix Brussels operates an integrated hospitality destination in the historic La Royale Belge building, combining a 180-room hotel, 5,500 m² gym and wellness, three restaurants, coworking, and 15 event spaces for travelers, local members, corporate clients, and diners.
- Ownership category
- akta.pro rank
Mix Brussels industry classification
Industry- NAICS
- Hotels (except Casino Hotels) and Motels (72111), Full-Service Restaurants (722511), Fitness and Recreational Sports Centers (713940)
- SIC
- Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Services-Membership Sports & Recreation Clubs (7997), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Integrated Full-Service Hotel Complexes (Mixed-Use) (THAGAAAL)
- akta.pro secondary industry
- Integrated Convention & Expo Complex Hotels (THAGALAE)
Keywords
Where Mix Brussels is headquartered
LocationHeadquarters
- HQ city
- Brussels (Watermael-Boitsfort)
- HQ country
- Belgium
- HQ region
- Europe
Offices1 record
Markets served
Mix Brussels business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales, Technology or R&D
Revenue model
- Hotel accommodations: Mix operates a 4-star hotel with 180 rooms including standard rooms, wellness suites, rooms & studios, and home apartments. Revenue is generated through overnight stays booked via the proprietary booking engine or OTAs, with packages including room-only, Pampering (room + massage), Lazy Stay (room + late checkout + breakfast), Summer Escape (room + early check-in + cocktail + yoga), and Restore (2-night experience + half-board + late checkout). Hotel guests receive access to the gym & wellness during their stay.
- Gym & Wellness memberships: Monthly subscriptions across four tiers — Light (€159/month, off-peak hours), Young (€189/month, under-30s, unlimited), Health (€212/month, unlimited), and Club (€299/month, unlimited + coworking + hotel discounts + guest passes). Annual plans offer one free month. Monthly billing via direct debit; quarterly invoicing available for corporate accounts. A 3-month notice period applies for cancellation. Day passes available to non-members at €50 (weekdays 9:00–17:30) via massage booking. Guest passes at €60.
- Food & beverage (restaurants and bar): Three dining venues generate food and beverage revenue: Timber (fine brasserie, Tuesday–Friday lunch and Tuesday–Saturday dinner, reservation required); Romeo (cocktail bar and sharing plates, daily from 17:00, no reservation, Sunday brunch €38); Joule (all-day café and restaurant, 8:00–18:00, no reservation). Average spend at Romeo from €15 per person for sharing plates. Private events and group bookings also contribute revenue.
- Events and seminars: Mix offers 15 adaptable event spaces including a 300-person auditorium, three banquet rooms, and 10+ meeting rooms. Revenue is generated through room rentals for corporate presentations, conferences, dinners, and residential seminars (bundled with 180 hotel rooms). Teambuilding activities (group fitness classes from €900 for 35 people, outdoor cycling from €90/person, afterworks at Romeo for up to 200 people, bespoke team building for up to 300) are sold as add-ons or standalone packages.
- Gift cards and prepaid credits: Gift cards are sold across three product lines: hotel packages (overnight stays from €200, overnight + breakfast from €250, Lazy Sunday from €169, All-in Night from €400, Pampering from €349+), and restaurant credits (culinary escape €150, Sunday brunch €38, flexible dining credit from €10). Gift cards are valid for 12 months from purchase.
- Health & performance services (Uperform): Uperform operates a multidisciplinary health center within Mix offering massage therapy (€60–€360 depending on type and duration), physiotherapy, osteopathy, nutrition coaching, mental coaching, and sports medicine sessions. These are priced per session and available to both members and external customers. Personal training sessions range from €40–€120 per session; small-group training from €35/person/session.
- Outdoor activities and equipment rental: Outdoor cycling with 30+ bikes available for rent to hotel guests (€25/half-day for electric city bikes) and free for coworking Club members. Guided outdoor activities including MTB and gravel e-bike classes, GPX running/walking/cycling routes through the Sonian Forest, and teambuilding outdoor sessions for groups of 5–30 people.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Summer Escape hotel package from €107/person per night |
| One time/ perpetual license | Pay-as-you-go | Pampering package from €349/person |
| One time/ perpetual license | Pay-as-you-go | Lazy Stay package from €214/person |
| One time/ perpetual license | Pay-as-you-go | Restore 2-night experience from €749/person |
| Subscription | Monthly | Light membership at €159/month (off-peak access) |
| Subscription | Monthly | Young membership at €189/month (under-30s, unlimited) |
| Subscription | Monthly | Health membership at €212/month (unlimited) |
| Subscription | Monthly | Club membership at €299/month (unlimited + coworking + hotel benefits) |
| Subscription | Annual | Light annual membership at €1,749/year (11 months paid) |
| Subscription | Annual | Young annual membership at €2,079/year (11 months paid) |
| Subscription | Annual | Health annual membership at €2,332/year |
| Subscription | Annual | Club annual membership at €3,289/year |
| Unit Pricing | Pay-as-you-go | Uperform massage and therapy sessions from €42–€360 |
| Unit Pricing | Pay-as-you-go | Personal training sessions from €40–€120 per session |
| Transaction based/ take rate | Pay-as-you-go | Timber fine brasserie — lunch and dinner |
| Transaction based/ take rate | Pay-as-you-go | Romeo cocktail bar — sharing plates and cocktails from €15/person |
| Transaction based/ take rate | Pay-as-you-go | Joule all-day café and restaurant |
| Unit Pricing | Pay-as-you-go | Teambuilding activities from €900 for group classes |
| Unit Pricing | Pay-as-you-go | Electric bike rental from €25/half-day for hotel guests |
| One time/ perpetual license | Pay-as-you-go | Hotel gift cards from €200–€400 |
| One time/ perpetual license | Pay-as-you-go | Restaurant gift cards from €10–€150 |
Go-to-market motion3 records
Distribution channels8 records
Marketing channels8 records
Mix Brussels product offering
Product offeringCore offering
Mix Brussels is an all-in-one hospitality destination operating a 4-star hotel with 180 rooms, a 5,500 m² gym & wellness center with 350+ weekly classes, three restaurants (Timber fine brasserie, Romeo cocktail bar, Joule all-day café), a Library coworking space, and 15 adaptable event venues. The venue combines hotel accommodation, fitness memberships, food and beverage, coworking, and corporate events under one roof in the historic La Royale Belge building in Brussels.
Product overview
Mix Brussels is an all-in-one hospitality destination that functions as a platform combining hotel accommodation (4-star, 180 rooms), comprehensive wellness facilities (5000+ m2 gym & wellness with Technogym, pools, and 350 weekly group classes), flexible coworking spaces (Library flexdesk), diverse dining concepts (Timber fine dining brasserie, Romeo cocktail bar with rooftop terrace, Joule all-day cafe), and extensive event capabilities (15 adaptable spaces for up to 300 guests). The portfolio includes dedicated fitness products like the Hyrox Lab training space and Uperform Health Center for physiotherapy and performance testing, plus membership programs, gift cards, outdoor activities, and teambuilding services. Hotel guests receive gym and wellness access, while various membership tiers (Light, Young, Health, Club) provide graduated access to these integrated facilities.
Differentiator
Problem solved
Functional benefit
Brands
- Mix Hotel: The 4-star hotel component of Mix Brussels offering 180 rooms and suites.
- Mix Gym & Wellness
- Joule
- Timber
- Romeo
- Mix Library
Quantifiable outcome
- 350+ group fitness classes per week across 8 dedicated studios
- +3 more outcomes
Companies that use Mix Brussels
Customer profileSegments5 records
Mix Brussels technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
Feature5 records
Mix Brussels partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- UperformcoreUperform operates a multidisciplinary health and performance center within Mix Brussels, offering services including massage therapy, physiotherapy, osteopathy, nutrition coaching, mental coaching, sports medicine, and personal training. The center targets prevention, rehabilitation, and performance optimization. Available to both Mix members and external customers. Uperform has a team of global experts distributed across 5 sites.
- Lionel JadotcoreLionel Jadot is the creative curator of the Curated design exhibition at Mix (3rd edition, September 2026). He is a Brussels-based self-taught interior architect from a Belgian furniture-making family. Over two decades, Jadot has become a disruptive designer creating bespoke interiors for projects including Mix, Café Flora, Wolf food market, and Atsukan Spa. He also designed the interior of Timber fine brasserie and the overall aesthetic of La Royale Belge's transformation.
- MAD Brussels (Mode Ambacht Design)minorMAD Brussels participated in the Curated exhibition at Mix and hosted a 'Talk' session during the event, led by Dieter Van Den Storm. MAD Brussels is a design platform based in Brussels.
- DDS+ (Architecture firm)minorDDS+ is credited as one of the design firms involved in the thoughtful renovation of La Royale Belge, the historic building housing Mix Brussels. The building was originally designed by René Stapels and Pierre Dufau.
- Zaventem AteliersminorZaventem Ateliers is credited as one of the design firms involved in creating new objects, designs, and installations for the renovated La Royale Belge building.
- CID Grand-HornuminorCID Grand-Hornu (Centre d'Innovation et de Design) participated in the Curated exhibition by hosting a 'Talk' session led by Marie Pok at Romeo bar.
- TechnogymcoreMix Brussels equips its open gym facility with Technogym equipment. Technogym is a leading global fitness equipment brand known for connected fitness solutions.
- StravaminorMix Brussels operates an official Strava club (ID 1129424) for organizing and promoting group running and cycling activities. The club publishes GPX routes and event information for the Mix outdoor community.
- OatlyminorOatly has partnered with Mix Brussels for events, notably sponsoring the Oat Espresso Martini at First Friday music events. The partnership was confirmed through social media co-promotion.
- Indigo ParkingminorIndigo Parking operates the paid parking facility (entrance B, entrance via Boulevard du Souverain 25/1) available to non-member visitors of Mix Brussels. Hotel guests and visitors can access paid parking at the facility.
- 34 Curated exhibition designersminor34 independent designers participated in the 3rd edition of the Curated design exhibition at Mix Brussels (September 2026), curated by Lionel Jadot. Designers include Feu Maison, Atelier Bardaf, Alexandre Labruyère, Studio Jules Péan, FabBRICK, Dries Hamels, MAD Brussels, and others. The exhibition transforms La Royale Belge into a design hub.
Scale indicators8 records
Recent moves5 records
Expansion highlights5 records
Mix Brussels competitors and assessment
Company assessmentDirect peers
- Equinox Hotels: Luxury hotel brand anchored to the Equinox fitness ecosystem, combining upscale rooms with fully equipped gyms, group classes, spa/wellness, and culinary venues — the most direct fitness-led hospitality peer to Mix's hotel + 5,500 m² gym + HYROX + Uperform positioning.
- Third Space: London-based luxury health club brand operating premium gyms, studios, spas, and member-only lounges — peer on the high-touch, design-forward, premium subscription wellness positioning Mix targets with its Club tier.
- Mama Shelter: Accor's lifestyle hotel brand combining design-led guest rooms, multiple F&B outlets (restaurant, rooftop bar, café), meeting/event spaces, and community programming in urban locations — comparable to Mix's hotel + restaurants + events positioning at mid-scale.
- The Hoxton: Ennismore's lifestyle hotel brand that integrates rooms with restaurants, bars, coworking/event spaces, and a strong social programming calendar — directly comparable to Mix's integrated hotel + F&B + coworking + events model.
- 25hours Hotels: Design-driven lifestyle hotel brand operating restaurants, bars, coworking, and event spaces in European cities — peer on the integrated hotel + restaurant + coworking + cultural-programming mix and the 'one-roof destination' positioning.
- Zoku: Hybrid hotel-coworking concept offering apartment-style studios with integrated coworking, meeting rooms, F&B, and community programming — relevant peer on the residential + coworking + event mix Mix addresses with Home Apartments and Library.
- Soho House: Global private members' club and hotel operator combining accommodation, restaurants, bars, gyms, coworking, and curated cultural programming (Mix Games, Curated, First Friday music). The most architecturally and philosophically aligned peer to Mix Brussels' membership-meets-hospitality ecosystem model.
- The Standard Hotels: Lifestyle hotel brand built around bold design, multiple F&B outlets (restaurants, cocktail bars, cafes), event programming, and a strong social/creative identity — comparable peer on F&B-led, programming-driven hotel model.
- David Lloyd Clubs: UK-headquartered premium family health club operator combining gyms, pools, group classes, spa/wellness, restaurants, and family amenities — structurally analogous to Mix's 5,500 m² multi-amenity wellness destination.
- Holmes Place: European premium health club chain with full-service gyms, spa/wellness amenities, group classes, and select hotel-adjacent locations — closest direct peer on the premium-subscription gym + wellness + ancillary services model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Mix Brussels social profiles
Digital presenceMix Brussels compliance and trust
Trust signalCompliance3 records
Mix Brussels financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mix Brussels leadership team
Management profileNumber of profiles
Mix Brussels subsidiaries and ownership
Company hierarchySubsidiaries4 records
Mix Brussels funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mix Brussels M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mix Brussels
What does Mix Brussels do?
Mix Brussels is an all-in-one hospitality destination operating a 4-star hotel with 180 rooms, a 5,500 m² gym & wellness center with 350+ weekly classes, three restaurants (Timber fine brasserie, Romeo cocktail bar, Joule all-day café), a Library coworking space, and 15 adaptable event venues. The venue combines hotel accommodation, fitness memberships, food and beverage, coworking, and corporate events under one roof in the historic La Royale Belge building in Brussels.
Is Mix Brussels a public or private company?
Mix Brussels is a private company. It is currently operating.
When was Mix Brussels founded?
Mix Brussels was founded in -1. It employs 101 to 250 people.
Where is Mix Brussels based?
Mix Brussels is headquartered in Brussels (Watermael-Boitsfort), Belgium, in the Europe region.
How does Mix Brussels make money?
Seven revenue lines are on record. Hotel accommodations are the primary driver. The others are gym & Wellness memberships, food & beverage (restaurants and bar), events and seminars, gift cards and prepaid credits, health & performance services (Uperform) and outdoor activities and equipment rental.
Who are Mix Brussels's main competitors?
Direct peers on record are Equinox Hotels, Third Space, Mama Shelter, The Hoxton, 25hours Hotels, Zoku, Soho House, The Standard Hotels, David Lloyd Clubs and Holmes Place.
Does Mix Brussels have an API?
No public API is recorded for Mix Brussels.
What industry is Mix Brussels in?
Its primary akta.pro industry code is THAGAAAL, Integrated Full-Service Hotel Complexes (Mixed-Use), with a secondary code of THAGALAE, Integrated Convention & Expo Complex Hotels. Its NAICS code is 72111 and its SIC code is 7000.