Personal Fitness Nederland

What Personal Fitness Nederland does

Personal Fitness Nederland (PFN) is a Dutch franchise network operating dedicated, one-on-one personal training studios. Founded around 2013 and headquartered in Eindhoven, the company has grown to 49+ studios across the Netherlands staffed by 200+ coaches, with 33,720+ cumulative program graduates reported since inception. Its primary customer base is individual consumers seeking structured, supervised fitness programming, supplemented by a corporate wellness channel routed through intermediaries such as Benvitaal, Bedrijfsfitness Nederland, and HollandFit, plus specialized foundation- and industry-funded verticals.

PFN's core product is its proprietary "Fit for Life" methodology, a standardized 36-session personal training program that combines in-studio coaching, take-home workbooks, equipment, and ongoing measurement. Around this core it offers a nutrition tracking app, a "Personal Fitness for Kids" vertical, an industry-specific program for the taxi and touring car sector, and a separate "Sterk aan het Stuur" offering funded through Stichting Fondsenvermindering Maatschappij (SFM) and Fondsen Slachtoffers Ongelukken (FSO). The methodology is documented and reproducible across franchisees, which is the operational basis of the franchise delivery model.

The business is monetized through weekly subscription memberships priced between €35 and €209 per week depending on program depth and duration, plus ancillary corporate wellness contracts. PFN backs the core program with a 100% results guarantee that functions as both a marketing differentiator and an implicit retention mechanism. Franchise economics — entry fees, royalties, and shared corporate contracts — generate the franchisor's revenue, while individual studios generate system-level revenue from end-member subscriptions.

Name

Personal Fitness Nederland

Legal name

Personal Fitness Nederland

Website

https://personalfitnessnederland.nl

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Personal Fitness Nederland operates a franchise network of 49+ personal training studios across the Netherlands, delivering its proprietary "Fit for Life" methodology to individual consumers and corporate wellness clients via subscription memberships and 200+ coaches.

Ownership category

akta.pro rank

Product category

Personal Training Services

NAICS

Fitness and Recreational Sports Centers (71394), Diet and Weight Reducing Centers (812191)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Weight Loss & Body Transformation Training (HSADAAAC)

akta.pro secondary industries

General Personal Training (In-Person & Virtual) (HSADAAAA), Strength & Conditioning Personal Training (HSADAAAB), Small-Group Personal Training (Semi-Private) (HSADAAAN)

Keywords

• Personal training services
• Fitness coaching
• Weight loss programs
• Corporate wellness
• Nutrition coaching

Headquarters

HQ city

Netherlands (Network of studios)

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Personal Training Memberships: Weekly subscription-based memberships covering personal training sessions, nutrition coaching, and mental coaching. The weekly rates vary based on program type, duration, and frequency of sessions, ranging from €35 to €209 per week. Individual and group formats are available.
2. Duo Training: Paired personal training sessions for two people (friends, colleagues, or family members) with a personal trainer, offered at a special per-person discount. Revenue generated per session or as part of weekly membership.
3. Small Group Training: Group training sessions with an average of 8 participants (up to 6 in the Sterk aan het stuur program), coached by a personal trainer. 1 to 3 group sessions per week included in the program.
4. Corporate Fitness (Bedrijfsfitness): B2B corporate wellness contracts where companies pay for employee access to the studio network. Employers receive benefits including reduced sick leave and improved team spirit. Employees can access fitness at discounted rates through employer-subsidized programs via platforms such as Benvitaal, Bedrijfsfitness Nederland, and HollandFit.
5. Specialized Programs (Children, Sterk aan het Stuur): Age-specific and occupation-specific programs such as personal training for children and the 'Sterk aan het Stuur' program for taxi and touring car employees. Revenue from specialized program fees included in overall membership structure.
6. Franchise Model: The company operates primarily as a franchise network (Personal Fitness Nederland franchise), with independent studio owners operating under the PFN brand. Franchise owners pay for the brand, methodology (Fit for Life), and operational support.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Personal Fitness Nederland operates a franchise network of personal training studios across the Netherlands delivering the proprietary 'Fit for Life' program. The offering combines one-on-one or small-group training sessions, personalized nutrition advice, mental coaching, weekly weigh-ins and evaluations, workbooks, and home exercise packages under weekly subscription memberships.

Product overview

Personal Fitness Nederland operates as a fitness studio chain offering a comprehensive health and wellness platform built around its proprietary Fit for Life program. The core offering consists of personal training, duo training, and small group training services, complemented by specialized modules including corporate fitness (Bedrijfsfitness), employer discount programs, children's personal training, and the Sterk aan het Stuur program for taxi/touring car industry workers. The Fit for Life program serves as the foundational methodology underpinning all services, combining studio-based exercise sessions with personalized nutrition guidance, mental coaching, and at-home fitness support. The company operates across more than 50 studios throughout the Netherlands with over 200 coaches.

Differentiator

Problem solved

Functional benefit

Products and services

• Fit for Life Program

Quantifiable outcome

• Over 33,720 people have completed the Fit for Life program
• +4 more outcomes

Named customers21 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered core.

• BenvitaalcoreChannel Partner/ Reseller/ DistributorBenvitaal is an employee wellness platform that enables employers to offer their employees subsidized access to Personal Fitness Nederland studios. Employees of companies registered with Benvitaal can receive up to 40% discount on PFN membership fees. This partnership serves as a key channel for corporate wellness B2B2C distribution.
• Bedrijfsfitness NederlandcoreChannel Partner/ Reseller/ DistributorBedrijfsfitness Nederland is an employee fitness platform connecting employers with fitness providers including Personal Fitness Nederland. Through this partnership, employees of subscribed companies can access PFN services at discounted rates, making the service more affordable and accessible.
• HollandFitcoreChannel Partner/ Reseller/ DistributorHollandFit is a workplace wellness platform similar to Benvitaal and Bedrijfsfitness Nederland. Employers subscribed to HollandFit can offer their employees discounted access to Personal Fitness Nederland studios. The platform serves as an indirect distribution channel for PFN's consumer services.
• Stichting SFM (Sociaal Fonds Taxi)coreStrategic or Co-development PartnerStichting SFM is the social fund foundation for the Dutch taxi industry. Through a partnership between Personal Fitness Nederland, SFM, and FSO, taxi sector employees with overweight can access the 16-week 'Sterk aan het Stuur' Fit for Life program completely free of charge. SFM funds the program for eligible taxi workers.
• FSO (Fonds Sociale instellingen voor Toerisme)coreStrategic or Co-development PartnerFSO (Fonds Sociale instellingen voor Toerisme) is the social fund foundation for the touring car sector. Together with Stichting SFM and Personal Fitness Nederland, FSO co-funds the 'Sterk aan het Stuur' program allowing touring car employees with overweight to follow a 16-week free fitness program at PFN studios. This is a specialized occupational health partnership.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• TrainMore: TrainMore is a Dutch boutique fitness chain focused on small-group personal training with multiple locations across the Netherlands. It is the closest direct competitor in the premium small-group, coached-studio segment that PFN operates in.
• Anytime Fitness: Anytime Fitness is the world's largest franchise fitness chain with 24/7 access gyms. It is comparable as a franchise-led fitness brand, though its unit economics and member proposition differ from PFN's coached-studio model.
• Curves International: Curves is a global franchise chain focused on 30-minute women's fitness and coaching circuits. Comparable as a franchise-driven, coach-led, results-oriented women's fitness brand targeting weight loss/conditioning in a small-group studio setting.

Broad incumbents

• Fit For Free: Fit For Free is a Dutch low-cost gym chain with broad geographic coverage. It represents the budget alternative for Dutch consumers weighing fitness spend and competes for the same employer-subsidized fitness wallet.
• Life Time Fitness: Life Time is a US premium multi-service fitness operator offering personal training, group classes, and corporate wellness programs. Comparable in offering premium coached services, corporate wellness, and integrated nutrition/coaching programs.
• David Lloyd Leisure: David Lloyd is a European premium health, fitness, and racquets club operator. It is a comparable premium multi-service fitness brand with a club/family membership model and supplementary personal training.
• Basic-Fit: Basic-Fit is the largest low-cost fitness chain in the Netherlands and Europe with hundreds of clubs. While it competes on price and access rather than personal training/coaching, it is the dominant Dutch fitness incumbent whose members could otherwise seek PFN's premium service.

Others

• Bedrijfsfitness Nederland: Bedrijfsfitness Nederland is the Dutch employer-subsidized fitness platform that distributes PFN memberships to employees. It is both a channel partner and adjacent player, representing the broader corporate-wellness distribution infrastructure PFN depends on.
• Stichting SFM / FSO: SFM and FSO are the Dutch taxi and touring car social funds that co-fund PFN's Sterk aan het Stuur program. They are ecosystem/funder partners comparable as adjacent industry-funded wellness intermediaries in the Dutch market.

Emerging players

• Gympass: Gympass/Wellhub is a corporate wellness aggregator that distributes subsidized access to fitness providers (similar to Benvitaal/Bedrijfsfitness Nederland). It is a peer through PFN's employer-subsidy B2B2C distribution channel rather than direct studio competition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/personalfitnessnederland

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 Personal Fitness Nederland