PlayFit

What PlayFit does

PlayFit (Stichting PlayFit) is a Dutch foundation (stichting) headquartered in Rotterdam that develops and delivers multi-sport movement programs for children aged 2 to 12. Its core technology is the proprietary ABC-beweegdiploma, a nationally recognized three-level movement diploma (A, B, C) built on the four-veldenmodel of van Reusel, internally certified by PlayFit trainers and grounded in motor and socio-emotional development science. The product portfolio spans peutergym, kleutergym, multi-sport, kleutervoetbal, turnen, sportdagen, sportclinics, scholing, and a SamenSpeelgroep community program, delivered across seven owned locations in Rotterdam neighborhoods (Delfshaven, Kralingen, Charlois/Pendrecht, Carnisse, Noord).

The business operates a hybrid B2C/B2B model. Consumer-facing revenue comes from monthly subscriptions of €21.50 (cancellable monthly, no summer fees) plus a €15 one-time enrollment fee, with Rotterdampas Sport- en Cultuurtegoed and JeugdSportFonds accepted to support lower-income families. B2B revenue flows from contracts with Gemeente Rotterdam (Lekker Fit! implementation partner since January 1, 2024; Doerakkers beweeglessen at ~€6/child/week), Sportbedrijf Rotterdam, schools (Valentijnschool, OBS De Klimop), and childcare organizations (Peuter & Co), as well as training courses for professionals. Marketing relies on the PlayFit.nl website, organic social (LinkedIn, Facebook, Instagram, YouTube), SEO, community referrals, and municipal partnerships.

The organization was founded in 2015, employs approximately 13 people, and has no disclosed external investors, parent company, or acquisition history. Its strategic posture is that of a credentialed, mission-driven regional specialist expanding through municipal partnerships, professional training, and an early-stage franchise/licensing page rather than through capital-intensive scaling.

Name

PlayFit

Legal name

Stichting PlayFit

Website

https://playfit.nl

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

PlayFit is a Rotterdam-based foundation that delivers proprietary multi-sport movement programs, including the ABC-beweegdiploma, for children aged 2-12 via seven neighborhood locations, school and childcare partnerships, and municipal contracts such as Lekker Fit! with Gemeente Rotterdam.

Ownership category

akta.pro rank

Product category

Children's Movement and Sports Education

NAICS

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

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Physical Activity & Motor Development Programs (Health-Focused) (EDACAMAI)

akta.pro secondary industries

Play-Based Early Learning Academies (EDACADAE), General Preschools (Play-Based) (EDACABAA)

Keywords

• Children's movement programs
• Toddler gymnastics classes
• Preschool sports education
• Youth physical development
• Sports coaching services

Headquarters

HQ city

Rotterdam

HQ country

Netherlands

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Monthly Membership Fees: Monthly subscription fees for children participating in PlayFit classes. Payment is via automatic monthly direct debit. The subscription is cancellable monthly after the initial contract period.
2. One-time Enrollment Fee: One-time registration fee charged at enrollment. For football programs, the fee includes a special PlayFit shirt.
3. Rotterdampas Sport- en Cultuurtegoed: Payment via Rotterdampas sport and culture vouchers for families with lower incomes, processed semi-annually.
4. Municipal and Organizational Contracts: PlayFit receives funding from Gemeente Rotterdam through Sportbedrijf Rotterdam for the Doerakkers program and Lekker Fit! program implementation. The DoeRakkers program costs approximately €6 per child per week, funded by the municipality.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels9 records

Core offering

PlayFit designs, delivers, and operates multi-sport movement programs for children aged 2-12 across its own facilities, partner schools, childcare centers, and through municipal contracts in Rotterdam. The portfolio spans consumer classes (peutergym, kleutergym, multi-sport, kindergarten football, gymnastics) and organizational services (Doerakkers movement lessons, sports days, clinics, Lekker Fit! program implementation, professional development courses for educators), all structured around the proprietary ABC-beweegdiploma methodology.

Product overview

PlayFit is a sport and movement developer based in Rotterdam offering a unified portfolio of physical activity programs for children from age 2 to 12. The core offerings include Peutergym, Kleutergym, Multi-Sport, and sport-specific programs (Football, Gymnastics, Self-defense). Central to the offering is the proprietary ABC-beweegdiploma methodology—a three-step movement diploma program (A, B, C) that prepares children for sport selection. For organizations, PlayFit provides Doerakkers Beweeglessen (childcare movement lessons), Sportdagen (sports days), Sportclinics, and the Lekker Fit! partnership program for Rotterdam childcare. Professional development services include training courses for educators. The company also operates a community SamenSpeelgroep and offers trial lessons as customer acquisition.

Differentiator

Problem solved

Functional benefit

Brands

• ABC-beweegdiploma: A movement diploma program developed by PlayFit for toddlers and preschoolers consisting of three lesson series (A, B, C) designed to prepare children for sports participation through systematic motor and socio-emotional development.
• Doerakkers
• Lekker Fit!

Products and services

• Peutergym (Toddler Gym) Play-based movement program for toddlers aged 2-3 years designed to develop motor skills in a safe, child-friendly environment. Targeted at families with young children in Rotterdam who purchase monthly memberships.
• Kleutergym (Kindergarten Gym) Gymnastics and movement program for children aged 4-6 introducing various sports in a safe environment to build a lifelong physical activity foundation. Sold to families in Rotterdam via monthly subscription.
• Multi-Sport Program Broad sports program covering traditional sports (Football, Gymnastics, Basketball) and innovative sports (Climbing, Free Running) to deliver comprehensive motor development for children. Sold directly to families as a monthly subscription class.
• ABC-beweegdiploma (ABC Movement Diploma) Proprietary three-level (A, B, C) movement diploma methodology developed by PlayFit, preparing children aged 2-6 for sport selection through systematic motor and socio-emotional development. Each level lasts approximately 6 months, includes motor testing, and concludes with a diploma ceremony.
• Kleutervoetbal (Kindergarten Football) Football training program for children aged 4-7 that teaches basic skills through play to prepare children for transition to football clubs. Includes a PlayFit shirt as part of registration. Sold to families via monthly subscription.
• Turnen (Gymnastics) Gymnastics program for children aged 4-12 focused on 'turning with pleasure' at the Krabbendijkestraat and Herkingenstraat locations in Pendrecht. Sold to families as a monthly subscription class.
• Doerakkers Beweeglessen Weekly movement lesson series delivered at childcare organizations in Rotterdam by PlayFit trainers, coordinated by Sportbedrijf Rotterdam and funded by Gemeente Rotterdam at approximately €6 per child per week. Sold to municipal and childcare partners.
• Sportdagen (Sports Days) Customizable sports day events for schools, sports fields, forests, or beaches with themes like Zeskamp, Expeditie Robinson, Highlandgames, or classic Oud-Hollandse Spelen. Sold to schools and organizations as one-off event services.
• Sportclinics Sport clinics delivered at schools or designated locations as one-time or ongoing engagements, with PlayFit handling complete organization, materials, monitoring, and evaluation. Sold to schools and organizations.
• Scholing (Training Courses) Professional development courses for educators and childcare professionals covering 'Fundamenten van beweeglessen' (foundations of movement lessons) and 'Kwalitatief goede beweeglessen' (qualitatively good movement lessons), including basic, advanced, and custom training programs. Sold to schools, childcare centers, and individual educators.
• SamenSpeelgroep (Play Together Group) Free parent-child play and movement group at Hudsonstraat 75, Rotterdam, offering supervised play sessions with various activities for children and parent support. Funded by Gemeente Rotterdam.
• Lekker Fit! Program Healthy lifestyle program for childcare settings in Rotterdam in which PlayFit provides onboarding, training, coaching, and annual deepening days as the municipality's implementation partner. Supports Lekker Fit!-recognized locations in Rotterdam.

Quantifiable outcome

• PlayFit organized a sports day with 300 children participating
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Nine partnerships are on record, tiered core and minor.

• Gemeente Rotterdam (Lekker Fit!)coreStrategic or Co-development Partner · 1 January 2024PlayFit is the official implementation partner for Lekker Fit! in childcare centers since January 1, 2024. They manage the onboarding program for new locations, provide training, coaching, and organize the annual professional development day. Lekker Fit! aims to build healthy habits in children from a young age.
• Sportbedrijf RotterdamcoreStrategic or Co-development PartnerSportbedrijf Rotterdam coordinates the Doerakkers program, which PlayFit delivers. This program provides free movement lessons at childcare organizations, funded by Gemeente Rotterdam. The collaboration includes research by Mulier Instituut.
• Neoliet RotterdamminorStrategic or Co-development PartnerPlayFit organizes outings for members and parents at Neoliet Rotterdam, a boulder hall in Delfshaven, providing children with exposure to different sports and activities.
• NOC*NSFminorStrategic or Co-development PartnerPlayFit partnered with the Dutch Olympic Committee/Dutch Sports Federation on the SportZ Multisport project in Rotterdam, building on their successful multi-sport program.
• JeugdSportFondsminorChannel Partner/ Reseller/ DistributorPlayFit is officially recognized by JeugdSportFonds (Youth Sports Fund), which pays membership fees for children from families unable to afford sports participation. Relatienummer: 58517.
• SanakidsminorOthersPartner organization visible on PlayFit's partners page, indicating collaborative relationship in the childcare/sports ecosystem.
• Gemeente RotterdamcoreStrategic or Co-development PartnerMultiple partnerships including Lekker Fit! implementation, Doerakkers program, and support for SamenSpeelgroep. The municipality provides funding and coordination for child sports and movement initiatives.
• Haagse HogeschoolminorOthersHigher education institution partnership, possibly related to student placements or research collaboration.
• Rotterdam SportSupportminorOthersRotterdam Sportsupport is listed as a partner organization supporting sports initiatives in Rotterdam.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Others

• JeugdSportFonds: Dutch Youth Sports Fund that subsidizes sports participation for low-income children. Listed as a funder/recognizer of PlayFit; comparable as an ecosystem participant shaping accessibility of youth sports in the same Dutch market.

Broad incumbents

• KNGU (Koninklijke Nederlandse Gymnastiek Unie): Royal Dutch Gymnastics Federation. Comparable as the governing body for gymnastics clubs across the Netherlands, directly overlapping with PlayFit's Turnen and Kleutergym offerings for children aged 4-12.
• KNVB (Koninklijke Nederlandse Voetbalbond): Royal Netherlands Football Association. Comparable as the national federation that runs youth football development programs — PlayFit's Kleutervoetbal competes for the same 4-7 year-old football participants at club-transition age.
• NOC*NSF: The Dutch Olympic Committee and national sports federation. Comparable as a national umbrella promoting multi-sport youth development — directly partnered with PlayFit on SportZ Multisport but also a potential competitor for national federation-backed youth programs.
• JOGG (Jongeren Op Gezond Gewicht): Dutch national program promoting healthy weight in youth through municipal partnerships. Comparable as a policy-driven funder/coordinator of child movement programs in the same municipal ecosystem PlayFit operates in.

Regional players

• Sportbedrijf Rotterdam: Rotterdam's municipal sports company that coordinates the Doerakkers program which PlayFit delivers. Comparable as a regional public-sector provider of youth sports and movement programming targeting the same Rotterdam neighborhoods.

Direct peers

• My Gym Children's Fitness Center: International franchise of structured children's fitness and movement classes for ages 0-10. Comparable as a multi-location, curriculum-driven early-childhood movement education business with age-tiered classes.
• Little Kickers: International pre-school football program with Dutch operations, targeting children 18 months to 7 years. Comparable as a directly competing youth multi-sport/football program with similar age range, franchise-style delivery, and parent-paid subscription model.
• Super Soccer Stars: US-based youth soccer and multi-sport program for toddlers through teens. Comparable as a branded, methodology-driven children's sports education program using proprietary curriculum and trained instructors.

Emerging players

• KidsXpress / Kinderopvang operators (Kind & Co, Partou): Large Dutch childcare/kinderopvang chains that increasingly embed movement programming. Comparable as adjacent institutional buyers and potential in-house providers of children's movement programs competing with PlayFit's B2B childcare channel.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/playfit2nl
• LinkedInlinkedin.com/company/playfit-rotterdam
• Instagraminstagram.com/play.fit

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 PlayFit