Plaza Sportiva

What Plaza Sportiva does

Plaza Sportiva (legal entity Plaza Sportiva Euroborg B.V.) is a privately held Dutch fitness and wellness operator founded in 2006 and headquartered in Groningen, Netherlands. It runs a single 900+ m² premium facility at the Euroborg development, comprising a fitness floor with approximately 90 cardio and strength machines, four group class studios under the Plaza Studios sub-brand (Ride, Yoga, Les Mills, HIT), a 20-meter indoor swimming pool, and a wellness area with Finnish, infrared, steam, and herbal saunas plus relaxation rooms. The company is organized as a Dutch B.V. with 44 employees and no disclosed parent company, institutional investor, or external funding; ownership is independently held.

The business model combines subscription memberships (Flex at €106.50/month on monthly rolling terms, Gold at €83.95/month on a 12-month contract, Platinum at €71.80/month on a 24-month contract) with usage-based Workout Credits (€22.50 per single credit), a €40 First-Timer 5-day trial pass, an E-Health add-on at €9.50/month for smart-connected equipment, personal training, a Kids Corner at €2 per child per session, and a parking subscription at €14.25/month through the adjacent Euroborg garage. Distribution is fully direct-to-consumer through the on-site reception, the website plazasportiva.nl, and a mobile app for iOS and Android. The company serves adult fitness consumers across the Groningen region, including a subsidized low-income segment via a long-standing partnership with Volwassenenfonds Sport & Cultuur Groningen.

Operational performance signals include an average member rating of 8/10 and an NPS of +31 reported in a 2026 customer satisfaction survey, with more than 50% of members reported as regular sauna users and e-GYM identified as the most-used add-on service. The E-Health corner adds a degree of differentiation within the local market through connected e-GYM, Smart Cardio, Smart Flex, InBody composition analysis, and a Fitness Hub that calculates a holistic BioAge score; however these are third-party vendor devices rather than proprietary AI systems. Geographic scope is currently a single Netherlands location with no disclosed expansion pipeline, M&A activity, or external capital events.

Name

Plaza Sportiva

Legal name

Plaza Sportiva Euroborg B.V.

Website

https://plazasportiva.nl

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Plaza Sportiva is a privately held Dutch premium fitness and wellness operator running a single 900+ m² facility in Groningen, Netherlands, offering a gym floor, four group class studios, a 20-meter pool, multiple saunas, smart E-Health equipment, and add-on personal training and childcare, serving adult consumers in the Groningen region.

Ownership category

akta.pro rank

Product category

Health and Fitness Club Services

NAICS

Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Senior/Low-Impact Group Fitness (HSADABAI)

akta.pro secondary industry

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

Keywords

• Fitness center services
• Wellness facilities
• Group fitness classes
• Personal training
• Health club memberships

Headquarters

HQ city

Groningen

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Subscription Memberships: Recurring monthly subscriptions in three tiers (Flex, Gold, Platinum) with different contract lengths and pricing. Billing is via automatic debit (automatische incasso). All tiers include access to gym, pool, sauna, and group classes.
2. Workout Credits (Pay-as-you-go): Prepaid credits allowing flexible, non-committal access. Credits can be purchased in bundles (€22.50 for 1 credit up to €392.50 for a larger bundle) and include full access to gym, pool, sauna, and group classes. No registration fee, no expiry date.
3. First-Timer Pass: A 5-day consecutive pass for €40 allowing new visitors to experience all facilities. Purchased at reception only. If the pass is converted into a subscription, the registration fee (€25) is waived.
4. Personal Training: One-on-one coaching sessions with personal trainers. Only available in combination with an active sports subscription at Plaza Sportiva. Members contact staff to arrange sessions.
5. E-Health Add-on Subscription: An add-on subscription (€9.50/month) enabling access to e-GYM, Smart Flex, Smart Cardio, InBody scale, and Fitness Hub. After the first 3 months, the add-on is monthly terminable.
6. Ancillary Services: Parking subscription (€14.25/month) via partner parking garage Euroborg, and children's daycare (€2 per child per session). Both are supplementary revenue streams from the core fitness membership.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Plaza Sportiva operates a single premium fitness and wellness club in Groningen, Netherlands, offering access to a 900+ m² fitness floor with 90+ cardio and strength machines, four group class studios (Plaza Studios), a 20-meter swimming pool, and multiple sauna facilities (Finnish, infrared, steam, herbal). The club sells tiered monthly subscriptions (Flex, Gold, Platinum), pay-as-you-go Workout Credits, a 5-day First-Timer Pass, Personal Training sessions, an E-Health smart-fitness add-on, and a Kids Corner childcare service.

Product overview

Plaza Sportiva is a premium fitness and wellness club in Groningen, operating as a unified platform with multiple interconnected services. The core offering centers on Plaza Sportiva (main facility) and Plaza Studios (group exercise brand), providing a 900+ sqm fitness floor with 90+ machines, four dedicated group exercise studios (Ride, Yoga, Les Mills, HIT), a 20-meter pool, and multiple sauna facilities. Premium add-ons include Personal Training, the E-Health Corner (smart connected equipment with e-GYM, Smart Flex, Smart Cardio, InBody, and Fitness Hub), Kids Corner childcare, and flexible payment options via Workout Credits or tiered Membership Plans (Flex, Gold, Platinum). Members can also access the Plaza Sportiva mobile app for class reservations. The company positions itself as the most complete sportschool (gym) in Groningen, integrating fitness, wellness, group exercise, and smart training technology.

Differentiator

Problem solved

Functional benefit

Brands

• Plaza Studios: Group fitness classes division of Plaza Sportiva offering classes such as Studio Ride (cycling), yoga, Pilates, Les Mills classes, and HIT (High Intensity Training) sessions.

Products and services

• Membership Plans (Flex, Gold, Platinum) Recurring monthly membership subscriptions at three contract lengths providing unlimited access to Plaza Sportiva's fitness floor, four group class studios, 20-meter swimming pool, and sauna facilities for individual adult members in Groningen.
• Plaza Studios (Group Fitness Classes) Group exercise class program under the Plaza Studios sub-brand delivered across four dedicated studios (Ride, Yoga, Les Mills, HIT), included with all membership tiers and accessible on a pay-per-credit basis.
• Plaza Gym (Fitness Floor Access) Access to a 900+ square meter fitness floor equipped with approximately 90 cardio and strength training machines, bundled with every Plaza Sportiva membership and credit plan.
• Plaza Wellness (Sauna and Pool) Wellness facilities bundled with memberships and credits, including Finnish, infrared, steam, and herbal saunas, relaxation and silence rooms, and a 20-meter indoor swimming pool for laps and cooling down.
• Kids Corner (Kinderoppas) Supervised childcare service for children aged 0–4 years offered Monday through Friday from 8:45 to 12:00, allowing parents to work out while their children are looked after at €2 per child per session.
• Personal Training One-on-one training sessions with certified personal trainers who deliver customized workout programs, injury-prevention technique coaching, and motivational support; sold only to members with an active Plaza Sportiva subscription.
• E-Health Corner (e-GYM, Smart Cardio, Smart Flex, InBody, Fitness Hub) Add-on monthly subscription at €9.50 granting access to connected strength (e-GYM), connected cardio (Smart Cardio), mobility training (Smart Flex), InBody body composition analysis, and the Fitness Hub that aggregates metrics into a holistic BioAge score.
• Workout Credits (Pay-as-you-go) Prepaid, non-expiring pay-as-you-go credits (€22.50 per credit and bundles up to €392.50) granting a single workout's worth of unlimited access to the gym, pool, sauna, and group classes, with no registration fee.
• First-Timer Pass 5-day consecutive trial pass for €40 sold at reception only, giving prospective members access to all facilities (fitness, group classes, pool, sauna); converts to a paid membership with the €25 registration fee waived.

Quantifiable outcome

• Members rate Plaza Sportiva 8/10 on average and NPS is +31
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Volwassenenfonds Sport & Cultuur GroningencoreStrategic or Co-development PartnerPlaza Sportiva Euroborg has been a partner of the Volwassenenfonds Sport & Cultuur Groningen for several years. The fund enables adults in Groningen province with low income (around the social minimum) to access subsidized gym memberships. The fund reimburses membership fees (in full or partially) directly to Plaza Sportiva, removing the financial barrier for low-income residents to participate in fitness activities. Applications must be made through an official intermediary such as a social worker, debt counselor, food bank, or municipal contact person.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• McFit: Large European budget fitness chain (part of the RSG Group). Competes broadly with Plaza Sportiva on price-sensitive gym members but lacks Plaza Sportiva's premium wellness and smart-tech layer.

Direct peers

• David Lloyd: Premium health and leisure club operator in the Netherlands combining fitness, group classes, pools, and spa/wellness facilities — the closest comparable in terms of comprehensive family wellness offering.
• TrainMore: Dutch mid-market fitness chain with multiple Groningen locations, offering flexible no-commitment memberships — directly competes for the same convenience-seeking segment as Plaza Sportiva's Flex tier.
• Basic-Fit: Largest low-cost fitness chain in the Netherlands and Europe, with multiple clubs in Groningen. Directly competes with Plaza Sportiva for the same consumer base, but at a significantly lower price point.
• SportCity: Premium Dutch fitness chain operating multiple urban clubs with group classes and personal training — comparable target customer and mid-to-premium positioning to Plaza Sportiva.
• Fitness First: Premium international fitness club brand with Dutch clubs offering group classes, personal training, and wellness amenities — overlapping premium positioning and member experience with Plaza Sportiva.
• HealthCity: Dutch premium fitness chain with multiple sites offering group classes, wellness facilities, and personal training — overlapping premium positioning and service mix with Plaza Sportiva.

Regional players

• PureGym: UK-headquartered low-cost fitness chain with selective European expansion. Same budget-club model as Basic-Fit, representing a competitive threat if it enters the Groningen market.

Emerging players

• EGYM: Provider of the smart strength and cardio equipment that powers Plaza Sportiva's E-Health corner. Comparable on the technology layer (connected training, automated testing, member progress tracking) rather than facility operation.
• Orangetheory Fitness: Data-driven, heart-rate-based group fitness franchise. Comparable to Plaza Sportiva's E-Health proposition in using quantified training metrics to differentiate from generic gym offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@plazasportivagroningen5389
• Facebookfacebook.com/plazasportiva
• Instagraminstagram.com/plazasportiva
• LinkedInlinkedin.com/company/plaza-sportiva

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 Plaza Sportiva