Thermae.com

What Thermae.com does

Thermae.com is a privately held Belgian wellness, hospitality and sports operator founded in 1996 and headquartered in Grimbergen, Flemish Brabant. The company runs a multi-venue platform anchored by three physical sites near Brussels: Thermae Boetfort, a 400-year-old castle estate with hotel, sauna, wellness, restaurant and meeting facilities; Thermae Grimbergen, a green wellness estate with sauna, beauty clinic, treatments and hotel; and Thermae Sports, a 1,000+ m² health club in Merchtem with Technogym equipment, 100+ weekly group classes, six indoor and four outdoor tennis courts, three padel courts, pickleball, CrossFit and HYROX training. Across the venues it sells day passes, multi-visit cards, individual treatments and massages, beauty-clinic aesthetic services (HydraFacial, cryotherapy, microdermabrasion, oxygen therapy), private themed saunas, hotel rooms, and curated wellness and hotel packages. It also retails an exclusive house-brand skincare line called Sirène, developed in a Belgian laboratory, alongside gift vouchers valid at both wellness sites.

The business model is direct-to-consumer with a secondary B2B corporate channel. Pricing is unit-based across dozens of SKUs in EUR (day passes €35.90–€45.90 depending on location and weekday/weekend; private saunas €85–€139 per 2-hour session; hotel rooms €90–€175/night; packages offering 19–21% savings versus component pricing) supplemented by recurring sports-club memberships at Thermae Sports and prepaid gift vouchers (€25–€350 denominations, one-year validity). Distribution is omnichannel: physical point-of-sale at all three venues, a multilingual (Dutch/French/English) e-commerce webshop for packages and vouchers, telephone reservations, and corporate B2B sales via dedicated business pages. Marketing combines email/newsletter, SEO, blog content, seasonal campaigns (summer wellness, August Activity Month, birthday promotions), paid digital advertising and social media, with Facebook Pixel tracking configured. Operating geographies are limited to Belgium — specifically Flanders and the Brussels periphery. Thermae uses ClubPlanner to manage sports memberships; no proprietary software platform, app, AI capabilities, public funding rounds, M&A activity or external investors are disclosed.

Name

Thermae.com

Legal name

Thermae

Website

https://thermae.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Wellness & Spa Services

NAICS

Accommodation (721), Traveler Accommodation (7211), Fitness and Recreational Sports Centers (713940), All Other Traveler Accommodation (721199)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Thermal Baths, Hot Springs & Saunas (Onsen, Hammams, Banya, Sauna Worlds) (THAJAHAD)

akta.pro secondary industries

Spa & Massage Services (Day Spas, Massage Studios, Treatment Packages) (THAJAHAC), Wellness Retreats & Immersions (Multi-day, Digital Detox, Mind-Body Programs) (THAJAHAB), Destination Spas & Spa Resorts (HSALAFAC), Wellness-Lifestyle Boutique Hotels (THAGADAF)

Keywords

• Wellness spa services
• Thermal bath facilities
• Sauna wellness centers
• Spa massage treatments
• Fitness health clubs

Headquarters

HQ city

Melsbroek

HQ country

Belgium

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Day Spa / Wellness Entry: Day passes to thermal baths and sauna facilities. Entry fees differ for weekday vs. weekend/public holiday access. Multi-visit passes (10 or 50 entries) available at discounted rates. Summer passes also offered.
2. Treatments and Massages: Individual treatments including massages (body, back, head), facials, body peelings, hammam rituals, crystal face massage, manicure/pedicure, and beauty clinic services. Priced per duration and type.
3. Wellness Packages: Pre-curated wellness packages combining entry, treatments and/or accommodation at discounted rates vs. individual bookings. Categories include exclusive packages, wellness packages, massage packages, and hotel packages.
4. Private Sauna Rental: Private sauna booking for 2 hours (Lagoon, Zen, Cleopatra, Yasmine themes) with peak and off-peak pricing. Additional persons can be added for an extra fee.
5. Hotel Accommodation: Overnight stays at hotel properties with room categories (Classic, Superior, Deluxe, Budget) and Deluxe Wellness rooms with in-room sauna and jacuzzi. Hotel packages with wellness bundled available.
6. Gift Vouchers: Prepaid gift vouchers in fixed denominations (€25 to €350) valid for 1 year at any Thermae location.
7. Health Club / Fitness Memberships: Subscription-based fitness and sports club memberships at Thermae Sports location including group classes, racket sports (tennis, padel, pickleball), and CrossFit.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Thermae.com operates a portfolio of physical wellness destinations in the Flemish region near Brussels, Belgium, offering day spa and sauna access, therapeutic treatments and massages, beauty services, private sauna, on-site hotel accommodations, fitness and group classes, and racket sports. Its venues include the Thermae Boetfort castle estate, Thermae Grimbergen estate, Thermae Sports health club, and CrossFit Merchtem, serving individual wellness guests as well as corporate clients.

Product overview

Thermae.com operates a multi-location wellness, hotel, and sports platform with three main venues near Brussels: Thermae Boetfort (a 400-year-old castle estate), Thermae Grimbergen (a green wellness estate), and Thermae Sports (a health club in Merchtem). The core offering centers on sauna and wellness facilities featuring both nude and bathing-suit areas, complemented by diverse treatments and massages, a Beauty Clinic with advanced skin treatments, private sauna experiences, and hotel accommodations ranging from budget to luxury rooms. Thermae Sports extends the portfolio with fitness facilities (over 1000 m² with Technogym equipment), over 100 weekly group fitness classes, racket sports (tennis, padel, pickleball), and CrossFit/HYROX training. The platform sells bundled wellness packages (exclusive, wellness, massage, and hotel packages), multi-visit passes, and gift vouchers. Additional services include on-site dining, business/corporate facilities, and CrossFit Merchtem. The company uses ClubPlanner for sports membership management.

Differentiator

Problem solved

Functional benefit

Brands

• Moenia: Nude wellness area at Thermae Boetfort
• Curia
• Aquarius
• Sabai
• Sirène

Products and services

• Wellness & Public Baths (Day Spa) Day-entry access to sauna and wellness bathing facilities for individual guests seeking thermal relaxation at the Thermae estates.

Quantifiable outcome

• Packages provide 19–21% savings vs. booking individual services separately
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Caracalla Therme: Thermal bath and sauna complex in Baden-Baden, Germany offering thermal baths, saunas, treatments and wellness packages in a heritage spa town — directly comparable day-visit thermal/spa model with attached hotel ecosystem.
• Aqua Dome Längenfeld: Austrian thermal spa and 4-star hotel with thermal baths, saunas, treatments and family wellness packages — same multi-vertical thermal+hotel+spa model and comparable mid-sized destination scale to Thermae's Boetfort/Grimbergen combination.
• Thermae Bath Spa: UK heritage thermal spa complex combining historic bathhouse setting with modern wellness facilities, day passes, treatments and overnight packages — same destination-spa concept anchored by a heritage site that Thermae replicates with the Boetfort castle.

Broad incumbents

• Therme Erding: Germany's largest thermal spa complex offering thermal baths, saunas, wave pools, slides, hotel and treatments — same thermal/wellness DNA but at a much larger scale and broader resort footprint, making it a scaled incumbent in the European destination-thermal category.
• Blue Lagoon Iceland: Iconic geothermal destination spa combining thermal bathing, in-house skincare line, hotel and dining at scale — same thermal + private-label skincare + hotel model, but operating at a much larger and internationally recognized scale.
• Therme Bucharest: One of Europe's largest wellness destinations, combining thermal baths, saunas, treatments, fitness and F&B in a single complex — directly comparable vertical mix, scaled far larger and positioned as a regional incumbent.

Others

• Basic-Fit: Europe's largest low-cost fitness chain with dense coverage across Belgium and the Netherlands — competes with Thermae Sports on subscription fitness members and exerts downward pressure on local fitness pricing.

Emerging players

• Tivoli Marina Vilamoura Resort (Marriott) / Sauna World peers: Resort and spa operators with substantial sauna/thermal offerings attached to hotel packages — comparable in offering a thermally anchored wellness stay, though broader in resort scope than a pure destination spa.

Regional players

• Center Parcs Belgium (Pierre & Vacances): Dutch/Belgian holiday-park operator with on-site wellness, spa and sports facilities plus hotel/lodge accommodation — comparable integrated short-stay wellness + multi-activity concept targeted at the same Belgian short-break consumer.
• Les Thermes de Spa: Historic Belgian thermal establishment in the town of Spa (Wallonia) offering thermal baths and wellness services — a Belgian regional peer operating the same thermal heritage positioning on the French-speaking side of the country.

Market position

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/thermae-com

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 records

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 Thermae.com