Thermen Maarssen

What Thermen Maarssen does

Thermen Maarssen B.V. operates a ~30,000 m² wellness resort in Tienhoven (Maarssen), Netherlands, on the Maarsseveense Plassen, offering direct-to-consumer day-spa experiences built around a daily-entrance core product. The facility inventory comprises 16+ distinct sauna types (Finnish, Russian Banja on the water, infrared, steam, salt-crystal, Marrakesh, Lavender, color-therapy, meditation, graduation saunas, and others), indoor and outdoor bathing facilities including a cold plunge and lake access, relaxation rooms, an on-site restaurant, and outdoor amenities such as a beach and pier footbaths. The core offering is a day or evening admission ticket (€49 full-day, €39 evening) that includes all facilities and the belevenisprogramma of Aufguss (opgieting) rituals led by trained saunameesters; revenue is augmented by a la carte wellness retreats and mini-retreats (Pirts, Yoga Nidra, singing-bowl sessions, Rasul, sound healing), beauty and massage treatments, F&B, towel/robe/slipper rentals, branded retail (including the co-developed Jadu fragrance line), and the Thermen Cadeau gift voucher program.

Thermen Maarssen is part of the Thermen Resorts group, which operates six wellness resort locations across the Netherlands (Bussloo, Soesterberg, Berendonck, Bad Nieuweschans, Maarssen, Maastricht). The group shares a unified booking platform, the Thermen Resorts mobile app, the Mijn Thermen Resorts account, a cross-location Badenkaart multi-visit prepaid card (10 or 20 entries, shareable across family/friends), the Thermenfans loyalty program with star statuses, and a 2-year-redeemable gift voucher accepted at all locations. Marketing is centered on the company's own digital channels (website, email newsletter, app), seasonal promotions (e.g., summer vouchers), Google reviews (4.4/5 from 3,251 reviews), and informal referrals from partner hotels (Van der Valk Breukelen, Hotel Villa Trompenberg, Logement Swaenenvecht, Accommodatie Geesberge). The company is privately held as a Dutch B.V., with no public revenue, headcount, or ownership disclosures available.

Name

Thermen Maarssen

Legal name

Thermen Maarssen B.V.

Website

https://thermenmaarssen.nl

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Thermen Maarssen operates a ~30,000 m² direct-to-consumer wellness resort in Maarssen, Netherlands, offering day-spa access to 16+ saunas, baths, treatments, and lakeside relaxation, as one of six Thermen Resorts locations sharing a unified app, loyalty program, and voucher platform.

Ownership category

akta.pro rank

Product category

Wellness Resort Services

NAICS

Traveler Accommodation (7211)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Destination Spas & Spa Resorts (HSALAFAC)

akta.pro secondary industries

Destination Spa Resorts (THAGAMAA), Thermal Baths, Hot Springs & Saunas (Onsen, Hammams, Banya, Sauna Worlds) (THAJAHAD)

Keywords

• Wellness resort services
• Sauna spa facilities
• Thermal bathing experiences
• Wellness day passes
• Spa massage treatments

Headquarters

HQ city

Tienhoven (Maarssen)

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Others

Revenue model

1. Day Admission (Entree): Full-day and evening admission tickets granting access to all wellness facilities, including saunas, baths, relaxation rooms, gardens, and included experience program (opgietingen). Core revenue driver. Prices vary by time of entry (full day vs evening).
2. Badenkaart (Bath Card / Multi-visit Pass): Prepaid multi-visit cards offering 10 or 20 visits at discounted rates compared to single admissions. Valid any day of the week including weekends with no weekend surcharges. Cardholder can share credits with family or friends.
3. Beauty & Treatment Services: A la carte wellness retreats and mini-retreats including massages, Pirts rituals, Yoga Nidra, sound bowl sessions, Rasul, Flowee and Sounds, soundhealing, and more. Prices range from €9 to €25+ per treatment.
4. Restaurant F&B: On-site restaurant serving seasonal menus with consciously sourced, healthy dishes, wines, cocktails, smoothies, and other beverages. Revenue from food and drink sales during spa visits.
5. Gift Vouchers (Thermen Cadeau): Gift vouchers sold as physical cards, PDFs, or luxury gift boxes with Jadu products. Redeemable at all Thermen Resorts locations, valid for 2 years. Also offers custom corporate gift solutions.
6. Rental & Retail: Rental of towels, bathrobes, and sale of slippers and wellness packages (sauna package combining robe, towel service, and slippers for €40). Additional retail items available in the webshop.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Thermen Maarssen is a day wellness resort offering full-day or evening admission granting access to approximately 30,000 m² of facilities including 16+ sauna types, indoor and outdoor bathing pools and whirlpools, relaxation rooms, gardens, restaurant, and a daily Aufguss experience program led by trained saunameesters. Revenue is generated through entry tickets, the multi-visit Badenkaart pass, à la carte beauty and massage treatments, wellness retreats and rituals, restaurant F&B, gift vouchers, and rental/retail items (towels, robes, slippers).

Product overview

Thermen Maarssen is a wellness resort spa (~30,000 m²) in Maarssen, Netherlands, offering a comprehensive suite of relaxation and wellness services. The core product is day spa entry providing access to 16 distinct sauna types (including traditional Finnish, infrared, steam, and themed saunas), various bathing facilities (pools, whirlpools, hammam, footbaths, cold plunge), relaxation rooms, gardens, and restaurant. Additional paid services include beauty treatments, massage therapies, wellness retreats and rituals (singing bowl sessions, Rasul, Pirts ritual, Yoga Nidra), and Aufguss (sauna pouring) rituals performed by saunameesters. The resort also offers multi-visit bath cards, gift vouchers, summer promotions, and overnight hotel partnerships. Special programming includes workshops, multi-day retreats, and seasonal events. All facilities are included with day entry; premium experiences like retreats and treatments are add-on purchases.

Differentiator

Problem solved

Functional benefit

Products and services

• Day Entry (Entree) Day or evening admission ticket granting access to the full wellness resort facilities (16+ saunas, baths, relaxation rooms, gardens, restaurant) plus the included Aufguss experience program. Aimed at individual adult consumers and corporate day-visitors.
• Badenkaart (Multi-visit Bath Card) Prepaid multi-visit card for repeat customers, offering 10 or 20 admission credits at a discounted rate. Valid any day of the week with no weekend surcharge. Card credit can be shared with family or friends. Targets regular wellness consumers seeking value pricing for recurring visits.
• Thermen Cadeaubon (Gift Voucher) Gift voucher for a wellness experience (spa day, massage, hotel stay, or retreat). Sold as a digital PDF, physical card, or luxury gift box containing Jadu fragrance products. Redeemable at all Thermen Resorts locations, valid for 2 years. Also available for corporate bulk orders with custom packaging for employee and client gifting.
• Wellness Retreats & Mini-Retreats Exclusive paid and free wellness rituals and mini-retreats including Pirts ritueel (Latvian birch ritual), Yoga Nidra, Klankschalensessie (singing bowl sessions), Rasul (oriental mud treatment), Flowee and Sounds, Soundhealing, Saunayoga, Klankmeditatie, and Finse Kuusi scrub. Targeted at wellness consumers seeking structured guided experiences beyond passive sauna use.
• Beauty & Massage Treatments (Behandelingen) A la carte beauty and massage treatments performed by professional therapists at the on-site beauty centre. Includes various massage types and body treatments available as add-ons to the day entry. Targeted at visitors seeking enhanced wellness beyond standard sauna and bathing access.
• Restaurant F&B On-site restaurant serving seasonal, healthy cuisine with consciously sourced ingredients, more than 12 wines, smoothies, and cocktails. Operates an honest, fresh, pure food philosophy without artificial additives. Open during resort hours and serves both day-entry guests and external diners where capacity allows.
• Retreats & Workshops Multi-day structured wellness programs and workshops including Winterzwemmen (cold-water swimming with breath techniques), De Kracht van Voelen (3-day personal development program), and One Day Retreat - Meditatie. Combines breathing exercises, movement, mindfulness, and cold-water exposure for personal transformation beyond a single spa visit.
• Zomer-voucher (Summer Voucher) Seasonal promotional day-entry voucher sold at a 30% discount (€35 vs. regular €50) for the summer period. Valid through September 6, 2026 with a €4 weekend surcharge for Friday/Saturday/Sunday use. Limited stock allocation. Targets price-sensitive consumers and lapsed visitors.

Quantifiable outcome

• Improved immune system response, reduced susceptibility to colds and flu with regular visits
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Thermen Resorts GroupcoreStrategic or Co-development PartnerThermen Maarssen is one of six wellness resort locations under the Thermen Resorts brand. The group shares a common loyalty program (Thermenfans), a unified app, cross-location gift vouchers (Thermen Cadeau), the Badenkaart multi-visit card, and a centralized booking platform. This enables guests to use their cards and vouchers across all Thermen Resorts locations including Bussloo, Soesterberg, Berendonck, Bad Nieuweschans, and Maastricht.
• Hotel Van der Valk BreukelenminorGTM or Marketing PartnerRecommended partner hotel near Thermen Maarssen. Offers discounted or convenient wellness add-on packages for hotel guests. Hotel features a heated indoor pool accessible to Thermen Maarssen visitors. Promoted on the Thermen Maarssen hotel page as a recommended stay-over option.
• Hotel Villa TrompenbergminorGTM or Marketing PartnerBoutique hotel in a wooded setting near Thermen Maarssen, operated by family Theunissen since 1954. Recommended as a stay-over partner. Promoted on the Thermen Maarssen hotel page.
• Logement SwaenenvechtminorGTM or Marketing PartnerRijksmonument (national monument) from 1678 located on the River Vecht under the smoke of Utrecht. Recommended as a luxury stay-over partner near Thermen Maarssen with seven distinctive rooms. Promoted on the Thermen Maarssen hotel page.
• Accommodatie GeesbergeminorGTM or Marketing PartnerAward-winning B&B on the River Vecht near Thermen Maarssen, promoted as a recommended accommodation option for resort guests. Features four double rooms and a large apartment for families.
• KayoriminorStrategic or Co-development PartnerThermen Resorts collaborated with Kayori to develop the exclusive 'Jadu' fragrance product line used in the luxury Thermen Cadeaubox gift sets. Kayori contributed expertise in fragrance development for the brand's own wellness product range sold through the gift shop.

Scale indicators4 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Thermen Berendonck: Thermen Resorts location in Nijmegen offering similar day-spa and Aufguss experiences under shared brand, loyalty, and voucher infrastructure. Operates as effectively a sister brand competing for repeat wellness visitors across the Netherlands.
• Elysium: Leading Dutch wellness and sauna chain (Bleiswijk and beyond) offering day-spa, sauna, and beauty experiences to Dutch consumers. Closest independent competitor to Thermen Maarssen in terms of day-spa product and target segment.
• Sauna Den Ilp: Larger independent Dutch sauna and wellness resort near Amsterdam with multiple sauna types and day-entry model. Closely comparable facility concept, pricing structure, and D2C go-to-market.
• Zuiver Wellness: Amsterdam-based day-spa and wellness center with sauna, baths, and beauty treatments targeting urban wellness consumers. Comparable in service mix and D2C positioning to Thermen Maarssen.
• Thermen Bussloo: Sister location under the same Thermen Resorts brand in Gelderland, Netherlands. Directly comparable day-spa offering with the same Aufguss rituals, Badenkaart, and loyalty program, competing for the same Dutch wellness consumer.
• Thermen Soesterberg: Another sister Thermen Resorts location near Utrecht, sharing the group's voucher and loyalty systems. Overlaps with Thermen Maarssen in catchment area and customer base, making it a near-direct substitute.
• Veluwse Bron: Day-spa and wellness resort on the Veluwe in the Netherlands offering saunas, baths, and treatments to a similar Dutch leisure audience. Directly comparable facility footprint and service mix.
• Thermae 2000: Dutch thermal bath and wellness destination in Valkenburg with saunas, baths, and treatments. Directly comparable thermal-wellness concept and target audience in the Benelux market.

Broad incumbents

• Therme Erding: Germany's largest thermal bath and wellness complex, broader incumbent in the European thermal-wellness category. Comparable on thermal-wellness product mix and serves as a benchmark for scale, breadth, and pricing power in the segment.
• Center Parcs: Large Dutch/European holiday park operator offering family wellness and Aqua Mundo facilities as part of broader short-stay packages. Adjacent competitor for Dutch discretionary leisure spend, especially family segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/thermenmaarssen

Compliance1 record

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 Thermen Maarssen