Thermen Soesterberg

What Thermen Soesterberg does

Thermen Soesterberg B.V. is a Dutch premium wellness and sauna resort located in the forest of the Utrechtse Heuvelrug in Soesterberg, Utrecht. The company operates a single physical site comprising indoor and outdoor mineral baths, multiple sauna types (Finnish, steam, barrel, panoramic), a chemical-free natural swimming pond, a restaurant, a beauty centre, and a yurt. Its water supply is drawn from an on-site deep underground spring (bronwater) naturally filtered by local geology, and the facility runs fully gas-free on electricity generated primarily by hundreds of rooftop solar panels, supplemented by a 1.5 MW heat pump, a 500 m³ energy buffer, and heat/cold storage (WKO). Disinfection uses salt electrolysis in place of chlorine.

The company sells direct-to-consumer day admissions and bundled packages, prepaid Badenkaart entry passes, beauty and massage treatments, one-day and multi-day retreats built on a mental/physical/emotional/spiritual vitality model, gift vouchers valid across the wider Thermen Resorts network, and a branded product line (Jadu body care, Energy Cleaner spray) via its own webshop. Pricing is per person, with weekend surcharges, a summer voucher promotion at ~29% discount, and a 20% welcome discount for new loyalty members (Thermenfans). Reservations are mandatory through the company website or its iOS/Android app. Distribution is 100% direct via the resort's own digital channels and on-site reception, supplemented by a cross-promotion arrangement with the adjacent Hotel Kontakt der Kontinenten for overnight-plus-wellness packages. Customers are predominantly individual wellness guests, with secondary segments in corporate gifting and retreat/workshop attendees; the parent Thermen Resorts group (formerly Quality Wellnessresorts) operates six Dutch resorts including Soesterberg, with Thermen Soesterberg holding a 4.4/5 Google rating across 6,227 reviews, Green Key (Label Duurzaam Gastvrij) certification, and Dutch Cuisine ambassadorship.

Name

Thermen Soesterberg

Legal name

Thermen Soesterberg B.V.

Website

https://thermensoesterberg.nl

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Thermen Soesterberg B.V. operates a direct-to-consumer wellness and sauna resort in the Utrechtse Heuvelrug forest, offering day admissions, retreats, beauty treatments, dining, and gift vouchers to individual guests and corporates using its own natural spring water and all-electric, solar-powered infrastructure.

Ownership category

akta.pro rank

Product category

Wellness and sauna resort services

NAICS

All Other Traveler Accommodation (721199), Recreational and Vacation Camps (except Campgrounds) (721214)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Destination Spa Resorts (THAGAMAA)

akta.pro secondary industries

Sauna & Steam Bath Facilities (HSADAKAC), Mindfulness & Mental Wellbeing Experiences (Stress Management, Sleep Retreats, Coaching) (THAJAHAH), Thermal Baths, Hot Springs & Saunas (Onsen, Hammams, Banya, Sauna Worlds) (THAJAHAD)

Keywords

• Wellness resort
• Sauna facilities
• Spa retreats
• Thermal baths
• Beauty treatments

Headquarters

HQ city

Soesterberg

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Day Admissions & Packages: Revenue from selling day-entry tickets and bundled packages (e.g., entry with lunch/dinner buffet, entry with massage). Packages are priced per person and must be reserved in advance.
2. Badminton Kaart (Badenkaart): Season-card-style prepaid entry passes sold for day or evening access, redeemed through a reservation system.
3. Food & Beverage (Restaurant): On-site restaurant and dining services generating revenue from meals, snacks, and beverages consumed during the visit.
4. Beauty & Massage Treatments: Revenue from standalone or add-on beauty treatments, massages, and body care services booked separately from day admission.
5. Gift Vouchers (Thermen Cadeau): Gift vouchers sold in customisable denominations (from €10), with optional luxury gift box add-ons, valid for two years and redeemable at all Thermen Resorts locations.
6. Retreats & Workshops: Revenue from day and multi-day workshop and retreat programmes combining wellness with personal development (e.g., One Day Retreat Mindset at €169 per person).
7. Hotel Partnership: Revenue indirectly supported through arrangement packages that combine wellness admission with nearby Hotel Kontakt der Kontinenten overnight stays.
8. Retail (Webshop): Sale of branded products including the Jadu body care line and Energy Cleaner spray through the Thermen Resorts webshop.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Thermen Soesterberg operates a day-spa and sauna resort that sells day admissions, Badenkaart prepaid passes, bundled entrance-plus-dining and entrance-plus-treatment packages, beauty and massage treatments, multi-day wellness retreats and personal development workshops, gift vouchers, and on-site restaurant dining. The offering is anchored in naturally filtered spring-water baths, multiple indoor and outdoor sauna types, opgietingen rituals, a chemical-free natural swimming pond, and an adjacent hotel partnership for overnight stays.

Product overview

Thermen Soesterberg is a wellness and sauna resort offering a comprehensive wellness experience built around natural relaxation in the Utrechtse Heuvelrug forest. The core product is the Sauna & Wellness Facilities featuring various saunas, baths, and relaxation areas. Supporting offerings include Beauty Treatments (massages, facials, body treatments), Hotel Kontakt der Kontinenten (adjacent hotel for extended stays), and Restaurant & Dining (Dutch Cuisine-ambassador restaurant with biological, local cuisine). The Retreats & Workshops program provides personal development experiences including mindfulness, yoga, breathing workshops and multi-day retreats based on the Retreats Vitaliteitsmodel. Additional products include Thermen Cadeau Gift Cards, Badenkaart (bath cards), Thermenfans Loyalty Program, Badkledingdagen (swimwear days), the Thermen Resorts App, and branded products like Energy Cleaner and Jadu body products. The Opgietingen (Aufguss rituals) and Wellness-Retreats & Mini-Retreats provide signature experiences. The resort operates under Thermen Resorts, which also encompasses five other wellness locations in the Netherlands.

Differentiator

Problem solved

Functional benefit

Brands

• Thermen Cadeau: Gift voucher program for wellness experiences at Thermen Resorts locations, available as physical cards, digital PDFs, or luxury gift boxes.
• Thermenfans
• Thermen Retreats
• Jadu

Quantifiable outcome

• Self-generated solar electricity is sufficient to power all sauna facilities at Thermen Soesterberg, eliminating reliance on grid electricity for core operations.
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

Feature8 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Stichting de Kleine BroncoreStrategic or Co-development Partner · 31 May 2022Thermen Resorts (including Soesterberg) partners with Stichting de Kleine Bron, a foundation developing a mini wellness complex for seriously ill and disabled children using warm water and heat-based pain relief therapies. Quality Wellnessresorts commits both funding (10% of proceeds from selected sauna arrangements with lunch/dinner) and technical knowledge, including advice from its head of technical services on the systems used at the project.
• Dutch CuisinecoreStrategic or Co-development PartnerThermen Soesterberg is an official ambassador of the Dutch Cuisine foundation (founded by master chef Albert Kooy), which promotes sustainable, local, and seasonal cooking using the 80/20 principle. The resort's culinary programme incorporates regional ingredients sourced from the Utrechtse Heuvelrug and Betuwe.
• Hotel Kontakt der KontinentenminorStrategic or Co-development PartnerHotel Kontakt der Kontinenten is located adjacent to Thermen Soesterberg at walking distance. The hotel and resort cross-promote combined wellness and hotel packages, allowing guests to extend their relaxation with an overnight stay.
• KayoriminorStrategic or Co-development PartnerThermen Resorts collaborated with Kayori experts to develop the Jadu exclusive fragrance product line, which includes body care items sold through the Thermen Resorts webshop and featured in the luxury Thermen Cadeaubox gift offering.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Thermen Bussloo: Sister Thermen Resorts property near Apeldoorn, sharing the same sauna/wellness/Dutch Cuisine proposition and Thermenfans loyalty. Direct overlap in guest base and offerings.
• Fontana Resort Bad Nieuweschans: Thermal wellness resort in Bad Nieuweschans combining hotel, saunas, and bathing; competes for the same Dutch wellness traveler as Thermen Soesterberg.
• Spa Sereen Maarssen: Now part of Thermen Resorts (rebranded Thermen Maastricht and Thermen Maarssen), Spa Sereen is a direct peer with overlapping wellness/spa offerings and shared loyalty program.
• Thermae 2000: Long-standing Dutch wellness/sauna resort in Valkenburg offering thermal baths, saunas, and hotel packages — closest non-group direct competitor in the Dutch premium wellness resort category.
• Wellnessresort De Zwaluwhoeve: Wellness resort in Spakenburg offering saunas, baths, treatments and overnight stays; directly comparable Dutch wellness destination with similar pricing tiers.
• Thermen Berendonck: Sister property under Thermen Resorts, operating an identical wellness/sauna/bathing model in Nijmegen. Most directly comparable as same brand, same pricing logic, same loyalty program integration.
• Thermen Bad Nieuweschans: Sister Thermen Resorts property leveraging thermal springs in Groningen, sharing brand, retreats program, and gift voucher infrastructure.

Broad incumbents

• Center Parcs: Large European holiday-park operator with wellness/Aqua Mundo facilities; a broader incumbent offering entry-level wellness as part of a wider family-stay proposition.
• Landal GreenParks: Dutch holiday-park operator with wellness-adjacent facilities; competes for the same Dutch discretionary leisure spend, though wellness is not its core focus.

Regional players

• Elysium Wellness Resort: Belgian wellness resort with comparable sauna/bathing/massage offering, located just across the border; competes for the same cross-border leisure and wellness traveler.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/thermenresorts
• YouTubeyoutube.com/channel/UChRqC04tHXvqNtK_-kRJKwg
• Facebookfacebook.com/thermenresorts
• LinkedInlinkedin.com/company/thermen-soesterberg
• Instagraminstagram.com/thermenresorts

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Thermen Soesterberg