Olivitaal

What Olivitaal does

Olivitaal is a privately held Dutch lifestyle coaching company headquartered in Maastricht, Netherlands, founded by Olivia Geurts and operating since 2019 with a three-person team of certified coaches (Olivia Geurts, Britt Remans, and Odille Bongaerts). The company delivers preventive healthcare services to both corporate clients and individuals, structured around three product pillars: Werknemersvitaliteit (employee vitality programs for organizations such as MUMC+, Mondriaan, the regional fire department, and companies at the Chemelot industrial site), Leefstijlcoaching (individual lifestyle coaching including the insurance-reimbursed CooL Gecombineerde Leefstijlinterventie and private-pay individual trajectories), and Beweegprogramma's (exercise programs such as personal training, bootcamp, and chronic-condition movement coaching). The CooL program, one of three nationally recognized combined lifestyle interventions in the Netherlands, is reimbursed under Dutch basic health insurance for eligible patients (BMI >30 or BMI >25 with risk factors) and functions as a regulated, referral-driven revenue channel originating from GPs, internists, and company doctors.

The underlying service technology is a human-delivered coaching methodology grounded in accredited post-HBO education and current scientific insights across nutrition, movement, sleep, stress, relaxation, and behavior change, with all coaches registered in the BLCN professional association and the Kabiz quality register. Services are delivered through five distribution channels: outdoor nature sessions, corporate on-site, partner sports facilities, online coaching, and home-based sessions. The CooL program provides a two-year combined individual-and-group trajectory, while the private individual coaching product is an 8-month, 16-consultation pathway with optional add-ons such as supermarket safaris, cooking workshops, and personal training.

Olivitaal operates a B2B2C go-to-market: it sells employee vitality services directly to employers and accesses individuals through GP/internist referrals into GLI pathways, supplemented by organic content marketing (blog, social media, BMI calculator) and a strategic distribution partnership with Arbounie (occupational health). Revenue is generated through four streams: (1) GLI reimbursement from Dutch basic health insurers, (2) corporate employee vitality contracts (professional services, custom-quoted), (3) private-pay individual coaching, and (4) movement/exercise programs. The company is privately held, founder-owned, with no disclosed institutional investors, funding rounds, or M&A activity, and operates exclusively in the Netherlands with a regional concentration in the Maastricht/Sittard-Geleen area.

Name

Olivitaal

Legal name

Olivitaal

Website

https://olivitaal.nl

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Olivitaal is a Dutch lifestyle coaching firm based in Maastricht that delivers the insurance-reimbursed CooL GLI program, private individual coaching, corporate employee vitality services, and chronic-condition exercise programs to organizations such as MUMC+ and Mondriaan and to individual clients across the Netherlands.

Ownership category

akta.pro rank

Product category

Corporate Wellness and Lifestyle Coaching

NAICS

Offices of Other Health Practitioners (6213)

SIC

Services-Health Services (8000)

akta.pro primary industry

Chronic Condition Lifestyle Coaching (Non-Clinical) (HSADAGAH)

akta.pro secondary industry

General Health Coaching (HSADAGAA)

Keywords

• Lifestyle coaching
• Employee vitality programs
• Combined lifestyle intervention
• Corporate wellness services
• Exercise and movement coaching

Headquarters

HQ city

Maastricht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. GLI (Gecombineerde Leefstijlinterventie) Reimbursement: The CooL-programma is covered under the Dutch basic health insurance package for eligible individuals (those with obesity BMI>30 or overweight BMI>25 with additional risk factors). Healthcare providers refer patients who meet the criteria.
2. Corporate Employee Vitality Programs: B2B services offered to organizations including MUMC+, Mondriaan, fire department, and companies at Chemelot-terrein. Leefstijlcoaching provided to employees, potentially partially reimbursed via health insurance with company doctor referral.
3. Individual Coaching (Non-GLI): Private pay individual coaching for those not eligible for or preferring not to follow the group-based GLI program. Includes 8-month trajectory with 16 consultations, with optional add-ons like supermarket safaris and cooking workshops.
4. Movement Programs: Exercise programs including personal training, bootcamp, and group sessions. Movement coaching for individuals with chronic conditions (obesity, diabetes, COPD, cardiovascular diseases). Can be combined with lifestyle coaching.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Olivitaal is a Dutch lifestyle coaching practice that delivers evidence-based coaching in nutrition, movement, sleep, stress, and relaxation to both corporate clients and individuals. Its flagship offering is the CooL-programma, one of three recognized Gecombineerde Leefstijlinterventies (GLI) in the Netherlands, fully reimbursed by basic health insurance. The company also runs employee vitality programs for organizations and outdoor exercise programs including personal training, bootcamp, and group sessions.

Product overview

Olivitaal offers a suite of lifestyle coaching and wellness services organized around three core pillars: Werknemersvitaliteit (Employee Vitality) for corporate clients, Leefstijlcoaching (Lifestyle Coaching) for individuals, and Beweegprogramma's (Exercise Programs). The flagship offering is the Gecombineerde Leefstijlinterventie CooL, a two-year accredited GLI program reimbursed by Dutch basic health insurance. This program combines individual coaching and group sessions over 24 months. Individual coaching and personal training serve as complementary offerings for those preferring personalized attention or requiring flexibility outside the GLI structure. Exercise programs include bootcamp, group sessions, and personal training conducted primarily outdoors in nature. Online coaching provides remote access to lifestyle coaching services. All offerings share a common focus on sustainable behavioral change in nutrition, movement, sleep, stress, and relaxation.

Differentiator

Problem solved

Functional benefit

Products and services

• Werknemersvitaliteit (Employee Vitality Program)
• Gecombineerde Leefstijlinterventie CooL (Combined Lifestyle Intervention CooL)
• Individuele Coaching (Individual Coaching)
• Online Leefstijlcoaching (Online Lifestyle Coaching)
• Beweegprogramma's (Exercise Programs)
• Personal Training
• Bootcamp & Groepslessen (Bootcamp & Group Sessions)

Quantifiable outcome

• The CooL program achieves weight loss, improved physical fitness, health improvement, and quality of life improvement over the two-year program duration.

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Ten partnerships are on record, tiered core, major and minor.

• MUMC+ (Maastricht UMC+)coreStrategic or Co-development Partner · 1 January 2019Providing employee vitality and lifestyle coaching programs for hospital staff since 2019. MUMC+ is a major university medical center in the region, making this a flagship partnership demonstrating credibility in healthcare settings.
• MondriaancoreStrategic or Co-development Partner · 1 January 2019Employee vitality programs for mental healthcare organization staff. Partnership established since 2019, providing leefstijlcoaching within the mental healthcare sector.
• Brandweer (Fire Department)majorStrategic or Co-development Partner · 1 January 2019Employee vitality and lifestyle coaching for emergency services personnel. Addressing the physical and mental demands of firefighting through preventive health programs.
• Chemelot-terrein CompaniesmajorStrategic or Co-development Partner · 1 January 2019Lifestyle coaching services provided to multiple companies located at the Chemelot industrial site in Sittard-Geleen region, serving employees of various chemical and industrial companies.
• ArbouniecoreGTM or Marketing PartnerStrategic partnership with Arbounie (occupational health service) enabling integrated and accessible lifestyle support within diverse organizations. This partnership provides a distribution channel for reaching employees across multiple client organizations.
• BLCN (Beroepsvereniging Leefstijlcoaches Nederland)coreOthersProfessional association membership. All Olivitaal lifestyle coaches are members of BLCN, the Dutch professional association for lifestyle coaches, ensuring professional standards and credibility.
• Kabiz (Kwaliteitsregister Paramedici)coreOthersQuality register registration. Olivitaal coaches are registered in Kabiz, the quality register for paramedical professionals, demonstrating professional competence and meeting quality assurance standards.
• CooL (Coaching op Leefstijl)coreOthersCooL-programma is one of three officially recognized Gecombineerde Leefstijlinterventies (GLI) in the Netherlands. Olivitaal has deliberately chosen this program for its strong focus on personal guidance and sustainable behavioral change. Covered under basic health insurance.
• VvAAminorOthersVvAA is a Dutch healthcare insurance provider and professional association for healthcare providers. Partnership provides access to potential client referrals.
• Ster FysiominorChannel Partner/ Reseller/ DistributorPhysiotherapy partner with shared focus on movement and health. Partnership enables integrated care for clients with movement-related needs.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Virgin Pulse: Large incumbent in global corporate wellbeing, combining digital engagement with in-person health-coaching components. Comparable on the employer-vitality buyer and the integrated lifestyle-coaching + movement + behavior-change proposition.
• Calm: Major incumbent in workplace mental wellness and mindfulness, with corporate contracts across Europe. Comparable to Olivitaal's stress/relaxation coaching pillar at the corporate-buyer level, but delivered digitally rather than in person.
• Limeade: Established corporate wellness platform with employer customers across multiple sectors. Comparable on the B2B employee-engagement and vitality-program motion, but provides a tech platform layer rather than delivered coaching services.
• WW International (Weight Watchers): Global incumbent in weight management and lifestyle coaching. Comparable on the consumer weight-loss coaching offering and corporate wellness footprint, though operating at much larger scale and through a digital-plus-meetings model.
• Headspace: Large global corporate wellbeing and mindfulness platform. Comparable on the B2B employee-vitality motion and adjacent mindfulness/coaching content, though operating at vastly greater scale and with a fully productized digital model.

Direct peers

• BeweegKuur (GLI program): The third officially recognized Dutch GLI program. Directly comparable to CooL on structure (coach-led lifestyle intervention covered by basic insurance) and competes for the same insurer-funded, GP-referred demand pool.
• Care for Health: Organization behind the CooL-programma accreditation framework. Comparable as the program owner that certifies and supports Olivitaal's delivery; effectively the channel principal for any coach delivering CooL across the Netherlands.
• SLIMMER (GLI program): One of the three Dutch Gecombineerde Leefstijlinterventies (alongside CooL and BeweegKuur). Comparable as a reimbursed lifestyle intervention delivered through certified lifestyle coaches, competing directly for the same doctor-referred patient population.

Emerging players

• Noom: Digital behavior-change platform targeting weight management and chronic-condition lifestyle change. Comparable on the BMI>25/30 weight-loss coaching use case, but competing via a scalable app-based model rather than in-person coaching.

Regional players

• OpenUp: Dutch-headquartered employer-funded mental health and wellbeing platform. Comparable as a regional player targeting the same B2B employee-vitality buyer in the Netherlands with a partially overlapping wellbeing proposition.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/olivitaal
• LinkedInlinkedin.com/company/olivitaal

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 Olivitaal