Stretch & Fold

What Stretch & Fold does

Stretch and Fold B.V. operates a single-location rooftop wellness destination at Papaverhof 71C in Amsterdam Noord, Netherlands, founded in 2024 as a private Dutch BV. The venue vertically integrates yoga and movement classes (Vinyasa, Yin, Embodied Flow, Pilates, Qi Gong), a rooftop infrared sauna with cold plunge pool, wellness treatments (acupressure, Nidra, Gua Sha), and an all-day brunch and dinner café with a seasonal, locally sourced menu under head chef Lucile Tommasi.

The business runs on a hybrid consumer revenue model combining tiered recurring memberships (Weekly, Movement, Unlimited, and Unlimited Yearly, with minimum 3-month to 1-year terms), prepaid credit packages redeemable for classes or sauna, à la carte café F&B, ticketed workshops and community events (€30.50-€45.50), private sauna rentals at €150 per 50-minute session, and private venue rentals for corporate and private events. A separate experiential product, the Honey Heat Retreat, is a 5-night all-inclusive wellness retreat at a French manor in Bordeaux priced at €1,600-€1,700 per person.

Customer acquisition and retention are driven through a self-serve product-led motion built on the Bsport iOS/Android app and the company's website, supplemented by an enterprise B2B sales motion targeting Amsterdam employers for team wellness programming, distribution partnerships with ClassPass, Urban Sports Club, and OneFit for aggregator-based discovery, and an annual retreat program. The core technology stack is operational rather than differentiated — Bsport for booking, Tebi for café reservations and payments — and there is no disclosed AI/ML capability, parent company, or external funding.

Name

Stretch & Fold

Legal name

Stretch and Fold BV

Website

https://stretchandfold.nl

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

1–10 employees

Short description

Stretch and Fold operates a single rooftop wellness destination in Amsterdam Noord combining yoga, sauna, pool, treatments, and a café, serving individual wellness consumers and Amsterdam corporate clients via memberships, credit packages, and ticketed events.

Ownership category

akta.pro rank

Product category

Wellness Studio Services

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Yoga & Meditation Experiences (Studio Classes, Guided Meditation, Mindfulness) (THAJAHAA)

akta.pro secondary industries

Wellness Retreat Centers (Yoga, Meditation & Mindfulness) (THAGAMAB), Wellness Retreats & Immersions (Multi-day, Digital Detox, Mind-Body Programs) (THAJAHAB)

Keywords

• Yoga wellness studio
• Sauna spa services
• Corporate wellness programs
• Wellness memberships
• Wellness retreats

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Monthly recurring memberships (Weekly, Movement, Unlimited, Unlimited Yearly) providing access to yoga classes, sauna sessions, and pool access. All memberships include 10% cafe discount. Minimum 3-month terms for monthly plans, 1-year term for yearly plans.
2. Credit Packages: One-time credit purchases (1, 5, or 10 credits) redeemable for yoga classes or sauna sessions within validity periods (1-3 months). Also available as gift cards.
3. Cafe Food & Beverage: All-day brunch and evening dining with seasonally changing menu. Kitchen serves Mon-Tue 9AM-2PM (limited) and Weds-Fri 9AM-3PM for brunch, Mon-Tue 2-8PM and Wed-Sun 4-8PM for dinner.
4. Treatments & Therapies: Wellness treatments including self-massage workshops, acupressure yin yoga, nidra journeys, and other therapeutic services provided by resident practitioners.
5. Private Sauna Rentals: Private 50-minute sauna sessions for groups up to 10 people at €150 per session, including rooftop sauna, outdoor lounge, and pool access.
6. Private Space Rental: Rental of rooftop cafe (50 seated/100 standing), movement studio (30 mats/50 seated), and sauna/pool areas for private events, corporate dinners, and celebrations.
7. Retreats: Multi-day immersive retreats at external locations. Honey Heat Retreat in Bordeaux, France: €1,700 (ensuite bathroom) or €1,600 (shared bathroom) per person for 6 days/5 nights all-inclusive.
8. Events & Workshops: Ticketed community events including craft workshops, sound healing, aperitivo hours, sound baths, and specialized experiences. Tickets range from €30.5 to €45.5.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels6 records

Core offering

Stretch & Fold operates a rooftop wellness studio in Amsterdam Noord that delivers yoga and movement classes (Vinyasa, Yin, Pilates, Qi Gong), infrared sauna sessions with cold plunge pool access, wellness treatments and therapies, and an on-site café serving all-day brunch and dinner. It sells tiered memberships (Weekly, Movement, Unlimited, Unlimited Yearly), prepaid credit packages, private sauna rentals, group experiences, corporate wellness programs, and an annual multi-day retreat (Honey Heat Retreat) at a French manor house.

Product overview

Stretch & Fold is a wellness studio in Amsterdam Noord offering a vertically integrated experience across yoga/movement, sauna, pool, treatments, and café services. The core offering includes yoga classes (Vinyasa, Yin, Pilates, Embodied Flow, Qi Gong) and rooftop sauna/pool facilities, with memberships providing tiered access (Weekly, Movement, Unlimited). Additional revenue streams include café dining, treatments, events/workshops, private rentals, corporate wellness programs, and the Honey Heat Retreat brand. The company operates on a hybrid model with credit packages for non-members and partnerships with ClassPass, OneFit, and Urban Sports Club for class discovery.

Differentiator

Problem solved

Functional benefit

Products and services

• Yoga Classes Group movement and yoga sessions including Vinyasa, Yin, Embodied Flow, Pilates, and Qi Gong, taught by certified instructors and open to members and drop-in visitors.
• Sauna Sessions Rooftop infrared sauna with steam rooms, outdoor lounge, and cold plunge pool, available as individual sessions or as part of memberships.
• Pool Access Outdoor swimming pool with terrace seating; included free for Unlimited, Movement, and Sauna members, and available via pool pass for non-members.
• Wellness Treatments and Therapies Treatments including self-massage workshops, Acupressure Yin Yoga, Nidra Journey, Gua Sha Ritual Bar, and other therapeutic services delivered by resident practitioners.
• Stretch & Fold Café All-day brunch and dinner restaurant with seasonally changing menus focused on sustainability and local sourcing, offering indoor and outdoor poolside terrace seating.
• Weekly Membership Monthly subscription granting four yoga classes or sauna sessions per month, minimum 3-month term, with 10% café discount.
• Movement Membership Monthly subscription with unlimited yoga classes plus one sauna session per month, including 10% café discount and minimum 3-month term.
• Unlimited Membership Monthly subscription with unlimited yoga classes and sauna sessions, full pool access, and 10% café discount, minimum 3-month term.
• Unlimited Yearly Membership Annual subscription with unlimited yoga classes, sauna sessions, pool access, and 10% café discount, paid yearly at a discounted rate.
• Credit Packages Prepaid credit bundles of 1, 5, or 10 credits (1- or 3-month validity) redeemable for yoga classes or sauna sessions.
• Gift Cards Gift cards in €38 (2 credits), €76 (4 credits), or €100 credit denominations, valid for 1 year from purchase and redeemable for classes, sauna, and other services.
• Private Sauna Rental 50-minute private use of the rooftop sauna and shaded outdoor lounge for groups up to 10 people, including pool and outdoor shower access, at €150 per session.
• Honey Heat Retreat 6-day/5-night all-inclusive wellness retreat at a French manor house in Bordeaux, including accommodation, meals, yoga, pilates, sound baths, flower gathering, nature walks, and cooking workshops; priced at €1,700 (ensuite) or €1,600 (shared bathroom) per person.
• Corporate Wellness (Team Wellness) B2B wellness experiences for corporate teams, including on-site or in-studio yoga, pilates, breathwork, sound baths, meditation, art workshops, team building, and nutrition workshops, delivered at client offices or the Amsterdam Noord location.
• Private Venue Rental Rental of the rooftop café (50 seated/100 standing), movement studio (30 mats/50 seated), and sauna/pool areas for corporate dinners, celebrations, and private gatherings.
• Group Experiences Group activity bookings (bookable 2 weeks ahead) that combine studio experiences with optional private sauna and café reservations for groups.
• Events and Workshops Ticketed community events including Craft Club workshops (Lino Printing, Air Dry Clay, Fabric Printing, Kimchi Making, Jewelry Making, Photo Frame, Pasta Making), Aperitivo Hours, Jazz Club, Sound Healing, Microdosing experiences, Kirtan, and Paint and Sip, with tickets from €30.50 to €45.50.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature2 records

Partnerships

Five partnerships are on record, tiered minor and core.

• ClassPassminorChannel Partner/ Reseller/ DistributorClassPass integration allows members to book yoga classes and sauna sessions through the ClassPass platform. Spaces are limited for ClassPass bookings. This partnership provides additional distribution channel for individual consumers.
• Urban Sports ClubminorChannel Partner/ Reseller/ DistributorUrban Sports Club members can book sauna sessions as a separate activity through the Urban Sports Club platform. Partnership provides access to Urban Sports Club's member base.
• OneFitminorChannel Partner/ Reseller/ DistributorOneFit integration allows members to purchase class credits through the OneFit network. Limited spaces available for OneFit users. Partnership expands reach to OneFit's fitness network members.
• TebicoreTechnology or IntegrationTebi provides the reservation and payment system for table bookings at the cafe and terrace. Core operational technology partner for customer-facing booking and payment processing.
• BsportcoreTechnology or IntegrationBsport provides the mobile application for iOS and Android used for session booking and account management. Core booking infrastructure powering the self-serve customer experience.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Others

• ClassPass: Global fitness and wellness aggregator. Distribution partner for Stretch & Fold's classes and sauna; comparable only as the platform layer shaping consumer discovery and pricing power for boutique studios.
• Urban Sports Club: European sports and wellness aggregator network. Listed as a partner for Stretch & Fold's sauna sessions; not a direct competitor but a structural peer in the platform/aggregator layer connecting consumers to studios.

Direct peers

• Delight Yoga: Multi-location Amsterdam yoga studio offering memberships, retreats, and teacher training. Directly comparable as a membership-based yoga and wellness studio operating in the same Amsterdam market with similar pricing and community positioning.
• The Conscious Club: Amsterdam's signature members' club blending yoga, meditation, food, and community events. The closest direct competitor to Stretch & Fold's combined yoga + café + community + events lifestyle brand model.
• De Nieuwe Yogaschool: Amsterdam yoga school with a multi-style timetable (Vinyasa, Yin, Hatha) and class-pack credits. Closely comparable to Stretch & Fold's core yoga class subscription and pay-as-you-go credit model in the same city.
• Modo Yoga Amsterdam: International hot yoga and community studio brand with Amsterdam presence. Comparable as a multi-location yoga membership studio offering structured class subscriptions and wellness programming.
• Sat Nam Yoga Amsterdam: Amsterdam-based yoga studio with membership options and class packages. Comparable in subscription pricing, multi-style class offerings, and city-level operating footprint.

Regional players

• Skin & Bones (Amsterdam): Amsterdam boutique wellness studio concept integrating yoga, reformer Pilates, and beauty. Comparable as a premium Amsterdam multi-experience wellness studio competing for the same affluent local membership base.

Broad incumbents

• BodyHoliday (Saint Lucia): Established luxury wellness retreat offering all-inclusive yoga, spa, and fitness programmes. Comparable as a multi-day wellness retreat experience with all-inclusive pricing, providing a benchmark for the Honey Heat Retreat's premium positioning.
• Body & Soul (London): London-based premium wellness concept combining yoga, Pilates, fitness, and recovery services under membership. Directly comparable urban wellness lifestyle club model, with broader scale and more established brand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/stretch-fold

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Stretch & Fold