TREE11

What TREE11 does

TREE11 is a multi-discipline health club operating under the legal entity Victorie Plaza B.V. from a single large facility at Terborchlaan 311 in Alkmaar, Netherlands. The club serves 5,500+ members in the North Holland region with a portfolio spanning fitness, CrossFit (TREE11 The Box), HYROX training, yoga, indoor cycling (Victorie Ride), Reformer Pilates, personal training, small-group training, 7 padel courts, on-site physiotherapy (FysioTREE11), nutrition coaching, infrared sauna, and an on-site café/hospitality area. The facility is open 7 days per week from 06:00–22:00 on weekdays, with extended programming to capture both commuter and weekend demand.

The technical stack is anchored by EGYM electronic strength-training equipment, which uses wristband-based member identification and auto-adjusting resistance to deliver guided, safe progression, particularly for beginners and rehabilitation clients. Member progress is tracked via InBody body-composition scans. Operations run on third-party SaaS platforms: Gymly for membership management, scheduling, and the member-facing app; Playtomic for padel court reservations; SugarWOD for workout tracking; and Clubplanner for member administration. The club holds a 4.9/5 Google rating across 75 reviews and is GDPR-compliant under Dutch AVG.

TREE11's revenue model blends recurring gym memberships (full-club packages from €87.50/week, monthly cancelable) with unit-priced ancillary streams: personal training (€62.50/session 1-on-1, €45/person duo, €30–40/person small group), physiotherapy, padel court rental and lessons, nutrition coaching, and on-site F&B. Customer segments include general fitness enthusiasts, adults 50+ and rehabilitation clients, chronic-condition members (MS, post-stroke, post-surgery), padel players, and corporate wellness clients. Go-to-market is direct-to-consumer through the website, Gymly app, free introductory consultations, trial classes, and word-of-mouth, with content marketing through member testimonial stories driving top-of-funnel awareness.

Name

TREE11

Legal name

Victorie Plaza B.V.

Website

https://tree11.nl

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

TREE11 is a multi-discipline health club in Alkmaar, Netherlands, operating under Victorie Plaza B.V. and serving 5,500+ members with fitness, CrossFit, yoga, padel (7 courts), EGYM strength training, physiotherapy, nutrition, and personal training from a single facility.

Ownership category

akta.pro rank

Product category

Health Club Services

NAICS

Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Functional Fitness / Cross-Training Groups (HSADABAH)

akta.pro secondary industries

Strength & Conditioning Bootcamps (HSADABAB), Power Yoga & Athletic Yoga Conditioning (HSADACAG)

Keywords

• Health club services
• Personal training programs
• Group fitness classes
• Physiotherapy services
• Padel court rentals

Headquarters

HQ city

Alkmaar

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Gym Membership Subscriptions: Recurring membership fees providing access to fitness facilities, EGYM equipment, group classes, and club amenities. Multiple membership tiers exist with varying levels of access and benefits.
2. Personal Training Sessions: One-on-one and small group training sessions with certified personal trainers. Pricing at €62.50 for individual PT, €45 per person for duo training, and €30-40 per person for small group sessions.
3. Physiotherapy Services: On-site physiotherapy services provided by specialized therapists offering professional personalized care for injury recovery and preventive health.
4. Padel Court Rentals: Revenue from padel court bookings, including peak and off-peak hour rates, lessons, and clinics.
5. Horeca / Food & Beverage: On-site hospitality services including protein shakes, fresh coffee, sandwiches, and banana bread. The cafe serves as a social meeting point for members.
6. Nutrition Coaching: Nutrition advisory services with practical tips included in intake consultations and ongoing coaching through food coach Geert.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

TREE11 operates a single-site Health Club in Alkmaar, Netherlands, delivering fitness, CrossFit, HYROX, yoga, Reformer Pilates, indoor cycling (Victorie Ride), group classes, personal training, padel, on-site physiotherapy (FysioTREE11), nutrition coaching, infrared sauna, and a hospitality café under recurring memberships. The offering is anchored by EGYM electronic strength training equipment that automatically adapts resistance to each member via a wristband, paired with InBody body-composition measurement for objective progress tracking.

Product overview

TREE11 is a Health Club in Alkmaar offering a comprehensive fitness and wellness ecosystem. The core offering combines traditional fitness facilities with specialized training programs including CrossFit, Yoga, Personal Training, Reformer Pilates, and Indoor Cycling (Victorie Ride). The club features 7 padel courts, on-site physiotherapy (FysioTREE11), and nutrition coaching. Central to their approach is EGYM smart equipment that automatically adapts to users' fitness levels, paired with InBody body composition measurements for progress tracking. Additional amenities include an infrared sauna, hospitality area, and group classes. Members access services through the Gymly app for bookings and scheduling. The club positions itself as more than a gym—a community-focused Health Club with personal attention and results-driven training, serving 5500+ members.

Differentiator

Problem solved

Functional benefit

Brands

• Victorie Ride: Indoor cycling studio class offering
• FysioTREE11
• TREE11 The Box

Products and services

• Fitness General fitness facilities featuring EGYM smart electronic strength training equipment that automatically adapts to each member's level via a wristband, providing guided strength training for members of all levels and supporting rehabilitation use cases.
• CrossFit High-intensity functional fitness training delivered in a dedicated CrossFit space (TREE11 The Box) with Open Gym facilities and certified CrossFit coaches providing structured programming.
• Yoga Group yoga classes covering multiple styles, focused on relaxation, stress relief, and flexibility improvement, taught by dedicated yoga instructors.
• Personal Training

Quantifiable outcome

• Members have documented measurable body composition improvements: Cor van Vliet reduced visceral fat from 11 to 8 at age 70
• +5 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Five partnerships are on record, tiered minor and core.

• CrossFitminorChannel Partner/ Reseller/ DistributorCrossFit affiliate offering CrossFit training programs at TREE11 facilities. TREE11 features a spacious CrossFit area with certified coaches and programming.
• HYROXminorChannel Partner/ Reseller/ DistributorHYROX fitness race partner. TREE11 prepares members for HYROX competitions and participates in the HYROX fitness event series.
• GymlycoreTechnology or IntegrationMembership management and booking platform. Used for member onboarding, class scheduling, and availability checking. Primary digital interface for member interactions.
• Victorie Plaza B.V.coreOthersLegal entity name under which TREE11 operates. Registered as a Dutch private limited company (besloten vennootschap) with K.v.K number 37143069 and VAT NL819695981B01.
• SchouderNetwerk (Shoulder Network)minorStrategic or Co-development PartnerClinical network partnership providing guidelines for shoulder rehabilitation protocols used at TREE11 for post-surgery recovery training.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• TrainMore: Dutch premium fitness chain with multiple locations in major Dutch cities, known for stylish interiors, group classes, and modern equipment. Closest peer to TREE11 in terms of premium positioning, member experience focus, and multi-discipline offering.
• CrossFit Loods: Independent CrossFit affiliate box in the Netherlands offering dedicated CrossFit programming and coaching. Direct peer for the CrossFit portion of TREE11's offering, where TREE11's coaching has been noted as less rigorous than specialist boxes.

Others

• Urban Sports Club: European sports and wellness membership aggregator offering access to multiple gyms and studios via a single subscription. Functions as a partner/distribution channel for TREE11 rather than a direct competitor, and a potential growth lever for member acquisition.

Broad incumbents

• SportCity: Dutch mid-market fitness chain with clubs across the Netherlands. Comparable in offering breadth (group classes, PT) and price point positioning, making it a relevant competitor for the same broad fitness enthusiast segment TREE11 targets.
• Basic-Fit: Europe's largest low-cost fitness chain with 1,300+ clubs, including extensive presence in the Netherlands. Direct competitor for fitness membership share in Alkmaar and across North Holland, but operates at the budget end of the market versus TREE11's premium positioning.
• Fit For Free: Budget Dutch fitness chain with extensive nationwide footprint. Competes for entry-level price-sensitive consumers in the same North Holland geography as TREE11, putting pressure on TREE11's lower-tier membership acquisition.
• David Lloyd Leisure: Premium European health club operator with racquets, fitness, and family amenities. Highly comparable to TREE11's premium multi-discipline 'health club' positioning including padel, group classes, PT, and hospitality, though at much larger scale.
• HealthCity: Premium Dutch fitness chain with multiple locations, broad service offerings including group classes, PT, and wellness amenities. Comparable multi-service positioning to TREE11, though larger scale and broader geographic reach.

Emerging players

• F45 Training: Global functional training franchise with a presence in the Netherlands. Overlaps with TREE11's CrossFit and functional fitness offering, though F45 focuses on short-duration group HIIT classes rather than full multi-discipline health club experience.

Regional players

• Padel Palace: Dedicated padel club operator in the Netherlands with multiple locations. Direct competitor for TREE11's padel court rentals and lessons business, offering specialized padel-only facilities that may compete on price as the Dutch padel market matures.

Market position

Strengths5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/tree11healthclub
• LinkedInlinkedin.com/company/tree11

Compliance1 record

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 TREE11