Holos

What Holos does

Holos (full name: Holos Instituut voor lichaamsbewustzijn; also operating as Holos Academie voor Massagetherapie) is a privately held Dutch educational institute founded in 1987 in Utrecht by Bob Rolvink and led since 2010 by his daughter Ellen Rolvink as Director and owner. The institute delivers HBO-level professional training programs in massage therapy, body-oriented therapy, and doula services, alongside approximately 17 continuing education modules (bijscholing) and introductory courses. Its seven flagship programs are Holos Masseur, Holos Reflexzone Masseur, Holos Massagetherapeut, Holos Lichaamsgericht Therapeut, Holos Doula, Holos Postpartum Doula, and Massage & Tantra. Signature proprietary methodologies include Body & Mind Language (developed by faculty member Jos Dolstra) and Holistic Pulsing (introduced by Godfried Kleinsmann), supported by in-house syllabi and three published books on BML.

Holos generates revenue through three streams: tuition for multi-year HBO programs and shorter continuing education modules (priced €525-€675 for typical 3-4 day modules), rental of treatment rooms and classrooms at its Utrecht campus to independent practitioners via a strippenkaart credit system (€42.50-€195 per daypart), and promotional services for space-renting practitioners (€195 package). The organization is CRKBO-registered and therefore BTW/VAT exempt across educational offerings. It holds CPION, KTNO, NBvD, and CRKBO accreditations and is recognized by all major Dutch professional wellness associations (VBAG, LVNT, FAGT, BATC, NBvD, NVST, PSN, RBCZ) and UWV for re-integration training. Holos is the only NBvD-accredited Doula program in the Netherlands. Operations are delivered in-person at the Nachtegaalstraat 31, Utrecht campus, with the Holos Netwerk serving as a national practitioner directory for graduates.

The business is supported by standard off-the-shelf technology: PlugandPay for enrollment and payments, Promptus Cursussoftware for student tracking and administration, and Google Analytics plus Facebook Custom Audiences for marketing. No external investment, parent company, or institutional funding is present; the institute remains family-owned with 11-50 employees. Go-to-market is primarily direct-to-consumer via the website and physical open days held several times per year, supplemented by newsletter, Instagram, Facebook, and LinkedIn presence.

Name

Holos

Legal name

Holos Academie voor Massagetherapie

Website

https://holos.nl

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

Holos is a privately held Dutch educational institute in Utrecht, founded in 1987, that delivers HBO-level professional training programs in massage therapy, body-oriented therapy, and doula services, along with continuing education modules and introductory courses, serving aspiring and practicing wellness professionals in the Netherlands.

Ownership category

akta.pro rank

Product category

Massage Therapy Education

NAICS

Educational Services (611), Professional and Management Development Training (61143), All Other Schools and Instruction (61169)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Holistic & Integrative Wellness Education (Ayurveda, Traditional Practices) (EDAAAHAH)

Keywords

• Massage therapy training
• Body-oriented therapy
• Doula education
• Holistic wellness training
• Professional bodywork education

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Educational Programs (Opleidingen): Tuition fees for full degree programs (Masseur, Massagetherapeut, Lichaamsgericht therapeut, Doula, Postpartum Doula) and shorter continuing education courses (bijscholing). Programs are priced per module or per leergang (study year). Payment can be made in installments with administrative fees. Holos is exempt from BTW (VAT) under CRKBO registration.
2. Room Rental: Holos rents out its facilities — including treatment rooms (Oranje Kamer, Roze Kamer, Gele Kamer), classrooms (Hoofdzaal, Hartzaal, Handzaal), and shared spaces — to massage therapists, coaches, and other practitioners via a strippenkaart (credit card) system and per-session pricing. Rental is available per daypart (morning/afternoon/evening).
3. Newsletter and Promotional Services: A promotional package for practitioners using Holos facilities allows them to be featured in the Holos newsletter, social media channels, and physical display materials in the common kitchen, for a fee of €195.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Holos is an educational institute that delivers accredited HBO-level professional training programs in holistic massage therapy, body-oriented therapy, and doula services, alongside continuing education modules and introductory courses for the general public. In addition, it rents treatment rooms and classrooms at its Utrecht facility to independent practitioners and operates the Holos Netwerk practitioner directory connecting graduates with clients throughout the Netherlands.

Product overview

Holos is an educational institute offering professional training programs (HBO level) in massage therapy, body-oriented therapy, and doula services. The core offerings include seven main professional programs: Holos Masseur, Holos Reflexzone Masseur, Holos Massagetherapeut, Holos Lichaamsgericht Therapeut, Holos Doula, Holos Postpartum Doula, and Massage & Tantra. These are complemented by approximately 17 continuing education modules (bijscholing) such as Focusing, Focusing Bodywork, Holistic Pulsing I & II, Haptische Oefeningen, Bindweefselmassage, Chakra Massage, and others. Introductory courses (cursussen) are available for beginners. The organization also operates the Holos Netwerk, a searchable platform connecting trained practitioners with clients, and provides space rental services from their Utrecht facility. All programs are grounded in the holistic philosophy that body and mind are unified, with emphasis on touch, awareness, and personal development.

Differentiator

Problem solved

Functional benefit

Brands

• Holos Netwerk: A professional network of Holos-trained masseurs, massage therapists, and doulas operating throughout the Netherlands.

Products and services

• Holos Masseur A comprehensive HBO-level professional training program teaching students holistic massage techniques, personal development, and the foundational skills to practice as a certified masseur. Targeted at aspiring bodywork professionals.
• Holos Massagetherapeut An advanced four-year HBO professional training program that builds on the Holos Masseur program, developing students into fully qualified massage therapists with in-depth body-oriented therapy skills. For aspiring massage therapists seeking full HBO-level qualification.
• Holos Lichaamsgericht Therapeut A four-year HBO program focused on body-oriented therapy, building on massage training to develop therapeutic competencies for working with clients on deeper psychological and physical levels. CPION-accredited for health insurer reimbursement.
• Holos Reflexzone Masseur Professional training program teaching foot reflexology techniques as a specialized massage modality. For aspiring massage therapists seeking a reflexology specialty.
• Holos Doula Professional training program preparing students to provide emotional, physical, and informational support during pregnancy, childbirth, and the postnatal period as certified doulas. The only NBvD-accredited Doula program in the Netherlands.
• Holos Postpartum Doula Specialized training program focused on supporting families during the postnatal period, including the first 40 days after birth and beyond. Recognized by PSN; graduates receive a one-year membership license with the international foundation.
• Massage & Tantra Training program exploring the intersection of massage and tantric principles, teaching mindful, conscious touch and body awareness practices. For aspiring massage professionals seeking specialization in tantric bodywork.
• Focusing A 4-day continuing education module teaching the listening art developed by Eugene Gendlin, training professionals to help clients listen to their felt sense and bodily awareness. For practicing massage therapists seeking specialization.
• Focusing Bodywork A 3-day advanced module building on Focusing, teaching how to apply the method within body-oriented treatments through combining Focusing with touch, massage, breathing, and movement. LVNT-accredited.
• Haptische Oefeningen A 4-day deepening module expanding on energetic massage lessons, teaching intuitive touch without technique, presence-based contact, and communication about bodily sensations. For practicing professionals.
• Holistic Pulsing I A 4-day training teaching rhythmic, pulsing movements that gently invite the body to increased awareness. Includes theory and practical exam. Recognized by professional associations VBAG and LVNT.
• Holistic Pulsing II Advanced level of Holistic Pulsing training for masseurs and massage therapists who have completed Holistic Pulsing I.
• Adembewustzijn Continuing education module focused on breath awareness techniques for deepening body consciousness and nervous system regulation.
• Bindweefselmassage Continuing education module teaching connective tissue massage techniques for therapeutic purposes.
• Chakra Massage Specialized massage module focusing on energy centers and chakra-based bodywork.
• Psoas Massage Specialized continuing education module focused on massage techniques for the psoas muscle and deep hip work.
• Tension Releasing Exercises (TRE) Module teaching Tension Releasing Exercises, a body-based stress reduction technique for releasing chronic tension.
• Trauma en het Zenuwstelsel Continuing education module exploring the relationship between trauma and the nervous system, training professionals to work with trauma from a body-oriented perspective.
• Nervus Vagus Continuing education module focused on the vagus nerve and its role in nervous system regulation and trauma recovery.
• Voetreflexologie Continuing education module teaching foot reflexology techniques and their therapeutic applications.
• Introductie Body & Mind Language 1 Introduction module to Body & Mind Language, a coaching method developed by Jos Dolstra that combines verbal and non-verbal (posture, movement) elements for deep insights.
• Werken met Houding en Beweging BML

Quantifiable outcome

• Graduates operate independent, self-sustaining massage therapy practices with insurer reimbursement eligibility
• +1 more outcomes

Named customers9 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

Integration4 records

Feature3 records

Partnerships

One partnership is on record.

• Promptus CursussoftwarecoreTechnology or IntegrationHolos uses Promptus Cursussoftware as its student tracking and administration system (Student Volgsysteem). The system is managed by secretariat staff and stores confidential student progress data accessible to teachers and management.

Scale indicators3 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• National Holistic Institute (NHI): US-based accredited massage therapy and holistic health school with multi-city campuses. Comparable to Holos on core product (massage therapy diploma programs) and HBO-equivalent credentialing, although operating at significantly larger scale.
• Boulder College of Massage Therapy: Accredited US massage therapy diploma school comparable to Holos on HBO-equivalent professional credentialing and core product focus on massage therapy training; useful benchmark for Holos's potential scale and program structure.
• Wellness Academie: Belgian/Dutch-language provider of accredited complementary and wellness therapy training (massage, reflexology, holistic therapies). Directly comparable to Holos in subject matter (holistic bodywork), credentialing-driven value proposition, and adult continuing-education model.
• Academy of Massage and Bodywork: US massage therapy school comparable to Holos on core product (HBO-equivalent massage diploma) and continuing-education offerings for practicing therapists, though operating in a different geography and regulatory environment.
• De Roode Laars: Dutch institute offering HBO-level accredited training in natural and complementary medicine, including massage and body-oriented therapy. Closest Dutch-language peer to Holos in regulatory positioning (CPION/CRKBO-style accreditation) and HBO-level professional credentialing.

Emerging players

• CAPPA (Childbirth and Postpartum Professional Association): International certification body for doulas, childbirth educators, and postpartum professionals. Direct partial overlap with Holos's Doula and Postpartum Doula programs and an indicator of competitive credentialing frameworks in the same addressable market.
• Upledger Institute International: International training provider for craniosacral therapy and related bodywork techniques. Comparable as a specialized continuing-education model delivering proprietary methodologies to practicing therapists — a similar positioning to Holos's Holistic Pulsing and BML modules.
• DONA International: Largest international doula training and certification organization. Comparable to Holos Doula/Postpartum Doula as a credentialing pipeline for doulas, though operating through international workshops rather than a single national campus; relevant to Holos's only-NBvD-accredited-doula positioning.
• Integrative Bodywork & Body-Mind Centering (BMC): International somatic education organization offering proprietary body-oriented methodologies to professionals. Comparable to Holos on the model of teaching niche, methodology-driven bodywork certifications (analogous to BML and Holistic Pulsing) to practitioners.

Broad incumbents

• Esalen Institute: Long-established US holistic education and retreat center offering bodywork, somatic, and personal-development programs. Comparable to Holos on the integration of touch/bodywork with personal development, though operating at much larger scale and broader scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/holoshuis
• LinkedInlinkedin.com/company/holos-academie-voor-massagetherapie
• Instagraminstagram.com/holosinstituut

Compliance13 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Holos