Premium Fitness Boutique

What Premium Fitness Boutique does

Premium Fitness Boutique (legal entity Premium Fitness B.V.) is a small-scale fitness studio located at Herenweg 37, Heemstede, Netherlands, operating in a single physical location adjacent to the Groenendaalse Bos. The studio offers personal training, small-group personal fitness (capped at 6 participants), and outdoor group classes (Pilates, Booty&Core, BRN, SclptCycle, HIIT Power, HIIT Full Body, plus Bootcamp Wickevoort), supplemented by a 10-week nutrition and lifestyle coaching program (Voedingstraject). Technology is limited to standard boutique operations plus an Advanced Body Composition Scale that measures body fat, muscle mass, body fluid, visceral fat, and BMI for personalized guidance; there is no proprietary platform, app, or AI system.

The business is owned and operated by co-owners Thomas Luiting and Demi Vledder, who took over the boutique in January 2024 by purchasing the name and equipment from the prior owner. The current team comprises approximately six members: the two co-owners and four trainers, with credentials spanning CIOS, NASM, Fitvak A, and House of Workouts Master Trainer (Demi). Revenue is generated through monthly subscription memberships (€59.95–€109.95), per-session personal training (€69.50 individual, €79.50 duo), one-time nutrition program payments (€360), and bootcamp 10-session passes (€150), with month-to-month billing after initial contract terms via SEPA direct debit.

The customer base consists of adult consumers in the Heemstede/Haarlem/Bennebroek catchment, primarily professionals aged 30+ seeking guided fitness with personal attention rather than mass-market gym experience. Acquisition is driven by free trial intake sessions, content marketing via the company blog, Instagram and Facebook presence, Google reviews, and earned media including a June 5, 2025 NRC Spitsuur feature and consecutive Dutch Fitness Awards in 2025 and 2026 (best rating in Heemstede, 5th in North Holland).

Name

Premium Fitness Boutique

Legal name

Premium Fitness B.V.

Website

https://premiumfitness.nl

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

11–50 employees

Short description

Premium Fitness Boutique is a small-scale fitness studio in Heemstede, Netherlands, offering personal training, small-group fitness, outdoor group classes, and a 10-week nutrition coaching program to adult consumers in the Heemstede/Haarlem/Bennebroek region.

Ownership category

akta.pro rank

Product category

Boutique Fitness Services

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Small-Group Personal Training (Semi-Private) (HSADAAAN)

akta.pro secondary industry

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

Keywords

• Boutique fitness services
• Personal training sessions
• Small group fitness
• Nutrition coaching programs
• Outdoor bootcamp training

Headquarters

HQ city

Heemstede

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Monthly Membership Subscriptions: Recurring monthly subscription model for Personal Fitness & Group Classes and Group Classes only. Subscriptions are month-to-month after initial contract period with monthly direct debit payments.
2. Personal Training Sessions: One-on-one and duo personal training sessions charged per session. Billed monthly or post-training. Personal training can also be conducted at client's home.
3. Nutrition Coaching Program: 10-week intensive nutrition and lifestyle coaching program with one-time payment. Includes intake, measurements, personalized nutrition plan, movement plan, and ongoing coaching.
4. Bootcamp Wickevoort: 10-session bootcamp pass for outdoor training in Wickevoort (Cruquius) area. One-time purchase for group bootcamp sessions.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels7 records

Core offering

Premium Fitness Boutique operates a small-scale boutique fitness studio in Heemstede, Netherlands, selling one-on-one Personal Training sessions, small-group Personal Fitness sessions (capped at 6 participants), outdoor Group Classes (Pilates, Booty&Core, BRN, SclptCycle, HIIT Power, HIIT Full Body), a 10-week Nutrition & Lifestyle Coaching program (Voedingstraject), and a Bootcamp Wickevoort outdoor session. Services are delivered by qualified trainers (CIOS/NASM-certified) using both indoor studio facilities and a unique outdoor gym adjacent to the Groenendaalse Bos.

Product overview

Premium Fitness Boutique is a small-scale fitness studio in Heemstede offering a unified platform of fitness services centered on personal attention. The core offerings include Personal Training (one-on-one coaching), Personal Fitness (small group training up to 6 participants), and various Group Classes (Pilates, Booty&Core, BRN, SclptCycle, HIIT Power, HIIT Full Body) held outdoors. Additional services include a Voedingstraject (10-week nutrition and lifestyle coaching program) and Bootcamp Wickevoort (outdoor bootcamp sessions). All services are designed for personalized guidance in a boutique environment, with both indoor and outdoor training facilities located opposite the Groenendaalse Bos.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Training One-on-one coaching with a personal trainer, including tailored workout plans, professional guidance, and nutrition coaching for individual members seeking maximum results. Also available as Duo Training (1-on-2) and at the client's home.
• Personal Fitness Small-group training with a maximum of 6 participants per session, combining personal attention with group energy under professional supervision; available via monthly subscription with unlimited group classes included.
• Pilates (Group Class) Outdoor Pilates class focused on core stability, posture, flexibility, and body control, held in the green area opposite Groenendaalse Bos.
• Booty&Core (Group Class) Group class targeting glutes, legs, and core combining cardio, strength training, and stretching for complete body improvement.
• BRN (Body You Really Need) Full-body 45-minute workout using aluminum tubes filled with grit that creates extra stabilization demand, burning up to 33% more calories than standard training.
• SclptCycle 45-minute body-shaping cycling workout combining bike training with Sclpt-tubes for upper body and core exercises, set to energetic music.
• HIIT Power 30-minute morning class combining explosive strength training with cardio, designed to boost metabolism and provide an energy kickstart to the day.
• HIIT Full Body Intensive 45-minute outdoor total body workout combining strength, cardio, and core exercises in an energetic circuit format in the Groenedaalse Bos.
• Voedingstraject (Nutrition & Lifestyle Coaching) 10-week intensive nutrition and lifestyle coaching program including intake, body measurements with Advanced Body Composition Scale, personalized meal plans, exercise goals, and ongoing coaching for sleep and stress management; €360 one-time payment.
• Bootcamp Wickevoort Weekly outdoor bootcamp session in Wickevoort (Cruquius) on Thursday evenings at 20:00, offering a 10-session card for €150 for group strength and conditioning training.
• Proeftraining (Trial Training) Free trial training session allowing prospective members to experience Personal Training, Personal Fitness, Wickevoort, or any group class before committing to a membership; promoted via the 'Ontdek Premium Fitness week' summer action and open days.

Quantifiable outcome

• Up to 33% more calorie burn during BRN workouts compared to standard training
• +3 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• House of WorkoutsminorStrategic or Co-development PartnerSclptCycle is described as the latest full body workout from House of Workouts, which Premium Fitness Boutique licenses/uses for their cycling class. The Sclpt® tubes are a proprietary product of House of Workouts used in the SclptCycle class.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Sportcity: Established Dutch mid-market fitness chain with multiple sites in North Holland including near Heemstede; competes for the same regional member pool but at scale and lower price points.
• Basic-Fit: Largest low-cost fitness chain in the Netherlands and Europe with hundreds of locations; not a boutique but anchors consumer price expectations for fitness in the same Dutch geography.
• Orangetheory Fitness: International boutique fitness franchise built around coached group workouts with heart-rate-based technology; comparable premium pricing and small-group coaching model to Premium Fitness Boutique's outdoor HIIT/Pilates classes.
• Barry's Bootcamp: Global premium boutique fitness brand centered on small-group coached workouts with a similar high-touch, premium-pricing, capped-class-size model to Premium Fitness's Personal Fitness and BRN classes.
• F45 Training: Global boutique group-fitness franchise with functional/HIIT group classes in capped cohorts; comparable small-group, premium positioning even though the operating model is franchise rather than independent.
• David Lloyd Clubs: European premium health, fitness and racquets club operator; broader portfolio but overlaps in premium subscription fitness, personal training and group class offerings for affluent suburban members.

Direct peers

• Club XO: Dutch boutique fitness studio in Haarlem where co-founders Thomas and Demi previously worked; comparable in offering personal training and group classes in a small-scale, premium, attention-driven format.
• TrainMore: Dutch premium-aesthetic fitness chain offering small-group and personal training in a boutique-style environment with monthly subscriptions; directly competes for the same Dutch urban professional segment.

Others

• House of Workouts: Dutch fitness programming/licensing partner from whom Premium Fitness Boutique licenses the SclptCycle format and proprietary tubes; thematically adjacent through shared fitness IP rather than direct competition.
• CrossFit (regional affiliates): Global network of small-group coached strength-and-conditioning gyms with capped class sizes and outdoor/indoor formats; competes for the same coached-workout member in the Dutch market at a comparable premium tier.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/premiumfitnessNL
• Instagraminstagram.com/premiumfitness_boutique
• LinkedInlinkedin.com/company/premium-fitness-boutique

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Premium Fitness Boutique