Maesons (barbershop - Sportsbar - Menicures)

What Maesons (barbershop - Sportsbar - Menicures) does

MAESONS is a privately held Dutch men's grooming and lifestyle brand operating from Voorstraat 21, Utrecht, founded in 2009 by Maeson Bennett and formally launched in 2019 as "The Ultimate Men-Experience." It combines three core service verticals under a single venue: a barbershop (cuts, shaves, and combination treatments priced €34–€157 across three barber-experience tiers), Menicures® (hand and foot treatments for men — currently paused at the Utrecht location), and a sportsbar offering organic superfood bowls, acai bowls, and smoothies for dine-in, takeaway, and Thuisbezorgd delivery.

The business is co-owned by founder Maeson Bennett, general manager Lindsey Bennett-Hoesen, former professional footballer Michel Vorm (since 2018), and former Ajax striker Danny Hoesen (since January 2024). Revenue is diversified across barber services, food and beverage, a €79.95/year Business Club membership (with priority booking, fiscal deductibility, and 4–6 exclusive networking events annually), merchandise and proprietary grooming products, gift cards, narrowcasting advertising across 7 in-venue screens, venue rental, and an education vertical that includes the MAESONS Online Academy and teacher training at MBO vocational schools (ROC van Twente, MBO Rijnland).

MAESONS' underlying "technology" consists of a proprietary 10-step haircut method (personally developed by the founder and used to train 60+ employees, 10+ of whom have opened their own shops), trademarked Menicures® branding, and proprietary combs (M1 and M2) supporting the method. Operations run on Booxi for booking, Mailchimp for the bi-monthly newsletter, and Thuisbezorgd for delivery; no proprietary software platform is disclosed. The company markets itself via Instagram (@maesons_utrecht), earned media (Voetbal International, AT5, De Telegraaf), and high-visibility client relationships including professional footballers from Arsenal and the Dutch National Team, supported by a 2023 customer satisfaction survey showing 87% general satisfaction, 89% rating staff as friendly and helpful, and 82% feeling well cared for. A second Utrecht location (Dimitri Heuts as lead) and a franchise formula are under development for 2026 expansion.

Name

Maesons (barbershop - Sportsbar - Menicures)

Legal name

MAESONS

Website

https://maesons.nl

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

MAESONS is a privately held Utrecht-based men's grooming and lifestyle brand combining barbershop services, Menicures® hand/foot treatments, and a sportsbar under one venue, serving individual men, Business Club professionals, and vocational schools across multiple revenue streams.

Ownership category

akta.pro rank

Product category

Personal Care Services

NAICS

Barber Shops (812111), Other Personal Care Services (81219)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Luxury/High-End Barber Lounges (HSALABAH)

akta.pro secondary industry

Classic Barbering (Cuts & Styling) (HSALABAA)

Keywords

• Men's barbershop services
• Sports bar hospitality
• Menicure grooming
• Male grooming salon
• Combined grooming venue

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales

Revenue model

1. Barber Services: Core revenue from haircut, shave, and combination treatments. Services are priced by barber experience category (3 tiers), with prices starting from €34 for basic cuts up to €157 for the luxury cut & shave package. Appointments are booked via Booxi platform.
2. Menicures Services: Manicure (hand) and pedicure (foot) treatments for men. Temporarily unavailable at the Utrecht location but will continue in another city/country. Includes premium, stress relief, and sports pedicure packages.
3. Sportsbar - Food & Beverages: Superfood bowls, acai bowls, and smoothies sold in-store and via Thuisbezorgd delivery platform. Bowls include up to 30 topping choices. Non-alcoholic complimentary drinks are included with barber services.
4. Business Club Membership: Annual membership at €79.95 per year offering privileges including post-payment on account, priority booking, exclusive network events (4-6 per year), credit packages with pre-paid balances, discounts on products (10%), merchandise (20%), and venue rental (15%), and advertising discounts (40%).
5. Merchandise & Grooming Products: Sale of MAESONS-branded merchandise including varsity jackets (€69.95), truckers caps (€24.95), snapback caps (€24.95), coffee cups (€5.95), combs (M1 at €14.95, M2), and the MAESONS Grooming Collection (Beard Pomade and Face & Beard Oil at €23.95 each). Sold in-shop and via e-commerce.
6. Gift Cards: Digital and physical gift cards sold in denominations of €5, €10, €25, €50, €100, and €250. Ordered via the website and sent by letterbox post within 1-2 days.
7. Venue Rental: The MAESONS venue is rented out for meetings, trainings, workshops, brainstorm sessions, conferences, presentations, network drinks, and receptions. Available on Sunday and Monday as primary days, with other days negotiable. Business Club members receive a 15% discount.
8. Narrowcasting Advertising: MAESONS operates a narrowcasting system with 7 screens in the shop. Two screens (in the sportsbar waiting area and barber section) are always dedicated to narrowcasting. Advertisers can display their brand messaging to the MAESONS customer base. Business Club members receive a 40% discount.
9. Education & Training: MAESONS provides barber training programs for vocational schools (MBO), including teacher training (Highlights MAESONS Barber Program), the MAESONS Online Academy, and apprenticeship/work placement programs. The company is an officially recognized training company (Erkend Leerbedrijf) through SBB.

Pricing tiers

Go-to-market motion2 records

Distribution channels9 records

Marketing channels9 records

Core offering

Maesons operates a combined barbershop, sports bar, and menicure (men's manicure) venue that delivers traditional barbering services alongside casual sports viewing and basic hand care services for men. The business bundles three distinct consumer experiences under a single location targeting male clientele.

Product overview

MAESONS is a unified men's grooming and lifestyle experience business combining three core services: Barbershop (haircuts, shaves, and grooming), Menicures (hand and foot treatments for men), and Sportsbar (organic superfood bowls, acai bowls, and smoothies). The business operates as a single integrated concept with additional revenue streams including Education & Training (barber training program and Online Academy), Business Club membership, Gift Cards, Loyalty Program, Merchandise & Grooming Collection, Venue Rental, Advertising (narrowcasting), Wedding Experience, and PREP THE PRO. The core experience is delivered at the Utrecht location (Voorstraat 21) with expansion planned for a second Utrecht location. Products and services are interconnected through shared customer journeys, with barbers offering Beard Pomade and Face & Beard Oil products post-service, sportsbar items available during treatments, and business club benefits spanning all service categories.

Differentiator

Problem solved

Functional benefit

Products and services

• Barbershop Services
• Sports Bar
• Menicures

Quantifiable outcome

• 87% of customers are generally very satisfied with MAESONS' services (2023 survey)
• +5 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

16 partnerships are on record, tiered core and minor.

• ROC van TwentecoreStrategic or Co-development Partner · 11 May 2026MAESONS conducted teacher training for ROC van Twente on May 11 and 18, 2026, as part of the Highlights MAESONS Barber Program. Six hairdressing teachers from ROC van Twente participated in the two-day training focused on clipper techniques, razor blade work, Afro-textured hair (type 4), beard treatments, and didactic translation into practical education.
• MBO RijnlandcoreStrategic or Co-development Partner · 23 March 2026MAESONS delivered the Highlights MAESONS Barber Program for teachers at MBO Rijnland on March 23 and 30, 2026. Training focused on clipper techniques, razor blade work, curly/coily hair (type 4), and beard treatment. Teachers Misha and Edwin participated in the look & learn session led by Maeson and Dimitri.
• De Mannencirkel / Sharief NiamutminorStrategic or Co-development Partner · 4 December 2025MAESONS hosted a Business Club event on December 4 on the theme 'Leadership from Within' together with Sharief Niamut from De Mannencirkel, focusing on personal leadership and mental well-being for men.
• ANKO (Algemene Nederlandse KappersOndernemersvereniging)coreStrategic or Co-development Partner · 3 November 2025ANKO is the Dutch association for professional hairdressers. Lindsey Bennett-Hoesen participated in a panel discussion at the ANKO Live event on November 3, 2025. Maeson and Lindsey Bennett are active members of ANKO advisory policy committees (Barber Commission and Employer & Personnel Commission) through June 30, 2027, contributing to the development of the new national barber qualification dossier.
• ThuisbezorgdminorChannel Partner/ Reseller/ Distributor · 1 January 2024MAESONS Super Bowls and Smoothies are available for delivery through the Thuisbezorgd platform, enabling customers to order healthy superfood bowls and smoothies for home delivery.
• GASSAN DiamondsminorGTM or Marketing Partner · 15 June 2023MAESONS Business Club was invited by Benno Leeser (CEO of GASSAN Diamonds) for a VIP Tour at House of GASSAN in Amsterdam on June 15, 2023. Tour included education on diamond quality, history of the Amsterdam diamond industry, the GASSAN 121 patented cut, showroom visits for TROPHY by GASSAN and Rolex boutique, and concluded with drinks and snacks.
• B for Good Leaders Summit / Social Venture Network EuropeminorStrategic or Co-development Partner · 11 May 2023MAESONS attended the B for Good Leaders Summit on May 11-12, 2023, at the Beurs van Berlage in Amsterdam. The event was attended by approximately 1,200 CEOs including representatives from Albert Heijn, DSM, Eneco, Unilever, Rituals, and TomTom. MAESONS gained insights for product line development and the Online Academy.
• WahlcoreTechnology or IntegrationWahl is MAESONS' equipment partner for professional barber tools. MAESONS sells Wahl products (Finishing Tool/Shaver at €57.95, Hair Dryer at €59.95, Trimmer at €134.95, Moser Nose & Ear Trimmer at €19.95) in their shop for customers to maintain their look at home. The Wahl logo appears as a 'proud partner' on the MAESONS website footer.
• Peakz PadelcoreStrategic or Co-development PartnerPeakz Padel hosted the first MAESONS Business Club Padel Tournament on June 8, 2026, in Utrecht. Michel Vorm conducted an interactive padel clinic during the event. The partnership combines sports, networking, and community building for MAESONS Business Club members.
• Broekman Men's FashioncoreStrategic or Co-development PartnerMAESONS partnered with Broekman Men's Fashion in Utrecht for an exclusive VIP Shopping Experience for Business Club members on June 24, 2025. Broekman provided personalized styling advice and luxury Italian labels. Business Club members receive a 10% discount on the entire Broekman collection. The Broekman x MAESONS collaboration emphasizes 'groomed from head to toe.'
• De Rode WinkelminorStrategic or Co-development PartnerDe Rode Winkel (men's fashion retailer) partnered with MAESONS on the #PrepThePro campaign, providing clothing for professional athletes being groomed before special occasions.
• UnniqueminorChannel Partner/ Reseller/ DistributorUnnique is listed as a partner of MAESONS. Nature of partnership not detailed in available source material.
• SBB (Stichting Samenwerking Beroepsonderwijs Bedrijfsleven)coreStrategic or Co-development PartnerSBB is the Dutch organization responsible for recognizing training companies and approving work placements. MAESONS is an officially recognized training company (Erkend Leerbedrijf) through SBB, enabling the company to provide apprenticeships and student work placements. SBB also processes qualification dossiers submitted by ANKO to the Ministry of Education.
• Forza Sports Group / Christopher CoffieminorStrategic or Co-development PartnerChristopher Coffie of Forza Sports Group collaborated with MAESONS on the #PrepThePro campaign, preparing professional athletes for special occasions.
• GoalMercials / Rogier SchultzminorStrategic or Co-development PartnerRogier Schultz of GoalMercials collaborated with MAESONS on the #PrepThePro campaign for professional athletes.
• Booxi (Online Booking Platform)coreTechnology or IntegrationBooxi is the online appointment booking platform used by MAESONS. Customers book via site.booxi.com/maesonsbarbershop. The platform supports appointment scheduling, customer management, and integrates with MAESONS' website for seamless booking flow.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Boter Kaas & Barbershop: Amsterdam-based men's barbershop concept with multiple locations and own-brand products; comparable to MAESONS as a Dutch multi-service men's grooming brand.
• Ruffians: London-based chain of premium men's barbershops with multi-service concept and own-brand products; comparable to MAESONS on premium positioning, lifestyle-led branding, and product extension.
• Bluebeards Republic: Rotterdam-originated premium men's barbering brand that has scaled into own-brand grooming products and education; closely comparable to MAESONS in combining in-shop services with product, training, and brand storytelling.
• Truefitt & Hill: Heritage men's barbering and grooming brand offering barbershop services alongside a global grooming product range; comparable to MAESONS on the premium men's grooming brand-to-product play.
• Schorem Barbier: Rotterdam-based old-school premium men's barbershop and internationally recognized barbershop brand; offers training/education and men's grooming products. Most direct Dutch peer in terms of premium positioning, brand-led culture, and educational content engine.
• Adam's Appels: Amsterdam-based men's grooming and lifestyle concept; comparable to MAESONS as a Dutch men's lifestyle destination combining grooming with broader male-focused services.
• Cut Throat Barbershop: Amsterdam men's grooming and barbershop brand with own product line; directly comparable to MAESONS in combining premium barbering with branded grooming merchandise.
• Harry's Barbershop: Dutch men's barbershop chain offering cuts, shaves and grooming services in multiple cities; comparable to MAESONS on the barbershop service layer and Dutch consumer target.

Broad incumbents

• Ace & Tate: Amsterdam-headquartered premium eyewear retailer with a strong Dutch lifestyle brand; comparable to MAESONS on Dutch heritage, premium positioning, owned-retail expansion, and design-led brand identity — though in a different category.
• Rituals: Dutch-founded global wellness and home/body care brand with own retail footprint and hospitality partnerships; broadly comparable to MAESONS on Dutch origin, premium lifestyle positioning, and the use of physical experience spaces to build brand equity.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/maesons_utrecht
• LinkedInlinkedin.com/company/maesons-barbershop-sportsbar-menicures

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Maesons (barbershop - Sportsbar - Menicures)