Personal Gym

What Personal Gym does

Personal Gym (PersonalGym) is a privately-held, founder-owned boutique fitness chain operating six locations across North Holland, Netherlands, including Beverwijk, Heemskerk, Castricum, Haarlem Noord, Haarlem Zuid, and Heerhugowaard. Founded in 2017 by Huub de Vreede, a CIOS-trained personal trainer with Crossfit Level 1 certification, the company differentiates from mass-market gyms by offering exclusive, quiet training environments combined with one-on-one personal training and behavioral change coaching. The company employs approximately 30 staff members, with all trainers explicitly educated as both trainers and coaches rather than just fitness instructors. Target customers include individuals seeking weight loss, muscle building, rehabilitation, pregnancy-specific fitness, and women preferring female trainers, with documented case studies showing outcomes such as chronic pain resolution and shoulder rehabilitation within 2-3 months of consistent training.

The core product offering revolves around three subscription tiers: a basic fitness membership, a fitness subscription with coaching, and full personal training, all billed monthly with a minimum 6-month contractual commitment and automatic bank payment. The company supplements these recurring subscriptions with a 12-week lifestyle coaching program (priced at €300 pilot / €450 regular), day passes for trial at select locations, a Virtuagym-powered webshop for supplements and merchandise at Beverwijk and Castricum, and a Workout of the Day (WOD) digital database. The company operates strictly on a direct-to-consumer, owned-and-operated model with no resellers or third-party distribution, and uses a multi-channel marketing approach including its website with conversion-focused intake forms, a membership test questionnaire, social media, Google search, roadside advertising, flyer distribution, and word-of-mouth referrals. No external funding rounds have been disclosed, and the company remains entirely bootstrapped under founder ownership, with a minor product partnership established with StrongMe plant-based protein powder in April 2024.

Name

Personal Gym

Legal name

PersonalGym

Website

https://personalgym.nl

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Personal Gym is a founder-owned boutique fitness chain operating six locations across North Holland, Netherlands, offering subscription-based personal training, fitness coaching, group classes, and lifestyle coaching. The company serves individual consumers seeking weight loss, rehabilitation, and personalized one-on-one training with certified coach-trainers.

Ownership category

akta.pro rank

Product category

Fitness Services

NAICS

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

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

General Personal Training (In-Person & Virtual) (HSADAAAA)

akta.pro secondary industries

General Health Coaching (HSADAGAA), Small-Group Personal Training (Semi-Private) (HSADAAAN), Strength & Conditioning Personal Training (HSADAAAB)

Keywords

• Personal training services
• Fitness coaching
• Group fitness classes
• Lifestyle coaching program
• Gym memberships

Headquarters

HQ city

Heemskerk

HQ country

Netherlands

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fitness Membership Subscriptions: The primary revenue stream consists of monthly fitness membership subscriptions. Subscriptions are pre-paid via bank or automatic payment. The company operates on a subscription model with minimum 6-month and maximum 12-month contract periods. Membership converts to indefinite term after initial contract expires unless cancelled.
2. Personal Training Sessions: One-on-one personal training sessions with certified trainers, billed as part of the membership or as add-on services. Sessions require 24-hour cancellation notice or the session is charged.
3. Lifestyle Coaching Program: 12-week lifestyle coaching program covering nutrition and lifestyle patterns. Originally priced at 450 euros, with pilot pricing of 300 euros for initial participants.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Personal Gym operates six company-owned fitness studios across North Holland, Netherlands, offering one-on-one personal training, fitness coaching, group classes, and a 12-week lifestyle coaching program. Services are delivered by certified trainers who double as coaches, focusing on behavioral change and personalized programming for weight loss, muscle building, conditioning, rehabilitation, and pregnancy-related fitness. Customers access services through monthly membership subscriptions with minimum 6-month contracts, with day passes available for trial at select locations.

Product overview

Personal Gym is an innovative fitness and personal training chain operating six locations across North Holland (Beverwijk, Heemskerk, Haarlem Noord, Haarlem Zuid, Castricum, and Heerhugowaard). The company offers a platform of fitness services centered around Personal Training (1-on-1 coaching), Fitness Coaching, and Group Classes, supplemented by membership management tools (Lidmaatschapstest), digital resources (WOD Database), and lifestyle coaching programs. The portfolio includes various subscription tiers (Basic Fitness, Fitness with Coaching) and specialized offerings such as Female Personal Trainer services and Pregnancy Packages. All locations feature Virtuagym-integrated webshops for supplement sales.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Training One-on-one training sessions with certified personal trainers who provide personalized coaching, guidance on effective training techniques, nutrition advice, and mindset development for individual consumers.
• Fitness Coaching Fitness coaching services providing guidance and support for members pursuing fitness goals including weight loss, muscle building, and conditioning improvement, with scheduled sessions and accountability.
• Group Classes (Groepslessen) Group training sessions offered at various Personal Gym locations, with a published schedule for members to attend collective workouts.
• Female Personal Trainer Specialized personal training services delivered by female trainers, offered at multiple Personal Gym locations for women who prefer female coaching staff.
• Lifestyle Coaching Program 12-week program where trained coaches guide clients toward healthier lifestyle habits including nutrition tips and living pattern adjustments, with weekly coaching sessions.
• Pregnancy Package (Zwangerschapspakket) Specialized fitness package designed for pregnant women, offered at the Personal Gym Heemskerk location.
• Fitness Subscription - Basic Basic gym membership providing access to fitness facilities and equipment at Personal Gym locations, billed monthly via automatic payment under a 6-month minimum contract.
• Fitness Subscription with Coaching Fitness membership tier including coaching support and personalized guidance alongside facility access, billed monthly.
• Day Pass (Dagpas) Single-day access pass allowing non-members to try the fitness facilities at select Personal Gym locations before committing to a membership.

Quantifiable outcome

• Chronic headache and back pain resolved within 2 months of consistent training
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature1 record

Partnerships

One partnership is on record.

• StrongMeminorOthers · 1 April 2024StrongMe is a sustainable plant-based protein powder brand created by Richard de Leth in collaboration with an expert team. Personal Gym owner Huub de Vreede promotes StrongMe products to clients as part of nutrition recommendations. StrongMe offers a discount code 'PERSONALGYM' for €4.50 off monthly packages. The partnership is informal, with Huub endorsing the product based on personal use for supplementing protein intake.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Fit For Free: Dutch budget gym chain owned by Basic-Fit, offering low monthly memberships. Represents the same mass-market Dutch competitor segment that Personal Gym explicitly positions against.
• Basic-Fit: Largest low-cost fitness chain in the Netherlands and Europe with 24/7 access. Competes for the same Dutch consumer fitness wallet but at a much lower price point and broader scale, anchoring the budget end of the market Personal Gym contrasts against.
• SportCity: Established mid-market Dutch fitness chain with multiple locations. Comparable multi-site domestic fitness operator competing for the same Dutch consumer base as Personal Gym, but at broader mid-market positioning.
• Orangetheory Fitness: Internationally scaled boutique chain combining heart-rate-monitored group training with one-on-one coaching elements. Comparable premium, coach-led boutique positioning, though technology-driven and franchise-based.
• HealthCity: Premium Dutch fitness chain with multiple locations across the Netherlands. Closest established incumbent to Personal Gym's premium tier, with broader amenity mix (group classes, pools, wellness).
• David Lloyd Clubs: Premium European health club group with Dutch locations combining gym, group exercise, spa, and family amenities. Represents the upper-tier incumbent Personal Gym aspires to compete with in the premium segment.
• AnyTime Fitness: Global 24/7 franchise fitness network with locations in the Netherlands. Comparable multi-site boutique/local fitness footprint but with franchised model and broader convenience positioning.

Direct peers

• TrainMore: Dutch boutique fitness chain offering premium, smaller-club personal training and group classes in multiple Dutch cities. Directly comparable concept (premium positioning, personal guidance, multi-location Dutch roll-up) to Personal Gym.
• Personal Fitness Nederland: Netherlands-based personal training studio operator. Most directly comparable Dutch peer on personal training, one-on-one coaching, and premium positioning.
• F45 Training: Global boutique fitness franchise built on short, coached group training sessions. Comparable boutique, coach-led, results-oriented positioning; differentiates Personal Gym by emphasizing 1:1 personal training over group format.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/personal-gym

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Personal Gym