Holmes Place Deutschland

What Holmes Place Deutschland does

Holmes Place Deutschland operates a chain of 14 premium fitness and wellness clubs across six German cities — Berlin (6 clubs), Düsseldorf (3), Hamburg (2), Köln, Essen, and Lübeck — with flagship locations at high-profile addresses including Potsdamer Platz, Gendarmenmarkt, and Königsallee. Each club is positioned as an integrated wellness destination combining fitness floors, swimming pools, saunas and wellness areas with a curated group class portfolio spanning LES MILLS, STORM HIIT bootcamp, HYROX, yoga, cycling, boutique formats, and Reformer Pilates. The company serves affluent individual urban consumers, with additional U25 and corporate (Firmenmitgliedschaft) tiers broadening the demographic reach. Membership tiers include a 24-month Lifestyle contract, a VIP unlimited cross-club subscription, a discounted U25 plan (from €25/month), and short-term offers such as a €49 six-week summer trial, with personal training and premium courses sold as add-ons.

The underlying technology stack is built on third-party best-of-breed platforms rather than proprietary systems: EGYM powers connected strength equipment, body composition analysis, and the trainer/member apps; Exerp handles member administration and access control; Eversports manages class bookings; Salesforce runs CRM and marketing automation; Webflow hosts the website with Cloudflare/Amazon CloudFront for CDN; and SimplyBook.Me powers the trial-booking portal. The digital member experience is delivered through the Holmes Place App (launched 2019), Holmes Place Live (live streaming), Virtual Studios (on-demand), and a Digital Club offering, complemented by podcast and blog content. The multi-brand ecosystem — main Holmes Place clubs, STORM bootcamp, Holmes Place Boutique, REFORM Pilates, and SHIFT outdoor training — is owned and operated through six wholly-owned GmbH legal entities all registered in Berlin, with no disclosed external investors, franchisees, or licensed operators.

The revenue model is subscription-led: monthly, quarterly, and multi-year club membership subscriptions form the core recurring base, supplemented by personal training subscriptions (VIP Express 4-month, VIP 4/8/12-month), specialized course fees (bootcamps, boutique, Reformer Pilates, HYROX), paid day-pass trials (€9.90 standard, €20 at flagship Berlin clubs), retail via a Shopify online shop, and corporate B2B memberships. Acquisition is direct-to-consumer through the website, booking portal, app, and a multi-channel marketing mix spanning Google/Meta/LinkedIn/Bing paid media, TikTok and YouTube organic social, and email/SEO. The company is privately held, with no disclosed revenue, funding, or external ownership.

Name

Holmes Place Deutschland

Legal name

Holmes Place Health Clubs GmbH

Website

https://holmesplace.de

Company type

Private

Founded year

2001

Operating status

Operating

Short description

Holmes Place Deutschland operates 14 premium fitness and wellness clubs across six German cities, offering memberships, personal training, and group classes alongside a digital app and live streaming. It serves affluent urban individual consumers plus U25 and corporate segments, monetizing primarily through recurring subscriptions and add-on services.

Ownership category

akta.pro rank

Product category

Premium Fitness and Wellness Clubs

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

Keywords

• Premium fitness clubs
• Health and wellness centers
• Personal training services
• Group fitness classes
• Corporate fitness memberships

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices15 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Club Membership Subscriptions: Core recurring revenue from monthly, quarterly, and annual club membership subscriptions. Membership types include Lifestyle (24-month contract), 6-month special memberships, VIP/unlimited membership with access to all clubs, and U25 (under-25) discounted memberships. Memberships grant access to fitness areas, pools, wellness areas, standard group classes, and locker use. Additional services such as personal training, spa treatments, retail, parking, and specialised courses are charged separately.
2. Personal Training Services: Add-on personal training sessions sold as either packages (e.g., 4-session packs with 8-week validity) or monthly subscriptions with 4, 6, or 12-month minimum terms (VIP variants VIP 1/2/Express, VIP 4, VIP 8/12). Training sessions are delivered by (freelance) trainers at individual club locations and are club-bound.
3. Specialised Course Fees: Revenue from boutique-format and premium specialised courses including STORM Bootcamp (some HIIT sessions free for members; premium Storm Upgrade sessions), Holmes Place Boutique group classes, Reformer Pilates, HYROX training, and LES MILLS classes. Course bookings are managed via the Eversports platform.
4. Day Pass / Trial Sessions: Paid trial visits for non-members including day passes at specific clubs (e.g., €9.90 for standard clubs, €20 for Berlin Gendarmenmarkt and Potsdamer Platz), and the summer membership trial at €49 for 6 weeks.
5. Retail and Merchandise: Revenue from the Holmes Place online shop (shop.holmesplace.de) selling branded merchandise and products, with special employee discounts available.
6. Guest and Corporate Memberships: Corporate/firm memberships available as a separate membership category, allowing companies to provide fitness access to employees.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels14 records

Core offering

Holmes Place Deutschland operates 14 premium fitness and wellness clubs across six major German cities, each combining strength and cardio training floors, swimming pools, saunas, wellness/spa areas, and curated group fitness classes. The core subscription membership grants access to these facilities, with add-on services including Personal Training (one-on-one PT Packs and VIP subscriptions), boutique-format classes (STORM HIIT, Holmes Place Boutique, REFORM Pilates, LES MILLS, HYROX), body composition analysis via EGYM-powered Body Scan, and Health Journey coaching. The offering is extended digitally through the Holmes Place App, Holmes Place Live streaming, Virtual Studios, and the Digital Club hybrid format.

Product overview

Holmes Place Deutschland operates a platform-plus-modules fitness offering centered on 14 premium fitness clubs across German cities (Berlin, Hamburg, Düsseldorf, Köln, Essen, Lübeck). The core product is club membership providing access to fitness areas, pools, wellness/sauna zones, and group classes. This is extended by specialized sub-brands: STORM (HIIT bootcamp with heart-rate tracking and club-style music), Holmes Place Boutique (boutique group fitness), REFORM Pilates (reformer Pilates studios), and SHIFT (outdoor training). Digital modules — the Holmes Place App (launched 2019), Holmes Place Live (live streaming), Holmes Place Virtual Studios, and the Digital Club — extend the offering beyond club walls. Add-on services include Personal Training (PT Packs and VIP subscriptions via trainers), the Body Scan health assessment (body composition, blood pressure, metabolic analysis, ECG-based heart check using EGYM ecosystem), and the Recovery Zone. The EGYM circuit training integrates with the EGYM Cloud, Trainer App, and Branded Member App for a connected training experience. The ecosystem is completed by the Holmes Place Shop (Shopify-based retail webshop) and a digital blog covering fitness, nutrition, and lifestyle content.

Differentiator

Problem solved

Functional benefit

Brands

• STORM: High intensity bootcamp training with heart rate tracking, animated music and club-style lighting. STORM HIIT 35 and STORM HIIT 50 courses at 7 AM are free for Holmes Place members.
• SHIFT
• Holmes Place Boutique
• Holmes Place Reformer

Products and services

• Holmes Place Premium Fitness Clubs Premium fitness studio chain with 14 locations across Germany (Berlin, Hamburg, Düsseldorf, Köln, Essen, Lübeck). Each club features pool, wellness, sauna, modern fitness areas, and group fitness classes. Operated by Holmes Place Health Clubs GmbH and affiliated legal entities.
• Membership Plans Tiered subscription memberships granting access to fitness areas, pools, wellness/sauna zones, and standard group classes. Includes Lifestyle (24-month), Summer trial (6 weeks for €49), U25 (from €25/month in first 12 months), 6-month special with 26% discount, and VIP unlimited access to all clubs. Standard joining fee €199, waived during promotions.
• Personal Training One-on-one training sessions with Holmes Place trainers, available as PT Packs (units valid for double the number of weeks) or monthly subscriptions (VIP Express 4-month minimum, VIP 4, VIP 8, VIP 12 with 1–3 months annual freeze). Sessions are club-bound and administered via the Personal Training Manager.
• Group Fitness Classes (Gruppenkurse) Curated group fitness offerings spanning Aqua, Body & Mind, Boutique, Cycling, Fitness, Gym, HYROX, LES MILLS, STORM, Dance, and Yoga classes. Included for members via a complimentary 'Mitglieder-Kursbesuch (Club)' Eversports product; premium or boutique formats may incur charges.
• STORM Bootcamp High Intensity Bootcamp (HIIT) format with heart-rate tracking, animated music, and club-style lighting. STORM HIIT 35 and STORM HIIT 50 (7 AM) are free for Holmes Place members, with premium Storm Upgrade options available.
• Holmes Place Boutique Boutique group fitness concept featuring specialised boutique-style classes distinct from standard club offerings, operated at dedicated studio locations under a separate brand.
• REFORM Pilates (Holmes Place Reformer) Reformer Pilates studio concept operating under holmesplace-reform.de, offering specialised Pilates sessions on reformer equipment at Holmes Place locations.
• Holmes Place App Smartphone app providing members with digital access to training schedules, club information, EGYM training plans, body scan results, and digital workout features.
• Holmes Place Live Live streaming of workout classes, enabling members to participate in live sessions remotely from home or while travelling.
• Holmes Place Virtual Studios Digital virtual studio offering complementing the in-club experience with on-demand and virtual class content for members.
• Digital Club Digital club concept bridging physical club access with digital training tools and virtual offerings to deliver a hybrid fitness experience.
• Body Scan Health assessment including body composition analysis (weight, body fat, fat-free mass, body water, muscle mass), blood pressure and lifestyle monitoring, metabolic analysis, and ECG-based heart and stress check with 3D heart portrait. Personalised training plans are generated via the EGYM Trainer App.
• Wellness & Spa Sauna and wellness areas including pools, spa facilities, and relaxation zones available at most club locations and included in membership access.
• Recovery Zone Recovery and regeneration facilities within Holmes Place clubs, offering specialised recovery equipment and services to support post-workout recovery.
• Holmes Place Online Shop Shopify-powered e-commerce shop (shop.holmesplace.de) selling Holmes Place branded merchandise, vouchers, and gift cards, including special employee discounts.
• SHIFT Outdoor Training Outdoor training format within the Holmes Place ecosystem, offering outdoor exercise sessions and bootcamps distinct from indoor club facilities.
• Corporate Memberships (Firmenmitgliedschaften) B2B corporate membership product for employers providing Holmes Place fitness access as an employee benefit, available at negotiated per-company rates.

Quantifiable outcome

• Up to 50% discount on monthly membership fee for 24-month Lifestyle membership
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration30 records

Feature9 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• EGYM GmbHcoreTechnology or IntegrationEGYM provides connected gym equipment (EGYM Smart Equipment), EGYM Cloud platform, EGYM Trainer App, EGYM Fitness Hub, and EGYM Branded Member App used throughout all Holmes Place clubs. EGYM acts as a data processor under Article 28 DSGVO. The integration enables personalised training plans, body scan data sharing, and cross-platform training analytics.
• Exerp ApScoreTechnology or IntegrationExerp provides the member management and administration system used by Holmes Place for membership records, access control, and club operations. Acts as a data processor under Article 28 DSGVO.
• Eversports GmbHcoreTechnology or IntegrationEversports provides the class booking platform used for scheduling and managing group fitness classes across Holmes Place clubs. Members use a complimentary 'Mitglieder-Kursbesuch (Club)' product for included classes. Booking via Eversports website or app.
• SimplyBook.Me Ltd.coreTechnology or IntegrationSimplyBook.Me provides the appointment booking portal (booking.holmesplace.de) for trial sessions, personal training, and other service appointments. Acts as a data processor under Article 28 DSGVO.
• Salesforce.com Germany GmbHcoreTechnology or IntegrationSalesforce provides the CRM system (Customer Relationship Management) used by Holmes Place for managing member communications, marketing campaigns, email newsletters (including tracking and personalisation), and customer support workflows.
• Webflow, Inc.coreTechnology or IntegrationWebflow provides the website hosting and web design platform for holmesplace.de. Website is hosted on Webflow's infrastructure with data processing agreements in place.
• Meta Platforms Ireland Limited (Facebook, Instagram, TikTok)coreGTM or Marketing PartnerMeta Platforms provides advertising platforms (Facebook Ads, Instagram Ads) and analytics tools (Meta Pixel, Custom Audiences, conversion tracking) used for paid social media marketing, remarketing, and audience targeting. Also uses TikTok Pixel for TikTok advertising. GDPR data processing agreements and Standard Contractual Clauses are in place for cross-border data transfers.
• Google Ireland LimitedcoreGTM or Marketing PartnerGoogle provides multiple marketing and analytics services: Google Analytics (web analytics with IP anonymisation), Google Tag Manager (tag management), Google Ads / Google Adsense for YouTube (paid search and display advertising with conversion tracking and remarketing), DoubleClick, and Google Fonts (typography). Data processing agreements and Standard Contractual Clauses are in place for cross-border data transfers.
• LinkedIn Ireland Unlimited CompanyminorGTM or Marketing PartnerLinkedIn provides the LinkedIn Insights Tag for conversion tracking and professional audience targeting, primarily used for B2B recruitment marketing and employer branding campaigns.
• Microsoft Corporation (Bing Ads, Clarity)minorGTM or Marketing PartnerMicrosoft Bing Ads is used for paid search advertising on the Bing network. Microsoft Clarity is used for session recording and user behaviour analytics to optimise website experience.
• Yahoo! Inc.minorGTM or Marketing PartnerYahoo Analytics is used for statistical evaluation of website traffic, including page views, visit duration, and user behaviour analysis.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Market position

Strengths4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@holmesplace_de
• TikToktiktok.com/@holmesplacede
• LinkedInlinkedin.com/company/holmes-place-de

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries5 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 Holmes Place Deutschland