VOGELFREI

What VOGELFREI does

VOGELFREI BV is a private, single-location creative community hub and event venue operating from a self-built 300m2 modular, circular building at Nijverheidsweg 6 on the Havenloods industrial campus in Utrecht, Netherlands. Founded by Joris Roovers in 2020 following a crowdfunding campaign, the company positions itself as a 'clubhouse for unfinished ideas' rather than a conventional venue — offering co-working, structured workshops, and venue rental in an integrated ecosystem. Core products include the weekly Friday open house (VOGELFREIDAG), full-building event rental for 10–250 attendees, the Klooi School anti-academy (with tracks for individuals, professionals, and corporate teams), signature workshop series such as 'Yes, I have an idea! Now what?' and 'Een event! Hoe dan?', a summer self-service rental program (Zomersleutel), and a portfolio of owned recurring events including the Eggshibition art festival with Brouwerij 't IJ, Vaste Grond popup restaurant series, Klankmat lying concerts, Creative Mornings Utrecht, and the 24UUR Ping-Pong Marathon. The company also sells branded organic t-shirts via Shopify and curates catering through local artisan partners.

The business model blends B2C community access (free Friday entry, low-ticket workshops at €10–€125), B2B venue rental (quote-based full-building bookings to clients such as Gemeente Utrecht, TNO, Alliander, Oatly, Dutch Design Foundation, Le Guess Who?, HKU, and RIVM), and B2B training (corporate workshops priced up to €1,499 per program). Revenue is diversified across venue hire, workshop tuition, own-event ticketing (popup dinners €48–€85), merchandise, and a 5% 'Kult Knaak' surcharge on event rental that funds community programs. The underlying 'technology' is a physical, self-constructed asset rather than software, differentiated by its circular construction (reclaimed materials from Buurman Utrecht and Beelen Next, designed by Urbanizer Architecten), a proprietary seven-step Onaffe Methode (Unfinished Method) codified in the 'First Aid for Ideas' handbook, and a curated ecosystem of 100+ creative entrepreneurs on the Havenloods site. Distribution is direct: a website quote widget for venue bookings, Shopify + third-party ticketing (Stager, Eventbrite, Hipsy) for workshops and events, Instagram and Mailchimp newsletter for community engagement, and a documented community of 'Vrije Vogels' (Free Birds) founders as organic social proof.

Name

VOGELFREI

Legal name

VOGELFREI BV

Website

https://vogelfrei.nl

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

VOGELFREI BV operates a self-built 300m2 modular event venue and creative community hub in Utrecht, Netherlands, offering venue rental, weekly co-working, and a portfolio of workshops (Klooi School) and owned events to individuals, makers, and corporate teams.

Ownership category

akta.pro rank

Product category

Creative Event Space and Workshop Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310), Convention and Trade Show Organizers (561920)

SIC

Services-Amusement & Recreation Services (7900), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Consumer & Public Shows (B2C) Organizers (THAHABAC)

akta.pro secondary industry

Event Structures & Temporary Builds (Tents, Domes, Modular Walls, Flooring) (THAHAEAK)

Keywords

• Creative event venue
• Experiential workshop programs
• Community coworking space
• Venue rental services
• Creative entrepreneurship training

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain, Others

Revenue model

1. Event Space Rental: VOGELFREI rents out its entire building (300m2) to external organizers for conferences, meetups, brand activations, photoshoots, theater, concerts, and team days. Pricing is quote-based, varying by day/duration. The venue is marketed as an ecosystem that gives back — 5% of revenue ('Kult Knaak') funds community programs for schools, young makers, and social initiatives.
2. Workshop Programs (Klooi School): Structured workshops for individuals and corporate teams, including 'Yes, I have an idea! Now what?' (3 evening sessions, €279–299), 'Een event! Hoe dan?' (2-day training, €1499), and 'Wat doe jij eigenlijk?' (€125). Also includes free open workshops and sensory 'klooi' sessions (€10–15 per session).
3. Own Event Ticketing: VOGELFREI organizes and tickets its own recurring events — Vaste Grond popup restaurant (€45–85 per dinner), Creative Mornings Utrecht (free), Eggshibition (free festival), Good Energy Club LUSH (€28), and Klankmat lieconcerten (ticket-based). These drive direct revenue and community engagement.
4. VOGELFREIDAG Community Access: Weekly open house every Friday offering co-working, lunch, and networking. Revenue from optional purchases: coffee/tea (€6.50), lunch (€15), or a 6x punch card (€107.50 for 5 sessions). Free entry for those who just want to work.
5. Merchandise (T-shirts): Sale of 'Vreemde Vogels Vliegen Verder' branded t-shirts (€30) produced in collaboration with designer Robert Jan Lechner and printed locally by De Katoenfabriek. Sold online via Shopify with €4.95 shipping.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

VOGELFREI operates a 300m2 modular, circular, self-built creative eventspace in Utrecht that it rents out as a full-building venue for conferences, meetups, hackathons, brand activations, photoshoots, and concerts. Alongside venue rental, it sells structured experiential learning programs (KLOOI SCHOOL anti-academy with individual, professional, and corporate tracks) and signature workshop series (e.g., 'Yes, I have an idea! Now what?' and 'Een event! Hoe dan?') built around its proprietary Onaffe Methode. A weekly Friday open house (VOGELFREIDAG) seeds community, which then funnels into paid workshops, event rentals, and ticketed own-events such as Eggshibition, Vaste Grond popup restaurant, and Klankmat concerts.

Product overview

VOGELFREI is a creative playground and community hub in Utrecht offering an integrated portfolio of event spaces, workshops, programs, and proprietary methodologies for idea development. Its core offerings include: (1) venue rental of a 300m2 modular circular building for events of all types; (2) the VOGELFREIDAG open house every Friday; (3) KLOOI SCHOOL, an anti-academy with three tracks — creative sessions for individuals (Klooien zonder Kaders), workshop series for professionals (Klooien voor Professionals), and expert-led team workshops for companies (Klooien voor Bedrijven); (4) signature workshop series such as Yes, I have an idea! Now what? and Een event! Hoe dan?; (5) Zomersleutel, a simplified summer half-day rental program; (6) proprietary branded events including Eggshibition, Vaste Grond popup restaurant, Klankmat concerts, Creative Mornings Utrecht, and Broderie; (7) Vrije Vogels storytelling platform; (8) merchandise (VOGELFREI T-shirt); (9) catering partnerships; and (10) the Onaffe Methode, a proprietary seven-step methodology for idea development documented in 'First Aid for Ideas.' The offering is unified by a 'learn by doing' philosophy where space, community, and structured programs support the journey from unfinished idea to execution.

Differentiator

Problem solved

Functional benefit

Products and services

• Event Space Rental (Venue Booking) Rental of VOGELFREI's 300m2 modular, circular building (large hall of 165m2, lobby of 55m2, boiler room, and rooftop garden) for events including conferences, meetups, team days, workshops, product launches, hackathons, photoshoots, film shoots, and concerts. Capacity is 10 to 250 standing. The full building is rented as a single unit for maximum configuration flexibility, with breakout spaces available on the broader Havenloods industrial estate.
• VOGELFREIDAG (Open House) Weekly open house event every Friday where people can work on ideas, side projects, brainstorm, have coffee, join communal lunch, and meet like-minded creatives. Features a structured daily flow from 09:00 to 17:00 including day start, mini-workshop slot, and shared lunch. Free entry; optional purchases of coffee/tea (EUR 6.50), lunch (EUR 15), or a 6x punch card (EUR 107.50, pay for 5).
• Zomersleutel (Summer Half-Day Key) Summer (June, July, August) rental program offering one fixed price per half-day block (morning 08:00-12:00, afternoon 13:00-17:00, or evening 18:00-22:00). Provides simple fixed pricing with no quotes, no complicated tariffs, no mandatory catering, and flexible booking — designed for experimentation.
• KLOOI SCHOOL (Anti-Academy Program) An anti-academy offering experiential learning programs for individuals and teams across three tracks: Klooien zonder Kaders (creative sessions with paint, clay, and dough), Klooien voor Professionals (workshop series for entrepreneurs), and Klooien voor Bedrijven (expert-led team workshops on failure fitness, ice baths, feedback, creative thinking, etc.). Sessions are hands-on, emphasizing doing, failure, and feedback over theory.
• Yes, I have an idea! Now what? (Workshop Series) Three Tuesday evening workshop sessions (19:00-21:30) taught by founder Joris Roovers guiding participants to develop and launch their vague or half-formed ideas. Covers idea structuring, taking action, visibility, sharing, and practical experimentation. Priced at EUR 279-299 for three evenings including a daily meal, with PPO subsidy eligibility and two reserved free/low-cost places per session.
• Een event! Hoe dan? (Event Design Training) Two-day training workshop (09:30-16:30 both days) teaching marketeers, community builders, and team leads how to design events with lasting impact. Covers event design, tension, interaction, and experience building. Priced at EUR 1499 for a maximum of 10 participants, including lunch and drinks.
• Wat doe jij eigenlijk? (What Do You Actually Do?) Single Saturday workshop by Joris Roovers helping participants clarify their story and communicate what they do. Priced at EUR 125.
• Eggshibition (Annual Art Festival) Annual spring art festival featuring 50 ostrich eggs painted by Utrecht artists, held at VOGELFREI and the Havenloods terrain in collaboration with Brouwerij 't IJ. Celebrates spring with the launch of PaasIJ spring beer. Free admission.
• Vaste Grond (Popup Restaurant Series) Summer popup restaurant series (typically 2 July - 22 August) where amateur and first-time chefs run their own restaurant using VOGELFREI's fully equipped kitchen and dining space. Features diverse rotating chefs including Bieko, Ikamba, Appelboys x Chef Jos, Jaap & Gaston, Martijn & Peer, Zuiden 78, Eva, and Stef & Morrison. Per-dinner tickets range from EUR 48 to EUR 85.
• Klankmat (Lying Concert Series) Monthly low-threshold lying concerts featuring talented artists. Attendees bring their own mat, beanbag, or airbed and enjoy performances ranging from harp to electronic music. Ticketed per concert.
• VOGELFREI T-Shirt (Branded Merchandise) Branded organic and fair-trade unisex t-shirt featuring the message 'vreemde vogels vliegen verder' (strange birds fly further). Available in black or gray, sizes S/M/L/XL. Priced at EUR 30 plus EUR 4.95 shipping if not picked up. Designed by Robert Jan Lechner and printed locally in Utrecht by De Katoenfabriek using eco-friendly water-based GOTS-certified ink.
• Catering Services Catering partnerships with local chefs, bakers, and makers supplying food and beverages for events. Partners include The Village Coffee (coffee), Wilderland (tea), local bakers, a South African pastry chef, Nar Café der Kunsten, Peuzel, and local breweries including House of Pint. Ranges from elaborate borrel to sit-down dinner.
• Onaffe Methode (Unfinished Method) A proprietary methodology for developing and launching unfinished, half-formed ideas. Includes a playbook of seven steps: Spread the Word, Get Your Story Straight, Think of a Plan, Find Your Guts, Get the Fire Started, Dare to Ask, Have Fun. Codified in the 'First Aid for Ideas' handbook and tested across six years of operations at the VOGELFREI clubhouse. Underpins the Yes, I have an idea! and other signature workshops.

Named customers9 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

Feature2 records

Partnerships

Nine partnerships are on record, tiered minor and moderate.

• DePlaatsmakerminorOthersConstruction and real estate partner involved in the self-build of the VOGELFREI venue on the Havenloods site. Listed among building partners on the location page.
• Buurman UtrechtminorOthersLocal circular construction materials supplier, part of the network of partners who supplied reclaimed materials for the self-built circular venue.
• Urbanizer ArchitectenminorOthersArchitecture firm involved in the design/construction of the VOGELFREI building.
• Beelen NextminorOthersCircular demolition and construction company that supplied reclaimed building materials for the self-built circular venue.
• Roof for HumanityminorOthersSocial enterprise focused on housing and humanitarian construction, listed as a building/construction partner of VOGELFREI.
• StadmakersfondsminorOthersUrban makers fund that supports creative enterprises in the Netherlands, listed as a partner in the building/ecosystem of VOGELFREI.
• The Good RollminorOthersSustainable toilet paper company that donates a portion of profits to build toilets in developing countries. Listed as a partner supplying sustainable products to VOGELFREI.
• Marcel's Green SoapminorOthersSustainable cleaning products brand, listed as a partner supplying eco-friendly cleaning products to VOGELFREI.
• Creative Coding UtrechtmoderateGTM or Marketing PartnerCreative coding collective that participates in VOGELFREI events and is listed as both a building partner and an event collaborator.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Tivoli Vredenburg: Large multi-venue music and events complex in Utrecht, hosting concerts, conferences, and workshops. Direct local peer to VOGELFREI for corporate event rentals and own-event programming in the same city.
• Patronaat: Haarlem concert and events venue that combines third-party event rentals with own programming. Comparable to VOGELFREI in operating a single physical venue that monetises both as a rental and as an event brand.
• Pakhuis de Zwijger: Amsterdam-based cultural venue that programs events, debates, workshops, and community programs in a large industrial-style space. Highly comparable to VOGELFREI's hybrid model of venue rental plus own programming for makers and creative professionals.
• De Balie: Amsterdam venue combining a cultural café, event hall, and debate programming for creative and civic audiences. Comparable to VOGELFREI as a city-based cultural clubhouse that hosts third-party events alongside its own curated programming.
• Broed: Utrecht creative co-working and maker community, listed as a VOGELFREI customer/collaborator. Comparable as a peer creative hub serving entrepreneurs and teams seeking unconventional workspace and programming.

Broad incumbents

• Seats2meet: Dutch flexible-workspace and meeting-room brand with multiple locations across the Netherlands. Comparable as a broader incumbent in the Dutch flexible venue and event-space market VOGELFREI competes in for corporate bookings.

Emerging players

• CREA Amsterdam: Cultural student venue at the University of Amsterdam hosting workshops, performances, and own events. Comparable to VOGELFREI's Klooi School programming mix of experiential workshops and creative community building.
• Impact Hub Amsterdam: Membership-based impact-focused co-working and event hub serving social entrepreneurs and creative teams. Comparable to VOGELFREI's community-led model and mission-aligned programming around 'better neighbourhood/world' framing.
• De Plek: Amsterdam creative workspace and community hub offering co-working, workshops, and events for makers. Comparable to VOGELFREI's Friday-style community access and workshop programming for independent creatives.

Regional players

• Theater Kikker: Utrecht theatre and small-event venue offering performances and workshops. Comparable as a same-city venue competitor for event rentals and own programming aimed at creative audiences.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/vogelfreiplayground
• LinkedInlinkedin.com/company/vogelfrei-playground

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 VOGELFREI