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Problem: the Belgian fitness offering is largely dominated by low-cost operators…
The Belgian fitness market has been built around standardised, low-cost gyms. Basic-Fit alone accounts for approximately six out of ten gym members. Belgium has one million members, representing a penetration rate of 8.5%, below the European average of 9.3% and well behind Germany (14.8%) and the United Kingdom (16.9%). A premium offering exists, but it remains concentrated in a few major cities.
At the same time, demand has changed. The European market is growing faster in value than in volume (+9.1% in revenue versus +5.8% in membership in 2025): gym users are prepared to pay more for better equipment, guidance and well-being services. Millennials and Generation Z account for two thirds of club users and are increasingly practising strength training, which requires dedicated equipment. The market is developing around two extremes – low-cost and luxury – while the undifferentiated mid-market segment has lost ground.
This gap is particularly visible in the Charleroi area: eleven chain-operated gyms – eight Basic-Fit and three JIMS clubs – and two local gyms for 340,921 inhabitants. None combines the characteristics of a premium gym. Younger generations nevertheless want to train in places with a premium or “Instagrammable” feel, although their purchasing power does not give them access to more luxurious concepts such as David Lloyd, Aspria or Mix.
These generations are also the ones that feel the loneliest. In June 2024, 61% of Belgians aged between 18 and 35 reported feeling moderately lonely and 15.5% profoundly lonely, the second-highest level among the seven European countries surveyed. Across the European Union, 13% of adults feel lonely most of the time, with loneliness declining with age. Low-cost gyms, however, are designed for independent use: entry through “prison-style gates”, no community and nowhere to stay after exercising. People arrive alone and leave alone.
Our solution: affordable premium fitness clubs for the most active generations
La Forge is a Social and Fitness Center positioned as an “affordable premium” concept. Its first location opened on 1 June 2026 in Charleroi North (Gosselies).
The Belgian fitness market has developed around low-cost gyms. In our catchment area, eleven chain-operated clubs provide a low-cost or slightly higher-priced fitness offering. None combines premium fitness facilities, demand-driven group classes and an active social life centred around the club.
La Forge addresses this gap with new, high-end Technogym, Eleiko and Nike Strength equipment, saunas and a recovery room included in the membership, as well as premium group classes. Memberships range from only €49 to €69, making the concept affordable.
A concept that combines the “class studio” vibe with high-end fitness...
Traction
In three months, including an exceptionally hot summer, 356 memberships were sold.
Our objective was to reach break-even within nine months, but we may achieve it within six months – three months earlier than initially expected.
Our members choose us for:
High-end equipment in a warm, carefully designed environment that supports them in achieving their goals.
Something more than strength training, including active recovery facilities. Triple-spectrum infrared saunas and the recovery room are included rather than sold as optional extras. No other operator in the area provides these services in the same way.
High-end group classes. Pilates, Hyrox, yoga, calisthenics and similar activities are highly popular with our target audience because of their benefits and visibility on social media. However, our space is not built around specific trends. It has been designed as a flexible, multipurpose environment that can adapt to new practices as they emerge.
Guidance. Personalised monitoring and one-to-one coaching form part of the offering. Personalised monitoring is available as an option, while personal training is sold in hourly packages. Our business model enables us to select high-quality coaches while offering them diversified income and activities, allowing us to recruit the best coaches in the region.
Flexible memberships. Our members are not required to enter into long-term contracts. Our flexible policy includes an eight-week notice period that may be given at any time, as well as four weeks of membership suspension per year. We do not charge a registration fee, but require a refundable €60 deposit upon registration.
Other in-house methods that help reduce churn and improve the member experience.
A concept combining the atmosphere of a specialised studio with high-end fitness…
With the best coaches in the region...
What our members say
Internal survey conducted in August 2026: an average score of 9 out of 10 from 101 respondents. The most frequently mentioned strengths were the environment and equipment, the quality of the coaches and value for money.
Google rating: 4.9 out of 5.
“The atmosphere is pleasant, the equipment is high quality and the team is welcoming and available. You quickly feel at ease, whether you are starting to exercise or looking to continue making progress.”
Thomas R., member, Google review
The vision
Based on our acquisition projections, the first location is expected to reach full capacity by the summer of 2027. The fundraising round will finance its expansion, including three dedicated group-class areas: The Yard for Hyrox and cross-training, L’Atelier for yoga, Pilates and HIIT, and The Rig for boxing and HIIT. The expansion will also include a terrace and a juice bar.
The new facilities will become operational by September 2027 at the latest, or earlier if the current tenant vacates the premises sooner. Moving group classes into the extension will also free up additional space for strength and cardio training in the existing building. The landlord supports the project and the current tenant will be leaving. We will take possession as soon as the premises become available, which could happen at any time in the coming months.
We subsequently intend to open a second location in September 2028 in a separate catchment area.
Both developments are based on the same foundations: an affordable premium offering, a brand with growing awareness, an internally developed management system and proven operating procedures for multi-site management. Our ambition is to scale the concept to 25 locations over a ten-year period.
TAX SHELTER
45%
Investments in this company benefit from a 45% personal income tax reduction. Read more…
A remaining amount of €362,500 is available for the Tax Shelter benefit.
