The European fitness market exceeded €39.1 billion and 75.5 million members in 2025, growing by 9.1% in value and 5.8% in volume. Revenue is therefore increasing faster than membership, reflecting a rise in average spending per member.

Belgium has approximately one million gym members out of a population of 11.8 million, representing 8.5% of the population. This is below the European average of 9.3% and well behind Germany (14.8%) and the United Kingdom (16.9%). This gap illustrates the growth potential of the Belgian market.

The Charleroi urban region has 373,420 inhabitants across ten municipalities (IWEPS, 1 January 2025), within an approximate travel time of twenty minutes. Belgium’s fitness penetration rate is 8.5%, but this is a national average combining cities with numerous fitness clubs and rural areas where the offering is limited.

As we operate exclusively in urban areas, we use a 10% penetration rate for our catchment areas. This represents approximately 37,300 gym members in the Charleroi area and €18.8 million in annual spending, based on the average European revenue per member.

The second location will be established in a separate area with comparable potential and no overlap with the first catchment area. Beyond this, the development plan will extend throughout Wallonia and the Brussels-Capital Region: a combined population of 4,960,785 as at 1 January 2025, representing approximately 421,700 gym members and an annual market of €212 million.

La Forge currently accounts for approximately 0.9% of gym members in its first catchment area. At full capacity, the two locations will be able to accommodate approximately 3,850 to 4,500 members.

Basic-Fit operates 236 clubs in Belgium, representing 27% of the country’s fitness club network, with prices ranging from €24.99 to €34.99 per four weeks. Eight of these clubs are located in our current catchment area.

JIMS, backed by the Colruyt Group, operates more than 75 clubs, including three in our area, with prices ranging from €39.99 to €59.99. Two independent local gyms charge between €50 and €70. Kineo Group, a Walloon operator, runs seven locations with prices ranging from €67 to €110, but has no presence in Charleroi.

Our differentiation is based on three elements: we are the only operator in the metropolitan area positioned as an “affordable premium” social and fitness club, offering flexible memberships without long-term commitments for between €49 and €69 per four weeks.

We are therefore not entering into a price war: we are occupying a currently underserved market segment.

Further information is available in the competitive analysis and business plan.

A community that makes the difference