From an Empty Warehouse in a Brabant Village to an Innovative Fitness Club: the Story of LOODS_26

What started as an empty warehouse in a Brabant village grew into an innovative sports center of over 1,000 m² that is making a name for itself throughout the region. In Boekel, a town with fewer than 11,000 inhabitants, a sporty and entrepreneurial family built their dream step by step.

The result is LOODS_26 – a modern, innovative fitness club that shows you can think big even outside the major cities.

A Family Business with Elite Sports Roots

The story of LOODS_26 began five years ago with an empty warehouse on the edge of Boekel.

Originally, the idea was simple: open a CrossFit box. But it quickly became clear that the space was far too large to be used just for that. That raised the key entrepreneurial question: why would people choose us specifically?

The answer lay in the strength of the family itself. With father, mother, and three children, they decided to take the leap together. Everyone brought their own expertise: from management to marketing, from construction and electrical engineering to ICT and communication. It became a true family project, with each member contributing a piece of the puzzle.

What makes it even more special is that the family already had a long-standing background in elite sports. In particular, they had experience at a high level in the world of karting, even competing in world championships. That created a mindset in which discipline, ambition, and performance are central. They brought that same mentality into their fitness club.

Their plans happened to coincide exactly with the COVID period. While others stopped or put things on hold, they used that time to research and learn.

They traveled across the country and visited 50 to 60 clubs. They spoke with fitness entrepreneurs who were happy to share their experiences. One thing became clear from all those conversations: the only promising path was to create a concept that was truly distinctive.

Or, as owner Marcel summed it up:
“We kept asking ourselves just one question: why would people come to us specifically? That principle shaped everything.”

Investing Smartly in Quality and Experience

The original plan was to furnish the club with second-hand equipment: solid, affordable, and good enough to get started. But during that process, they quickly discovered that the prices of refurbished machines were hardly lower than the cost of brand-new equipment.

That got them thinking:
“What if we invest in quality right away?”

During their search, they spoke with different fitness equipment suppliers. In doing so, they discovered just how great the differences can be: one simply presents a standard plan, while another truly takes the time to have a conversation.

For the family, this was a valuable learning moment. It confirmed their belief that they did not want a run-of-the-mill gym, but a setup that would strengthen their own vision and concept.

The timing was special too: the final decisions were made in the middle of the first lockdown. In the end, they chose Matrix, whose new Go series was a perfect match for their plans for a modern, future-proof club.

LOODS_26 not only received brand-new equipment, but also became a showcase location. The combination of state-of-the-art equipment, the spacious hall, high ceilings, and a sleek black interior creates a premium look and feel. It feels grand, yet still accessible.

Visitors are often surprised when they walk in: “We never expected this in a village like Boekel.” And that is exactly what makes LOODS_26 such an inspiring example of how courage and vision can transform a local club into a showcase for the future of fitness.

A Fitness Center for Everyone

LOODS_26 proves that you can attract a broad audience without sacrificing personal attention. 🧡

Young people often come to work out independently, while adults are more likely to choose extra guidance in the form of personal training or the “Your Life” program, complete with measurements, training plans, and nutritional advice.

“We already offer extra guidance for our older members. In the future, we also want to strengthen this further by working with physiotherapists, so aftercare and rehabilitation can also play an important role in the club.”

There is also a focus on specialist target groups and elite sports. For example, boxing sessions are offered for people with Parkinson’s and acquired brain injury, where heart rate zones and tailored programs ensure safe and effective sessions.

At the same time, elite athletes such as BMX riders and kart racers are coached there as they continue to build their fitness and strength.

Group classes also play an important role in the concept. With a simple unlimited membership model, without credits or complicated structures, members can join and participate easily. From HIIT to boxing, the offering is broad, but always personal.

“Some members just want to train independently, while others are looking for guidance and structure. With Virtuagym and the Mescan (cardioscan), we can offer exactly what someone needs,” Marcel explains.

And that is exactly the strength of LOODS_26: everyone is welcome, but no one disappears into the crowd.

Virtuagym as the Digital Engine

When LOODS_26 opened its doors, one thing was immediately clear: they needed a professional software system to support the concept.

No Excel sheets or separate tools, but a platform that could grow with the club from day one. Before long, they chose Virtuagym .

The decision was partly pragmatic and partly strategic. The new floor manager already had experience with Virtuagym, which made the choice easy.

On top of that, the family saw that many other clubs in the market were already using Virtuagym. “If so many entrepreneurs choose the same system, there must be a reason for it,” they thought.

Virtuagym Features in Practice

Since then, Virtuagym has formed the digital heart of LOODS_26. The key features they use daily are:

• Check-in & access : members use a tag or the app to check in.
• Memberships & administration : clear packages without unnecessary complexity.
• Group class reservations: members can book classes themselves through the schedule.
• Programs & training : basic programs for beginners, supplemented by personalized programs for members seeking more guidance.
• Nutrition coaching : via the Virtuagym Food app, members keep a food diary and receive advice or tailored plans.
  

Innovation That Makes the Difference 🚀

At LOODS_26, innovation is not about gadgets, but about technology that truly adds something to the training experience.

Virtuagym FitZone

A great example of this is Virtuagym’s FitZone: a system that allows members to see their heart rate live during training, displayed in color-coded zones.

But LOODS_26 did not end up with FitZone by accident. At first, the owners were mainly looking at other providers.

At the FIBO trade show, however, they discovered that Virtuagym had also developed its own solution: Virtuagym FitZone . That made the decision much easier, because it connected seamlessly to the software they were already using.

LOODS_26 mainly uses FitZone in boxing training and HIIT classes, where intensity and safety go hand in hand. On large screens in the studio, members can see their performance, adding a gamified element. It motivates participants to give just that little bit extra and creates a healthy sense of competition within the group.

At the same time, it helps coaches intervene immediately: those pushing too hard are advised to slow down, while those falling behind are encouraged to step it up.

“To us, FitZone feels like having extra eyes. We can immediately see whether medication is having an effect, or whether something else may be going on. Those insights are invaluable for us as coaches,” says Marcel.

That heart rate coaching is more than just a nice extra was also proven in practice.

Marcel explains: A while ago, we had a young man in his thirties. During the sessions, we noticed that his heart rate was recovering far too slowly. We referred him to a doctor and later to a specialist. It turned out there really was something wrong. Without FitZone, we probably would have discovered it much later.”

In addition to FitZone, LOODS_26 also uses the Mescan as technological support. In just a few minutes, it gives members insight into their body composition — from muscle mass to body fat percentage.

For coaches, it is a useful starting point for supporting their advice, and for members it often serves as extra motivation.

Together with Virtuagym’s FitZone, this shows how LOODS_26 uses technology to make coaching more personal and more effective.

Elite Sports and Performance Coaching 🏆

In addition to regular fitness, LOODS_26 also focuses on performance coaching. Thanks to their background in elite sports guidance and karting, they came into contact with the BMX talent program in the south of the Netherlands.

These young athletes now train at LOODS_26, achieving impressive results at Dutch, European, and World Championships.

This also sets the club apart as a partner for dynamic, explosive sports where coaching and mental support are crucial.

The Power of Simplicity and Transparency

While many fitness clubs today work with 4-week memberships, hidden upsells, or a confusing range of options, LOODS_26 consciously chose the opposite: simplicity. There is a clear distinction between a fitness membership and unlimited group classes — and that is it.

No fine print, no credits to keep track of, no unclear cancellation periods. For members, that means clarity and certainty.

For the team, it means speed: at the reception desk, within three minutes it is clear which membership someone needs.

Members appreciate that: they know exactly what to expect and do not feel like just a number in a system. Or as Marcel puts it: “The simpler you make it, the lower the threshold to get started — and the longer people stay.”

Future: From Fitness Club to Full Health Center

At LOODS_26, they are looking boldly to the future. While the first years were mainly about growing their membership numbers, the focus is now on the next step: developing into a health center for the entire region.

There are still several separate units available that could be filled with complementary services, an additional floor ready to be developed, and even a huge hall that could one day be transformed into a new training environment.

With those expansion possibilities, LOODS_26 has every opportunity to keep growing in the coming years — not only in sports, but in all aspects of health and vitality. For example, they are considering physiotherapy, dietetics, mental coaching, and other forms of paramedical care.

The goal is clear: to create one central location where local residents can go for everything related to health, vitality, and prevention.

“Ideally, we would also like to have a GP or a pharmacy in the building,” Marcel says. “So people could take care of their entire health in one place.”

That vision fits seamlessly with a broader trend in the industry: fitness clubs evolving into preventive health centers.

Advice for Fitness Entrepreneurs

After five years of building, LOODS_26 has learned a clear lesson: everything starts with your concept.

“In the early years, it all comes down to one question: why would people choose you? Make sure you know what sets you apart from others — otherwise they simply will not choose you. If you get that right, you build something that truly lasts.”

That lesson is especially relevant for fitness entrepreneurs in smaller towns or regions. People often think that only big cities offer enough market potential, but the opposite is true: the biggest gains are often to be made locally.

Do not copy the big chains — play to your own strengths. In a local market, you can win through simplicity, recognizability, and a personal approach. 🏆