Benelux-based Basic-Fit is the European market leader in the value-for-money fitness market with c900 clubs across five countries. Its operating model is based on a quality service, no frills approach, with memberships at €19.99 per 4 weeks. Clubs are well equipped, offer virtual group classes and 24 hour opening in some venues.
Basic-Fit’s disciplined international growth strategy is underpinned by investment in the organisation and key consumer trends of spending polarisation and the increasing focus on health and wellness. Alongside this, significant investment has been made to professionalise the business including a review of the brand and the format of the clubs. During the lockdown in 2020-2021, Basic-Fit invested in its relationship with its customers by not collecting any membership fees and by offering live programmes online via the Basic Fit app.
This transaction involved a recommendation of 3i Investments plc, advised by 3i Benelux.