In the world of boutique fitness, few cities have evolved as quickly as Amsterdam. With discerning consumers, a strong wellness culture, and a community that values innovation and experience, it’s a market where the right boutique concepts don’t just enter – they thrive.

Across Europe, the boutique fitness market reached approx. US$14.9 billion in 2024 and is projected to grow by 8.2% annually through 2033. In the Netherlands, this momentum is apparent, with Amsterdam standing out as a clear hotspot for premium, instructor-led formats – making PILAT3S and TRIB3 a natural fit for the city.

As the appetite for Reformer Pilates continues to rise, the demand for PILAT3S has reached an all-time high, with the majority of territories already secured and thriving. Each franchise benefits with exclusive area protection, ensuring no other PILAT3S studio can open within a defined radius – a key factor in maintain strong performance across the network. This allows partners to secure a strategically positioned studio in a market with demand, supported by Tribute Brands’ operational, marketing and technology framework.

However, in a dynamic market such as Amsterdam, opportunities are becoming increasingly limited, where only a handful of high-potential areas remain available – including Amsterdam-Noord, Nieuw-West, Hoofddorp, Aalsmeer and Amstelveen.

For a sense of what’s possible in Amsterdam, read the story of Anne Mattei at PILAT3S De Pijp, who achieved remarkable momentum in just her first year.

If you’re exploring opportunities in Amsterdam, don’t wait until the final territories are gone. With up to 80% financing available through our Rabobank partnership, partners can begin their franchise journey with as little as €50,000 in personal capital.