Bencis-backed SportCity Acquires Wellness Profi Center Purmerend, Expands Fitness Network

SportCity, a leading fitness and sports club operator in the Netherlands, backed by Dutch private equity firm Bencis, has acquired Wellness Profi Center Purmerend, a community-focused fitness and wellness club located in Purmerend. The acquisition, announced on May 11, 2026, marks a strategic expansion for SportCity, adding a new location to its portfolio and reinforcing its footprint in the Dutch fitness market.

The Wellness Profi Center will be rebranded as SportCity Purmerend and is currently undergoing a comprehensive renovation both inside and out. The refurbishment is scheduled for completion by the end of August 2026, with the goal of aligning the club’s facilities and services with SportCity’s brand standards and operational model.

While the financial terms of the deal were not disclosed, the transaction includes the acquisition of the physical club location along with its existing community and wellness services. SportCity plans to leverage this acquisition to enhance its service offerings by integrating physiotherapy and wellness programs alongside its established fitness classes.

SportCity operates over 120 locations across the Netherlands, focusing on providing accessible fitness and wellness solutions to diverse communities. Wellness Profi Center Purmerend has built a reputation as a vibrant community club, offering group classes, physiotherapy, and social engagement opportunities. The acquisition is expected to create synergies through cross-selling of services, shared marketing efforts, and operational efficiencies.

According to company communications, the integration will focus on standardizing club operations and enhancing member experience through upgraded facilities and unified branding. SportCity aims to attract new members in Purmerend by expanding its community engagement and social event offerings, positioning the club as both a fitness center and a local meeting place.

The fitness and wellness sector in the Netherlands is experiencing consolidation as larger operators seek to expand their geographic reach and diversify service portfolios. SportCity’s acquisition of Wellness Profi Center Purmerend reflects this trend, strengthening its competitive position in the region and increasing pressure on local competitors to innovate or form alliances.

Key challenges for the integration include managing the renovation timeline to minimize disruption, aligning organizational cultures, and ensuring seamless incorporation of physiotherapy services into SportCity’s platform. The company remains focused on retaining existing members and delivering a consistent, high-quality experience throughout the transition.

Looking ahead, SportCity plans to capitalize on the expanded footprint and enhanced service mix to drive membership growth and retention. The company’s strategy emphasizes community-building and holistic health solutions, aiming to increase the lifetime value of members through integrated fitness and wellness offerings.