Health & Fitness


Market-leading AI software that improves member engagement and reduces churn in leisure centres and gyms across the Netherlands.


For over a decade B.O.S.S. has been developing innovative club management software for the leisure industry, including its flagship Sportivity solution.


Sportivity is used by gyms and leisure centres with up to 150 locations to manage member data and profiles, bookings, site entry, finance and billing. It gives them complete control over their data and frees staff from excessive paperwork. By enabling clubs to extract and analyse member insights, it improves operational decision-making.

With 25 employees, B.O.S.S is a unique team of IT professionals, athletes and sports enthusiasts. It includes two nationally recognised synchronised swimmers, a European mountain bike champion and a judoka who competed at the Rio de Janeiro Olympic Games.

This passion for sport informs every decision B.O.S.S makes. It drives Sportivity’s focus on gym members and their needs. It leads to smart tools that make processes more efficient and enable personalised decisions for each customer. Gyms can respond to individual changes in behaviour and communicate the right message to the right person at the right time, improving customer journeys — and ultimately sales.


With the support of Abingdon, B.O.S.S. is working towards a simple, clear, bold target: by 2029 Sportivity will serve the majority of the fitness market in the Netherlands. With a 24% share already, B.O.S.S. plans to capitalise on Abingdon’s expertise in enterprise software and digital transformations, including a strong focus on AI.

B.O.S.S. is also looking to expand its API service and set up partnerships with key suppliers to enable deeper integration and even simpler processes for both gyms and members. Abingdon is committed to continue supporting B.O.S.S. on this growth journey.


AI is a big part of our roadmap. The data analysis it offers will give gyms the ability to analyse customer journeys and lifestyles in new ways, ultimately identifying opportunities to reduce churn.

B.O.S.S. has operated for over 30 years and Sportivity launched in 2005. With the support of Abingdon, we can build on our experience and knowledge and refine AI to predict member behaviour even faster.

Martijn Van Noord

Owner of B.O.S.S.

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