The first studio in Benelux to adopt Innerva’s power-assisted exercise solution has launched in the Netherlands.

European fitness industry veterans Joop de Boers and Ruud Morees introduced the health and wellbeing solution to the region towards the end of 2023 after becoming exclusive Innerva distributors through their company BeMore Fitsolutions.

Unique to the Netherlands, the new Feellife centre in Middenbeemster offers a specially designed exercise circuit featuring 12 pieces of Innerva’s innovative equipment, facilitating safe and controlled movements for users while fostering social interaction.

Owner of the franchise, Cathy Blekemolen, says the strength of the concept is its simplicity.

“The Feellife concept offers everyone the possibility to move. Users don’t have to hold heavy weights; the load is never heavier than they can move and they can choose to increase the pace when they want. It sounds easy, but that’s the beauty of it and why Feellife is such a valuable addition for the elderly and those who have difficulty moving due to MS, Rheumatic, Parkinsons, respiratory diseases, obesity and other conditions as well as people needing rehabilitation.”

Blekemolen says Feellife is more than a fitness solution; it’s a welcoming social hub where users can socialise over a cup of coffee after their sessions.

“Feellife aims to reinvigorate people both physically and socially. Although new to the Netherlands, the concept has more than proven itself in Scandinavia and Austria. Many people say they feel out of place in traditional fitness centres, training alongside those with different goals. Feellife isn’t a competitor to mainstream gyms, but a supplement, filling a crucial gap in the market,” says Blekemolen who plans to open more studios in the future.

Jon Hymus, managing director, Innerva, who attended the launch of Feellife, said: “Similar to the UK and the rest of Europe, the Benelux countries are experiencing rapidly ageing populations. It’s encouraging to see our wellbeing solution expanding into new markets, making exercise more accessible for people regardless of their age or health.”

Joop de Boers, co-founder of BeMore Fitsolutions, said: “We are thrilled to have opened the very first centre in the Netherlands with Innerva equipment. As newly appointed distributors for the Benelux, the team at BeMore Fitsolutions are excited about the potential for Innerva in all our markets. The next studio featuring the Innerva solution will open in Zevenbergen this March. The owner, Susanne Swillens, is the partner of a GP and knows better than anyone how important it is to keep moving, especially in older age.”