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TRIB3 signs 20-unit development deal for the Benelux region

TRIB3 signs 20-unit development deal for the Benelux region

The unique workout concept is set to launch in Belgium, the Netherlands, and Luxembourg.

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TRIB3, a fitness franchise concept centered around a three-zoned group HIIT workout, has signed an area development agreement with Dutch entrepreneur Jordy Kool to bring the brand to Belgium, the Netherlands, and Luxembourg – also known as the Benelux region.

The agreement will see 20 TRIB3 locations open over the next five years, with six planned to open within the first 24 months of this agreement.

“Having made the official transition to co-CEO of the Urban Gym Group in early 2021, I have had my eye on the market and what opportunities there were to bring new concepts into the Benelux market, alongside our existing portfolio,” said Jordy Kool.

“I’d been in talks with TRIB3’s chairman, Jonathan [Fisher], since late 2020 and really connected with both the concept and the executive team at the helm of the brand. I saw straight away the commercial opportunity yielded by the uniqueness of the TRIB3 brand and business model, having invested into TRIB3 International Ltd in Q1, so I am looking forward to this next phase of the partnership and having my team be really hands-on in driving further international expansion of the concept.”

The cohort of sites will be managed within the portfolio of the Urban Gym Group (UGG) of which Kool is the co-CEO alongside Marjolijn Meijer, co-founder of the fitness chain. Kool is a highly respected owner and investor, active across several other major organizations as an investor, advisor and supervisory director.

“It’s seriously exciting to be bringing the TRIB3 workout experience to the Benelux region, and even more so in partnering with someone like Jordy, with the wealth of experience he brings,” said Kevin Yates, CEO of TRIB3.

“The first TRIB3 store in the region will open later this year, in Amsterdam, and our property team are already in advanced discussions, along with UGG, on several other locations. Jordy and I share a lot of the same values and both see the massive opportunity for growth prevalent in the industry right now, particularly for the boutique sector as people look to reconnect and immerse themselves in the experiences they’ve been waiting for, so I foresee a really momentous few years ahead for this rollout and for the brand overall.”

UGG CEO, Marjolijn Meijer, added: “We are really excited to bring TRIB3 to the Benelux alongside our diverse portfolio of fitness brands. We see huge potential for the concept and are cultivating great working relationships with the TRIB3 team as we prepare for the first wave of rollout and really start to immerse ourselves in the brand.”

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