Why Movement Gym has no customers

And yet they’re the most customer-focused club in the Netherlands

At Movement Gym in Amersfoort, it’s not just an empty marketing phrase.
It’s the core of their approach. In January 2025, the club was crowned ‘Most Customer-Focused Fitness Club in the Netherlands 2024′ at the Dutch Fitness Awards.

Not for the newest machines. Not for the lowest price. But for genuine care and personal attention.

That alone was reason enough for Feedback4Sports to visit. We spoke with Customer Success Manager Daan Kortink, the two owners Stanley Bakker and Damir Wijdenes, and intern Thomas Broomans.

What did we find? A club where everything fits. Right down to the smallest details.

A gym you want to stay at

Movement Gym is not your average fitness center. It’s a five-floor experience.

In the basement: tranquility, with wellness facilities and modern locker rooms. On the ground floor: a lounge, bar, workspaces, and even a hair salon, massage room, and business coaching.

And upstairs? Everything for cardio, strength training, and group classes, featuring equipment from TechnoGym and others. Even eating healthy is easy: restaurant B.A.S. serves fresh lunches right in the lounge.

The club originally started as Movement Club the go-to place for Personal Training and Coaching. Here, guests build a healthier lifestyle in just 3 to 6 months, with expert support. Afterwards, they either continue at Movement Club or transition to Movement Gym, ready to train independently, with knowledge, motivation, and confidence.

Mindset as a foundation – not an afterthought

Daan puts it simply: “It all starts with attitude. Our people make the difference.”

That’s why internal hospitality training is part of the culture. Everyone is aligned, not because they have to be, but because it supports the mission: making every guest feel seen, safe, and welcome.

Feedback is gold – if you act on it

The team listens actively every single day. They pick up signals directly and through Feedback4Sports. Everything is followed up immediately, no matter how small. Each week, the management team discusses three fixed topics:

1. NPS trends (yearly, weekly, and 12-week average)
2. Qualitative feedback – what can be addressed right away?
3. An inspiring customer story – shared with the full team

Results are shared with all employees. Everyone knows where they stand and where they’re headed.

Stronger together: the Elevator Group

Movement Gym actively involves guests in developing the club through the Elevator Group, a permanent panel of 150 engaged members who share ideas and help shape decisions.

This way, they receive valuable input that is used immediately.

Moments of joy make the difference

New members receive a small surprise after a few workouts. Like a free protein shake. Not advertised. Not promised. Just because it’s fun!

“It doesn’t have to cost much,” says Daan. “It’s the gesture that counts. Maybe in the future we’ll give staff the freedom to create these moments themselves.”

Prevention beats cancellation

Intern Thomas is researching why members drop out – and how to predict it. His goal? Spot patterns, recognize signals, and take timely action. That way, Movement Gym becomes not just a great place to join – but also to stay.

It all comes down to attention

Even during lunch, one word keeps coming back: guests. Not customers. Not members.

That conscious word choice says everything about this club. Here, it’s about how you feel.

Their secret? They listen. And they do something with what they hear.

That’s exactly what makes Movement Gym the most customer-focused fitness club in the Netherlands.