OTHER PROJECTS
Below is a small selection of some of our current and past creations
Some have been sold, others taken over, and several still thrive today—either at their original locations or in new ones. We're also actively involved in a number of other concepts that aren’t listed here, due to future competitive strategies and, of course, some exciting new projects on the horizon!
Some of the stores had multiple locations ranging from 2 to 5 stores. Although we would like to highlight all our concepts, we have chosen to focus on those that were particularly significant to us.
Over the past two decades, we have built an impeccable reputation among real estate owners and private investors in the Netherlands. In our hometown, The Hague, we are renowned for leading the way in innovative and original concepts. Our pioneering spirit is evident in numerous past projects, such as ‘The Red Carpet Gym.’ This exclusive fitness concept was one of the first personal training gyms in The Hague. We later expanded with a second location, introducing a ‘rehab formula’ that included luxurious accommodations above the gym and custom-prepared meals for clients.
In the catering sector, we were early adopters of American diner-style restaurants, as well as pioneering vegan catering and vegan ice cream salons in The Hague. Our 50’s-themed restaurant featured menu items created from original 50’s and 60’s recipes, and we designed each concept’s interior ourselves. A recent example of our innovative approach is ‘S.T.R.B.R.Y,’ which exemplifies the future of fitness stores.
THE RED CARPET GYM 1
(2012) The Red Carpet Gym was one ofthe first personal training gyms in The Hague and set the standard for the many personal training organizations that followed. Its fame wasn't just due to its memorable radio commercials but also its innovative approach to fitness.In 2012, we launched one of the first personal training gyms in the Netherlands, modeled after the high-end private clinics in the U.S. but offered at an affordable price. Our approach was revolutionary, focusing on achieving lasting behavioral change rather than jumping straight into weight training.T.R.C.G. implemented a complex level system (1-6), where clients had toprogress through various levels before working with a trainer. Remarkably,clients would often lose significant weight before reaching Level 3, whereweight training was introduced.T.R.C.G. quickly became one of the most nostalgic and iconic fitnessconcepts in The Hague. The gym's atmosphere was unique, with live saxophonemusic performed by Kenny Talkowski as clients worked out. Our clientele wasdiverse and exclusive, including the partner of Dutch national team player Bruno Martins Indi, well-known DJs, entrepreneurs from The Hague, real estatemagnates, cabinet members, and international staff from the ICC. A few years later, we expanded with T.R.C.G. 2, an even moreluxurious gym and rehab concept that offered clients the option of staying inopulent accommodations during their program.
THE RED CARPET GYM II
A few years later, TRCG 2 was established, featuring chandeliers, a DJ stand for live music, and its own kitchen where clients'meals could be prepared daily. The most unique offering was the opportunity forclients to stay in one of two luxury apartments located above the gym for theduration of their program. Clients could choose from 2- or 3-week programs,each meticulously planned. The drinks and snacks in the apartment were tailoredto the client's objectives, and three meals were specially prepared each day tomeet their specific needs. Every morning, a one-hour motivational talk washeld, where clients were encouraged to be open to criticism. This processhelped release emotions and facilitated significant progress. In a short time,TRCG became a model for the rapidly growing personal training scene. A group ofprominent clients quickly attracted various celebrities, including well-knownpublic figures, and even clients from abroad who had heard of us and made theirway to TRCG.
PL Vegan
PL Vegan was one of the first 100% Vegan concepts in the City of TheHague. This concept started off as a pilot and was received better thanexpected by the public. The recipes, the items on the menu card, the vegan icecream and all other drinks you see on the pictures where created by uscompletely from scratch. This was also the case with all other restaurantconcepts we have created out of which Amazing Diner was a very challenging onesince we had to create the exact same recipes as in the 1950's and 1960's. Allthe menu items and recipes are still with us and only 2 individuals know theexact compositions. Sometimes (after years) we decide to bring a concept backto life again at another location but as with PL Vegan we have continued tocreate and deliver some of our Vegan products to other Vegan restaurants through our distribution network.
TRCG (STORES) Korte Poten
"TRCG stores were initially created exclusively for clients of The Red Carpet Gyms,but they quickly gained a life of their own. The store interiors were designedin an industrial style, creating a modern and edgy atmosphere. They featured top-selling exclusive brands such as Labella Mafia, Better Bodies, and Gasp.Uniquely, TRCG stores were the only ones to offer boxing gear alongside fitness accessories."
The Beverly Hills Health Store Theresiastraat
The Beverly Hills Health Store concept was a blend of luxury sportswear,athletic shoes, and premium sports supplements—exclusively from top-tier brands.The formula was primarily focused on women’s fashion, with about 75% of thecollection catering to female customers.The most well-known location was on Theresiastraat. In addition toactivewear, the store also featured casual clothing from high-end designerlabels such as Hugo Boss, John Galliano, Diesel, and several other renownedfashion houses. A curated selection of stylish handbags for both women and menfrom prestigious brands was also available.
FITNESS PROFS WAGENSTRAAT
The Fitness Profs Formula wasa combination of fitness clothing, sports supplements as well as sports shoesfrom renowned brands including Nike, Adidas and Skechers. We have openedseveral Fitness Profs stores with 1 Fitness Profs outlet store where peoplecould go for clearance sales, which was located in Wagenstraat. The most famousFitness Profs store was the store in the stately street Denneweg a few doorsfrom the presitous world famous hotel Des Indes.
Fitness Store STRBRY Vlamingstraat
About S.T.R.B.R.Y. (Distributor) S.T.R.B.R.Y. is a leading health supplementdistributor and manufacturer dedicated to revolutionizing the fitness andwellness industry. We specialize in creating innovative, exclusive healthsupplements that are available only at our branded stores and a select fewauthorized online platforms. Our commitment to quality and exclusivity ensuresthat our customers receive cutting-edge products tailored to their fitnessneeds, with formulations that can't be found anywhere else
Fitness Profs Denneweg
"Fitness Profs Denneweg was undoubtedly one of thecutest stores we ever owned. It was located on one of the most exclusive andluxurious streets in the Netherlands, just about 200 meters from theworld-famous Hotel Des Indes and the Escher Museum."
1950's Amazing Diner
We have created several concepts like this in the past, however, Amazing Diner was so unique that we decided to include it as an exception. Amazing Diner was a true replica of a 1950s American diner. Theinterior and furnishings were carefully selected to transport visitors back intime to the 1950s. A genuine jukebox and authentic petrol pumps from the 1950swere essential features that added to the nostalgic atmosphere. The dishes werealso based on popular recipes from the 1950s. We developed all the dishes,including the packaging and secret sauces, entirely ourselves.
OFFICIAL SKECHERS RESELLER STORES
"From 2013 to 2018, we opened several Skechers reseller stores throughout The Hague, achieving significant success in a very short period. Our stores ranked at the top in sales nationwide, and we were even offered the opportunity to join Skechers' franchise model. However, due to other ambitions, we decided to exit the business after Skechers USA sold the franchise rights to the Bos Group."
