Boutique fitness franchise, TRIB3, has secured a major area development franchise deal to bring its unique group workout concept to Belgium, the Netherlands and Luxemburg. Urban Gym Group has partnered with TRIB3 to secure exclusive territory rights to the Benelux region, which will see twenty stores rolled out across five years with six to open in the first twenty-four months.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. The Benelux area development franchise agreement follows an initial move by Kool to become an investor in the organisation in early 2021 with the TRIB3 brand listed as part of the portfolio of Kool’s investment group, Iron Asset Management.Co-CEO Kool: ‘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 with Clubsportive, and TrainMore. I’d been in talks with TRIB3’s executive board since late 2020 and really connected with both the concept and the 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. Furthermore it will be exciting to learn from each other, in so many ways.’UGG CEO, Meijer, also comments: ‘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. We will open several stores, alongside High Studios, in multiple larger cities.’TRIB3 CEO, Kevin Yates, says: ‘It’s seriously exciting to be bringing the TRIB3 workout experience to the Benelux region. 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.’About the Urban Gym GroupThe Urban Gym Group holds several labels focused on providing its members a first class fitness experience in over 25 clubs in the Netherlands. TrainMore is located at A-locations in the larger cities of the Netherlands, offering state of the art equipment and the latest fitness technology in an urban atmosphere. Clubsportive is a high end fitness club, located at the financial district of Amsterdam, where members can experience a unique fitness experience. About TRIB3TRIB3 is a global collection of boutique workout studios that offer the ultimate group High-Intensity Interval Training (HIIT) workout, underpinned by bespoke digital performance tracking. With TRIB3’s TRI training framework where customers train across Treadmills, Resistance and Intensity during a 45-minute precisely programmed HIIT session, you can burn up to 1,000 calories per full-body workout. This, combined with a dedicated onsite experience team, protein shake mixology bar and purpose-designed changing rooms and lounge areas, ensures that TRIB3 customers can prepare, sweat and recover, all within the luxe-industrial studios that are synonymous with the brand. Active in multiple international territories, TRIB3 is a global brand with the community at its heart, uniting workout warriors worldwide.