Colruyt Group’s fitness chain, Jims, is doubling its estate with the acquisition of 40 fitness clubs from NRG.

The deal will accelerate the Colruyt Group’s expansion plans, and mission to make healthy lives more accessible, and will make Jims – which has been part of Colruyt Group since April 2021 – the second largest fitness operator in the Belgian market.

Pieterjan Nuitten, MD at Jims, says: "This puts us several years ahead of target in the plan we had set for Jims. We have now doubled in size at a stroke.” ​

Jims and NRG are equivalent in terms of size, price point and offering, and location-wise there is little overlap. Both are primarily city-based and Jims has a strong presence in Ghent and Brussels, while NRG is well represented in Antwerp and Limburg. The aim is to evolve relatively quickly into a single brand with aligned membership options and rates.

There are plans to further develop initiatives such as nutritional coaching, pre and post-natal guidance and partnerships with healthcare institutions, physiotherapists and hospitals.

Jims will also be able to achieve more synergies with the group’s food formulas, such as the Collect&Go service, that compiles a personalised dietary profile for members and gets the order ready for them to pick up from the supermarket after their workout.

Hear PJ Nuitten speak at the HCM Summit 2024, when he outlined how Colruyt Group is developing its wellness offering through its investment in health and fitness.