Leander Verbraeken, co-founder of Stride Europe, has built a fitness equipment company that has grown from a relatively unknown brand in 2020 into a business operating across 22 countries. His journey began in personal training before moving into gym ownership, fitness education, equipment distribution and, eventually, launching Stride Europe. Today, the company provides everything from gym equipment and flooring to lighting and lockers, while also helping clients design, build and install complete training facilities.

The Challenge

Leander’s journey in the fitness industry started with very little.

After completing his sports studies in Ghent, Belgium, he borrowed €32,000 to buy a van, kettlebells and the equipment he needed to find his first personal training clients. He eventually began running bootcamps and opened his first studio, which grew faster than expected and led to two additional clubs.

His experience then moved beyond personal training and gym ownership. He began organising education courses, which eventually developed into larger conferences. One conference in Amsterdam attracted 400 people from 60 nationalities.

The conferences also created a new opportunity. Leander needed large quantities of equipment, so he began working with equipment companies and eventually became part of the Perform Better group, primarily covering the Benelux region.

However, by 2020, the conditions of the distribution business were becoming increasingly difficult.

After receiving another unfavourable price list, Leander and his partners decided it was time to create their own brand.

“We’re going to do our own brand.”

The decision was made just one day before lockdown, meaning the new business was launched at an incredibly challenging time.

The Strategy

Building More Than an Equipment Brand

Rather than simply selling gym equipment, Stride Europe developed a complete solution for gym owners.

The company manages the process from the initial idea and design of a facility through to supplying, building and installing the equipment. Its offering covers everything from flooring and lighting to lockers, treadmills, machines, racks and barbells.

This approach has allowed Stride Europe to work across a wide range of projects, including home gyms, personal training studios, physiotherapy facilities, schools, universities, commercial gyms and professional sports facilities.

The company has also worked with professional football organisations, including FC Barcelona.

Creating a Clearer Gym Concept

A major part of Stride Europe’s approach is understanding how all the elements of a gym work together.

Leander explains that he often walks into gyms where the equipment and layout simply do not make sense. His team focuses on creating a complete concept where the equipment, layout and available space work together effectively.

This is particularly important when working with professional sports clubs, where different coaches and staff members may have previously selected different pieces of equipment.

“It’s not a whole.”

Stride Europe’s role is to create a more cohesive training environment, removing unnecessary equipment and making the available space work more effectively.

Building a Structure for Growth

As the company expanded, Leander also recognised that he could not continue doing everything himself.

He brought in David as CEO, allowing responsibilities to be shared while Leander continued to focus on areas such as sales, sourcing, product development, events and marketing.

The leadership team also introduced dedicated strategic planning sessions.

Every quarter, Leander, Peter and David leave the business environment and spend several days reviewing the company as a whole. They look at areas including sales, marketing, hiring, logistics and operations, identify problems and decide what needs to be addressed.

“We have a very structured plan. We know exactly who’s going to do what.”

For Leander, taking time away from the day-to-day running of the business is essential.

“If you’re constantly working in the business, you cannot work on the business.”

The Results

The growth of Stride Europe since 2020 has been significant.

The company has expanded from selling a brand that very few people knew to operating across 22 countries. Leander says the business is now building approximately three to five clubs each week across those markets.

Stride Europe has also expanded well beyond traditional commercial gyms. Its projects now include home gyms, personal training studios, physiotherapy facilities, schools, universities and professional sports facilities.

The business has also secured high-profile projects, including work connected with FC Barcelona and other professional football clubs.

Another example of the company’s sales approach came through its work with Lamine Yamal. What initially appeared to be a difficult deal eventually developed into an agreement where the equipment was paid for in full and Stride Europe could benefit from the player’s organic marketing.

Most importantly, the company has built a more structured approach to managing its continued growth, with clear responsibilities and regular strategic planning.

“You Have to Take Time”

One of the biggest lessons from Leander’s journey is that business growth is not simply about working harder.

As Stride Europe grew, creating the time and structure to step back, review the business and make strategic decisions became increasingly important.

Leander’s quarterly planning process gives the leadership team the opportunity to look at what is working, identify problems and decide where the business should focus next.

The principle is simple: sometimes slowing down allows a business to move forward faster.

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