{"id":16249,"date":"2026-09-16T09:15:57","date_gmt":"2026-09-16T07:15:57","guid":{"rendered":"https:\/\/www.forbes.be\/nl\/?p=16249"},"modified":"2026-09-10T16:43:32","modified_gmt":"2026-09-10T14:43:32","slug":"community-als-waardevol-product","status":"publish","type":"post","link":"https:\/\/www.forbes.be\/nl\/community-als-waardevol-product\/","title":{"rendered":"Community als waardevol product"},"content":{"rendered":"<p><strong>Steeds meer <strong>lifestyleconcepten<\/strong> brengen sport, wellness, horeca, <em>coworking<\/em> en <em>community<\/em> samen onder \u00e9\u00e9n dak. Bedrijven verkopen daarmee niet langer \u00e9\u00e9n product of dienst, maar een gevoel van <em>belonging<\/em>. De fitnessclub wordt een ontmoetingsplek, het wellnessconcept een sociaal ecosysteem en het <em>membership<\/em> een toegangsticket tot een bewuste levensstijl.<\/strong><\/p>\n<p>De economische motor achter die verschuiving is groot. De <a href=\"https:\/\/globalwellnessinstitute.org\/industry-research\/2025-global-wellness-economy-monitor\/\"><strong>wereldwijde wellness-economie<\/strong><\/a> was in 2024 goed voor 6,8 biljoen dollar, 7,9 procent meer dan een jaar eerder. Tegen 2029 zou de sector kunnen uitgroeien tot bijna 9,8 biljoen dollar. Ook in Belgi\u00eb groeit de markt: de <strong>Belgische wellness-economie<\/strong> was in 2024 goed voor 24,4 miljard dollar, tegenover 23,1 miljard een jaar eerder. Ook de <em>businesswaarde<\/em> van <em>community<\/em> wordt steeds duidelijker. Uit het <a href=\"https:\/\/www.cmxhub.com\/community-industry-report-2025\"><strong>CMX Community Industry Report 2025<\/strong><\/a> blijkt dat 85 procent van de <em>communityprofessionals<\/em> zegt dat hun <em>community<\/em> een positieve impact heeft op de bedrijfsdoelstellingen.<\/p>\n<h2>Van fitnessclub naar lifestylehub<\/h2>\n<figure id=\"attachment_16254\" aria-describedby=\"caption-attachment-16254\" style=\"width: 1920px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-16254\" src=\"https:\/\/www.forbes.be\/nl\/wp-content\/uploads\/2026\/09\/lunch-at-the-prep-kitchen-scaled.png\" alt=\"\" width=\"1920\" height=\"2560\" srcset=\"https:\/\/www.forbes.be\/nl\/wp-content\/uploads\/2026\/09\/lunch-at-the-prep-kitchen-scaled.png 1920w, https:\/\/www.forbes.be\/nl\/wp-content\/uploads\/2026\/09\/lunch-at-the-prep-kitchen-225x300.png 225w, https:\/\/www.forbes.be\/nl\/wp-content\/uploads\/2026\/09\/lunch-at-the-prep-kitchen-768x1024.png 768w, https:\/\/www.forbes.be\/nl\/wp-content\/uploads\/2026\/09\/lunch-at-the-prep-kitchen-1152x1536.png 1152w, https:\/\/www.forbes.be\/nl\/wp-content\/uploads\/2026\/09\/lunch-at-the-prep-kitchen-1536x2048.png 1536w, https:\/\/www.forbes.be\/nl\/wp-content\/uploads\/2026\/09\/lunch-at-the-prep-kitchen-696x928.png 696w, https:\/\/www.forbes.be\/nl\/wp-content\/uploads\/2026\/09\/lunch-at-the-prep-kitchen-1068x1424.png 1068w, https:\/\/www.forbes.be\/nl\/wp-content\/uploads\/2026\/09\/lunch-at-the-prep-kitchen-600x800.png 600w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><figcaption id=\"caption-attachment-16254\" class=\"wp-caption-text\">\u00a9\u00a0DR<\/figcaption><\/figure>\n<p>In Brussel vertaalt die trend zich letterlijk naar \u00e9\u00e9n dak. <a href=\"https:\/\/www.animo-studios.com\/cinquantenaire\"><strong>Animo Social Wellness &amp; Performance Club<\/strong><\/a> combineert op 4.500 vierkante meter sport, wellness, <em>recovery<\/em>, horeca, <em>coworking<\/em> en een <em>conceptstore<\/em>. Sinds de opening begin 2025 groeide de club naar <strong>2.350 actieve leden<\/strong>; het ledenaantal wordt afgetopt op 2.500. De sociale ruimte is bewust onderdeel van het concept. In het <em>members-only<\/em> loungegedeelte kunnen leden werken, ontspannen en elkaar ontmoeten. En dan is er <a href=\"https:\/\/www.seven-brussels.com\/cinquantenaire\/\"><strong>Seven<\/strong><\/a>, het stijlvolle <em>all-day caf\u00e9 &amp; restaurant<\/em> dat in Animo Cinquantenaire zijn tweede locatie opende en ook toegankelijk is voor niet-leden. Het seizoensgebonden menu en het minimalistische interieur sluiten aan bij de gezonde en lifestylegerichte positionering van de club. Sport, herstel en voeding worden zo geen afzonderlijke consumptiemomenten, maar onderdelen van een <strong>lifestylehub<\/strong> waar alles samenkomt.<\/p>\n<h2>De gym als <em>third place<\/em><\/h2>\n<p>Ook <a href=\"https:\/\/thebrick.be\/\"><strong>The Brick<\/strong><\/a> in Antwerpen positioneert zich nadrukkelijk als meer dan een gym. <em>\u201cWe zijn begonnen als boutique fitness, maar ondertussen zijn we ge\u00ebvolueerd naar een third place\u201d<\/em>, zegt het team. Via \u00e9\u00e9n <em>membership<\/em> krijgen leden toegang tot training, <em>recovery<\/em>, <em>food<\/em>, <em>coworking<\/em> en <em>events<\/em>, verspreid over verschillende locaties. <em>\u201cWe willen eigenlijk zoveel mogelijk van de vrije tijd van onze leden kunnen invullen. Hoe meer daarvan op \u00e9\u00e9n plek samenkomt, hoe sterker het geheel wordt.\u201d<\/em> In <a href=\"https:\/\/www.forbes.be\/nl\/stokers-the-brick-wereldwijde-shift-naar-longevity\/\"><strong>Stokers<\/strong><\/a>, de <em>longevity hub<\/em> van het merk, vloeien training en <em>recovery<\/em> samen met onder meer <em>hot &amp; cold therapy<\/em>, <em>red light therapy<\/em> en hydromassage.<\/p>\n<figure id=\"attachment_16252\" aria-describedby=\"caption-attachment-16252\" style=\"width: 2560px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-16252\" src=\"https:\/\/www.forbes.be\/nl\/wp-content\/uploads\/2026\/09\/dsc06805-scaled.jpg\" alt=\"\" width=\"2560\" height=\"1707\" srcset=\"https:\/\/www.forbes.be\/nl\/wp-content\/uploads\/2026\/09\/dsc06805-scaled.jpg 2560w, https:\/\/www.forbes.be\/nl\/wp-content\/uploads\/2026\/09\/dsc06805-300x200.jpg 300w, https:\/\/www.forbes.be\/nl\/wp-content\/uploads\/2026\/09\/dsc06805-1024x683.jpg 1024w, https:\/\/www.forbes.be\/nl\/wp-content\/uploads\/2026\/09\/dsc06805-768x512.jpg 768w, https:\/\/www.forbes.be\/nl\/wp-content\/uploads\/2026\/09\/dsc06805-1536x1024.jpg 1536w, https:\/\/www.forbes.be\/nl\/wp-content\/uploads\/2026\/09\/dsc06805-2048x1365.jpg 2048w, https:\/\/www.forbes.be\/nl\/wp-content\/uploads\/2026\/09\/dsc06805-696x464.jpg 696w, https:\/\/www.forbes.be\/nl\/wp-content\/uploads\/2026\/09\/dsc06805-1068x712.jpg 1068w, https:\/\/www.forbes.be\/nl\/wp-content\/uploads\/2026\/09\/dsc06805-1920x1280.jpg 1920w, https:\/\/www.forbes.be\/nl\/wp-content\/uploads\/2026\/09\/dsc06805-600x400.jpg 600w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><figcaption id=\"caption-attachment-16252\" class=\"wp-caption-text\">\u00a9\u00a0DR<\/figcaption><\/figure>\n<p><em>\u201cLeden die zich verbonden voelen, worden vanzelf ambassadeurs\u201d<\/em>, zegt <em>co-founder<\/em> Tiffany. Toch is <em>community<\/em> volgens het bedrijf geen doel op zich. <em>\u201cKwaliteit moet altijd de basis blijven.\u201d<\/em><\/p>\n<h2>De kracht van community<\/h2>\n<figure id=\"attachment_16255\" aria-describedby=\"caption-attachment-16255\" style=\"width: 2560px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-16255\" src=\"https:\/\/www.forbes.be\/nl\/wp-content\/uploads\/2026\/09\/dscf2954-kopie-scaled.jpg\" alt=\"\" width=\"2560\" height=\"1707\" srcset=\"https:\/\/www.forbes.be\/nl\/wp-content\/uploads\/2026\/09\/dscf2954-kopie-scaled.jpg 2560w, https:\/\/www.forbes.be\/nl\/wp-content\/uploads\/2026\/09\/dscf2954-kopie-300x200.jpg 300w, https:\/\/www.forbes.be\/nl\/wp-content\/uploads\/2026\/09\/dscf2954-kopie-1024x683.jpg 1024w, https:\/\/www.forbes.be\/nl\/wp-content\/uploads\/2026\/09\/dscf2954-kopie-768x512.jpg 768w, https:\/\/www.forbes.be\/nl\/wp-content\/uploads\/2026\/09\/dscf2954-kopie-1536x1024.jpg 1536w, https:\/\/www.forbes.be\/nl\/wp-content\/uploads\/2026\/09\/dscf2954-kopie-2048x1365.jpg 2048w, https:\/\/www.forbes.be\/nl\/wp-content\/uploads\/2026\/09\/dscf2954-kopie-696x464.jpg 696w, https:\/\/www.forbes.be\/nl\/wp-content\/uploads\/2026\/09\/dscf2954-kopie-1068x712.jpg 1068w, https:\/\/www.forbes.be\/nl\/wp-content\/uploads\/2026\/09\/dscf2954-kopie-1920x1280.jpg 1920w, https:\/\/www.forbes.be\/nl\/wp-content\/uploads\/2026\/09\/dscf2954-kopie-600x400.jpg 600w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><figcaption id=\"caption-attachment-16255\" class=\"wp-caption-text\">\u00a9 DR<\/figcaption><\/figure>\n<p>Daar ligt wellicht de echte waarde van deze nieuwe <strong>lifestyleconcepten<\/strong>. <em>Community<\/em> vervangt het product niet, maar maakt het moeilijker vervangbaar. De faciliteiten zelf zijn kopieerbaar; de relaties, routines en het gevoel van verbondenheid die errond ontstaan niet. Juist dat gevoel ergens bij te horen, maakt <em>community<\/em> zo waardevol: mensen komen niet alleen terug voor wat een plek biedt, maar ook voor wie er deel van uitmaakt.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Steeds meer lifestyleconcepten brengen sport, wellness, horeca, coworking en community samen onder \u00e9\u00e9n dak. Bedrijven verkopen daarmee niet langer \u00e9\u00e9n product of dienst, maar een gevoel van belonging. De fitnessclub wordt een ontmoetingsplek, het wellnessconcept een sociaal ecosysteem en het membership een toegangsticket tot een bewuste levensstijl. De economische motor achter die verschuiving is groot. [&hellip;]<\/p>\n","protected":false},"author":67,"featured_media":16251,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"image_verticale":0,"gif":0,"url_video":"","footnotes":""},"categories":[1,38],"tags":[],"class_list":["post-16249","post","type-post","status-publish","format-standard","has-post-thumbnail","category-actualiteit","category-sporten"],"acf":[],"auteur_traducteur":"","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Community als waardevol product | Forbes Belgi\u00eb<\/title>\n<meta name=\"description\" content=\"Wellnessclubs evolueren tot lifestylehubs waar sport, recovery, coworking, food en community samenkomen. 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