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We were founded from a simple but powerful belief: people perform better, connect better and feel better when movement, energy and human connection become part of everyday work culture.
Our founder Niloefar Jamarani has always combined a strong passion for sport, movement and human connection with a creative and strategic mindset. With a background in communication and creative concept development, and after working in different roles within the sports industry, she recognised early on how powerful movement could be in bringing people together, improving energy and creating stronger workplace cultures.
In 2010, she started building movement experiences for companies — initially through sports sessions, activations and corporate classes for organisations ranging from local businesses to international companies such as Google Netherlands, Equinix, CRH, Cargill, Van Gogh Museum and more.
What started as a passion-driven initiative gradually evolved into a broader vision for movement-driven workplace culture. Over the years, we expanded from organising lessons and sports sessions into advising organisations, developing creative movement and culture concepts, designing recurring movement programmes and creating premium in-house experiences. As more companies started looking for a more human, energising and culture-driven approach, we continued to grow into the premium movement culture brand we are today.
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We were never designed to become a traditional fitness company. From the beginning, our goal was to build something more intentional — a premium movement culture brand that brings together:
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The philosophy behind our approach is built around three core principles:
Focus — Creating clarity, intention and direction before stepping into action.
Action — Bringing people together through movement, challenge, energy, and shared experiences.
Release — Creating space for recovery, reconnection and long-term impact.
This rhythm forms the foundation behind every experience we create — from Sport Days and movement sessions to in-house gyms, recovery concepts and company activations.
Niloefar believes that movement and culture should never feel forced, generic or disconnected from real people. Too often, workplace initiatives become isolated activities without emotional impact or long-term engagement.
We were created to approach this differently:
Every concept we build is designed with intention, quality and emotional experience in mind.
Today, we focus on helping organisations create healthier, more connected and more energised workplace cultures through movement, recovery, shared experiences and human connection. From premium Sport Days and corporate activations to in-house gym concepts and long-term movement experiences, we help organisations create environments where people can perform, connect and grow together.
At our core, we are about more than sport. We are about building stronger workplace cultures through movement, energy and meaningful human experiences.
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