Bhout’s Next Round: Opening 10 New Clubs
The Portuguese gamified fitness startup has partnered with two retail pros as it launches its franchising model
Bhout, an “exergaming” HIIT franchise, is set to build ten new clubs in the Iberian Peninsula following a deal with retail and commerce-focused company Visão do Tempo 2, owned by Bhout’s first franchisees, Frederico Carneiro and Alexandre Carneiro.
The duo—credited for introducing the Pandora brand to Portugal—were behind Bhout’s recent opening at Club Laranjeiras last month.
“We believe in the innovative concept of Bhout and its potential to transform the fitness market,” Frederico and Alexandre Carneiro said in a joint statement. “Our experience in retail has taught us the importance of differentiation and innovation for a business’s success, focusing on fashion and consumer ambitions and trends. We are excited to be part of this project and contribute to its expansion alongside an iconic brand ready to go global, radically changing the relationship with sports.”
The new clubs will build on Bhout’s existing three, with several more in the pipeline—including owned locations in Miraflores, Oriente and Madrid.
Within its clubs, Bhout clients can expect 9 rounds of immersive, 45-minute HIIT sessions that combine cardio, strength training and meditation. The sets are mindfully mixed to the rhythm of music along with color and light waves for engagement as clients compete for performance badges and a high score.
“Betting on franchising allows us to grow quickly and sustainably without ever compromising the innovation and quality that distinguish us,” Bhout CEO Mauro Frota said. “Unlike conventional industry models, Bhout Clubs stand out as a reference in fitness, offering a differentiated experience that combines cutting-edge technology, gamification and behavioral science to boost user retention and engagement. The coming years will be crucial in establishing Bhout Clubs as a reference model in the fitness and ‘entertrainment’ sector.”
The Portuguese boxing startup raised €10 million ($10.7 million) in seed funding in 2023 to support its studio concept and AI-powered, gamified boxing bag—recognized by Time magazine that same year as a leading fitness innovation. The smart bag tracks user performance and delivers real-time feedback and won the KPMG Tech Innovator Award for 2024.