From the Netherlands to Idaho: The Story Behind Body Shape & Beauty Studios
From the Netherlands to Idaho: The Story Behind Body Shape & Beauty Studios
Every business expansion begins with a question.
Can an idea that has connected with people in one community create the same sense of confidence and belonging somewhere new?
For Body Shape & Beauty Studios, that question now reaches across the Atlantic—from the Netherlands to Idaho’s Treasure Valley.
Our upcoming Idaho studios will represent the U.S. beginning of a concept shaped through years of real studio experience in Europe.
But this is not simply about transporting equipment from one country to another.
It is about bringing a philosophy of approachable wellness to a new community—and adapting it thoughtfully for the people who will make it their own.
Where the story began
Body Shape & Beauty Studios began in the Netherlands with founder and CEO Jenine.
Her vision was to create a different kind of environment: one where technology-led fitness, beauty, recovery and wellness could exist together without the pressure or intimidation often associated with conventional fitness spaces.
The concept was built around a simple observation.
Many people want to take better care of themselves, but they do not always feel comfortable in traditional gyms. They may have demanding schedules, uncertain starting points or goals that do not fit neatly into a single category.
They might want to move more while also prioritizing recovery.
They may care about confidence and personal appearance without wanting the experience to feel superficial.
They may need support, structure and appointments that feel achievable.
Body Shape & Beauty Studios was created to bring those needs together.
Built through real studio experience
A concept can look convincing in a presentation.
The real test is what happens when members walk through the door.
Over the years, the Body Shape & Beauty concept has been developed through day-to-day studio operation in the Netherlands. That experience has provided opportunities to learn how members use the equipment, what makes them feel welcome and what helps turn initial curiosity into a routine.
It has also reinforced an important lesson:
Technology may attract attention, but the member experience builds trust.
People remember whether their questions were answered. They remember whether they felt judged. They remember if the environment made them comfortable enough to return.
The equipment matters.
So do the atmosphere, team, communication and consistency surrounding it.
Those lessons are becoming part of the foundation for Idaho.
Why bring the concept to the United States?
The U.S. wellness market offers countless gyms, studios, salons, recovery centers and fitness programs.
So why introduce another concept?
Because Body Shape & Beauty Studios does not fit completely into any one of those categories.
We are not opening a traditional gym with a new color palette.
We are not creating a salon that occasionally discusses wellness.
We are not building a medical clinic.
Our concept brings smart fitness, beauty, recovery and wellness into one technology-led boutique environment. Many experiences are designed around focused 30-minute individual sessions, making them easier to incorporate into busy schedules.
For people who feel overlooked or uncomfortable in conventional fitness spaces, that combination can provide a genuinely different option.
The goal is not to replace every existing gym, salon or wellness provider.
It is to create the kind of studio some people have been looking for but have not yet found.
Why Idaho?
Choosing where to introduce a European concept to the United States required more than looking at population growth.
We wanted a place where community still matters.
Idaho’s Treasure Valley combines rapid growth with a strong sense of local connection. It is home to families, entrepreneurs, professionals and businesses that are actively shaping what the region will become.
People here value quality of life. They are open to new ideas, but they also want businesses to earn their trust and contribute to the community.
That makes Idaho both an exciting and meaningful place to begin.
The first studio will introduce the concept locally, but our vision extends beyond a single location. We are working toward a network of Body Shape & Beauty Studios that can serve communities across the Treasure Valley.
Each future studio should feel connected to the larger brand while still belonging to the community around it.
Three founders, one shared direction
Bringing Body Shape & Beauty Studios to the United States requires a combination of experience, operations and technology.
That work is being led by three founders with complementary roles.
Jenine — Founder and CEO
Jenine created and developed the original Body Shape & Beauty concept in the Netherlands.
Her experience provides the practical studio foundation behind the brand: how the concept operates, how members interact with it and how its core philosophy should be preserved as it grows.
Heather — Co-founder and COO
Heather leads the operational side of the U.S. expansion.
Her role focuses on translating the concept into a strong Idaho studio experience—from day-to-day operations and team development to the details that help members feel supported.
Frankwin — Co-founder, CTO and Investor Relations
Frankwin leads technology and investor relations for the U.S. organization.
His work includes developing the technology systems required to support the studios, member experience and future growth while helping build the financial relationships behind the Idaho launch.
Different responsibilities, one shared objective:
To create a welcoming studio experience that can grow without losing the qualities that make it personal.
What will remain the same?
Moving into a new country does not mean abandoning the principles that shaped the original concept.
The Idaho studios will continue to emphasize:
Smart fitness, beauty, recovery and wellness
Technology-led individual experiences
Focused sessions designed for real schedules
A premium but approachable environment
Personal goals rather than comparison
Consistency rather than extremes
Confidence through self-care
Support without judgment
Those principles are not decorative language.
They are the standards against which the Idaho experience should be measured.
What must be adapted?
A responsible expansion also recognizes that communities are not interchangeable.
The U.S. market has different expectations, regulations, schedules, purchasing habits and wellness preferences. Idaho has its own identity within that market.
That means the concept must be adapted thoughtfully.
Studio operations, membership options, technology systems, communications and community partnerships all need to reflect the realities of the Treasure Valley.
We are not interested in creating a copy that feels imported and disconnected.
We want to preserve what works while building an experience that feels at home in Idaho.
More than an opening day
Launching a studio is often presented as a single moment.
The doors open. A ribbon is cut. Photos are taken.
But the real launch begins much earlier and continues long afterward.
It happens while the first community learns what the concept is. It happens when local partners share the story. It happens when future members ask questions, follow the journey and help shape expectations.
Most importantly, it happens every time a member chooses to return.
A successful studio is not built from one busy opening weekend. It is built through trust, consistency and relationships.
That is why we are inviting Idaho to become part of the story before the first studio opens.
Building the Idaho community now
Our launch campaign gives individuals, families and businesses several ways to become early participants in the Body Shape & Beauty journey.
These include community supporter opportunities, future-member participation and Corporate Wellness Founder options for local businesses that want to support the launch while creating wellness opportunities for their employees.
Supporting the launch is only one way to help.
Following our social channels, sharing our story and introducing us to others in the community can make a meaningful difference.
Every new concept needs people willing to say, “This belongs here.”
The next chapter begins in Idaho
Body Shape & Beauty Studios may have started in the Netherlands, but the Idaho story will be written here.
It will be shaped by the communities we serve, the team members who welcome people into the studio and the future members who decide to make time for themselves.
We are bringing European experience.
Idaho will give the U.S. concept its own identity.
That combination is what makes this next chapter so exciting.
From the Netherlands to the Treasure Valley.
From one founder’s vision to a growing international community.
From an idea about approachable wellness to a new place where confidence can begin.
Confidence Starts Here.
Learn more about the Body Shape & Beauty Studios Idaho launch and become part of the story: