ML Studios has announced the launch of ML Strength Lab, a new boutique strength concept that reimagines the gym experience through hospitality, design and community.
Opening on September 1 in a restored monumental building in the centre of ‘s-Hertogenbosch, Strength Lab represents the next chapter for ML Studios, which has spent the past seven years building boutique fitness experiences across cycling, reformer Pilates, yoga and functional training.
Rather than creating another strength gym, the company set out to design an environment where every detail contributes to how members feel before, during and after training.
Built around the philosophy “A World Within,” the space combines warm architectural materials, ambient lighting, curated music, premium finishes and hospitality-inspired service into an immersive training environment. Inspired by the atmosphere of a private members club, Strength Lab has been designed as an escape from everyday life rather than simply a place to exercise.
The concept reflects a broader shift within boutique fitness, where experience has become as important as programming. While the training floor features premium strength and functional equipment, the design extends well beyond the workout itself. Hospitality-inspired changing rooms, curated retail, integrated merchandise, subtle digital communication and carefully considered member touchpoints are intended to create a stronger sense of belonging and community.
Strength Lab has been designed for a new generation of urban professionals who view fitness as an extension of their lifestyle. According to ML Studios, today’s members increasingly seek spaces that combine physical performance with aesthetics, culture and genuine human connection.
“We didn’t want to build another strength gym,” says Cathelijne, co-founder of ML Studios.
“We wanted to create a place people genuinely look forward to visiting. Every decision, from the architecture and lighting to the programming and hospitality, was made to create an experience that feels intentional. We believe the future of boutique fitness is about how a place makes people feel, not just how they train.”
The first Strength Lab location opens on September 1, 2026, in ‘s-Hertogenbosch, with the concept intended to become the blueprint for future ML Studios locations.
ML Studios is a premium boutique fitness company based in the Netherlands. Since 2019, the company has built a portfolio of experience-led fitness concepts spanning rhythm cycling, reformer Pilates, yoga, functional training and strength. Rather than focusing solely on workouts, ML Studios designs immersive environments where movement, hospitality, architecture and community come together to create lasting member experiences.
With the launch of ML Strength Lab, ML Studios introduces the next chapter in its evolution: a hospitality-first boutique strength concept built around the philosophy A World Within.
lijn@mlstudios.nl
ML Studios
mats@mlstudios.nl
ML Studios
