Sparkx and the rise of sportainment in Urban Real Estate
What if sport wasn’t just for the fit, the fast, or the fearless—but for everyone? That’s the premise behind Sparkx, the Belgian startup reshaping the world of indoor leisure. With the recent opening of its second venue in Ghent’s Overture building, Sparkx is proving that sports can be inclusive, innovative, and irresistibly fun—right in the heart of the city.
The concept is simple, yet bold: over 50 immersive sports experiences—from climbing to flight simulation, from F1 to dance—united in a single indoor space designed for all ages and fitness levels. Whether you’re a schoolkid, a company team, or a weekend warrior, Sparkx creates moments that combine movement, surprise, and connection. “I saw more innovation in sports simulators during my travels than I ever imagined,” says Mathieu Renier, former Decathlon executive and co-founder of Sparkx. “But I also saw how exclusive traditional sports environments can be. Sparkx was born to flip that logic.”
From Hasselt to Ghent, and beyond
After a successful launch in Hasselt, which welcomed over 300,000 visitors in two years, Sparkx set its sights on Ghent—this time within a repurposed office building, a move orchestrated with CEUSTERS. While leisure concepts usually gravitate toward retail locations, Sparkx intentionally breaks that pattern. “People expect sports entertainment in shopping centers,” says Renier, “but why not bring energy and foot traffic to place, even an office project? It’s a new type of anchor tenant.”
The Ghent location spans several floors, with volumes adapted to fit high-altitude attractions like jump towers and zip lines. The site also features Sparkx’ signature digital infrastructure, allowing each visitor to track their activity, performance, and progress via a personal “Sparkx DNA” wristband—turning play into personalized data.
“If we arrive at 50 in 2040, I’ll be dissapointed, it would mean another player took the market.”
A business model built to scale
Sparkx’ ambition reaches far beyond Belgium. With an in-house R&D team, a franchisable digital backbone, and a growing pool of investors (including tech entrepreneur Peter Hinssen and footballer Mousa Dembélé), the company’s target is to expand to 250 locations over the next two decades.
Key to this vision is flexibility: Sparkx designs each site with cost efficiency and scalability in mind, reducing construction costs with every new park. The brand is also exploring international partnerships to license its platform and operations abroad.