Sweatworking: How the Gym Transformed into Brussels’ New Power Lobbying Hub

Stepping into any of ANIMO’s three gyms in Brussels feels like entering a curated space that could just as easily be a chic café, a concept store, or the luxury apartment of a millionaire. With all the hallmarks of hipster appeal, these gyms cater to a younger, style-conscious audience. After breaking a sweat, members can enjoy an oat milk flat white or a protein smoothie enhanced with collagen or artisanal nut butter — the kinds of details designed to elevate the experience beyond just fitness.

Co-founders Alexandre de Vaucleroy and Antoine Derom, both aged 31, are preparing to expand ANIMO’s unique approach with the opening of a new flagship gym near Parc du Cinquantenaire in Brussels’ European Quarter in early 2025. The upcoming space will go far beyond traditional fitness facilities, featuring a spa, restaurant, café, and even a meeting room available for corporate bookings.

Describing the atmosphere of their future venture, de Vaucleroy called it “a hybrid between a hotel lobby and a co-working space.” Derom painted a vivid picture of a potential member’s morning routine: “They could hit the gym at 7 a.m., work out for an hour, meet someone for breakfast over an acai bowl in the social space, and then spend an hour catching up on emails before heading to the office.”

Social connection is at the heart of ANIMO’s concept. From community-driven workout areas to ice baths designed for shared experiences, the founders aim to make fitness as much about networking and camaraderie as physical activity.

“We have three ice baths, and people sit next to each other in them. The idea is to turn recovery into another opportunity for social interaction,” said de Vaucleroy.

Turning Fitness into a Social Habit

Sanne Pieters, a PhD researcher at KU Leuven studying beauty and inequality, believes the rise of what’s now being dubbed “sweatworking” stems from a simple but powerful idea: exclusivity. According to Pieters, “People expect that by going to high-end gyms, they’ll meet like-minded individuals.” It’s a formula that taps into networking aspirations while promoting health and wellness — a combination that ANIMO hopes will continue to draw a growing crowd.