A Portuguese fitness technology company, Bhout, is set to make its mark in the United States with a new studio opening in Boston by the end of 2025. Renowned for its gamified and AI-driven boxing equipment, the startup anticipates significant financial success, projecting annual revenues of $1.3 million from this location alone. The establishment aims to achieve profitability within its initial month of operation, echoing the triumphs seen at its Portuguese branches. This venture not only marks an expansion of Bhout’s global presence but also highlights its commitment to delivering innovative fitness experiences through advanced technology and engaging workout environments.

Headquartered in Portugal, Bhout has already established itself as a major player in the European market with five active clubs and two more under development. As it ventures into the U.S., the company positions Boston as its strategic East Coast hub. According to CEO Mauro Frota, the city offers an ideal blend of sophistication and openness to cutting-edge fitness concepts. The Boston studio will be fully owned and operated by Bhout, showcasing its largest gamified boxing setup yet. Located at 1112 Boylston Street, the facility will feature personal training areas, individual shower cabins, a lounge, and even a coffee and beer club, providing members with a comprehensive wellness experience.

The core attraction of the Boston location will be its gamified High-Intensity Interval Training (HIIT) sessions, each consisting of nine rounds lasting 45 minutes. These workouts are designed to combine cardiovascular exercise, strength training, and meditation, all synchronized with music, color, and light effects to enhance engagement. Participants will compete for performance badges and high scores, fostering both personal achievement and community spirit. This unique approach aligns with Bhout's mission to redefine traditional boxing workouts using technology that tracks user performance and provides real-time feedback.

While maintaining its central management team in Portugal, Bhout plans to hire locally in Boston, including a studio manager and up to six coaches. These employees will undergo rigorous training by the Portuguese team to ensure brand consistency. Additionally, the company intends to collaborate with U.S.-based experts in logistics, human resources, and finance to adapt operations effectively to the American market. Such measures underline Bhout's dedication to integrating seamlessly into its new environment while preserving its innovative edge.

Having secured €10 million in seed funding in 2023, Bhout continues to gain recognition for its technological advancements. Its smart boxing bag was acknowledged by Time magazine as a leading fitness innovation the same year and received the prestigious KPMG Tech Innovator Award in 2024. With such achievements behind it, Bhout is well-positioned to revolutionize the fitness landscape in Boston and beyond. By leveraging its proven business model and technological prowess, the company aims to establish a strong foothold in the competitive U.S. market.

Boston represents the first step in Bhout's ambitious expansion across the United States. Through its state-of-the-art facilities and engaging workout programs, the company seeks to attract fitness enthusiasts eager for a modern, tech-enhanced experience. As it prepares to open its doors, Bhout demonstrates its capability to deliver on its promise of blending innovation with traditional boxing techniques, setting a benchmark for future studios nationwide.