New Partnership Drives Embedded Fitness Toward Broader Market Impact
inMotion VR and SPINNOV acquire Embedded Fitness, joining forces with Games for Health to accelerate growth in healthcare and prevention
[Eindhoven, 31 March 2026] – With effect from 1 April 2026, inMotion VR and SPINNOV have acquired Embedded Fitness, giving the company a new platform for growth. Together with Games for Health, the partners are now focused on accelerating commercialisation in the Netherlands and internationally.
Embedded Fitness stands for interactive movement solutions that combine technology and activation to get people moving in an accessible and motivating way. The products speak directly to a growing need in healthcare and prevention for solutions that are not only innovative, but that people will actually use. That is what makes this acquisition compelling: with inMotion VR, SPINNOV and Games for Health, a partnership takes shape that is capable of not only developing Embedded Fitness further, but genuinely scaling it and establishing a stronger commercial position in the market.
The ambition is clear: Embedded Fitness is ready to move forward, from a stable company with promising innovations to broad implementation and a serious market presence. The acquisition brings together precisely the ingredients that tend to be missing when products at the intersection of healthcare, prevention and vitality try to scale: technological development capability, international market access and experience with behaviour change and health innovation.
inMotion VR brings not only technological expertise, but also a strong network in sport and rehabilitation in the United States. This gives the further growth of Embedded Fitness an immediate international dimension. The combination of experience in motivating technology, applied knowledge in recovery and movement, and access to relevant partners and markets makes inMotion VR a powerful driver of further implementation and commercialisation.
SPINNOV strengthens the collaboration with deep knowledge of product development, electronics, embedded software, UX/UI and IoT platforms. This creates a solid foundation to further develop the Embedded Fitness solutions technically, roll them out more reliably at scale, and prepare them for sustainable market growth.
Games for Health adds a strong position in serious games, healthcare innovation, behaviour change and the commercialisation of impactful solutions within healthcare and prevention. With that expertise and a relevant network in the Netherlands and beyond, Games for Health will help position the Embedded Fitness proposition more sharply and bring it to broader application and market adoption more quickly.
According to the parties, demand is growing for solutions that are not only technically smart, but that people genuinely want to engage with. That is precisely where the strength of Embedded Fitness lies: products that bring together technology and movement in a form that is activating, accessible and scalable.
The acquisition marks a new chapter for Embedded Fitness, which has been successfully built up over the past years by founder Carla Scholten. Under her leadership, the company has grown into a recognised Sportinnovator centre, gaining access to a strong network focused on innovation within sport and physical activity. The new owners express their sincere appreciation for Scholten's work, having developed Embedded Fitness through her vision and dedication into an organisation with genuinely promising innovations in the field of movement solutions.
Carla Scholten, founder of Embedded Fitness: "I am proud of what we have achieved with Embedded Fitness. It is time for the next step. I have full confidence that the combined strengths of inMotion VR, SPINNOV and Games for Health provide the right foundation to truly scale Embedded Fitness now and grow its impact in the market."
Jurriaan van Rijswijk, Games for Health: "Too many innovations get stuck in good intentions, isolated pilots or technical enthusiasm. What is coming together here is a partnership built specifically to follow through to real market growth and impact."
Gert-Jan Brok, inMotion VR: "With this acquisition, we are strengthening our portfolio with solutions that fit closely with our vision of motivating technology for recovery and movement. This is a logical and powerful step in our continued growth."
Chris Heger, SPINNOV: "The real challenge is not just coming up with good products, but building solutions that are technically sound, feel good to use and are commercially scalable. That is exactly where the strength of this collaboration lies."
With the acquisition, inMotion VR, SPINNOV and Games for Health underline their shared ambition to make innovative movement solutions available faster and more broadly to healthcare organisations, professionals and users focused on recovery, activation, prevention and lasting vitality.
About the Parties
Embedded Fitness
Stands for interactive movement solutions that combine technology and activation to get people moving in an accessible and motivating way.
inMotion VR
Offers a motivating XR platform for recovery and movement, and brings technological expertise and an international network in sport and rehabilitation, including the USA.
SPINNOV
Specialised in product development, electronics, embedded software and IoT platforms for a solid technical foundation.
Games for Health
Expert in serious games, healthcare innovation and behaviour change for bringing impactful solutions to market within healthcare and prevention.
For further questions and/or interview requests, please contact:
Jurriaan van Rijswijk
Games for Health
Email: jurriaan@gamesforhealth.net