Bhout, the Portuguese fitness tech startup known for its gamified, AI-powered punching bag, is entering the U.S. market with a studio in Boston set to open in late 2025.
The studio, which will be fully owned and operated by Bhout, will be located at 1112 Boylston Street and will be among its largest locations, featuring the company’s gamified boxing setup, personal training areas, individual shower cabins, a lounge and a coffee and beer club.
The Boston launch builds on Bhout’s footprint in Portugal, where it operates five clubs and is finalizing two more in Oriente and Porto-Bessa. Another location is in development in the Porto region, and the company plans to open its first club in Madrid later this year.
“Expanding to Boston represents a unique opportunity for Bhout,” Bhout CEO Mauro Frota said. “It’s a sophisticated city, open to new fitness solutions and strategically positioned for our East Coast expansion plan. We’re laying the first stone of our American cluster with local partners who share our vision and ambition.”
Boxing and HIIT enthusiasts can expect nine rounds of 45-minute gamified HIIT sessions that combine cardio, strength training and meditation. The sets are mixed to the rhythm of music along with color and light waves for engagement as clients compete for performance badges and a high score.
Bhout expects the Boston location to break even within its first month, consistent with performance at its Portugal openings and projects it will generate $1.3 million in revenue in its first full year.
While Bhout’s core management will remain in Portugal, the U.S. studio will be staffed by a locally hired team, including a studio manager and up to six coaches. The staff will be trained by the Portuguese team to maintain brand consistency. The company also plans to work with U.S.-based specialists in logistics, HR and finance to adapt operations to the local market.
The Portuguese boxing concept raised €10 million ($10.7 million) in seed funding in 2023 to support its studio concept and gamified boxing bag, which was recognized by Time magazine that same year as a leading fitness innovation. The smart bag tracks user performance and delivers real-time feedback and won the KPMG Tech Innovator Award in 2024.
