inMotion VR and Spinnov acquire Embedded Fitness and combine technology, market access, and health innovation with Games for Health for scaling in healthcare and prevention.
Eindhoven, March 31, 2026
As of April 1, 2026, inMotion VR and Spinnov will acquire Embedded Fitness. With this step, the Embedded Fitness portfolio gains a new foundation for further growth. Together with Games for Health as a supporting party, the parties are focusing on further commercialization in the Netherlands and abroad.
Embedded Fitness stands for interactive exercise solutions that combine technology and activation to get people moving in an accessible and motivating way. In doing so, the products perfectly address the growing need in healthcare and prevention for solutions that are not only innovative but also encourage actual use. That makes this acquisition interesting: with inMotion VR, Spinnov, and Games for Health, a combination is being formed that is capable of not only further developing Embedded Fitness but also truly scaling it up and positioning it more strongly in the market.
The ambition is clear: Embedded Fitness wants to move forward, from a stable company with promising innovations to broad implementation and a serious market position. To achieve this, the acquisition brings together precisely the ingredients that are often missing when products at the intersection of care, prevention, and vitality want to scale up: technological development power, international market access, and experience with behavioral change and health innovation.
inMotion VR brings not only technological expertise but also a powerful network in sports and rehabilitation in the United States. This immediately gives the further growth of Embedded Fitness an international dimension. The combination of experience in motivational technology, application knowledge in recovery and movement, and access to relevant partners and markets makes inMotion VR a strong driver of further implementation and commercialization.
Spinnov strengthens the collaboration with in-depth knowledge of product development, electronics, embedded software, UX/UI, and IoT platforms. This creates a solid foundation to further technically develop the Embedded Fitness solutions, roll them out more reliably at scale, and prepare them for sustainable market growth.
Games for Health adds a strong position to this in serious games, healthcare innovation, behavioral change, and the marketing of impactful solutions within healthcare and prevention. With this expertise and a relevant network in the Netherlands and abroad, Games for Health helps to sharpen the positioning of the Embedded Fitness proposition and accelerate its transition to broader application and market adoption.
According to the parties, the demand for solutions that are not only technically smart but also actually want to be used is growing. That is precisely where the strength of Embedded Fitness lies: products that combine 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 few years by founder Carla Scholten. Under her leadership, the company has grown into a recognized Sportinnovator center, gaining access to a strong network focused on innovation within sports and exercise. The new owners express their great appreciation for the work of Scholten, who, with her vision and dedication, has developed Embedded Fitness into an organization with promising innovations in the field of exercise 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 collaboration between inMotion VR, Spinnov, and Games for Health provides the right foundation to truly scale up Embedded Fitness now and increase 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 emerging here is a combination specifically built to push through to real market growth and impact.”
Gert-Jan Brok, inMotion VR:
With this acquisition, we strengthen our portfolio with solutions that perfectly align with our vision of motivational technology for recovery and movement. This is a logical and powerful step in our continued growth.
Chris Heger, Spinnov:
The real challenge lies not only in devising good products, but in building solutions that are technically sound, pleasant to use, and commercially scalable. That is precisely where the strength of this collaboration lies.
With the acquisition, inMotion VR, Spinnov, and Games for Health emphasize their shared ambition to make innovative movement solutions available faster and more widely to healthcare organizations, professionals, and users focused on recovery, activation, prevention, and sustainable 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 sports and rehabilitation, including the USA.
- Spinnov: Specialized in product development, electronics, embedded software, and IoT platforms for a solid technical foundation.
- Games for Health: Expert in serious games, healthcare innovation, and behavioral change for marketing impactful solutions within healthcare and prevention.