DiR, Spain’s largest health club operator has launched the second phase of its digitalisation with Fisikal, as co-director, Jordi Forns explains

Five years ago, DiR – Spain’s largest health club operator – partnered with Fisikal, experts in digital fitness management solutions, to replace paper-based systems and technological nuances across its 27 owned and franchised fitness clubs with a single, fully operational digital solution.

Jordi Forns, co-director, DiR Fitness Clubs, says digitalisation has had a positive impact on the member experience, the operations and business performance.

“Fisikal’s functionality has given us real-time visibility of all bookings, across all our clubs, 24/7,” he explains. “This empowers us to react quickly to trends and consumer behaviours that drive better service and business performance across our entire portfolio – be it top-line or drilling down to look at individual components.

“This level of insight helps us deliver a more effective service that optimises efficiency and appeals to the preferences of our members.”

Phase two of the partnership, which launched in May 2023, incorporates an overhaul of the MyDiR App to improve navigation and visibility of digital services, ensuring the app is simple to search, so users can access content to drive engagement and revenue.

Implementing phase two
“With Phase Two, we’re building on the digital foundations Fisikal laid at the start of the journey,” Forns continues. “The genius of the new ecosystem is that it’s been designed to grow with the needs of our business.

“As we add new functionality, it becomes a seamless extension of the overall offer, rather than an awkward add-on,” he says. “The future-proofed ecosystem enables us to incorporate new technologies as they emerge, ensuring we continue to meet the evolving needs of members.”

This second phase has also introduced a digital assessment feature from which individualised workouts can be assigned to suit the user. The user is automatically added to a timeline which sends regular follow-up assessments to track statistics and monitor progress, keeping them accountable and motivated.

“From a member perspective, phase two of the roll-out simplifies and streamlines access to information which improves and personalises the user’s experience, allowing them to self-manage their fitness journey,” Forns adds. “Our teams also benefit from the new functionality, as they spend less time doing administration.

“For me, the biggest win is the value of the digital ecosystem,” concludes Forns. “Managers can access a huge array of information that empowers them to make evidence-based strategic decisions. This ability to react and make changes will ensure we consistently match products and services to members’ needs, optimising revenues and minimising costs.”

More: www.fisikal.com