TRANSFORMING OPERATIONS AND MEMBER EXPERIENCE AT DiR FITNESS CLUBS.
With over 40 years of legacy systems, DiR Fitness Clubs faced significant challenges that were holding back both operational efficiency and member satisfaction.
Bookings at DiR Fitness Clubs were fragmented and paper-based, with no real-time visibility across their multi-club estate. Trainers and reception staff were losing up to 50% of their time on administrative tasks such as scheduling, chasing payments, and handling cancellations. No-shows and late cancellations were common, which eroded personal training and service revenues. Leaders had limited ability to analyse and compare performance by trainer, service type, or club. Digital add-ons also felt disjointed, with no scalable ecosystem to support growth. Over time, these inefficiencies drained resources, frustrated both staff and members, and restricted DiR’s ability to deliver consistent, scalable expansion.
THE SOLUTION.
Fisikal partnered with DiR to design and deliver a fully interoperable digital ecosystem that streamlined operations, reduced admin, and enhanced the member journey.
In Phase One (2019), DiR launched online booking for personal training, physiotherapy, and nutrition services, giving members easier access to key offerings. Real-time booking visibility was introduced across all clubs, while upfront payments and cancellation fees were automated to reduce drop-outs. In addition, enterprise-wide reporting was delivered with the ability to drill down by club, trainer, or service.
In Phase Two (2023), the MyDiR app underwent a complete redesign to provide seamless navigation and an integrated payment flow that removed barriers to purchase. New features were added, including Workout Previews, digital logging, personalised Premium Programming, and progress tracking. To further enhance the member experience, room mapping technology was introduced, allowing members to pre-book their exact spot or equipment in classes.
THE RESULTS.
The impact of Fisikal’s digital ecosystem at DiR Fitness Clubs has been both immediate and far-reaching. By streamlining operations, empowering staff, and enhancing the member experience, the business has achieved measurable improvements across key performance areas. DiR Fitness Clubs achieved a 30–40% reduction in no-shows by introducing automated payments and cancellation fees. Trainers and reception staff now save 20–50% of their time previously spent on administration, allowing them to focus more on coaching and service delivery. Members benefit from 24/7 mobile self-booking, alongside improved engagement through personalised programmes and digital logging. The business has seen a 10–15% uplift in revenue across personal training and premium services thanks to reduced cancellations and simplified purchasing. Leadership now has access to real-time, estate-wide reporting, enabling faster, evidence-based decision-making. Most importantly, DiR now operates on a scalable, future-proof digital ecosystem that is ready to integrate new technologies, including live and on-demand content.
FUTURE-PROOF GROWTH.
Jordi Forns, Co-Director, DiR Fitness Clubs. “Working with Fisikal on the digitalisation of our business is having a game-changing positive impact on our Fitness Club model. We now make evidence-based strategic decisions, rather than relying on gut feel, and can grow with confidence knowing our ecosystem is future-proof.”
LASTING BUSINESS IMPACT.
Digitalisation at DiR Fitness Clubs has become a catalyst for long-term business growth. Beyond solving operational inefficiencies, the shift to a connected ecosystem has strengthened leadership’s ability to scale strategically, optimise resources, and future-proof the organisation in an increasingly competitive market. By replacing outdated processes with a connected, fully digital ecosystem, DiR Fitness Clubs have dramatically improved operational efficiency, trainer productivity, and member satisfaction. Automation and integration have freed staff from repetitive admin, empowered members with self-service tools, and given leadership the data visibility they need to scale with confidence.
For DiR, digitalisation is not just a technical upgrade; it is the foundation for sustainable growth, enabling them to adapt quickly, deliver exceptional experiences, and expand their offering across Spain and beyond