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DiR clubs are kitted out by a


number of suppliers, including Life Fitness, Precor and Technogym


finance our expansion plans, as well as the improvement work we’re carrying out in our existing clubs.


What are your clubs like? We have a diverse offering – not just conventional fitness but also nutrition, wellness, mind-body programming, social events, a singles network, beauty services, restaurants serving quick, healthy meal options and so on. Our overall philosophy is to improve people’s quality of life. In terms of size, we’ve simply adapted to the locations we’ve


found, so our clubs range from 1,600sq m to 12,000sq m. The offering therefore varies by site: some have space for a swimming pool, for example, while others don’t. In terms of facilities, then, some of our clubs are more obviously high-end than others. However, all our clubs have minimum standards of quality and service: we offer over 2,200 group exercise sessions across our estate each week, have more than 240 PTs, and feature top of the range equipment from the likes of gym80, Life Fitness, Keiser, Precor, Technogym, Power Plate, TRX, Balanced Body and Kranking (Matrix). Most of our


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clubs, other than the very smallest, also have spa areas – sauna, steamroom and spa pool. Membership fees vary by site. We also have an option


whereby people can pay a certain amount each month, then each time they go to the gym they pay a small fee which varies by club and by time of day. The advantage is that, if you don’t use our facilities very often, you don’t end up paying as much as a full month’s membership would cost you – it’s cost-effective for anything up to 10 visits a month. It also allows you to use whichever of our clubs you like, so offers great fl exibility.


What is DiR’s USP? Innovation. DiR has been at the forefront from the word go: we were the first to bring fitness to Barcelona, introducing the word to people’s vocabulary, and nowadays we’re quick to introduce the latest trends, ensuring that working out at our


Read Health Club Management online at healthclubmanagement.co.uk/digital 25


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