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DiR has invested more than 14m in refurbishing its


estate during 2009 and 2010


Lorenzo. I think this really motivates the local population to get more involved in physical activity.


Barcelona has always stood apart from the rest of Spain. Does this also apply to the health and fi tness industry? Barcelona has always led the way in the promotion of physical activity, and nowadays there are more sporting facilities per square metre than in any other city in Spain. The creation of DiR and the 1992 Olympic Games marked a real turning point for the people of this city, encouraging them to make physical activity a key value in their life.


You’ve invested a lot of money recently in refurbishing all of your existing clubs. Are you taking this opportunity to evolve the offering? There’s been a huge investment in DiR during 2009 and 2010 – more than 14m (£11.9m) – which has seen us open new clubs, refurbish existing sites, buy in new equipment and so on. We’re constantly seeking excellence, making sure we remain the benchmark for innovation in our field, and it’s hard to find better facilities in Barcelona. In our new club, DiR Tuset, we will be launching a back


care centre. This will feature medical fi tness equipment from MedX, which allows you to isolate the deeper muscles in the back, bringing about results you simply can’t achieve with normal exercise. The centre will be staffed by a multi-


october 2010 © cybertrek 2010


disciplinary team comprising doctors, physiotherapists, chiropodists, osteopaths and so on. Finally, we’re also considering the possibility of opening budget clubs in the city.


What has been your biggest success story over the last 12 months? The opening of Up&Down earlier this year was very important for DiR. This is a club we created in the commercial district, in a former nightclub, and it offers the very highest quality facilities at a higher price point. Twenty-five per cent of its members also use personal trainers. It was a milestone for us, another step up in the provision of truly top-end facilities. This has always been our priority, and the creation of Up&Down exposed us to a new way of looking at things – an approach we’re now applying to all of our clubs.


What are your aims for DiR going forward? We will continue with our expansion, and will continue to explore new ideas and products, ensuring we stay ahead of the pack to meet the needs of the market. We’re working on a number of other projects, although the details have yet to be finalised so I can’t discuss them yet. One thing I can say for sure: DiR will maintain its position as leader in Barcelona.


healthclub@leisuremedia.com kate cracknell


Read Health Club Management online at healthclubmanagement.co.uk/digital 27


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