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« This Week in the Fitness Industry 7-26-13 | Main | European Congress brochure is in the mail »

A la carte offering for Spanish chain

The DiR Group - with 16 of its 17 clubs in Barcelona - has introduced a new a la carte pricing option.

Members pay a base of about 20 euros, whcih gets them use of the fitness area and virtual classes, and then there is an extra charge for more, like use of the locker room, Jacuzzi, group classes, etc.

Sports business groups Ramon Canela says that à la carte gyms is an alternative to low cost centers and a commitment to streamlining services due to the new demands of uses.

Here is the full press release from the DiR Group:

Barcelona, July 24, 2013. – DiR Group again pioneering innovation in the fitness industry, has created the first gym ‘à la carte’ of the world, a new club concept in which the user only pays for those services and facilities he uses. This is the philosophy of the new DiR Fit which has been implemented in DiR Claris center from last 1st of July.

The creation of the gym ‘à la carte’ is a consequence of the effects that is having the long economic recession and the VAT increase of 13 points decided by the Spanish Government, as well as of the proliferation of low cost centers.

With DiR Fit, DiR centers become hybrid gyms where members who already have a conventional rate can coexist perfectly with those who want ‘à la carte’ rate. This mode is for now only open for new customers.

With the slogan "Pay only for what you choose" prices based on ‘à la carte’ option are around 20 euros. This basic package includes access to the fitness area and virtual tutorial classes with video wall.

The CEO and founder of DiR, Ramon Canela, explains that this model is an application on the fitness industry of something that consumers usually use in restaurants or when they choose the accessories they want when buying a car. "If in the catering or automotive industries consumers can choose ‘à la carte’, why shouldn’t we apply it also to fitness?" he said.

With the gym ‘à la carte’ the user can hire: schedule, dressing room or not and the type of dressing room, towel, guided activities with teacher, swimming pool, paddle, solarium, Jacuzzi, insurance ... and to complete a range of complementary services with 35 codes. These services can be contracted regularly (monthly) or timely (daily) and the user can modify them at any time.The system has been possible thanks to a technology investment that enables access by lathes and fingerprint and allows the user to upload fitness services using his bank account. To implement DiR ‘à la carte’, DiR technology investment will exceed 3 million euros.

Ramon Canela, has indicated that the implementation of the gym ‘à la carte’ is a quality alternative to low cost centers and a commitment to streamlining services due to the new demands of uses.

The fitness system ‘à la carte’ has been released this month in DiR Claris as a pilot project and the next clubs to implement the model will be DiR Sant Cugat (1st of September), and DiR Maragall (15th of September).

Existing customers will keep their current forms and use and they can change if they want after 3 months to the new mode.

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