The DiR fitness chain renovation is a comprehensive modernisation strategy for Barcelona’s leading gym group. DiR, which has 90,000 members across twenty clubs, aims to renovate its five largest centres by 2030. This shift introduces a flexible “boutique” model designed for changing consumer habits and Generation Z.
Therefore, the renovation process has already started with DiR Tuset. This centre now serves as the prototype for the group’s future direction. Following Tuset, the chain will consecutively update its Sant Cugat, Castillejos, Maragall, and Diagonal facilities over the next five years.
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The DiR Fitness Chain Renovation: Tuset Prototype
The newly renovated DiR Tuset showcases the brand’s evolved aesthetic and operational model. The entrance has moved to the ground floor on Carrer d’Aribau. Its design resembles a boutique hotel reception. The interior uses wood and natural tones to create a “sensorial” and comfortable environment. This approach moves away from the colder, industrial feel of traditional gyms.
A key feature of this DiR fitness chain renovation is the segmentation of the gym into distinct “boutique” zones. This structure lets members customise subscriptions based on specific preferences. New specialised areas include:
- Hammer Strength Room: An official centre dedicated to strength training.
- Pilates Reformer & Glow: A new room equipped with modern machinery for collective training, including weights.
- Hyrox Zone: Replacing the former cafeteria, this area focuses on high-intensity functional training with rowing machines, sleds, and treadmills.
- Urban Spa: Featuring a heated pool, Jacuzzi, and Japanese massage chairs.
Motivational neon slogans such as “Discipline 24/7/365” and imagery evoking Barcelona icons are strategically placed. They reinforce the club’s identity. “It must be clear that this is Barcelona, to have an identity,” founder Ramon Canela emphasised.
DiR Fitness Chain Renovation: Strategic Roadmap
The DiR fitness chain renovation plan is ambitious. Following Tuset, the next facility to undergo renovation will be the Sant Cugat centre. This is one of the brand’s most iconic locations. Subsequently, the chain will update Castillejos, Maragall, and finally Diagonal. These centres were selected because their large structures allow for the implementation of the new concepts piloted at Tuset.
The company, which employs 720 people, is also updating the image of other clubs such as DiR Claris and Up&Down. Meanwhile, these major structural renovations continue. The group aims to ensure that at any given hour, users can find a suitable offering. Tuset alone now provides 27 different types of directed classes.
Post-Pandemic Recovery and Generation Z
Contrary to fears, the pandemic did not permanently shift fitness habits towards home workouts. Barcelona residents have returned to gyms in significant numbers. The sector is enjoying a resurgence driven largely by Generation Z. This demographic increasingly prioritises health and daytime activities over nightlife.
Gerard Figueras, Deputy Director of the DiR Group, noted that smartphones and social media have become industry allies. “The smartphone has now become an ally of physical activity, because social pressure to feel good and the ‘healthy’ culture are transmitted through social networks,” he stated. He added that clubs offer the dual benefit of training and socialisation.
This social aspect is supported by the chain’s “Singles” application. It facilitates activities for 5,000 users. In addition, large-scale events like the Cursa Diagonal aim to attract 20,000 participants in its next edition.
Industry Advocacy
Beyond the renovations, the company leadership continues to advocate for the fitness sector at a regulatory level. Ramon Canela, who also serves as Vice President of ADECAFF, reiterated calls for a reduction in the 21% VAT rate on gym tariffs. He argues that fitness centres provide essential health and well-being services. This reflects business leaders’ concerns about infrastructure funding. He is pushing for tax deductions on gym fees for Catalan residents. Similar measures have been adopted in other autonomous communities.
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