Business plan " FitIA"

BUSINESS PLAN “FITIA”
Au ho : Xa ie Fus e Moll
Tu o : Ca los Ma ín Ba ios
DOUBLE DEGREE IN BUSINESS ADMINISTRATION AND LAW
DA0249 - FINAL DEGREE PROJECT
ACADEMIC YEAR 2024-2025
INDEX
A. INDEX OF FIGURES ............................................................................................... 6
B. INDEX OF TABLES ................................................................................................. 7
C. INDEX OF GRAPHICS............................................................................................. 8
1. INTRODUCTION ...................................................................................................... 1
1.1. Jus i ica ion o he choice o opic ................................................................ 1
1.2. Main objec i es o he p ojec ......................................................................... 2
1.3. Me hodology ..................................................................................................... 3
1.4. Rela ionship wi h he subjec s o he deg ee ................................................. 3
2. EXECUTIVE OVERVIEW ......................................................................................... 5
2.1. Iden i ying he ma ke oppo uni y .................................................................. 5
2.2. Compe i i e ad an age .................................................................................... 6
3. BUSINESS DESCRIPTION ...................................................................................... 7
3.1. P ojec desc ip ion ........................................................................................... 7
3.2. Mission, ision and alues o he business.................................................... 7
3.2.1. Mission ........................................................................................................ 7
3.2.2. Vision ........................................................................................................... 7
3.2.3. Values and co po a e cul u e ....................................................................... 8
3.3. Business concep ............................................................................................. 8
3.4. Ma ke delimi a ion ........................................................................................... 9
3.5. Ta ge audience .............................................................................................. 12
3.6. Value p oposi ion ........................................................................................... 13
3.6.1. Di e en ia ion om he compe i ion. Inno a ions in he sec o .................... 14
3.6.1.1. Imme si e expe ience h ough i ual eali y and he use o 360°
p ojec ions ........................................................................................................ 14
3.6.1.2. Imme si e expe iences h ough a oma he apy and o he senso y
echniques ........................................................................................................ 15
3.6.1.3. In eg a ion o aining assis ance h ough a i icial in elligence ............. 15
4. BUSINESS MODEL DESIGN. THE FITIA CANVAS MODEL ................................. 16
4.1. Key Pa ne s ................................................................................................... 16
4.2. Key Ac i i ies .................................................................................................. 17
4.3. Key Resou ces ............................................................................................... 17
4.4. Value P oposi ion ........................................................................................... 17
4.5. Cus ome Rela ionships ................................................................................ 18
4.6. Channels ......................................................................................................... 18
4.7. Cus ome Segmen s ....................................................................................... 18
4.8. Cos S uc u e ................................................................................................ 19
4.9. Re enue S eams ........................................................................................... 19
5. ANALYSIS OF THE ENVIRONMENT ..................................................................... 21
5.1. Analysis o he i ness and wellness sec o ................................................. 21
5.1.1. T ends in he i ness ma ke ....................................................................... 25
5.2. Análisis del en o no gene al. Análisis PESTEL ........................................... 26
5.2.1. Poli ical ac o s ........................................................................................... 26
5.2.2. Economic ac o s ....................................................................................... 27
5.2.3. Socio-cul u al ac o s.................................................................................. 28
5.2.4. Technological ac o s ................................................................................. 29
5.2.5. En i onmen al ac o s ................................................................................ 31
5.2.6. Legal ac o s .............................................................................................. 32
5.3. Analysis o he compe i i e en i onmen ..................................................... 34
5.3.1. PORTER Analysis ...................................................................................... 34
5.3.1.1. Ba gaining powe o cus ome s ........................................................... 35
5.3.1.2. Ba gaining powe o supplie s ............................................................. 35
5.3.1.3. Th ea o new compe i o s ................................................................... 36
5.3.1.4. Th ea o subs i u e p oduc s ............................................................... 36
5.3.1.5. Ri al y be ween compe i o s ................................................................ 37
5.3.2. Local ma ke analysis................................................................................. 37
5.3.2.1. Di ec compe i ion ................................................................................ 37
5.3.2.2. Indi ec compe i ion ............................................................................. 38
5.4. SWOT analysis ............................................................................................... 39
5.4.1. Weaknesses .............................................................................................. 39
5.4.2. Th ea s ...................................................................................................... 39
5.4.3. S eng hs ................................................................................................... 40
5.4.4. Oppo uni ies ............................................................................................. 40
6. MARKETING MIX STRATEGY ............................................................................... 41
6.1. Se ice ............................................................................................................ 41
6.1.1. Weigh aining and ee weigh s a ea ........................................................ 41
6.1.2. Guided classes wi h imme si e echnology ................................................ 42
6.1.2.1. Imme si e spinning classes ................................................................. 43
6.1.2.2. Yoga, Medi a ion and Mind ulness ....................................................... 43
6.1.2.3. Vi ual Reali y Guided Lessons ............................................................ 43
6.1.3. Pe sonalised aining and nu i ion plan wi h a i icial in elligence ............... 44
6.2. P ice ................................................................................................................ 45
6.2.1. Membe ship p ices ..................................................................................... 46
6.2.2. P ice o addi ional se ices ........................................................................ 47
6.2.3. Combined packages .................................................................................. 47
6.3. P omo ion ....................................................................................................... 48
6.4. Placemen ....................................................................................................... 51
7. HUMAN RESOURCES STRATEGY ....................................................................... 52
7.1. O ganiza ional cha ....................................................................................... 52
7.2. Desc ip ion o he jobs and job p o iles sough ........................................... 55
7.3. Rec ui men and selec ion ............................................................................. 56
7.4. T aining ........................................................................................................... 57
7.5. E alua ion ....................................................................................................... 58
7.6. Remune a ion ................................................................................................. 59
8. OPERATIONAL PLAN ........................................................................................... 63
8.1. Loca ion .......................................................................................................... 63
8.2. Size and dis ibu ion o acili ies ................................................................... 69
8.3. Equipmen ....................................................................................................... 73
9. FINANCIAL PLAN .................................................................................................. 89
9.1. Ini ial in es men ............................................................................................ 89
9.2. Es ima ed cos s .............................................................................................. 93
9.2.1. Fixed cos s ................................................................................................. 94
9.2.2. Va iable cos s ............................................................................................ 95
9.2.3. To al cos s ................................................................................................. 97
9.3. Es ima ed income ........................................................................................... 99
9.4. Financing plan .............................................................................................. 106
9.5. Calcula ion o in es men - ela ed indica o s ............................................. 112
9.5.1. ROI .......................................................................................................... 112
9.5.2. ROA ......................................................................................................... 112
9.5.3. IIR (TIR) ................................................................................................... 113
9.5.4. NPV ......................................................................................................... 114
10. LEGAL ASPECTS .............................................................................................. 114
10.1. Choice o legal o m ................................................................................... 114
10.2. Necessa y licences .................................................................................... 115
11. CONCLUSIONS ................................................................................................. 117
11.1. Main challenges and key aspec s o conside ......................................... 117
11.2. Imp o emen poin s and u u e oppo uni ies ......................................... 118
11.3. Possible u u e lines o wo k ..................................................................... 119
12. BIBLIOGRAPHY & REFERENCES .................................................................... 121
13. ANNEX ............................................................................................................... 127

A. INDEX OF FIGURES
Figu e 1: Fi IA’s logo .................................................................................................. 8
Figu e 2: Po e 's 5 Compe i i e Fo ces Model ...................................................... 34
Figu e 3: Fi IA SWOT Analysis................................................................................. 40
Figu e 4: Passeig F ancisco B ines nº2, Oli a........................................................ 64
Figu e 5: Ca e Esc i o Gab iel Mi ó, Oli a .......................................................... 65
Figu e 6: A inguda del Llau ado , Oli a ................................................................. 66
Figu e 7: Dimensions o he building in Passeig F ancisco B ines nº2, Oli a ..... 67
Figu e 8: Fi IA weigh aining a ea layou . ............................................................. 70
Figu e 9: Dis ibu ion o he Fi IA di ec ed classes a ea. ....................................... 71
Figu e 10: Dis ibu ion o Fi IA common a eas. ...................................................... 71
Figu e 11: Gene al layou o he gym ...................................................................... 72
Figu e 12: Gene al layou o he gym ...................................................................... 72
Figu e 13: P oFo m Vue ........................................................................................... 84
B. INDEX OF TABLES
Table 1: Rela ionship o he wo k wi h he deg ee subjec s .................................... 3
Table 2: E olu ion o he popula ion o Oli a ......................................................... 10
Table 3: Age dis ibu ion o he popula ion o Oli a .............................................. 10
Table 4: FI IA's CANVA model ................................................................................. 19
Table 5: Expec a ions o e enue de elopmen in he sec o acco ding o business
leade s ....................................................................................................................... 22
Table 6: P ice o Fi IA's local compe i o s .............................................................. 45
Table 7: Fi IA p ices .................................................................................................. 48
Table 8: Numbe o Fi IA wo ke s ............................................................................ 55
Table 9: 2024 Wage able acco ding o he V Con enio Colec i o es a al de
ins alaciones depo i as y gimnasios ..................................................................... 60
Table 10: Cos o Fi IA wo ke s................................................................................ 63
Table 11: Equipmen equi ed o he muscula ion a ea ........................................ 74
Table 12: Equipmen o he ee weigh a ea .......................................................... 78
Table 13: Equipmen equi ed o he ca dio ascula aining a ea ...................... 84
Table 14: P oduc s needed o he imme si e spinning oom............................... 86
Table 15: P oduc s needed o he imme si e oom wi h a oma he apy .............. 87
Table 16: P oduc s needed o he imme si e oom o supe ised classes ....... 88
Table 17: Calcula ion o he ini ial in es men ........................................................ 91
Table 18: Calcula ion o he loan epaymen .......................................................... 92
Table 19: Calcula ion o he es ima ed dep ecia ion .............................................. 94
Table 20: Calcula ion o mon hly ixed cos s .......................................................... 95
Table 21: A e age p ice o kWh in Spain ................................................................ 96
Table 22: Calcula ion o mon hly a iable cos s..................................................... 98
Table 23: Calcula ion o o al mon hly cos s .......................................................... 98
Table 24: Fi IA cus ome e olu ion du ing he i s yea ...................................... 100
Table 25: Fi IA cus ome dis ibu ion .................................................................... 101
Table 26: Calcula ion o mon hly income .............................................................. 103
Table 27: Es ima ed mon hly p o i s/loses o Fi IA du ing 2023 .......................... 105
Table 28: E olu ion o Fi IA's cus ome s be ween 2023-2026 ............................. 107
Table 29: E olu ion o Fi IA's mon hly cus ome s be ween 2023-2026 ............... 108
Table 30: Expec ed mon hly bene i s/loses in 2024, 2025 and 2026 ................... 110
Table 31: Calcula ion o ROI .................................................................................. 112
Table 32: Calcula ion o he ROA ........................................................................... 113
Table 33: Calcula ion o he IIR .............................................................................. 113
Table 34: NPV calcula ion ...................................................................................... 114
C. INDEX OF GRAPHICS
G aphic 1: Gym-going popula ion in Spain 1996-2023 ............................................. 1
G aphic 2: Ma ke size o he global heal h club indus y om 2009 o 2019 (in
billion U.S. dolla s) ..................................................................................................... 5
G aphic 3: Pe cen age o he popula ion subsc ibing o gyms in Spain in 2022, by
age g oup .................................................................................................................. 13
G aphic 4: Annual e olu ion o gymnasium e enues in Spain om 2014 o 2022
................................................................................................................................... 21
G aphic 5: G ow h o gyms in 2015 acco ding o hei ypology ............................ 23
G aphic 6: Value o he i ness ma ke in Eu opean coun ies ............................... 23
G aphic 7: P ospec s o he e olu ion o he a e age age o use s o spo s
acili ies acco ding o employe s in he sec o . ..................................................... 24
G aphic 8: Cus ome p e e ences o he se ices o e ed by i ness cen es ...... 25
G aphic 9: Cus ome p e e ed way o do he exe cises ....................................... 26
G aphic 10: How gym membe s in Spain a e he echnology se ices p o ided by
gyms in Spain ........................................................................................................... 31
G aphic 11: Global social media usage ................................................................... 49
G aphic 12: Fi IA o ganisa ional cha .................................................................... 53
G aphic 13: E olu ion o he a e age pu chase p ice pe squa e me e in Oli a
illage ........................................................................................................................ 68
G aphic 14: E olu ion o Eu ibo in Spain .............................................................. 91
G aphic 15: Gym-going popula ion in Spain 1996-2023 ....................................... 106
G aphic 16: P ojec ed esiden popula ion in Spain o 2074 ............................... 107
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1. INTRODUCTION
In ecen yea s, he i ness indus y has expe ienced signi ican g ow h, wi h s a is ics
showing a s eady inc ease in he numbe o gym use s (AIMC, 2023) as he ollowing
g aph shows:
G aphic 1: Gym-going popula ion in Spain 1996-2023
Sou ce: AIMC, 2023
Toge he wi h his, he de elopmen o new echnologies such as a i icial in elligence,
i ual eali y and augmen ed eali y poses a pa adigm in which a p og essi e
ans o ma ion o he i ness sec o owa ds a mo e inno a i e business model ha
allows imp o ing and pe sonalising he use expe ience can be obse ed (Thompson,
Wal e R., 2023).
1.1. Jus i ica ion o he choice o opic
I ha e decided o make a business plan abou opening a gym in he ci y o Oli a
(Valencia) as Fi IA o se e al easons linked o my passion o s eng h spo s and my
desi e o inno a e in he i ness sec o . Wi h mo e han eigh yea s o aining expe ience,
I ha e been able o expe ience i s -hand he physical and men al bene i s o exe cise,
as well as he limi a ions ha adi ional gyms o en p esen . Th oughou hese yea s, I
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in he wellness indus y, p omo ing a holis ic app oach ha posi i ely impac s he li es
o ou cus ome s.
3.2.3. Values and co po a e cul u e
Fi IA's alues e lec ou commi men o inno a ion, holis ic wellbeing and cus ome
sa is ac ion. These p inciples guide e e y aspec o ou ope a ion and de ine he cul u e
we seek o build wi hin he i ness communi y:
1. Cons an Inno a ion: A Fi IA, we belie e in he ans o ma i e powe o
echnology. We s i e o be a he o e on in he in eg a ion o ad ances such
as i ual eali y, augmen ed eali y and o he digi al ools in he ield o i ness.
2. Holis ic ap oach: We ocus on he comple e wellness o ou clien s,
unde s anding ha i ness goes beyond he physical. A Fi IA, we p omo e a
holis ic app oach ha encompasses physical heal h as well as men al and
emo ional wellbeing. Ou acili ies and se ices a e designed o p o ide
expe iences ha no only enhance pe o mance, bu also p omo e elaxa ion,
balance and pe sonal g ow h.
3. Pe sonalisa ion and Empowe men : We ecognise ha each clien is unique,
wi h di e en needs and goals. The e o e, we seek o o e aining and
expe iences ailo ed o each indi idual, suppo ing ou use s o ake con ol o
hei own p og ess. We belie e in he powe o pe sonalisa ion o make i ness
mo e e ec i e, accessible and ewa ding o e e yone.
4. Inclusion and Communi y: Fi IA s i es o c ea e an inclusi e en i onmen
whe e people o all ages, i ness le els and backg ounds can eel welcome. We
os e a close-kni , mo i a ed communi y whe e e e yone eels pa o
some hing bigge . We p omo e collabo a ion and mu ual suppo , belie ing
s ongly in he powe o communi y o d i e pe sonal and collec i e success.
3.3. Business concep
As indica ed abo e, Fi IA is a gym ha o e s imme si e expe iences o i s cus ome s.
Acco ding o he Na ional Ce i ica ion o Economic Ac i i ies (CNAE), he ac i i y ca ied
ou by Fi IA co esponds o code 9313 - Ac i i ies o gyms (CNAE, 2009).
As o he b and image, he Fi IA logo will be as ollows:
Figu e 1: Fi IA’s logo

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Sou ce: own elabo a ion
Fi IA seeks o combine adi ional physical aining wi h ad anced echnology o o e a
comp ehensi e and pe sonalised i ness expe ience. In his way, Fi IA inco po a es
elemen s o a i icial in elligence, i ual eali y and augmen ed eali y o c ea e a much
mo e imme si e, mo i a ing and pe sonalised use expe ience.
To his end, he gym has a weigh aining and ee weigh s a ea, as well as an a ea o
supe ised classes ha use imme si e echnology. These classes include imme si e
spinning sessions, yoga, medi a ion, mind ulness wi h a oma he apy and o he classes
led wi h i ual eali y.
In addi ion, Fi IA in eg a es a i icial in elligence aining assis ance, allowing o g ea e
pe sonalisa ion and e iciency in aining p og ammon h.
3.4. Ma ke delimi a ion
A gym like Fi IA, which plans o open in he ci y o Oli a, seeks o a ge a b oad spec um
o demog aphics and li es yles, due o he combina ion o inno a i e se ices, imme si e
echnology and adi ional s eng h aining o e ings.
In 2023, he ci y o Oli a had 25,558 people egis e ed in he ci y (ARGOS, 2023).
10
Table 2: E olu ion o he popula ion o Oli a
Sou ce: ARGOS, 2023
As o he age dis ibu ion o he popula ion, acco ding o he municipal census o 2022,
i was dis ibu ed as ollows:
Table 3: Age dis ibu ion o he popula ion o Oli a
Sou ce: ARGOS, 2023
This gi es an a e age age o 44.63 yea s, acco ding o he same sou ce.
A e analysing hese demog aphic da a, and elimina ing om he a ge public hose
unde 16 yea s o age and hose o e 64 yea s o age, which a e usually popula ion
g oups ha do no use gym se ices, we ind ha in he ci y o Oli a he e is a 63.71%
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o he popula ion ha alls wi hin he age ange ha Fi IA can add ess. Speci ically, we
a e alking abou 16,283 inhabi an s who could be po en ial clien s o ou cen e in
2023.
I we ocus on he popula ion in his g oup ha could be in e es ed in Fi IA se ices, we
can b eak i down acco ding o he cha ac e is ics o each indi idual and g oup hem
acco ding o hei p e e ences. Thus, we could dis inguish be ween he ollowing
ma ke segmen s.
● Young P o essionals (25-40 yea s old): This g oup is made up o ac i e people,
wi h an in e es in keeping i and who alue echnology and inno a ion in hei
daily ac i i ies. They a e young p o essionals, many o hem wi h lexible o
demanding schedules, who a e looking o gyms wi h ex ended hou s and
di e en ia ed se ices ha maximise he ime hey spend exe cising. The
in eg a ion o echnology, such as i ual eali y and imme si e classes, is an
impo an a ac ion o his segmen , as hey end o be ecep i e o echnological
inno a ions and seek expe iences ha combine he physical and he digi al. In
addi ion, a ocus on holis ic heal h h ough yoga, medi a ion and mind ulness
classes wi h a oma he apy may also cap u e hei a en ion, as many a e looking
o ways o manage s ess and balance hei wo k and pe sonal li es.
● Fi ness and S eng h Spo en husias s (20-45 yea s): This g oup includes
people who al eady ha e expe ience in s eng h aining, i ness and o he spo s.
They a e cus ome s who alue well-equipped acili ies, ained aine s and he
possibili y o imp o e hei physical pe o mance on a cons an basis. Howe e ,
Fi IA's inno a i e app oach wi h i s imme si e classes and use o ad anced
echnology in spinning ooms o i ual compe i ions can be an addi ional
a ac ion. These cus ome s could see Fi IA as an oppo uni y o di e si y hei
aining, ge ou o he mono ony and y new ways o exe cising wi hou
abandoning hei commi men o he spo . In addi ion, he op ion o compe e in
i ual en i onmen s could sa is y hei desi e o excel and measu e hemsel es
agains o he s.
● People in e es ed in holis ic wellness (35-60 yea s old): This g oup includes
people who a e looking o imp o e hei physical and men al heal h h ough
exe cise, bu who also alue emo ional wellbeing and elaxa ion. Yoga,
medi a ion and mind ulness classes wi h imme si e en i onmen s and
a oma he apy will pa icula ly appeal o his segmen . These people may no only
be in e es ed in high-in ensi y exe cise, bu in inding a balance be ween body
and mind.
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● Technophiles and Ea ly Adop e s (18-45 yea s old): This segmen includes
people wi h a s ong in e es in echnology and who enjoy ying ou he la es
inno a ions in any aspec o hei li es, including leisu e and exe cise. The idea
o aining in a i ual eali y en i onmen o pa icipa ing in imme si e classes
wi h imme si e p ojec ions will appeal o hem.
● Social Fi ness G oups (20-50 yea olds): This g oup includes hose who see
he gym as a space o socialising and communi y, beyond jus wo king ou . They
a e a ac ed o g oup classes and ac i i ies ha allow hem o sha e expe iences
wi h o he s, c ea e bonds and pa icipa e in join challenges. G oup classes a
Fi IA, such as imme si e spinning o i ual eali y compe i ions, o e he chance
o in e ac and compe e in a socially ac i e en i onmen . This g oup will alue he
oppo uni ies o in e ac wi h o he s in an inno a i e and dynamic en i onmen .
● Heal h-conscious Pa en s (30-50 yea s old): Ano he key segmen o he
sec o is pa en s looking o s ay i while managing hei amily esponsibili ies.
They a e looking o gyms ha o e lexible schedules, access o supe ised
classes and, in some cases, addi ional se ices such as childca e o ac i i ies o
child en. While Fi IA is no exclusi ely gea ed owa ds amilies, i s holis ic
wellness p oposi ion may appeal o hese pa en s, who will alue bo h physical
exe cise and oppo uni ies o elax h ough medi a ion and mind ulness classes.
In addi ion, he echnology componen may appeal o pa en s who wan o keep
up wi h he la es ends and o e hei child en he chance o see exe cise as a
un and exci ing ac i i y in he u u e.
● Tou is s and Occasional Visi o s: Oli a is a la gely ou is y coas al own, so
ou is s and sho - e m isi o s who alue s aying ac i e du ing hei a els could
be po en ial cus ome s o Fi IA, so i is wo h conside ing his popula ion g oup
as po en ial cus ome s.
3.5. Ta ge audience
When we analyse he a ge cus ome p o ile o a gym such as Fi IA, we mus , i s o all,
look a he gene al popula ion da a o gym membe s in Spain.
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G aphic 3: Pe cen age o he popula ion subsc ibing o gyms in Spain in 2022, by age
g oup
Sou ce: Minis e io de Educación, cul u a y depo e, 2023
3.6. Value p oposi ion
A alue p oposi ion is he unique and compelling p omise ha a b and o e s o i s
audience o a se ies o ad an ages and di e ences ha cha ac e ise one p oduc o
se ice o e ano he , making he cus ome p e e i o e o he op ions in he ma ke
(Sou ces, M. & Co dón, E., 2015).
Fi IA's alue p oposi ion is based on o e ing a unique and di e en ia ed aining
expe ience, combining he la es imme si e echnology wi h he adi ional elemen s o
i ness o sa is y a wide and di e se audience. Th ough an inno a i e o e ha uses he
use o i ual eali y, imme si e and mul i-senso y p ojec ions, wi h a comp ehensi e
ocus on physical and men al wellbeing, Fi IA seeks o posi ion i sel as a cu ing-edge
gym ha esponds o he new demands o mode n i ness use s.
One o he undamen al pilla s o his alue p oposi ion is he in eg a ion o imme si e
guided classes, which no only add a play ul dimension o he wo kou , bu also c ea e a
s imula ing and mo i a ing a mosphe e h ough he use o i ual eali y, mixed eali y,
p ojec ions and su ound sound. This use o echnology no only makes exe cise mo e
engaging and en e aining, bu also inc eases use engagemen and e en ion, as hey
eel imme sed in an en i onmen ha allows hem o disconnec om he ou side wo ld
and concen a e ully on hei wo kou .

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On he o he hand, Fi IA does no neglec use s who a e looking o a mo e adi ional
app oach. The weigh and s eng h aining oom is equipped wi h high quali y machines
and weigh s ha inco po a e a i ual assis an ha will help clien s imp o e hei mo o
pa e n, c ea e pe sonalised ou ines, eco d hei p og ess... c ea ing an ideal
en i onmen o hose who p io i ise aining wi h ee weigh s. The gym hus o e s a
pe ec combina ion o bo h mo e expe ienced a hle es and hose looking o a mo e
echnological and dynamic app oach o ind wha hey need unde he same oo .
In addi ion, Fi IA's alue p oposi ion includes a ocus on holis ic wellness, which
encompasses no only he imp o emen o physical pe o mance, bu also he men al
and emo ional heal h o i s cus ome s. Imme si e medi a ion and mind ulness classes,
along wi h he use o a oma he apy, a e a clea example o how Fi IA goes beyond
adi ional exe cise, c ea ing an en i onmen o disconnec ion and elaxa ion ha is ideal
o people looking o manage s ess and achie e a balance be ween body and mind.
3.6.1. Di e en ia ion om he compe i ion. Inno a ions in he sec o
Fi IA seeks o di e en ia e i sel om he compe i ion mainly in h ee key aspec s ha
gi e i an inno a i e and unique cha ac e in he i ness sec o . These di e en ia o s a e
he pilla s ha suppo i s alue p oposi ion and make he expe ience in his gym supe io
o ha o a con en ional aining cen e.
3.6.1.1. Imme si e expe ience h ough i ual eali y and he use o 360°
p ojec ions
One o Fi IA's main di e en ia ing elemen s is he in eg a ion o i ual eali y (VR) and
he use o 360º p ojec ions in i s guided classes. This ype o echnology makes i
possible o c ea e a ully imme si e aining en i onmen , whe e use s a e imme sed in
i ual scena ios ha make hei expe ience much mo e in e ac i e and s imula ing.
In classes such as imme si e spinning, pa icipan s can pedal h ough i ual landscapes
ha change in eal ime, c ea ing he sensa ion o iding h ough moun ains, ci ies o
along coas al oads, ans o ming an in ense physical ac i i y in o an imme si e and
en e aining expe ience. Simila ly, in g oup classes such as pila es, bodypump o GAP,
use s can wea i ual eali y goggles ha allow hem o compe e o collabo a e in i ual
scena ios, adding a laye o mo i a ion h ough gami ica ion. This echnological
app oach no only makes aining mo e en e aining, bu also inc eases he le el o
engagemen and mo i a ion o use s, some hing ha adi ional compe i ion does no
o e .
15
3.6.1.2. Imme si e expe iences h ough a oma he apy and o he senso y
echniques
Ano he key di e en ia o o Fi IA is he use o imme si e senso y echniques ha go
beyond isual and physical s imula ion, in eg a ing elemen s such as a oma he apy o
enhance emo ional and men al well-being du ing wo kou s. These echniques a e
pa icula ly e ec i e in ac i i ies ha seek a balance be ween body and mind, such as
yoga, medi a ion and mind ulness, whe e he en i onmen plays a c ucial ole in he use
expe ience.
In addi ion o a oma he apy, Fi IA plans o implemen o he imme si e senso y
echniques, such as he use o dynamic ligh ing ha changes acco ding o he pace o
he class, adap ing he in ensi y and colou s o enhance he a mosphe e.
The in eg a ion o music wi h spa ialised ambien sound is ano he echnique, whe e
pa icipan s no only lis en o music, bu eel imme sed in a soundscape designed o
accompany and enhance he hy hm o he aining.
3.6.1.3. In eg a ion o aining assis ance h ough a i icial in elligence
One o he mos ad anced inno a ions Fi IA inco po a es is he use o a i icial
in elligence (AI) o assis use s in hei p og ess and pe sonalisa ion o wo kou s. While
many gyms o e pe sonal aine s o p e-se ou ines, Fi IA ele a es his o e ing by
using AI algo i hms ha collec da a on use s' pe o mance, p e e ences and p og ess
o e ime, and gene a e pe sonalised ou ines based on his da a. Fo he de elopmen
o his ac i i y, he Vol A hle ics pla o m (h ps:// ol a hle ics.com) has been selec ed,
which allows he de elopmen o aining ou ines and nu i ional p og ammon h adap ed
o he needs o each clien .
Th ough his pla o m, Fi IA use s can ecei e daily exe cise ecommenda ions,
adjus men s o hei bodybuilding o ca dio ou ines, and e en sugges ions o imme si e
classes ha a e aligned wi h hei speci ic goals. Likewise, he AI can iden i y ha a use
needs o wo k mo e on ca dio ascula endu ance and sugges an imme si e spinning
class, o ecommend s eng h exe cises ailo ed o hei le el o a oid inju y o imp o e
hei pe o mance in less ime.
In addi ion, he AI can also moni o aspec s such as eco e y and wellness, sugges ing
b eaks o elaxing classes such as yoga o medi a ion when i de ec s ha he use has
had a week o in ense wo kou s. In his way, he AI in Fi IA no only op imises
pe o mance, bu also akes ca e o he use 's o e all heal h, ensu ing ha hei aining
expe ience is bo h e ec i e and sa e.
16
On he o he hand, he use o equipmen o moni o ing and e iewing he ou ine (such
as Sma Mi o s, which will be discussed la e ), clien s can, h ough he use o a i icial
in elligence, ecei e eal- ime ecommenda ions on echnical co ec ions, weigh s o be
used and o he ac o s ha may a ec he de elopmen o he speci ic ac i i y.
4. BUSINESS MODEL DESIGN. THE FITIA CANVAS MODEL
The CANVAS model, also known as Can as Business Model, is a s a egic business
managemen ool ha allows isualising and analysing he key elemen s o a business
model in a comp ehensi e and simpli ied way. I was de eloped by Alexande
Os e walde and Y es Pigneu , and p esen ed in hei book "Business Model
Gene a ion". The CANVAS p o ides a isual ep esen a ion o how a company c ea es,
deli e s and cap u es alue by di iding he business model in o nine in e connec ed
blocks (Os e walde A. e al., 2024).
4.1. Key Pa ne s
● Technology supplie s: Fi IA equi es pa ne ships wi h i ness equipmen
companies ha in eg a e a i icial in elligence and i ual eali y in o hei
equipmen . This allows hem o main ain a cu ing-edge le el o echnology in
bodybuilding equipmen and imme si e ins alla ions, p o iding unique
expe iences in he sec o .
● So wa e de elope s and AI specialis s: The implemen a ion o pe sonalised
wo kou s, as well as he eal- ime esul s moni o ing pla o m, demands cons an
collabo a ion wi h AI specialis s and so wa e de elope s.
● Main enance and cleaning se ices: Se ices such as Se ilimpsa o G upo
Ocean, as well as o he s ha main ain he condi ion o equipmen and aining
a eas, a e key o ensu ing a con inuous quali y expe ience.
● Heal h and nu i ion p o essionals: Collabo a ion wi h nu i ionis s and heal h
expe s allows Fi IA's alue p oposi ion o be expanded, o e ing comp ehensi e
nu i ion and wellness p og ammon h o complemen physical and men al
wo kou s.
● Local spo s ins i u ions: Pa ne ships wi h spo s clubs and o he gyms in
Oli a s eng hen ne wo king and p omo e local in eg a ion, a ac ing po en ial
cus ome s looking o inno a ion and p oximi y.
17
4.2. Key Ac i i ies
● Implemen a ion o AI o pe sonalisa ion o aining sessions:
Pe sonalisa ion h ough AI and he cons an upda ing o hese sys ems ensu e
ha Fi IA deli e s aining ailo ed o each clien 's p og ess and condi ion.
● Imme si e p og amme design: The imme si e expe ience equi es he
c ea ion and imp o emen o isual and mul i-senso y aining p og ammon h ha
a e egula ly upda ed o keep use s engaged.
● Con inuous s a aining: T aining in new echnologies, AI and inno a i e
aining me hods ensu es ha Fi IA s a a e aligned wi h he alues o inno a ion
and pe sonalisa ion.
4.3. Key Resou ces
● Ad anced echnological in as uc u e: Technological esou ces (ha dwa e
and so wa e) a e undamen al o deli e he imme si e expe ience and eal- ime
da a moni o ing.
● Specialised s a : Quali ied aine s and AI expe s a e essen ial o main ain and
de elop Fi IA's capabili ies, p omo ing pe sonalisa ion in each wo kou .
● S a e-o - he-a i ness equipmen : S a e-o - he-a machine y and de ices a e
he basis o he alue p oposi ion, combining echnology and aining e iciency.
● Cus ome da abase: De ailed in o ma ion abou cus ome s and hei p og ess
allows o e ec i e pe sonalisa ion o he expe ience and gua an ees measu able
esul s.
4.4. Value P oposi ion
● Pe sonalised aining wi h AI: The use o a i icial in elligence makes i possible
o adap wo kou s o indi idual needs, inc easing he e ec i eness o exe cises
and imp o ing esul s o e ime.
● Imme si e mul i-senso y classes: Imme si e expe iences wi h 360º
p ojec ions and i ual eali y ans o m he exe cise ou ine in o an exci ing
ac i i y, di e en ia ing Fi IA om adi ional gyms.
● Real- ime acking: The abili y o moni o p og ess and ecei e eal- ime ou ine
adjus men s mo i a es use s and op imises pe o mance.
● Combina ion o echnology and human coaching: AI complemen s he wo k
o aine s, c ea ing a comple e and pe sonalised expe ience.
24
In e ms o he pene a ion a e o Spanish gyms, Spain is one o he coun ies in Eu ope
wi h he highes a e o subsc ibe s o hese cen es, wi h an a e age o 10.2% o he
subsc ibed popula ion, much highe han he Eu opean a e age o 7.4%.
In e ms o age, as shown in he G aphic 3 abo e, he e is a highe deg ee o pene a ion
in he 14-45 age g oup, so we can say ha he audience o Spanish gyms is
p edominan ly young and middle-aged.
I is also wo h no ing, in ela ion o his, ha app oxima ely hal o he employe s in he
sec o a e o he opinion ha in he coming yea s he e will be an inc ease in he a e age
age o he cus ome s o hese spo s cen es (BDO, 2023).
G aphic 7: P ospec s o he e olu ion o he a e age age o use s o spo s acili ies
acco ding o employe s in he sec o .
Sou ce: BDO, 2023
Ano he e y impo an ac o o ake in o conside a ion is seasonali y in he i ness
indus y, as i di ec ly a ec s he demand o spo s se ices and cus ome beha iou . In
he i ness sec o , luc ua ions in he numbe o use s a e due o a ious ac o s ela ed
o he annual calenda , consump ion habi s and he pe sonal goals o he use s.
The e a e se e al pe iods when peaks in a endance a e obse ed in i ness cen es
(Sanchez, A., Rod iguez-Caye ano, A., & Mena, J. M., 2018):
• Janua y-Feb ua y: Coincides wi h he s a o he yea and New Yea 's
esolu ions. I is he second highes ime o yea o new egis a ions wi h 38.5%.
• Sp ing (Ap il-May): Inc ease ela ed o "ope a ion bikini", as many people p epa e
physically o he summe .
• Summe (July-Augus ): The e is a d op in a endance due o holidays and clien s
mo ing o beach a eas o ou doo ac i i ies.

25
• Sep embe -No embe : High inc ease in gym en olmen s (app oxima ely 46.2%
o en olmen s occu in hese mon hs), when use s esume hei ou ines a e he
summe and he s a o he school yea .
5.1.1. T ends in he i ness ma ke
The main ends in he cu en gym ma ke e ol e a ound he o e o a new "Low-Cos "
se ice, a se ice ha has been expanding since i s eme gence in 2009 (Li eFi ness,
2015), and he "bou ique" gyms, cen es cha ac e ised by hei la ge size,
implemen a ion o new echnologies and high specialisa ion in a speci ic spo modali y
(CMD Spo , 2019).
On he o he hand, and in e ms o he se ices o e ed by gyms, mos o he su eyed
popula ion alues g oup wo kou s i s and o emos , especially i hey a e ca ied ou in
g oup classes (Li eFi ness, 2015).
G aphic 8: Cus ome p e e ences o he se ices o e ed by i ness cen es
Sou ce: Li eFi ness, 2015
26
G aphic 9: Cus ome p e e ed way o do he exe cises
Sou ce: Li eFi ness, 2015
5.2. Análisis del en o no gene al. Análisis PESTEL
The analysis o Fi IA's gene al en i onmen was ca ied ou using he PESTEL analysis
ool. The PESTEL analysis ool is an ins umen ha allows he company's o ganisa ion
o analyse and iden i y hose ac o s in i s en i onmen ha can a ec i s pe o mance,
in luencing decision making (F.J. Aguila , 1967).
5.2.1. Poli ical ac o s
Poli ically, Spain enjoys ela i e s abili y ha a ou s business in es men . In addi ion,
he e a e go e nmen policies ha p omo e heal h and spo , which bene i s he i ness
sec o (IHRSA, 2023). Howe e , i is impo an o be awa e o possible changes in labou
and ax egula ions ha may a ec he se ice sec o .
As a as employe s' associa ions a e conce ned, we can highligh he Fede ación
Nacional de Emp esa ios de Ins alaciones Depo i as (FNEID)
4
which p o ides ad ice
and economic bene i s o i s membe s and ac s as an in e locu o be ween en ep eneu s
in he sec o and public adminis a ions. In addi ion, we ind he Fede ación de
Asociaciones de Ges o es del Depo e de España (FAGDE)
5
, he Colegio O icial de
Licenciados en Educación Física (COLEF) (COLEFCV in he Valencian Communi y)
6
,
he Asociación de Clubes y En idades Depo i as y Rec ea i as (ACEDYR)
7
and España
se Mue e
8
. They a e all associa ions o en ep eneu s in he sec o ha p o ide ad iso y,
4
FNEID. (n.d.). h ps:// neid.es/.
5
FAGDE. (n.d.). h ps:// agde.o g/.
6
COLEF. (n.d.). h ps://cole ca ec .com/.
7
ACEDYR (n.d.). h ps://www.acedy .com/
8
España se Mue e. (n.d.). h ps://xn--espaasemue e-dhb.es/quienes-somos/.
27
suppo and aining se ices and can be impo an in analysing he en i onmen in which
Fi IA ope a es.
As a as speci ic poli ical e en s a e conce ned, he yea 2014 will see he celeb a ion
o he Mesa del Sec o Depo i o, a he eques o he FNEID. This p ojec seeks o
achie e g ea e cohesion wi hin he spo sec o , wi h he aim o p omo ing and p o ec ing
he in e es s o he spo sec o , as well as unde lining i s social ele ance in he
in e ac ion wi h he adminis a ion (Eu opaP ess, 2014).
A he Eu opean le el, we can o e lay he Lib o Blanco sob e el Depo e (2007), a
s a egic ini ia i e on spo in he Eu opean Union, p esen ed by he Eu opean
Commission o he Council, he Eu opean Pa liamen and he Eu opean Economic and
Social Commi ee. The Lib o Blanco sob e el Depo e emphasises he ele ance o spo
om social, economic and poli ical pe spec i es. To achie e he p oposed objec i es, an
ac ion plan will be implemen ed, including p oposals such as he c ea ion o guidelines
on physical ac i i y and he es ablishmen o a Eu opean ne wo k o p omo e spo as a
posi i e ac o o heal h, as well as he p omo ion o coope a ion be ween go e nmen s
on spo - ela ed issues.
5.2.2. Economic ac o s
Spain's cu en economic si ua ion is cha ac e ised by sus ained g ow h ollowing he
pos -COVID eco e y. In 2023, GDP was 2.1% abo e he p e-pandemic le el, wi h a
s ong eco e y om 2021 onwa ds. GDP is expec ed o g ow by 2.4% in 2023 and 2%
in 2024, making Spain one o he mos dynamic economies in he eu o a ea.
The labou ma ke has also imp o ed signi ican ly, wi h eco d le els o employmen , a
educ ion in empo a y employmen , and sus ained g ow h in sec o s such as ICT and
R&D. The unemploymen a e is expec ed o all o 11% by 2024, while job c ea ion is
expec ed o emain s ong.
As o he u u e ou look, al hough a mode a e slowdown in g ow h is expec ed due o
he economic slowdown in he eu o a ea and es ic i e mone a y policies, he Spanish
economy will con inue o bene i om he boos in non- ou is se ices expo s and
p og ess in he g een and digi al ansi ion (Hacienda Pública Española, 2023).
In he speci ic case o he i ness sec o in Spain, i is expe iencing a pos -pandemic
eco e y. Acco ding o he Eu opean Heal h & Fi ness Ma ke Repo 2023, he
Eu opean ma ke , including Spain, is on ack o each p e-pandemic le els. Howe e ,
28
ac o s such as in la ion and unemploymen a es may in luence he pu chasing powe
o consume s and hus he demand o i ness se ices.
5.2.3. Socio-cul u al ac o s
On a socio-cul u al le el, he e is a g owing awa eness o he impo ance o heal h and
i ness in Spanish socie y, which is e lec ed in he inc easing demand o pe sonalised
se ices and p og ammon h ailo ed o he indi idual needs o use s (Callaghan, S. &
Pione A., 2024). The COVID-19 pandemic has accele a ed his end, making mo e
people awa e o he impo ance o main aining a heal hy li es yle. In his ega d, changing
li es yles, such as he ise o emo e wo king, a e a ec ing gym usage pa e ns, wi h an
inc eased demand o aining op ions ha i in o lexible schedules and can be easily
in eg a ed in o he daily ou ine.
Socie y is acing cons an and apid changes ha accele a e he pace o li e mo e and
mo e. Nowadays, people ha e less ime o unwind due o he hec ic li es yle ma ked by
daily s ess. One o he main p oblems among wo ke s in Spain is wo k- ela ed s ess,
which a ises om p essu e a wo k and unde s a ing, o cing one pe son o pe o m
asks ha should be sha ed be ween wo employees. These ac o s can igge
psychological p oblems such as insomnia, dep ession and, o cou se, s ess. In his
sense, 66% o wo ke s in Spain expe ience some kind o s ess a wo k (Richa dson, N.,
& An onello, M., 2022). The Eu opean Agency o Sa e y and Heal h a Wo k poin s ou
ha hese diso de s a e due o unce ain y in he labou ma ke and new ways o wo king,
such as elewo king o he use o in o ma ion echnologies, as well as he lack o skills
o e icien wo k o ganisa ion. Faced wi h his si ua ion o inc easing s ess in people's
li es, spo ing ac i i y is a key elemen o imp o ing he symp oms o s ess and anxie y.
When doing spo , endo phins a e eleased ha gene a e a eeling o eupho ia and
emo ional well-being. I also ac s as a dis ac ion om daily wo ies, con ibu es o sel -
imp o emen and encou ages social in e ac ion, a key elemen in s ess educ ion.
In e ms o gende di e ences in spo , men a e mo e likely o ake pa in spo han
women. A s udy by psychologis s a he Ame ican Psychological Associa ion e eals ha
men ake pa in spo ing ac i i ies wice as o en as women, bo h in e ms o equency
and du a ion, a phenomenon ound in all majo socie ies. In Spain, 54% o women
exe cise egula ly compa ed o 70% o men (Deane , R. & Balish, S., 2015).
On he o he hand, he ageing o he Spanish popula ion is c ea ing new oppo uni ies in
he i ness ma ke . The e is a g owing demand o specialised p og ammon h o olde
29
adul s, ocused on main aining mobili y and p e en ing age- ela ed diseases
(Pe ec Gym Solu ions, 2024).
Finally, ano he ac o o ake in o conside a ion is he inc ease in ou ism in he ci y.
Oli a is a municipali y loca ed in La Sa o egion in he Valencian Communi y, Spain,
and is posi ioned as a ou is des ina ion ha combines he Medi e anean essence wi h
a ich his o y and a a ie y o a ac ions. The own bene i s om a p i ileged loca ion,
wi h 10 kilome es o coas line and beaches s e ching along he Medi e anean Sea, his
being one o he own's main ou is a ac ions.
Tou ism in Oli a is cha ac e ised by i s di e si y o o e ings as he own a ac s no only
sun and beach lo e s, bu also hose in e es ed in his o y and cul u e. The old own o
Oli a, which da es back o medie al imon h, is in excellen condi ion and o e s isi o s
he oppo uni y o s oll h ough he old Ch is ian own (Ayun amien o de Oli a, n.d.).
The e olu ion o ou ism in Oli a has been unique and does no exac ly ollow he pa e n
o o he des ina ions in he Valencian Medi e anean. Al hough he own has signi ican
na u al and cul u al esou ces, i s ou is de elopmen has been mo e g adual. In some
espec s, i has no eached he le el o sa u a ion o o e c owding seen in o he coas al
des ina ions (Ayun amien o de Oli a, 2022), which could be conside ed bo h an
ad an age and a challenge o he opening o a new gymnasium.
In addi ion, Oli a is be ing on ac i e ou ism as a way o di e si ying i s o e and
a ac ing a mo e a ied public. This includes ac i i ies such as wa e spo s, hiking in
nea by moun ainous a eas, and o he o ms o ad en u e ou ism ha ake ad an age o
bo h he coas and he in e io (Oli a Town Council, 2022). This ac o can be a g ea
ad an age o Fi IA, as i is posi ioned in a own whe e spo s ou ism is booming.
5.2.4. Technological ac o s
In e ms o he mos impo an echnological ac o s ha can a ec Fi IA's mac o-
en i onmen , we mus cla i y ha he i ness sec o has unde gone a majo
ans o ma ion in he las decade as a esul o echnological de elopmen . Today, spo s
acili ies a e equipped wi h inc easingly ad anced, p ecise and inno a i e machines.
These machines no only acili a e he p ope de elopmen o muscles o he
imp o emen o physical i ness, bu also p o ide de ailed in o ma ion on physical and
biochemical pa ame e s, such as hea a e, calo ies bu ned, dis ance a elled, among
o he s.

30
We can also highligh he use o a i icial in elligence (AI) and machine lea ning, which
a e e olu ionising he i ness sec o , enabling pe sonalised aining ecommenda ions,
eal- ime p og ess moni o ing and au oma ic adjus men s o exe cise p og am. These
echnologies p o ide a mo e e icien expe ience ailo ed o he needs o each use
(Pe ec Gym Solu ions, 2024). Cu en ly, many gyms ha e inco po a ed his ype o
so wa e ha no only manages adminis a i e aspec s o he membe s, bu also allows
he design o pe sonalised aining p og ams, die s and speci ic goals o each use and
au oma ically adap s hem o he di e en ci cums ances ha may a ise in he li e o each
clien .
In addi ion, i ual classes ha e gained g ound in gyms. They ake place in ooms whe e
a sc een guides he exe cises o be ollowed, and he oice o an ins uc o , who is no
physically p esen , gi es he ins uc ions. This is e y common in classes such as
spinning, whe e you ollow a ou e p ojec ed on he sc een, accompanied by a ideo o
he ou e and backg ound music. These classes o e g ea lexibili y in scheduling, as
you can choose be ween se e al sessions on he same day. Some cen es also o e
subsc ip ions o i ual class pla o ms, allowing use s o do he exe cises any ime,
anywhe e.
On he o he hand, i ual eali y (VR) and augmen ed eali y (AR) a e gaining g ound in
c ea ing imme si e and mo i a ing aining expe iences. These echnologies a e used in
i ual classes, gami ied wo kou s and simula ions ha ec ea e a ious exe cise
en i onmen s.
In addi ion, he demand o hyb id aining op ions, bo h ace- o- ace and online, is d i ing
he de elopmen o digi al pla o ms by gyms, which complemen hei adi ional se ices
and allow use s o ain lexibly (Newsome, A. M., Ba akoulis, A., Camhi, S. M., McA oy,
C., Sansone, J., & Reed, R., 2024).
Finally, i ness equipmen is also e ol ing owa ds g ea e connec i i y, o e ing
unc ionali ies ha allow pe o mance acking and in eg a ion wi h apps and pe sonal
de ices o enhance he use expe ience.
Some ai s and e en s whe e his ype o inno a ion can be seen a e Fi ness, he Salón
Monog á ico de la Indus ia del Gimnasio (Mad id); Tecnodepo e, he Salón Técnico
In e nacional de Ins alaciones Depo i as (Za agoza); FIBO, he Fe ia de Fi ness,
Ae obic y Body Building (held in di e en ci ies in Eu ope); Gym Fac o y, he Fe ia del
FITNESS e Ins alaciones depo i as (Mad id); and A nold Classic Eu ope (Ba celona).
31
The ollowing image shows he ela i e impo ance gi en by esponden s o each o he
echnological ac o s ha may be p esen in a gym (i should be no ed ha he image has
been ob ained om a ma ke s udy ca ied ou in 2015, so ce ain echnologies such as
i ual eali y o a i icial in elligence we e no ye in eg a ed in he sec o and he e o e
we e no su eyed).
G aphic 10: How gym membe s in Spain a e he echnology se ices p o ided by gyms
in Spain
Sou ce: Li eFi ness, 2015
5.2.5. En i onmen al ac o s
Sus ainabili y in heal h club ope a ions is becoming inc easingly impo an , wi h g owing
p essu e o adop p ac ices ha educe en i onmen al impac . This includes educing
32
ene gy consump ion, using e icien equipmen and implemen ing mo e esponsible
was e managemen sys ems.
A p ominen end is he use o en i onmen ally iendly and sus ainable ma e ials in bo h
gym cons uc ion and equipmen . This includes he inco po a ion o ecycled and
biodeg adable ma e ials, helping o educe he en i onmen al impac o acili ies
(Newsome, A. M., Ba akoulis, A., Camhi, S. M., McA oy, C., Sansone, J., & Reed, R.,
2024).
Spain is among he op 10 coun ies in es ing in enewable ene gy echnology globally.
In 2005, i pionee ed he ins alla ion o sola panels on buildings and is cu en ly home
o wo o he h ee la ges pho o ol aic plan s in he wo ld.
In addi ion, mo e and mo e measu es a e being implemen ed o educe global pollu ion.
In his con ex , i is impo an o ake in o accoun he ISO 14001:2015 s anda d, which
has an impac on ou sec o . This egula ion acili a es he adop ion o an En i onmen al
Managemen Sys em (EMS) in o ganisa ions, encou aging commi men o
en i onmen al p o ec ion. In his sense, ene gy e iciency is a key aspec , d i ing gyms
o adop mo e e icien echnologies such as LED ligh ing sys ems, op imised ai
condi ioning and he use o enewable ene gies o minimise hei ca bon oo p in .
In addi ion, gym use s a e inc easingly awa e o he en i onmen al impac o hei
ac i i ies, which has led o a demand o acili ies ha demons a e a clea commi men
o sus ainabili y.
Finally, some gyms a e s a ing o p omo e sus ainable anspo among hei membe s,
p o iding acili ies o he use o bicycles and o e ing incen i es o hose who use public
anspo , hus encou aging mo e esponsible p ac ices in e ms o mobili y.
5.2.6. Legal ac o s
Gyms in Spain mus comply wi h s ic heal h and sa e y egula ions, co e ing aspec s
such as ai quali y, hygiene o he acili ies and sa e y o he equipmen used, hus
ensu ing a sa e en i onmen o use s.
In addi ion, wi h he inc easing use o echnology and he collec ion o use da a, gyms
a e obliged o comply wi h da a p o ec ion laws, pa icula ly he Reglamen o Gene al de
P o ección de Da os (RGPD) o he Eu opean Union, which se s high s anda ds o he
p ocessing and s o age o pe sonal in o ma ion. In addi ion, consume p o ec ion laws
33
di ec ly a ec membe ship con ac s, cancella ion policies and ad e ising o i ness
se ices, p o ec ing use s' igh s and ensu ing anspa ency in comme cial ela ionships.
Labou egula ions also play an impo an ole in he managemen o gyms, in luencing
he ec ui men and managemen o s a . These laws include aspec s such as
employmen con ac s, wo king hou s and employee igh s, ensu ing ai and egula ed
condi ions in he wo kplace. In his espec , i is wo h men ioning (apa om he labou
law) he Ley 2/2022, de 22 de julio, de o denación del eje cicio de las p o esiones del
depo e y la ac i idad ísica en la Comuni a Valenciana (BOE, 2022) and he V Con enio
colec i o es a al de ins alaciones depo i as y gimnasios (BOE, 2024).
In addi ion, gyms need o ob ain and main ain a ious licences and pe mi s o ope a e
legally. These include business licences, building pe mi s and ce i ica ions gua an eeing
he sa e y o he acili ies egula ed by adminis a i e law and in he Ley 2/2022 de 22 de
julio. In his espec , i is wo h highligh ing he Dec e o Legisla i o 1/2021, de 18 de junio,
del Consell de ap obación del ex o e undido de la Ley de o denación del e i o io,
u banismo y paisaje (BOE, 2021), he Ley 2/2011, de 22 de ma zo, del Depo e y la
Ac i idad Física de la Comunidad Valenciana (BOE, 2011), he di e en municipal
o dinances o he Oli a Town Council ega ding own planning, p o ec ion agains noise
and he mal pollu ion, sa e y and hygiene. I is wo h no ing ha we also ind some
esidual egula ion in he Ley 14/2010 de Espec áculos Públicos, Ac i idades
Rec ea i as y Es ablecimien os Públicos de la Comunidad Valenciana (BOE, 2010) and
he Dec e o 131/2018 (GVA, 2018) ha de elops i .
The e is also, a he s a e le el, he Ley 39/2022, de 30 de diciemb e, del Depo e (BOE,
2022), whose main objec i e is o es ablish he legal amewo k ha egula es he
p ac ice o spo a na ional le el. Also applicable in he sec o is he Real Dec e o
1251/1999, ela i o a las Sociedades Anónimas Depo i as (BOE, 1999). A Communi y
le el, as men ioned abo e, i is wo h no ing i s coun e pa , he Ley 2/2011, de 22 de
ma zo, del Depo e y la Ac i idad Física de la Comunidad Valenciana.
Finally, i is also wo h men ioning he Ley O gánica 3/2013, de 20 de junio, de p o ección
de la salud del depo is a y lucha con a el dopaje en la ac i idad depo i a (BOE, 2013),
on he heal h p o ec ion o gymnasium use s.
40
ace- o- ace in e ac ion wi h coaches, hus limi ing he adop ion o he echnological
pla o m ha Fi IA p oposes.
5.4.3. S eng hs
Fi IA has an inno a i e echnological app oach, s anding ou o i s use o a i icial
in elligence o pe sonalise exe cise ou ines and moni o use s' p og ess. This
di e en ia ing elemen is a ac i e o cus ome s looking o a mo e mode n i ness
expe ience ailo ed o hei needs.
In addi ion, FI IA's imme si e app oach allows i o o e cus ome s added alue
compa ed o he compe i ion by c ea ing mo e exci ing and mo i a ing expe iences.
Also, he o e o non-spo ing ac i i ies (such as Mind ulness wi h a oma he apy) a ac s
cus ome s who a e looking o a mo e holis ic app oach o aining and who p io i ise
men al heal h and wellbeing.
5.4.4. Oppo uni ies
The g owing in e es in heal h and wellness o e s Fi IA an oppo uni y o capi alise on
his end h ough a holis ic app oach combining ad anced echnology in he ield o spo
and gene al heal h.
Oli a's loca ion in a ou is a ea also o e s he possibili y o a ac ing isi o s who wish
o main ain hei exe cise ou ines du ing hei holidays, wi h he digi al na u e o he
se ice being pa icula ly a ac i e o his segmen .
Finally, i is wo h no ing ha he demand o pe sonalised solu ions con inues o g ow,
and Fi IA's abili y o o e highly pe sonalised exe cise and nu i ion plans h ough he
use o a i icial in elligence sys ems is in line wi h his end o mee ing he indi idual
needs o use s.
Figu e 3: Fi IA SWOT Analysis

41
Sou ce: Own elabo a ion
6. MARKETING MIX STRATEGY
6.1. Se ice
As we ha e seen abo e, Fi IA will consis o a gym ha combines wo se ices: a
weigh aining and ee weigh li ing a ea and an a ea dedica ed o imme si e
expe iences.
6.1.1. Weigh aining and ee weigh s a ea
The weigh aining and ee weigh s a ea is a c ucial componen in Fi IA's design, as
s a is ics show a g owing in e es in ee weigh aining (ACSM's Heal h & Fi ness
Jou nal, 2023), so wi hou being he main se ice o e ed by Fi IA, I conside i an
impo an pa o he ma ke ha canno be igno ed.
The weigh aining and ee weigh s a ea is designed o be e sa ile, echnologically
ad anced and adap able o he di e se needs o ou use s. In his sense, his a ea will
be cha ac e ised by i s di e se selec ion o equipmen , om adi ional weigh machines
42
o a wide ange o ee weigh s such as dumbbells, ba bells and ke lebells
9
. We will also
inco po a e speci ic a eas o bodyweigh exe cises and unc ional aining, due o he
ise o hese spo s modali ies as well.
A dis inc i e ea u e o ou weigh aining a ea will be he in eg a ion o ad anced
echnology. In e ac i e p ojec ions will be ins alled, allowing use s o ollow hei
pe sonalised ou ines, eco d hei p og ess and ecei e eal- ime guidance. These
ea u es will be aligned wi h ou AI pla o m, o e ing aining ecommenda ions based on
indi idual da a and p e e ences.
The e will also be a small dedica ed a ea o pe sonalised aining, whe e ou coaches
will be able o wo k e ec i ely wi h clien s.
In addi ion, Fi IA will ha e a dedica ed ca dio ascula aining
10
a ea equipped wi h
in e ac i e p ojec ions and a i icial in elligence echnology, which will p o ide use s wi h
pe sonalised ecommenda ions based on hei ac i i y. In addi ion, hese machines will
be equipped wi h i ual eali y de ices, such as VR glasses, in o de o ans o m he
cus ome expe ience in o a mo e mo i a ing and a ac i e ac i i y.
The layou o he space will acili a e high-in ensi y wo kou s and ci cui s, add essing he
g owing demand o as and e icien sessions (ACSM's Heal h & Fi ness Jou nal, 2023).
A he same ime, we will ensu e ha he en i onmen is welcoming and non-in imida ing
o beginne s, wi h clea signage and easy access o assis ance.
6.1.2. Guided classes wi h imme si e echnology
In his se ice, Fi IA seeks o clea ly di e en ia e i sel om con en ional gyms by
inco po a ing ad anced echnology o c ea e imme si e expe iences ha no only
enhance physical aining, bu also ans o m he p ocess in o a unique, mul i-senso y
expe ience. Speci ically, he ollowing ypes o imme si e classes will be ca ied ou :
9
Ke lebells, also known as ke lebells, a e sphe ical weigh s wi h a op handle o g ipping. Al a i
(n.d.). Qué es Ke lebell: Guía Comple a pa a p incipian es. h ps://al a i gymclub.com/que-es-
ke lebell-guia-comple a-pa a-p incipian es/.
10
Ca dio ascula aining, also called ca dio o ae obic aining, encompasses all ac i i ies and
exe cises ha inc ease hea a e and b ea hing by using la ge muscle g oups in a epe i i e and
hy hmic manne . A naudas, E. (n.d). ¿Qué es el en enamien o ca dio ascula y su impo ancia?.
Eac aine . h ps://eac aine .com/en enamien o-ca dio ascula -que-es-y-su-impo ancia/.
43
6.1.2.1. Imme si e spinning classes
One o he main o e s in his se ice a e imme si e spinning classes (indoo cycling)
11
,
designed o o e pa icipan s an in ense isual and senso y expe ience. These sessions
will ake place in ooms su ounded by pano amic p ojec ions ha p ojec i ual
scena ios, such as moun ain ou es, u u is ic ci y ou s o exo ic na u al landscapes.
Use s will no only pedal, bu will eel ha hey a e imme sed in hese dynamic
en i onmen s, which inc eases mo i a ion and he sense o challenge. Va ia ions in he
scena ios a e synch onised wi h he in ensi y o he exe cise, o a comple e and
s imula ing aining expe ience.
In addi ion, he exe cise bikes inco po a e he possibili y o inc easing hei incline a he
eques o he oom moni o , hus allowing he in ensi y o he session o be inc eased a
key momen s o he session.
6.1.2.2. Yoga, Medi a ion and Mind ulness
Ano he o he pilla s o Fi IA's imme si e classes a e he imme si e yoga, medi a ion
and mind ulness sessions, which combine imme si e p ojec ions, a oma he apy and
sound equipmen o enhance elaxa ion and men al wellbeing. These classes ake place
in ooms whe e he p ojec ions p ojec images o se ene landscapes, such as beaches
a sunse o peace ul o es s, c ea ing an a mosphe e o calm and disconnec ion om
he ou side wo ld. In addi ion o his, a oma he apy is used, wi h na u al ag ances ha
complemen he senso y expe ience and deepen he sensa ion o peace and emo ional
balance. This mul i-senso y combina ion allows use s o each a deepe s a e o
elaxa ion, which acili a es he p ac ice o yoga and medi a ion, inc easing i s bene i s
o bo h body and mind.
6.1.2.3. Vi ual Reali y Guided Lessons
These classes include popula disciplines such as pila es, body pump
12
y GAP (bu ocks,
abdomen and legs), bu wi h an inno a i e wis : pa icipan s wea i ual eali y goggles
ha anspo hem o i ual scena ios whe e hey ain in exo ic o u u is ic
en i onmen s, and compe e agains each o he . In his digi al en i onmen , use s can
ace speci ic challenges, compe e o bea imon h o eco ds, o collabo a e in eam
ac i i ies, which encou ages social in e ac ion and aises he le el o in ol emen in each
11
Spinning e e s o indoo cycling on a s a iona y bike. Gómez, J. (2024). ¿Qué es Spinning y
pa a qué si e?. Skilled i ness. h ps://skilled i ness.com/que-es-spinning/.
12
BodyPump is a spo ha combines ae obic ac i i ies wi h muscula wo k. Cuida ePlus (2016).
Body Pump, ¿Qué es?, ¿Bene icios? h ps://cuida eplus.ma ca.com/eje cicio-
isico/dicciona io/body-pump.h ml.
44
class. Vi ual eali y adds a laye o gami ica ion o exe cise, which os e s an
en i onmen o heal hy compe i ion and socialisa ion, inc easing cus ome loyal y and
making each session mo e han jus a wo kou .
In conclusion, Fi IA's imme si e i ness class se ice ep esen s an inno a i e app oach
in he i ness indus y by s a egically using echnology o ans o m i ness aining in o
a mul i-senso y and mo i a ing expe ience. This se ice no only esponds o he cu en
needs o he public, who a e looking o mo e han jus physical exe cise, bu by
inco po a ing isual, audio and senso y elemen s, Fi IA manages o cap u e he a en ion
and main ain he mo i a ion o use s, making i easie o hem o become mo e deeply
in ol ed in hei wo kou .
6.1.3. Pe sonalised aining and nu i ion plan wi h a i icial in elligence
On he o he hand, Fi IA o e s a se ice o c ea e pe sonalised aining and nu i ion
plans h ough he use o a i icial in elligence (AI), using he Vol A hle ics pla o m
(h ps:// ol a hle ics.com) as he backbone o his se ice. This echnology will p o ide
use s wi h an expe ience ha is ully ailo ed o hei goals, skill le els, p e e ences and
cu en i ness le el, ensu ing a uly indi idualised and dynamic app oach o achie ing
hei heal h and wellness goals.
Th ough Fi IA's web-based pla o m, cus ome s will be able o access a aining plan
designed speci ically o hem, based on a comp ehensi e analysis o hei i ness p o ile
and pe sonal goals. The Vol A hle ics pla o m uses ad anced algo i hms o adjus
exe cise ou ines in eal ime, aking in o accoun indi idual p og ess, muscle eco e y
and pe o mance da a. This means ha as he use imp o es o aces challenges, he
sys em will au oma ically adap loads, epe i ions and exe cises o ensu e sa e, e icien
and e ec i e aining. In addi ion, he plan will be designed o include su icien a ie y o
main ain cus ome mo i a ion and a oid mono ony.
In pa allel, his se ice will also o e pe sonalised nu i ional plans, aligned wi h each
clien 's speci ic aining goals and needs. The in eg a ion o AI will allow ac o s such as
body composi ion, physical ac i i y le els, ood p e e ences and die a y es ic ions o be
analysed o ecommend balanced menus ailo ed o each use . In addi ion, cus ome s
will ecei e meal sugges ions, ecipes and nu i ional guidelines ha no only
complemen hei aining, bu also i hei li es yle habi s, maximising esul s and
p omo ing a sus ainable heal hy li es yle.
In his way, he use expe ience will be ully digi ised and accessible h ough he Fi IA
websi e, which will unc ion as hei daily guide. The websi e will no only allow p og ess
45
moni o ing and cons an adjus men s, bu will also o e mo i a ional ea u es such as
eminde s, pe sonalised ips and clea me ics e lec ing he p og ess made. Use s will
also be able o in e ac wi h coaches and expe s a he gym o answe ques ions, ge
addi ional guidance o adjus goals as needed.
6.2. P ice
The p icing s a egy o Fi IA mus conside se e al key ac o s ha e lec bo h he
Spanish ma ke con ex and he added alue o i s a i icial in elligence-based echnology
se ices. In he na ional en i onmen , he a e age p ice o gyms in 2024 has eached 53
eu os pe mon h, al hough he e is g ea a iabili y, wi h o e s anging om less han 20
eu os in some low-cos chains o highe a es in p emium op ions (2 Play Book, 2024).
Gi en he di e en ia ed na u e o Fi IA's se ices, which include AI echnological
inno a ions, i is c i ical o p ice compe i i ely while jus i ying he addi ional alue o i s
o e ing.
In he speci ic case o oli e, we ind he ollowing p icing a es wi h espec o ou
compe i o s:
Table 6: P ice o Fi IA's local compe i o s
Compe i o 's name
P ice
Daily Fee
Gimnasio Olympo
45€/mon h
6€
CE Ac i a’
35€/mon h
5€
Au eba Box
45€/mon h
12€
Fi ness Cen e en Oli a
No a
75€/mon h
192€/qua e
310€/semes e
478€/yea
20€
Poliespo iu Municipal
d’Oli a
150€/yea (12,5€/mon h)
No day pass
Sou ce: Own elabo a ion

46
6.2.1. Membe ship p ices
Fi IA adop s a p emium-accessible p icing s a egy, designed o e lec he added alue
o i s a i icial in elligence echnology and imme si e expe iences, while emaining
compe i i e wi hin he ma ke . This s a egy is based on se e al key ac o s:
Fi s , Fi IA uses a ie ed p icing s uc u e ha includes long- e m subsc ip ion discoun s.
This app oach encou ages cus ome loyal y and sus ained engagemen , a common
p ac ice in he i ness indus y. In his sense, he discoun s uc u e esponds o
consume psychology, appealing o an in e es in long- e m sa ings.
In addi ion, he company main ains a compe i i e base p ice compa ed o he na ional
and local a e age, sugges ing a de ailed p ice analysis o he ma ke o ensu e p ope
posi ioning. Fu he mo e, he echnological di e en ia ion and imme si e expe iences
o e ed by Fi IA jus i y sligh ly highe p ices ela i e o adi ional gyms.
On he o he hand, he lexibili y and capaci y o cus omisa ion in i s p icing model
ensu es ha he o e can mee a a ie y o needs. Complemen a ily, he inco po a ion
o addi ional cus omised se ices ein o ces his s a egy by sugges ing a p icing
app oach based on he ex ension o p oduc lines.
Finally, i should be no ed ha Fi IA has conside ed ac o s such as ope a ional cos s,
de i ed om i s echnological in as uc u e and specialised pe sonnel o de e mine i s
p icing s a egy.
Wi h his in mind, Fi IA has he ollowing a es:
● O dina y membe ship: includes access o he gym acili ies and 2 guided classes
pe week. Rega ding he p ice s uc u e o he o dina y membe ship, he mon hly
ee is 50 eu os, sligh ly below he na ional a e age and a almos he same p ice
as Gimnasio Olympo and Au eba Box, in o de o emain compe i i e, . Secondly,
he qua e ly membe ship amoun s o 135 eu os (equi alen o 45 eu os pe
mon h), o e ing a discoun o he commi men o pe manence. Finally, he
annual ee is se a 456 eu os (38 eu os pe mon h), o e ing he maximum
discoun .
● Daily pass o he muscula ion a ea: Allows access o he weigh aining, ee
weigh s and calis henics a ea o one day. I is p iced a €8, a compe i i e p ice
compa ed o hose o e ed locally.
● Daily pass o a supe ised class: This allows access o a supe ised class o a
p ice o €10.
47
These a es seek o posi ion hemsel es be ween he p ices o local gyms and he a es
o p emium cen es, such as he Fi ness Cen e in Oli a No a, which has much highe
p ices.
The jus i ica ion o his p ice s uc u e lies in se e al aspec s. Fi s ly, he base p ice
emains compe i i e in ela ion o he na ional a e age, e lec ing he added alue
p o ided by AI echnology. Also, he s agge ed s uc u e o discoun s o pe manence
(mon hly, qua e ly, yea ly) incen i ises long- e m commi men , in line wi h indus y
p ac ice.
This s a egy posi ions Fi IA as a p emium-accessible op ion, wi h a p ice di e en ial
jus i ied by echnological and imme si e di e en ia ion, and compe i i e hanks o a
lexible p icing and discoun s uc u e.
6.2.2. P ice o addi ional se ices
Fi IA also o e s addi ional se ices o hose looking o pe sonalise hei expe ience. The
ollowing a es a e a ailable:
A pe sonalised aining ou ine wi h AI o an ex a €10 pe mon h, as well as a
pe sonalised nu i ional plan o an addi ional €10 pe mon h. The e is also he possibili y
o con ac ing a pack ha includes aining and a pe sonalised die o €15.
The e is also he possibili y o unlimi ed access o supe ised classes, o an addi ional
€15 pe mon h.
This o e o addi ional se ices, wi h modula p icing, allows clien s o adjus hei
expe ience acco ding o hei needs and budge , while keeping he base p ice a o dable.
6.2.3. Combined packages
In o de o p esen al e na i es o hese p ices, se e al p emium packages a e p oposed
ha in eg a e he o dina y membe ship wi h access o hese addi ional se ices a
combined p ices. The ollowing se ice packages a e a ailable:
Fi s ly, he Fi nessTo al Pack, which includes all se ices (o dina y membe ship,
pe sonalised aining and nu i ion and unlimi ed access o di ec ed classes) is p iced a
75 eu os pe mon h.
Finally, he Fi ness+Nu i ion+Classes Pack o he Fi ness+T aining+Classes Pack is
alued a 65 eu os pe mon h. This pack includes access o he gym acili ies o one
48
mon h, unlimi ed mon hly access o supe ised classes and he o mula ion and
moni o ing o a cus omized nu i ional o aining plan espec i ely.
The ollowing able shows he p ices o all se ices o e ed by Fi IA (21% o VAT
included):
Table 7: Fi IA p ices
Fee
P ice
Mon hly membe ship
50€/mon h
Qua e membe ship
135€/qua e
Annual Membe ship
456€/yea
Daily pass o he i ness a ea
8€
Guided class day pass
10€
Pe sonalised aining
10€/mon h
Pe sonalised nu i ional plan
10€/mon h
Combined Pack (T aining + Die )
15€/mon h
Unlimi ed package o supe ised classes
15€/mon h
To al Fi ness Pack
(membe ship+pe sonalised aining and
die +unlimi ed access o guided classes)
75€/mon h
Fi ness+T aining+Classes Pack
65€/mon h
Pack Fi ness+Die a+Clases
65€/mon h
Sou ce: Own elabo a ion
6.3. P omo ion
Wi h ega d o he communica ion channels used o de elop Fi IA's p omo ional s a egy,
social ne wo ks play a undamen al ole, as hey a e one o he mos e ec i e media in
he gym sec o (ESIC, 2023).
The main social ne wo ks used will be Ins ag am, TikTok, X (Twi e ), Facebook and
You ube, as hey a e he social ne wo ks wi h he highes numbe o use s (We A e Social
& Mel wa e , 2024).
49
G aphic 11: Global social media usage
Sou ce: We A e Social & Mel wa e , 2024
In he case o Ins ag am, TikTok and X (Twi e ), he s a egy should include daily con en
showing wo kou s using AI echnology and showing how imme si e classes a e
de eloped, s o ies wi h use es imonials, eels wi h exe cise and nu i ion ips, as well
as pos s o he esul s achie ed by membe s. The ideal equency would be wo o h ee
pos s pe day. A s a egy o ollow in his ega d will be o con ac in luence s and
collabo a e wi h hem, so ha hey can p omo e Fi IA. These social ne wo ks a e he
mos used by he young popula ion and o e he possibili y o p omo ion a a low cos .
On Facebook, con en will ocus on educa ional aspec s o i ness echnology, he
p omo ion o special e en s and he c ea ion o communi y g oups o membe s, wi h a
equency o one o wo pos s pe day.
Fo digi al ad e ising, pla o ms such as Facebook Ads and You ube Ads will be used,
a ge ing i ness and echnology in e es s, ee ial ads and ema ke ing o websi e
isi o s.
Email ma ke ing ep esen s ano he key channel o main aining di ec and cons an
con ac wi h cus ome s (Inboos , n.d.). Fi IA's s a egy in his ega d will include a weekly
newsle e o e ing pe sonalised aining ips, upda es on gym schedules and classes,
56
p ope ly. This posi ion equi es ce i ica ion in supe ised ac i i ies and expe ience in
i ness classes, as well as he communica ion skills and cha isma o lead classes
e ec i ely.
On he o he hand, he ecep ion and accoun ing s a is esponsible o cus ome
se ice, managing egis a ions, scheduling appoin men s and handling aining
bookings. This posi ion equi es cus ome se ice skills, cus ome managemen sys ems
and knowledge o adminis a i e so wa e. In addi ion, due o he ela i ely low olume
o accoun ing wo k in a company like FI IA, employees in he ecep ion depa men will
also be esponsible o accoun ing asks, which include inancial con ol, budge
managemen and moni o ing o paymen s and eceip s. The p o ile sough he e includes
a backg ound in accoun ing o inance, a en ion o de ail and compe ence in he use o
accoun ing managemen so wa e.
Addi ionally, we can ind he machine epai echnicians who pe o m main enance and
epai o gym equipmen , ensu ing i is in op imal condi ion. The p o ile o his posi ion
equi es echnical knowledge in i ness equipmen main enance, p oblem-sol ing skills
and expe ience in specialised equipmen epai s.
Finally, he company has a communi y manage esponsible o c ea ing ma ke ing
s a egies, manage p omo ional campaigns, imp o e Fi IA's isibili y in he ma ke and
in e ac ing wi h he online communi y. He will also be he esponsible o de eloping
ad e ising con en , c ea ing p omo ional ma e ials and coo dina ing he isual
communica ion o he b and. The igh p o ile o his posi ion includes people wi h a
backg ound in digi al ma ke ing, expe ience in social media campaigns communica ion
skills and knowledge o digi al con en gene a ion.
7.3. Rec ui men and selec ion
The ec ui men and selec ion p ocess a Fi IA mus be sys ema ic and e icien , aimed
a iden i ying candida es who combine echnical i ness skills wi h digi al compe encies.
To achie e his, he p ocess is s uc u ed in se e al key phases.
The ec ui men phase in ol es sou cing alen h ough a ious channels, aking
ad an age o specialised i ness job pla o ms, p o essional ne wo ks such as LinkedIn,
and da abases o ce i ied p o essionals. I also in ol es collabo a ing wi h spo s aining
cen es, conside ing e e als om indus y expe s and using specialised i ness social
ne wo ks o a ac he mos sui able candida es.

57
In he selec ion p ocess, he i s s ep is an ini ial sc eening, i.e. a i s p elimina y
assessmen . This s age includes a de ailed e iew o CVs, e i ica ion o i ness
ce i ica ions, assessmen o he candida e's expe ience wi h echnology and
p o essional e e ence checks. This is ollowed by a s uc u ed in e iew p ocess, which
will consis o an ini ial in e iew wi h he human esou ces eam, a echnical in e iew
wi h he a ea manage and a collabo a i e in e iew (Heal h & Fi ness Associa ion, 2022)
wi h he wo k eam, allowing o a comp ehensi e iew o he candida e.
The p ac ical assessmen is ano he undamen al s age o he selec ion p ocess in which
candida es mus demons a e hei echnical skills h ough speci ic es s o he posi ion
applied o , ocusing on aspec s such as he abili y o adap o new echnologies,
communica ion skills, cus ome o ien a ion, eamwo k and commi men o inno a ion...
The inal decision p ocess is based on objec i e c i e ia such as sco es ob ained in
echnical assessmen s, in e iew esul s, compa ibili y wi h he company cul u e,
de elopmen po en ial and adap abili y o echnology.
To ensu e he success ul selec ion o candida es, clea e alua ion c i e ia a e
es ablished, including demons able expe ience in he i ness indus y, up- o-da e
echnical knowledge, amilia i y wi h echnology and willingness o lea n, as well as
communica ion and cus ome se ice skills.
This ec ui men and selec ion p ocess is designed o iden i y and a ac p o essionals
who a e no only i ness expe s, bu a e also p epa ed o wo k in a echnologically
ad anced en i onmen . In addi ion, he collabo a i e in e iew p ocess in ol es di e en
eam membe s, allowing o a mo e inclusi e and balanced selec ion. P ac ical
assessmen , including he use o AI sys ems, and he assessmen o adap abili y and
con inuous lea ning a e o he elemen s ha con ibu e o he e ec i eness o he
p ocess.
7.4. T aining
Ini ial Fi IA aining is key o ensu ing ha all s a unde s and and e ec i ely use he
company's sys ems. This aining plan begins wi h an induc ion p og amme ha
in oduces employees o Fi IA's philosophy and alues, p o ides basic aining in a i icial
in elligence sys ems and i ness echnology, and co e s cus ome se ice p o ocols,
sa e y egula ions, eme gency p ocedu es and handling o speci ic equipmen .
Con inuous aining is also a undamen al aspec . Fi IA will he e o e implemen echnical
p og ammon h ha include egula upda es on new AI unc ionali ies, i ness and
58
pe sonal aining ce i ica ions, wo kshops on exe cise and nu i ion ends, and aining
on eme ging echnologies in he sec o . In addi ion, essen ial so skills will be de eloped,
such as e ec i e cus ome communica ion, con lic managemen , eamwo k, leade ship
and mo i a ion, as well as cus ome se ice cou ses.
The aining me hodology will be based on a blended app oach, combining ace- o- ace
p ac ical sessions, he use o an e-lea ning pla o m o heo e ical con en , specialised
wo kshops and semina s, and pe sonalised men o ing and coaching. The e will also be
simula ions and case s udies o acili a e lea ning in eal si ua ions.
Each a ea in Fi IA has speci ic aining. Fo echnical s a , such as aine s, his includes
ad anced ce i ica ions in i ness, ad anced AI pla o m managemen , pe sonalised
p og amme design, spo s nu i ion and inju y p e en ion. Cus ome se ice and
accoun ing s a a e ained in managemen so wa e, cus ome se ice and sales
p o ocols, inciden esolu ion, membe ship managemen and i s aid. On he o he hand,
echnology s a a e ained in AI sys em upg ades, equipmen main enance, i ness-
ela ed da a analysis, IT secu i y and echnological inno a ions in he sec o .
To ensu e he e ec i eness o he aining, a moni o ing and e alua ion sys em will be
implemen ed as de ailed in he ollowing sec ion.
To encou age pa icipa ion in aining, Fi IA o e s a ious incen i es and ecogni ion,
such as bonuses o ce i ica ions ob ained, ecogni ion o aining achie emen s, in e nal
p omo ion oppo uni ies, pa icipa ion in indus y e en s and addi ional bene i s o
passing aining cou ses.
The implemen a ion o his aining plan will be lexible and adap i e, allowing o
adjus men s acco ding o eme ging ma ke needs and echnological ad ances in he
i ness sec o . Fi IA's success will depend o a la ge ex en on main aining a well- ained
and mo i a ed eam, capable o making he mos o he a ailable echnology while
o e ing a pe sonalised and quali y se ice.
7.5. E alua ion
Fi IA's pe o mance app aisal sys em is an assessmen p ocess designed o analyse
how each employee pe o ms hei asks and achie es hei objec i es.
The e alua ion me hodology includes he use o a 360-deg ee e alua ion app oach ha
is s uc u ed h ough pe iodic e alua ions, including qua e ly and mon hly e iews, along
wi h con inuous eedback om supe iso s, pee e iew, cus ome eedback, sel -
59
assessmen and analysis o pe o mance me ics and ole-speci ic key pe o mance
indica o analysis. To his end, he e alua ion ools used in Fi IA comp ise digi al o ms,
pe o mance da a analysis, sa is ac ion su eys, p og ess logs and me ics gene a ed by
he AI pla o m. As o he eedback p ocess, i is o ganised in a cons uc i e manne
h ough indi idual sessions ha include ecogni ion o achie emen s, iden i ica ion o
a eas o imp o emen , es ablishmen o a pe sonalised de elopmen plan and
con inuous moni o ing o objec i es.
The e alua ion c i e ia include echnical compe encies, whe e he mas e y o job-speci ic
skills is assessed. So skills a e also assessed, such as e ec i e communica ion wi h
clien s, eamwo k, adap abili y, p oblem sol ing and se ice o ien a ion. In addi ion,
quan i a i e objec i es a e se ocusing on cus ome e en ion, use sa is ac ion, goal
achie emen , p og amme esul s and o he pe o mance indica o s.
Fi IA is also p oposed o ha e a ewa d sys em based on e alua ion esul s, including
pe o mance bonuses, p omo ion oppo uni ies, public ecogni ion, addi ional bene i s
and p o essional de elopmen p og ammon h.
I should also be no ed ha he e alua ion is speci ic o each a ea. Fo echnical s a ,
echnical knowledge, cus ome ou comon h, e ec i e use o AI, inju y p e en ion and
cus ome sa is ac ion a e assessed. Fo cus ome se ice s a , c i e ia include quali y o
se ice, p oblem sol ing, handling egis a ions, e ec i e communica ion and handling
que ies. Fo echnology s a , sys ems main enance, inciden esolu ion, imp o emen s
implemen ed and ope a ional e iciency a e e alua ed.
This comp ehensi e e alua ion sys em allows Fi IA o main ain high s anda ds o se ice
quali y, while p omo ing he con inuous p o essional de elopmen o i s eam.
E ec i e implemen a ion o his sys em equi es clea communica ion o expec a ions,
consis ency in he applica ion o e alua ion c i e ia, objec i i y, egula cons uc i e
eedback and con inuous moni o ing o p og ess (Cibanal, S., 2024). This app oach no
only assesses he cu en pe o mance o employees, bu also iden i ies hei
de elopmen po en ial and a eas o imp o emen , con ibu ing bo h o he indi idual
g ow h o each eam membe and o Fi IA's o ganisa ional de elopmen .
7.6. Remune a ion
In o de o de e mine Fi IA's emune a ion plan, we mus i s o all ake in o accoun he
sala y ables se ou in he V Con enio Colec i o es a al de ins alaciones depo i as y
gimnasios (Resolución de 16 de ene o de 2024, de la Di ección Gene al de T abajo)
60
which s a es in i s Anexo II he ollowing wage ables. Speci ically, he sala y able o
he yea 2024 has been ollowed.
Table 9: 2024 Wage able acco ding o he V Con enio Colec i o es a al de ins alaciones
depo i as y gimnasios
Sou ce: BOE, 2024
On he basis o hese ables and in acco dance wi h he p o essional quali ica ion c i e ia
se ou in Chap e VI o he ag eemen i sel , a emune a ion plan can be d awn up o
he di e en p o essional g oups wo king a Fi IA:
Fi s ly, he Gene al Managemen alls in o G oup 1 due o he high-le el p o essional
managemen and coo dina ion unc ions, which equi e a highe uni e si y deg ee o
ex ensi e expe ience in he sec o . The mon hly emune a ion o his pos is €1,381.21,
oge he wi h he co esponding managemen allowance (which is no speci ically
s ipula ed in he ag eemen ) and o he incen i es ela ed o business objec i es and
social bene i s. Speci ically, we a e alking abou a ound €300 in esponsibili y allowance
and a bonus o up o 10% o he mon hly sala y pe a ge . In addi ion, a numbe o social
bene i s such as p i a e medical insu ance and con ibu ion o a pension plan a e also
included.
In he Technical Depa men , pe sonal aine s and moni o s, placed in G oup 3 Le el 2,
ecei e a sala y o €1,145.66 pe mon h. In addi ion, pe sonal aine s ecei e a
commission up o 10% o hei base sala y depending on he numbe o pe sonal aining
sessions ca ied ou . As incen i es, hey ecei e bonuses o clien e en ion and a
mon hly bonus o €100 o specialised ce i ica ions. Fo hei pa , oom moni o s and
61
supe ised class coo dina o s will ecei e a bonus o 15 eu os o each supe ised class
(app oxima ely 10 guided classes pe mon h), as well as a senio i y bonus in acco dance
wi h he ag eemen and addi ional bene i s based on posi i e cus ome e alua ions.
The ecep ion and accoun ing s a , classi ied in G oup 3 Le el 1, wi h a basic mon hly
sala y o 1,173.20€. A shi allowance is added o his g oup, as well as ewa ds o sales
a ge s achie ed o up o 10% o hei mon hly sala y. They may also ecei e bonuses o
up o €100 o posi i e cus ome a ings.
Fo he echnical epa a ion depa men , highe condi ions a e de ined, al hough hey a e
no speci ically p o ided o in he ag eemen . A base sala y co esponding o G oup 2
Le el 2 (€1,226.65 pe mon h) is included, as well as a echnology specialisa ion bonus
o €200 and bonuses o a iable alue o comple ed p ojec s. This posi ion also includes
a €150 a ailabili y bonus.
Finally, he communi y manage s a is loca ed in G oup 3 Le el 2. The basic
emune a ion is €1,191.41 on he co esponding le el and is complemen ed by
comme cial incen i es and bonuses o esul s achie ed o up o 15% o hei mon hly
sala y.
In e ms o gene al allowances, he ag eemen s esses he impo ance o con inuous
aining, so all employees will ecei e a aining bonus (calcula ed a €2.90 pe day
wo ked by 2024), in addi ion o a leng h o se ice bonus and incen i es associa ed wi h
p oduc i i y. They also will ecei e he anspo bonus p o ided o in he p e ious wage
able.
I should also be no ed ha he sala y s uc u e will be e iewed annually based on
adjus men s o he collec i e ba gaining ag eemen , he CPI, pe o mance e alua ions
and con inuous aining, wi h he aim o ensu ing ha Fi IA's emune a ion sys em no
only complies wi h he applicable labou egula ions, bu is also compe i i e in he ma ke ,
p omo ing p o essional de elopmen and he e en ion o alen ha is essen ial o he
company.
Once we ha e analysed he ne sala ies o he wo ke s, we mus calcula e he eal cos
o each wo ke o he company. To do his, we need o look a he labou egula ions,
speci ically he Es a u o de los T abajado es (RD Legisla i o 2/2015) and he Real
Dec e o Legisla i o 8/2015, de 30 de oc ub e, po el que se ap ueba el ex o e undido
de la Ley Gene al de la Segu idad Social. The egula ions go e ning pe sonal income
ax, inso a as i is a ax ha is bo ne by he wo ke , will no be aken in o accoun in he
calcula ion o Fi IA's labou cos s.

62
On he basis o he abo e egula ions, we can dis inguish be ween he ollowing axes o
pay:
• Common con ingencies: hese a e calcula ed on he basis o common
con ingencies. I consis s o 23.6% o his calcula ion basis o be paid by he
company.
• P o essional con ingencies: These a e calcula ed on he basis o occupa ional
con ingencies. The company mus pay he ull amoun o his ax, i.e. 3.6% o he
occupa ional con ingencies base.
• In e gene a ional equi y mechanism quo a: These a e calcula ed on he basis
o common con ingencies. I consis s o 0.58% o his calcula ion base o be paid
by he company.
• Unemploymen : Calcula ed on he basis o occupa ional con ingencies. The
company mus pay 5.5% o he p o essional con ingencies base o his concep .
• Fondo de Ga an ía Sala ial (FOGSA): This is also calcula ed on he basis o
p o essional con ingencies. The company mus pay 0.20% o his wage base as
a Social Gua an ee Fund.
• P o essional aining: Calcula ed on he basis o p o essional con ingencies.
The company mus pay 0.6% o he p o essional con ingencies base o his
concep .
• O e ime: These a e calcula ed on he alue o o e ime, on which he company
mus pay an addi ional 23.6%. Howe e , in o de o simpli y he calcula ions, i
has been assumed ha no o e ime is wo ked.
The e o e, as he e is no o e ime, he basis o common con ingencies will be equal o
he basis o p o essional con ingencies.
63
Table 10: Cos o Fi IA wo ke s
14
Sou ce: Own elabo a ion
8. OPERATIONAL PLAN
This sec ion de e mines Fi IA's ope a ional plan, which se s ou he conc e e ac ions and
esou ces needed o achie e he company's s a egic objec i es in he sho and medium
e m.
8.1. Loca ion
In o de o se up a new Fi IA b anch in Oli a, i is essen ial ha he loca ion mee s ce ain
key equi emen s o ensu e Fi IA's success, which is why he choice o he igh loca ion
14
Fo he calcula ion o a iable expenses, 50% o he maximum possible a iable sala y o be
ecei ed by he wo ke has been used.
64
mus conside ac o s such as space, accessibili y, isibili y and p oximi y o po en ial
cus ome s.
The Fi IA enue will equi e a la ge and e sa ile a ea ha allows o he c ea ion o
dis inc a eas o i ness aining, imme si e classes and adminis a i e wo k. Ideally, his
space should be be ween 300 and 500 squa e me es and ha e elec ici y and high-
speed in e ne se ices, essen ial o he implemen a ion o a i icial in elligence sys ems.
Accessibili y is ano he key aspec o a ac egula cus ome s and new use s. Fo his
eason, he gym should be loca ed nea esiden ial a eas, o ices o neighbou hoods wi h
a high densi y o young p o essionals and amilies, which would acili a e access o
cus ome s in e es ed in i ness se ices and echnology applied o heal h, wi h pa king
acili ies o good connec i i y ia public anspo , bu wi hou being loca ed in a e y
cen al loca ion, as land p ices a e highe in his a ea and he a ailabili y o p emises
wi h hese dimensions is qui e di icul .
The isibili y o he p emises is also key o a ac people passing h ough and s eng hen
he b and p esence.
Conside ing hese aspec s, a possible loca ion would be he space loca ed in Passeig
F ancisco B ines nº2. This a ea is cu en ly an old ac o y ha is abandoned, al hough
he acili y is in good condi ion and has ample space o se up Fi IA's acili ies. This
loca ion is in one o he mos cen al pa s o he own, nex o he Paseo Municipal. In
addi ion, he loca ion is close o an expanding esiden ial a ea in Oli a and in one o he
busies comme cial a eas o he own, which would p o ide good isibili y as well as a
cons an low o people and ehicles. The p oximi y o shops and ca és in he a ea
con ibu es o pedes ian a ic, while access o public anspo enhances i s
accessibili y.
Figu e 4: Passeig F ancisco B ines nº2, Oli a
65
Sou ce: Google Maps, 2024
Ano he iable op ion is he a ea adjacen o he Oli a Municipal Spo s Cen e on Ca e
Esc i o Gab iel Mi ó. This a ea a ac s people wi h an in e es in physical ac i i y, which
could be bene icial o Fi IA by a ac ing a like-minded and wellness-conscious public.
The p oximi y o es ablished spo s acili ies p o ides syne gies ha can ein o ce he
b anch's image o p o essionalism. Fu he mo e, his a ea is close o a public high
school, which could also be bene icial in a ac ing young people in e es ed in physical
ac i i y.
Figu e 5: Ca e Esc i o Gab iel Mi ó, Oli a
72
Sou ce: Own elabo a ion
Thus, he acili ies will ha e he ollowing layou :
Figu e 11: Gene al layou o he gym
Sou ce: Own elabo a ion
Figu e 12: Gene al layou o he gym

73
Sou ce: Own elabo a ion
8.3. Equipmen
When we s udy he equipmen needed o open a gymnasium, we quickly ealise he high
ini ial in es men equi ed o acqui e i . Faced wi h his si ua ion, he possibili y o en ing
all o pa o he machine y necessa y o he opening o Fi IA has been e alua ed;
howe e , as hese a e echnologically ad anced machines, he e a e no (o a leas we
ha e no ound) supplie s o machines on he ma ke ha o e he possibili y o en ing
o leasing hei p oduc s, so he mos app op ia e hing o do would be o pu chase hem,
bea ing in mind ha mos o hese p oduc s ha e a long use ul li e so ha , i necessa y,
he e is always he possibili y o eselling his ma e ial and hus minimising possible
losses.
Once we ha e made an ini ial su ey o he ma ke , we a e going o sepa a e he di e en
a eas o he gym in o de o s udy wha machine y is necessa y o each o he zones.
74
Fi s o all, we a e going o analyse he equipmen necessa y o he weigh aining a ea,
also dis inguishing be ween he di e en a eas ha make i up. As a as he machine
a ea is conce ned, we need o look o a supplie o gym machines ha in eg a e a i icial
in elligence in o hei p oduc s, in o de o con inue wi h Fi IA's inno a i e s a egic line.
A e analysing he di e en op ions on he ma ke , he supplie con ac ed o his is
PulseFi ness (h ps://pulse i ness.com).
Table 11: Equipmen equi ed o he muscula ion a ea
P oduc name
Quan i y
Image
Uni a y
p ice
To al P ice
Pulley s a ion
(345H-AAT)
1
2.199€
2.199€
Indi idual
pulley s a ion
(342H-AAR)
2
1.199€
2.398€
Lying down
knee lexion
machine
(565H-ADJ)
1
1.299€
1.299€
Sea ed knee
lexion
machine
(562H-AFO)
1
1.199€
1.199€
75
Knee
ex ension
machine
(560H-AFO)
2
1.199€
2.389€
Leg p ess
(576H-AFO)
2
1.399€
2.598€
Glu e kick
machine
(571H-ADB)
1
1.250€
1.250€
Abduc o
machine
(505H-AFP)
1
1.099€
1.099€
Adduc o
machine
(500H-AFP)
1
1.099€
1.099€
76
Shoulde p ess
machine
(308H-AFN)
1
1.199€
1.199€
Uppe ches
p ess machine
(311H-ADB)
1
1.275€
1.275€
Fla ches
p ess machine
(304H-AAX)
1
1.199€
1.199€
Sea ed ow
machine
(446H-AAZ)
1
999€
999€
Pulley ow
machine
(385H-ADB)
1
975€
975€
77
La pull-down
machine
(380H-ADB)
2
975€
1.950€
Rea del oid
machine/ Pec-
Deck
(317H-ADB)
1
1.199€
1.199€
P eache cu l
machine
(Biceps)
(362H-AAT)
1
1.099€
1.099€
Abdominal
c unch
machine
(600H-ADD)
1
899€
899€
Sou ce: Own elabo a ion
The sum o he p ices o hese p oduc s gi es a o al cos o €26,324. These ha e been
calcula ed on he basis o he in o ma ion a ailable on he o icial websi e o he supplie
PulseFi ness (h ps://pulse i ness.com) and include axes; howe e , hey do no include
anspo , which, based on he indi idual anspo p ice o each o he p oduc s, is
es ima ed o be a ound 15% o he p oduc p ice (€3,948.60 o all p oduc s). In o al,
calcula ing he p ice o he p oduc s and anspo , he acquisi ion cos o hese p oduc s
amoun s o €30,272.60 in o al.

78
A emp s ha e been made o con ac he supplying company, bu no eply has been
ecei ed, so i has no been possible o ob ain de ailed in o ma ion on he possibili y o
accessing inancing se ices o olume discoun s.
Secondly, le 's look a he equipmen needed o he ee weigh a ea o he gym. As a
as he equipmen in his sec ion is conce ned, we ha e selec ed he Spanish company
All F ee Weigh (h ps://all eeweigh .com/es/) as he main supplie o his.
Table 12: Equipmen o he ee weigh a ea
P oduc
Quan i y
Image
Til ing benches
6
Olympic ba
5
Sho ba bell (120cm)
2
Sho Z ba bell (120cm)
2
Dumbbell suppo
3
79
Dumbbell se (2,5-50kg)
1
Dumbbell se (2,5-25kg)
1
1,25kg weigh pla e
10
2,5kg weigh pla e
14
5kg weigh pla e
14
80
10kg bumpe pla e
14
15kg bumpe pla e
10
20kg bumpe pla e
12
25kg bumpe pla e
6
Ke lebells se
(4, 6, 8, 12, 16, 20kg)
1
81
Li ing pla o m
2
T aining ba bells se (35-
55kg)
1
T aining cage/ ack
1
Ba bell s o age
1
Pla e s o age
3
Medicine ball se (3, 4, 5,
7, 9kg)
1
88
P ojec o
(LG PF50KS)
4
399€
1.596€
Essen ial oil
di use
(O begozo
HUA 3500)
5
39,99€
199,95€
A oma he apy
ag ance
packs (Esen ial
A ôms Ki )
3
24,79€
74,37€
Sou ce: Own elabo a ion
Finally, wi h ega d o he oom whe e he Pila ess, BodyPump and imme si e GAP
classes will be held, i will be necessa y o pu chase aining ma s (a o al o 15), he
necessa y ma e ial o he classes (dumbbells, ba s and dismoun able pla es, ke leballs
and medicine balls) and inally he augmen ed eali y glasses necessa y o he classes
(15 new augmen ed eali y glasses will be pu chased o his pu pose).
Table 16: P oduc s needed o he imme si e oom o supe ised classes
P oduc
Quan i y
Image
Uni a y p ice
To al p ice
T aining ma
15
19,20€
288€
(Included in
he All F ee
Weigh budge )
Dumbbell se
2
380€
760€
(Included in
he All F ee
Weigh budge )

89
Ke lebells se
(4, 6, 8, 12 kg)
2
95,20€
190,40€
(Included in
he All F ee
Weigh budge )
Medicine ball
se (3, 4, 5, 7,
9kg)
2
172€
344€
(Included in
he All F ee
Weigh budge )
De achable
ba bell and
pla e se
10
104€
1.040€
(Included in
he All F ee
Weigh budge )
VR glasses
(Me a Ques 3)
15
479€
7.185€
15
Sou ce: Own elabo a ion
9. FINANCIAL PLAN
9.1. Ini ial in es men
In o de o de e mine he ini ial in es men equi ed o he Fi IA p ojec , an exhaus i e
analysis o he inancial esou ces equi ed o s a up he gym will be ca ied ou . This
calcula ion includes all he indispensable elemen s o gua an ee an e icien ope a ional
s a -up, adjus ing o he needs o he inno a i e and echnological business model ha
de ines Fi IA.
The calcula ion o he ini ial in es men is di ided in o he ollowing main sec ions:
● Equipmen : I con empla es he acquisi ion o weigh aining machine y, ee
weigh s, ca dio ascula aining equipmen and imme si e echnology, such as
p ojec o s and i ual eali y sys ems, which ep esen he inno a i e co e o he
business model.
● Ini ial capi al: As will be seen in sec ion 10.1 Selec ion o he legal o m, he
ype o Limi ed Company (LTD) has been chosen, so ha , o i s cons i u ion, an
ini ial capi al o €3,001 mus be paid up.
15
The uni and o al p ices o he p oduc s supplied by All F ee Weigh ha e been calcula ed
aking in o accoun he a iable discoun applied by he supplie .
90
● Adap a ion o he p emises: This includes he cos s ela ed o he e u bishmen
and adap a ion o he space o mee he ope a ional and echnological s anda ds
o he gymnasium. I is es ima ed ha he cos o i ing ou he space will amoun
o €500 pe squa e me e , i.e. €320,000 and will include pain ing, labou ,
es o a ion o walls and loo , and ins alla ion o sound and loo equipmen
(Jiménez, S., 2024). In addi ion, we mus add ano he €100 pe squa e me e o
he adap a ion o he pa king space, which will gene a e an addi ional cos o
€14,000.
● Technology and so wa e: This e e s o he cos s o de eloping a websi e o
he gym. The es ima ed cos o c ea ing a websi e o a gym such as Fi IA can
a y conside ably depending on a numbe o ac o s, such as he le el o
cus omisa ion, he unc ionali y equi ed, he pla o m chosen and he
p o essional o agency in cha ge o he de elopmen . In he speci ic case o Fi IA,
he idea is o c ea e a websi e by subcon ac ing a specialised web designe , so
he es ima ed a e age cos o his in es men is a ound €2,000 (Gus a o B.,
2024).
● Ma ke ing and p ojec launch: This includes he cos s associa ed wi h
ad e ising campaigns and ini ial p omo ional e en s o posi ion he gym in he
local ma ke . An ini ial ad e ising cos o €1,500 is es ima ed.
● Adminis a i e cos s: This includes he cos s associa ed wi h he p ocess o
se ing up and egis e ing Fi IA in he ele an business egis e s. This is
es ima ed o cos €300.
● O he cos s: This includes he cos o basic u ni u e and a con ingency ese e
o co e un o eseen e en s du ing he i s mon hs o ope a ion. The cos o basic
u ni u e is es ima ed a a ound €5,000. On he o he hand, a con ingency und
o €10,000 will be se up o co e possible expenses.
A e calcula ing all hese cos s, a o al ini ial cos o €468,954.05 is es ima ed.
91
Table 17: Calcula ion o he ini ial in es men
Sou ce: own elabo a ion
In o de o be able o mee his ini ial in es men , i has been decided o apply o a bank
loan o €470,000 o be epaid o e a pe iod o 10 yea s and which will be amo ised using
he F ench me hod, i.e. by means o pe iodic ins almen s o he same amoun . In o de
o be able o de e mine he eal cos o his loan, he Eu ibo a e in Sep embe 2024,
which is 4.84%, has been aken as a e e ence.
G aphic 14: E olu ion o Eu ibo in Spain
Sou ce: BCE, 2024
92
Taking hese da a in o accoun , he ollowing dep ecia ion able has been d awn up:
Table 18: Calcula ion o he loan epaymen
ç
93
16
Sou ce: own elabo a ion
9.2. Es ima ed cos s
To app oach his sec ion o Fi IA's es ima ed cos s, i is essen ial o begin by
dis inguishing be ween he concep s o ixed cos s and a iable cos s. Fixed cos s a e
hose ha do no a y wi h he le el o p oduc ion o ac i i y o he company, emaining
cons an ega dless o u no e . On he o he hand, a iable cos s luc ua e in di ec
ela ion o he le el o ac i i y o p oduc ion o he company. I is impo an o no e ha
Fi IA, as an inno a i e gym ha inco po a es new echnologies in he p o ision o i s
se ices, may ace a sligh ly di e en cos s uc u e han a adi ional gym. In es men in
and main enance o echnology may ep esen a signi ican p opo ion o cos s, bu can
also con ibu e o g ea e ope a ional e iciency and added alue o cus ome s.
16
Only in o ma ion on he amo isa ion o he eques ed loan only up o Decembe 2026 has been
included in o de o a oid going in o oo much de ail on his aspec . I is unde s ood ha , by
ollowing he F ench me hod o amo isa ion, he subsequen mon hs' ins almen s will be o he
same amoun .

94
9.2.1. Fixed cos s
In e ms o Fi IA's ixed cos s, se e al key elemen s can be iden i ied:
● Facili y en ep esen s a signi ican ixed cos , as i mus be paid ega dless o
he numbe o cus ome s using he gym.
● The dep ecia ion o he echnological in as uc u e and o he gym equipmen , an
essen ial componen o Fi IA's business model, is ano he impo an ixed cos .
Fo i s calcula ion, an es ima e has been made based on he a e age use ul li e
o hese p oduc s, dis inguishing be ween pe ishable p oduc s ( hose wi h a
use ul li e o less han 10 yea s) and long-li ed p oduc s (wi h a use ul li e o mo e
han 20 yea s); he o me lose 10% o hei alue pe yea (app oxima ely 0.83%
pe mon h), while he la e lose 2.5% o hei alue pe yea (0.2083% pe
mon h).
Table 19: Calcula ion o he es ima ed dep ecia ion
Sou ce: own elabo a ion
● S a sala ies a e also conside ed ixed cos s, a leas in hei base componen .
● So wa e licences and AI sys ems: hese a e ecu ing ixed cos s ha Fi IA has
o bea . In his ega d, i is wo h no ing he p ice o he Vol A hle ics pla o m,
which has an annual cos o $1,000 (€952.40), which means a mon hly cos o
$83.33, i.e. €79.36 pe mon h. To his alue, he cos o he accoun ing and
cus ome base managemen (CRM) so wa e licences mus be added, o which
he SAGE 50 so wa e will be used, in i s p emium e sion, which has a mon hly
p ice o €162 pe mon h. In addi ion, he cos o main aining he domain o he
websi e mus also be included, which a e ages a ound €15 pe mon h.
● The p ice o he companies o which he main enance and cleaning o he cen e
is subcon ac ed. The a e age p ice o his ype o se ice o p emises o Fi IA's
size (640 squa e me es o acili ies and a 160 squa e me e ca pa k) is
app oxima ely €2,000 pe mon h.
95
● Insu ance and basic adminis a i e cos s a e added o his ca ego y o ixed
cos s. Fo ease o calcula ion, a ixed mon hly alue o €2,500 has been
es ima ed.
● Loan epaymen is also conside ed as a ixed cos , ega dless o he a iable
componen o he in e es paymen , as he mon hly ins almen is always he same
(€4,948.40).
Table 20: Calcula ion o mon hly ixed cos s
Sou ce: Own elabo a ion
9.2.2. Va iable cos s
As a as a iable cos s a e conce ned, hese a e di ec ly ela ed o he le el o ac i i y
o he gymnasium. Mon hly a e ages ha e been used o hei calcula ion. He e we can
dis inguish be ween:
• Ene gy consump ion, as i luc ua es depending on he use o he acili ies and
equipmen . Based on ma ke ends, we could es ima e ha a 640 squa e me e
gym like Fi IA, wi h i s ocus on echnology, could ha e an a e age ene gy
consump ion o app oxima ely 25 kWh pe squa e me e pe mon h. This would
esul in an es ima ed mon hly consump ion o 16.000 kWh o he en i e acili y,
96
i.e. 533,33 kWh pe day. The ollowing able shows he e olu ion o a e age
elec ici y p ices in Spain o e he las ew mon hs
17
Table 21: A e age p ice o kWh in Spain
Sou ce: OCU, 2024
● Wa e supply is ano he a iable cos o be aken in o accoun is he use o wa e
o supply oun ains, oile s and showe s in he es ablishmen . Fo he calcula ion
o he wa e supply we assume ha app oxima ely 40% o he clien s o he
gymnasium showe in he acili ies and ha each clien who showe s uses a o al
17
Fo he es ima ion o ene gy cos s, he a e age cos s o 2023 (0.147061€/kWh) ha e been
aken as a e e ence.
97
o app oxima ely 50L o wa e which is p iced a 0.42€/m3 in Oli a (APPOSA
Oli a, n.d.).
● T aining ma e ials, which may equi e mo e equen eplacemen o
main enance wi h highe usage, a e also classi ied as a iable cos s. This cos
can luc ua e om 0 o €300 mon hly.
● Coaches' commissions o ex a se ices ep esen ano he a iable cos , as hey
inc ease wi h he demand o hese pe sonalised se ices. Simila ly, sala y
supplemen s o Fi IA employees also ep esen a a iable cos .
● Digi al ma ke ing and e en expenses, al hough hey may ha e a ixed
componen , also a y acco ding o p omo ional needs and ma ke esponse. In
ela ion o hese cos s, hey will be highe in he mon hs whe e he e is a highe
inc ease in he numbe o en olmen s.
● The enewal and imp o emen o equipmen and so wa e, al hough i could be
conside ed an in es men , has a a iable componen depending on wea and
ea and echnological e olu ion; howe e , his is a one-o cos , which will no be
incu ed e e y mon h, so i s mon hly es ima e will be ela i ely low (€50).
9.2.3. To al cos s
To al cos s ep esen he sum o a iable cos s and ixed cos s. Knowing his is essen ial
o be able o de e mine when he company is making a p o i o when i is making a loss
and o quan i y his loss.
104
A e compa ing he es ima ed mon hly income and expendi u e, we mus apply he
co esponding axes.
Fi s ly, i should be no ed ha gyms as spo s en i ies may ha e di e en ax
conside a ions depending on hei legal s uc u e and whe he hey a e classi ied as
non-p o i en i ies o as companies wi h comme cial pu poses (as is he case o FI IA).
Taking in o accoun he comme cial na u e o FI IA, we mus i s o all highligh he
Value Added Tax. In Spain, spo s se ices a e axed a 21% VAT (Agencia T ibu a ia,
2024). This pe cen age has been applied since 2012, when i was inc eased om he
p e ious 8% (Ma ín Po ela, L., 2023). I is impo an o no e ha he i ness sec o has
been igh ing o a educ ion o his ax o 10%, a guing ha o he sec o s such as
hospi ali y enjoy a educed a e (Menchén, M., 2023). Likewise, a icle 20.1.13 o Ley
37/1992 del Impues o sob e el Valo Añadido es ablishes a se ies o exemp ions o he
paymen o VAT, howe e , FI IA is no included in he cases p o ided o in his a icle,
bu I conside i impo an o poin his ou . As Fi IA is PYME company (less han 250
wo ke s and less han 50 million o yea income), i mus decla e and se le VAT on a
qua e ly basis.
Co po a e income ax, which is le ied on he p o i s ob ained by he company, is
applied annually on he accoun ing p o i o he yea . The gene al applicable a e is
25% on p o i s, which may be exemp ed i he ules se ou in A . 7 o he Ley 1/2015
de mecanismo de segunda opo unidad, educción de ca ga inancie a y o as medidas
de o den social a e complied wi h, which is also no he case in Fi IA, bu i is impo an
o no e (Delgado Ga cía, A. M., 2022).
Finally, i should be no ed ha Fi IA is exemp om paying he Impues o de Ac i idaeds
Económicas (IAE) as i s ne u no e exceeds one million eu os.
A e applying all hese ibu es, we can conclude ha Fi IA would make he ollowing
es ima ed mon hly p o i /loss du ing he i s yea .

105
Table 27: Es ima ed mon hly p o i s/loses o Fi IA du ing 2023
Sou ce: Own elabo a ion
106
9.4. Financing plan
This sec ion will p esen a de ailed inancial analysis ha includes a p ojec ion o
expec ed p o i s o he nex h ee yea s. Knowing he expec ed p o i s p o ides a
p ojec ed ou look ha e lec s he inancial a ge s o be achie ed, aking in o accoun
ac o s such as ma ke g ow h, p icing s a egy, and expansion o he cus ome base.
As we ha e seen h oughou he pape , he gym sec o in Spain has always shown an
upwa d end (excep du ing he ecession caused by Co id-19 and he measu es pu in
place o con ol he sp ead o he i us), so i can be concluded ha his will be main ained
in he coming yea s. Thus, looking a he da a shown in he g aph below, we can assume
a g ow h in he numbe o gym use s o app oxima ely 3% pe yea .
G aphic 15: Gym-going popula ion in Spain 1996-2023
Sou ce: AIMC, 2023
On he o he hand, he expec ed popula ion inc ease, which is app oxima ely 1.32% o
he coming yea s, mus also be aken in o accoun .
107
G aphic 16: P ojec ed esiden popula ion in Spain o 2074
Sou ce: INE, 2023
Taking hese da a in o accoun , we can conclude ha in he ci y o Oli a he e will be
an inc ease in bo h he popula ion and he numbe o gymnasium use s, which will
obey he ollowing dis ibu ion:
Table 28: E olu ion o Fi IA's cus ome s be ween 2023-2026
Sou ce: Own elabo a ion
Taking hese da a in o accoun , we can es ima e he e olu ion o he es ima ed numbe
o cus ome s as ollows:
108
Table 29: E olu ion o Fi IA's mon hly cus ome s be ween 2023-2026
Sou ce: Own elabo a ion
109
Using hese inc eases and aking in o accoun he seasonali y discussed abo e, we
can assume a s eady inc ease in Fi IA clien s h oughou he yea bu wi h peaks
especially in he mon hs o Janua y, Ap il-May and Sep embe -No embe .
In o de o assess he e olu ion o expendi u e and e enues o e he coming yea s, i
is also necessa y o know he expec ed inc eases in cos s. Fo his pu pose, he CPI
om Oc obe 2023 o Oc obe 2024 has been aken as a e e ence, which has a alue
o +1.80% annually (INE, 2024)
22
.
I should also be no ed ha , due o he expec ed inc ease in he numbe o Fi IA clien s,
i is planned o hi e an addi ional ins uc o and ins uc o o supe ised classes o he
yea 2026, which will inc ease he ixed and a iable expenses o his pe iod.
Thus, he expec ed bene i s o e he nex 3 yea s will be:
22
Fo he es ima ion o he u u e es ima ed ixed cos s, he alue o he ixed cos s has been
upda ed by aking in o accoun he 1.80% inc ease in he annual CPI. On he o he hand, o
de e mine he e olu ion o a iable cos s, we ha e aken in o accoun he in la iona y inc ease in
p ices as well as he inc ease in he expec ed numbe o Fi IA cus ome s o e 2024, 2025 and
2026.

110
Table 30: Expec ed mon hly bene i s/loses in 2024, 2025 and 2026
111
Sou ce: Own elabo a ion
112
9.5. Calcula ion o in es men - ela ed indica o s
When s udying he iabili y o an in es men , we mus calcula e a se ies o economic
pa ame e s ha allow us o de e mine whe he he in es men o be made will be ui ul
o no (A agó, V., & Cabedo, J. D., 2011).
9.5.1. ROI
On he o he hand, ROI, o e u n on in es men , is he indica o ha measu es he
amoun o money ea ned compa ed o he amoun in es ed in launching a p oduc (in
his case, a se ice). This me ic e lec s he success in eco e ing he capi al in es ed
in a business.
Table 31: Calcula ion o ROI
Sou ce: Own elabo a ion
An ROI o -92,96% in 2023 indica es ha he in es men pe o med poo ly, esul ing in
a loss espec o he ini ial in es men . This nega i e e u n means he in es men no
only los i s en i e o iginal alue bu also incu ed addi ional losses beyond he ini ial
amoun . This nega i e ROI sugges s ha he e u ns gene a ed by he in es men we e
insu icien o eco e he ini ial amoun , highligh ing inancial unde pe o mance du ing
he yea .
9.5.2. ROA
The ROA (Re u n o Asse s) measu es how e icien ly a company uses i s asse s o
gene a e p o i . To compu e i , we need he alue o he company's o al asse s
(a e age o e he pe iod).
113
Table 32: Calcula ion o he ROA
Sou ce: Own elabo a ion
This means ha , in 2023, o e e y eu o in e ed in asse s, he company los €1.2795.
This nega i e ROA sugges s ha he company’s ope a ions o in es men s ailed o
p oduce su icien income o co e cos s o gene a e a posi i e e u n.
9.5.3. IIR (TIR)
On he o he hand, he IRR o in e nal a e o e u n is desc ibed as a pe cen age
indica o ha measu es he u u e e u ns o an in es men .
Table 33: Calcula ion o he IIR
Sou ce: Own elabo a ion
These da a indica e ha , o e a 3-yea ime ho izon, he e u n on in es men is ully
achie ed. An IRR o 1% o e he nex 3 yea s means ha he in es men gene a es a
small a e age annualised e u n, indica ing ha he p ojec is p o i able. This implies
ha he expec ed cash lows amply compensa e he ini ial in es men , p o iding a
signi ican bene i in ela ion o he cos o he p ojec .
120
On he o he hand, and aking in o accoun wha is se ou in he p e ious sec ion, gi en
he g owing impo ance o en i onmen al ac o s, u u e wo k could in ol e de eloping
and implemen ing sus ainabili y ini ia i es wi hin he gym, such as ene gy-e icien
equipmen o eco- iendly p ac ices.

121
12. BIBLIOGRAPHY & REFERENCES
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ACEDYR (n.d.). h ps://www.acedy .com/
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Aguila , F. (1967). Scanning he business en i onmen . Macmillan.
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ue on-a-un-gimnasio/.
Ajun amen d'Oli a. (2022). Ve sión p elimina 2022 pa a in o mación pública. Oli a.
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PUBLICA.pd
Ajun amen d'Oli a. (n.d.). Complejo depo i o municipal. Oli a.
h ps://oli a.es/es/pagina/complejo-depo i o-municipal.
Ajun amen d'Oli a. (n.d.). His o ia. Oli a. h ps://oli a.es/es/pagina/his o ia.
Ajun amen d'Oli a. (n.d.). O denanzas no iscales. Oli a.
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127
13. ANNEX
In o de o ca y ou his p ojec , con ac has been made wi h he companies supplying
he p oduc s speci ied in sec ion 8.3. Equipmen . In his ega d, he emails sen o
AllF eeWeigh s and ou :
128
F om his message I go he ollowing eply:
Below is a link o Google D i e h ough which he ile can be accessed:
h ps://d i e.google.com/ ile/d/1JKhm4AR 5Q bgiq XVdksLMiD 9qFLak/ iew?usp=sha
ing
A emp s we e also made o con ac he o he company selec ed as supplie o he es
o he equipmen , bu no esponse o ou eques was ecei ed.
Finally, i has been conside ed ele an o a ach he excel ile in which all he calcula ions
co esponding o poin 9. Financial Plan ha e been ca ied ou and om which he
sc eensho s showing he esul s ob ained ha e been ex ac ed:
h ps://docs.google.com/sp eadshee s/d/1XRyETy22ETS_E oK35cP UeCOmHJbKPM/
edi ?usp=sha ing&ouid=113214125686545010699& po = ue&sd= ue