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Canela reveals DiR expansion plans
Ramon Canela, founder of Spanish health club chain DiR, has revealed his plans for the expansion of the brand.
The company, which currently operates 16 facilities in the city of Barcelona, plans to ensure that everyone who lives in Barcelona will have a "DiR club no more than 10 minutes from their home or place of work".
In an interview with Health Club Management(HCM October 2010, pp.24-27), Canela said: "We will continue with our expansion, and will continue to explore new ideas and products, ensuring we stay ahead of the pack to meet the needs of the market.
"We're working on a number of other projects, although the details have yet to be finalised so I can't discuss them yet. One thing I can say for sure: DiR will maintain its position as leader in Barcelona."
He also revealed that the first new club to open under the expansion plans will be the 4,000sq m DiR Tuset, which is due to open its doors by the end of 2010.
"In our new club, DiR Tuset, we will be launching a back care centre. This will feature medical fitness equipment from MedX, which allows you to isolate the deeper muscles in the back, bringing about results you simply can't achieve with normal exercise.
"The centre will be staffed by a multi- disciplinary team comprising doctors, physiotherapists, chiropodists, osteopaths and so on.
Canela added that while he has plans to diversify the DiR offer, he has no plans to expand the chain outside Barcelona.
"DiR is inextricably linked to the people of Barcelona", he said. "Everyone's been to a DiR club or knows someone who has and there are many people out there who feel genuinely better as a result of coming to us.
"Our members also see us constantly evolving and innovating, and I think this positive.
"At the moment I have no plans to open clubs outside of Barcelona - but we are considering the possibility of opening budget clubs in the city."