2026年2月9日
Business insights
Gyms
Hyper-personalization over scale: REAL shows how to build sustainable fitness with Technogym
REAL, the hyper‑personalized 360º wellness club located in Madrid powered by the Technogym ecosystem, delivers unique, precise, data‑driven training experiences—achieving outstanding retention.
REAL was created by founders, Quique Uceta, Javier Cobas, and Javier Hurtado, with a clear goal: to create a fitness club where personalization, professional expertise, and human connection define the entire model.
Since opening, REAL has established itself as a radically different concept—deeply personalized, sustainable over time, and focused on true member loyalty rather than mass‑market approaches.
REAL is built on hyper-personalization, opting for small groups of no more than 12 people, allowing continuous support, individualized corrections, and a direct relationship between coaches and members.
In under a year, REAL has achieved exceptional results: near‑perfect retention, no significant cancellations, consistent monthly growth, and a membership base close to full capacity, placing the club on the verge of a waiting list.
Since opening, REAL has established itself as a radically different concept—deeply personalized, sustainable over time, and focused on true member loyalty rather than mass‑market approaches.
REAL is built on hyper-personalization, opting for small groups of no more than 12 people, allowing continuous support, individualized corrections, and a direct relationship between coaches and members.
In under a year, REAL has achieved exceptional results: near‑perfect retention, no significant cancellations, consistent monthly growth, and a membership base close to full capacity, placing the club on the verge of a waiting list.
A Wellness Ecosystem
REAL understands training as a global, continuous process. That’s why it has built an ecosystem of services that support members across different areas of wellness, always integrated within the same method.
Personal Training is a core pillar at REAL, offering highly individualized guidance focused on technique, progression, and continuous adaptation—maximizing results and strengthening the trainer‑member relationship. Physiotherapy is seamlessly integrated into both training and recovery, providing preventive and therapeutic support to optimize movement at every stage. Nutrition delivers a rigorous, personalized approach tailored to each member’s lifestyle. REAL also incorporates physio-aesthetic treatments, extending therapeutic and aesthetic care within its holistic wellness model.
Personal Training is a core pillar at REAL, offering highly individualized guidance focused on technique, progression, and continuous adaptation—maximizing results and strengthening the trainer‑member relationship. Physiotherapy is seamlessly integrated into both training and recovery, providing preventive and therapeutic support to optimize movement at every stage. Nutrition delivers a rigorous, personalized approach tailored to each member’s lifestyle. REAL also incorporates physio-aesthetic treatments, extending therapeutic and aesthetic care within its holistic wellness model.
Technology driving the method
Technogym’s technology has been a key pillar in making this model possible. REAL has integrated advanced equipment that brings together precision, control, and an outstanding user experience in every session.
The club has incorporated solutions such as AI-driven Biostrength, which enables guided, safe, and fully personalized strength training, adapting to each member’s profile and progress. This technology ensures efficient, measurable workouts while keeping human support at the core.
REAL also uses AI-based Technogym Checkup that objectively assesses physical condition, mobility, strength, and other key indicators. This data becomes the foundation for building each member’s personalized training plan—ensuring consistency, monitoring, and real progression from day one.
Additionally, REAL integrates the Technogym App as the centre of its entire personalization and member tracking ecosystem. Through this platform, the club can continuously monitor and analyse key metrics related to training and physical progress, ensuring precise control of every individual process. The Technogym App structures coherent follow-up, measures real progress, and reinforces long-term loyalty—maintaining the personalization of the REAL Method without sacrificing consistency or quality in the member experience.
The club has incorporated solutions such as AI-driven Biostrength, which enables guided, safe, and fully personalized strength training, adapting to each member’s profile and progress. This technology ensures efficient, measurable workouts while keeping human support at the core.
REAL also uses AI-based Technogym Checkup that objectively assesses physical condition, mobility, strength, and other key indicators. This data becomes the foundation for building each member’s personalized training plan—ensuring consistency, monitoring, and real progression from day one.
Additionally, REAL integrates the Technogym App as the centre of its entire personalization and member tracking ecosystem. Through this platform, the club can continuously monitor and analyse key metrics related to training and physical progress, ensuring precise control of every individual process. The Technogym App structures coherent follow-up, measures real progress, and reinforces long-term loyalty—maintaining the personalization of the REAL Method without sacrificing consistency or quality in the member experience.
A Model that delivers results
The case of REAL proves that it is possible to build a profitable and sustainable club by focusing on personalization, service excellence, and the smart integration of technology. The combination of the REAL Method with Technogym’s innovation has created a model with exceptional loyalty, steady growth, and a committed member community.
For REAL, success is not measured solely by usage metrics, but by the ability to create a space where people choose to stay. Collaboration with Technogym has been key to consolidating this approach and demonstrating that a more human, more precise, and more demanding model can also become a business success story.
For REAL, success is not measured solely by usage metrics, but by the ability to create a space where people choose to stay. Collaboration with Technogym has been key to consolidating this approach and demonstrating that a more human, more precise, and more demanding model can also become a business success story.
Looking Ahead
After consolidating the model and achieving loyalty and occupancy levels rarely seen in the sector, REAL already has its next phase of expansion on the horizon. The goal is to replicate the club’s method and experience while preserving the same standards of personalization, service quality, and support that have defined the project from the start. This next step confirms the strength of the model and its capacity for sustainable growth.
