The end of analogue fitness: turning FITPLUS into a scalable tech incubator

For years, the health and beauty world was seen mainly through the lens of physical performance and a personal approach. At AWIS group, however, we saw something more in this segment – huge room for digital transformation and the efficiency that technology brings. Our latest step is the acquisition of the FITPLUS brand, which we don't just plan to run, but to redefine technologically from the ground up.

Challenge no. 1: When a “nice” website is not enough (technical debt)

The first obstacle we faced was the technical state of the digital presence. FITPLUS had a visually clean website, but under the bonnet it was built on WordPress, which fell far short of our requirements for security, speed and deep process integration.

We made a radical cut and replaced it with T3WEB and a completely new design. The result is a platform that finally reflects the DNA of the technology brand we are building and gives us stability for further development.

Challenge no. 2: The underestimated power of processes (acquisition vs. reality)

We admit that when we entered the project, we thought setting up the processes would be the easy part. The opposite was true. Building a system and internal procedures that could “brutally” streamline the day-to-day running of the studio turned out to be our biggest challenge.

We literally had to dig through every single step – from the first contact with a client to stocktaking and capacity management. Yet this meticulous “process clean-up” became the key building block on which we are now programming our new CRM. Without clear rules, the software would just be an empty shell; this way, it is the brain of the whole network.

FITPLUS as a technology incubator

Today, FITPLUS is our “first swallow”. For now it is a single fitness studio that serves as a live business incubator. This is where we test every CRM feature, every integration in the mobile app and every new process model in real conditions.

Our goal is not just to own a gym. Our goal is to create a perfect, technologically replicable model. FITPLUS is the prototype on which we are building a nationwide network that we will be able to scale with mathematical precision and minimal operating costs.

The future: our own app with AI features

The peak of the transformation we are currently working on is the development of our own client app. We don't want to create just another simple booking tool. Our goal is to integrate artificial intelligence (AI) that will be a real partner for FITPLUS clients:

• Personalisation: AI will analyse each client's progress and suggest the best solutions.
• Predictive analytics: the system will help us better understand the community's needs and prevent client churn.
• Seamless experience: the closest possible connection between physical training and the digital world.

Vision: a network with a .tech ending

At AWIS group we are building a technology platform for health and beauty, with FITPLUS as the flagship and the testing core. We are showing that even in this segment it is possible to grow sustainably, in a modern way and to a high technological standard.

We are entering a new era where data meets movement. And this is just the beginning of our expansion.