Case Study: Holmes Place preserves member engagement and streamlines operations with Virtuagym

How Holmes Place Worked Through the First Wave With Software Solutions

Holmes Place is a premium fitness and wellness brand with about 100,000 members across 36 clubs in eight European countries. Celebrating 40 years, the company needed to preserve its upscale, localized member experience while facing severe disruption from COVID-19: lost revenue, around 35% membership attrition in Iberia, stricter capacity rules, and the need for fast, multilingual remote engagement and lower administrative overhead.

Holmes Place implemented Virtuagym’s software—personalized mobile apps, class booking, live streams and on‑demand workouts, online community features, and access/capacity controls—to digitize scheduling, enable remote member communication, and manage reopening protocols. The result: reduced admin time and costs, compliant capacity control across clubs, sustained member engagement and satisfaction, improved retention through digital offerings, and strong vendor support during rollout.

Holmes Place

Larissa Araújo

Deputy Chief Executive Officer