THE QLTURE elevates exclusive wellness with Virtuagym’s all-in-one technology
Getting to Know THE QLTURE
The birth of a new wellness concept in Madrid’s exclusive Serrano district.
Located on Madrid’s iconic Serrano Street, THE QLTURE has opened its doors as an exclusive 400 m² wellness club spread across two floors. Combining the best of physical training and advanced recovery, it’s set to redefine the luxury fitness experience.
The Qlture was founded by a team with more than 30 years of experience in the fitness industry — a project that began as a conversation among friends and evolved into a shared vision: delivering a sophisticated, tech-driven wellness experience that embraces every aspect of health and well-being.
At the heart of this vision is Álvaro Besoy, the club’s first employee and Member Experience Manager. With a background in Ibiza’s luxury sector, Álvaro brings an unparalleled attention to detail to the fitness world. Beyond shaping the member journey, he also plays a key role in operational management — making sure every process reflects the same precision and care that define The Qlture’s approach.
We’re not just a gym — we’re a complete wellness experience, where every detail has been carefully crafted around our members’ well-being.
A Holistic Approach That Goes Beyond Training
Exclusivity, Technology, and Ultra-Personalized Attention
The Qlture was founded with a clear philosophy: to deliver individualized training programs and cutting-edge treatments in an environment of true exclusivity.
Designed to serve a maximum of 250 members, the club ensures privacy, personalization, and excellence in every detail. This approach allows the team to truly get to know each member, offering deeply personalized and consistent support throughout their wellness journey.
Unlike other clubs, exclusivity at The Qlture goes far beyond the name — members never face crowds or constant encounters in the hallways.
Each training session takes place in a private space, carefully designed to ensure a fully immersive and interruption-free experience. Even the use of technology is thoughtfully guided, providing a seamless and fully personalized journey for every member.
The Qlture’s offering ranges from functional training and Pilates to wellness treatments such as sauna, ice bath, red light therapy, and the innovative zero-gravity bed.
Every aspect has been designed to cater both to local residents and international professionals visiting Madrid who seek a premium health and recovery experience.
A Premium Experience Requires Premium Management
From the very beginning — even before opening its doors — The Qlture team knew they needed a technological solution that could deliver an experience as refined as the club itself. They understood that by embracing digital tools, they could avoid many operational challenges and enhance the member experience from day one.
We knew that the right technology would help us avoid many operational hurdles — and Virtuagym has proven that right. The ability to communicate with all our members in real time through the app is absolutely essential for us
Choosing the Right Technology
Even before opening its doors, the team knew that such an exclusive concept needed a solid technological foundation — one that would ensure seamless management and a flawless member experience. Virtuagym was the natural choice.
“It was our team of trainers who first recommended Virtuagym. They had already used it in other clubs and were delighted with the experience. That gave us great confidence, knowing the platform performed seamlessly in daily operations and could help us bring everything together in one centralized system
What truly convinced me about Virtuagym was the ability to connect with our members directly through the app — to build a sense of community and enjoy the same kind of visibility you’d find on a social platform
Intuitive Technology for Seamless Management
With Virtuagym, The Qlture now offers a fully customized app that allows members to book classes, access their workouts, manage payments, and stay connected with the club — all from the palm of their hand.
“Having an all-in-one solution with Virtuagym is extremely beneficial for us. As soon as you open the hub, you get a complete overview of everything.”
This fits perfectly with the club’s philosophy — building a relationship with members that extends beyond the physical space and remains connected at all times.
Most used Features
Automated Payments
With automated billing and Virtuagym Pay, The Qlture team has streamlined its financial operations, saving countless hours on invoicing and collections — all while ensuring full transparency and control.
Custom app
A customized mobile app reflecting The Qlture’s premium brand identity — equipped with all the features members need to reach their personal goals and stay connected to their wellness journey.
Scheduling
Maximize flexibility and convenience by allowing your members to effortlessly manage their bookings online through your own app. Use our intuitive software to simplify and streamline your scheduling process.
Virtuagym became The Qlture’s technological backbone even before its official opening, and today it remains at the core of the club’s daily operations.
The platform centralizes everything — from membership and payment management to class bookings and member communication — creating a seamless experience for both staff and members.
With the fully customised app , members can interact with the club easily and consistently through a design that reflects The Qlture’s identity.
Additionally, the Community module has proven essential for maintaining close and effective communication with members.
What’s great about managing all communication through the app is that it gives you peace of mind. And since it’s fully customized, you can adjust to each member’s needs almost instantly.
With Virtuagym, everything comes together in one place. We manage bookings, payments, and training — but above all, we create a sense of community.
Future Plans: Consolidation and Excellence
In just a few months, The Qlture has established itself as a leading name in luxury wellness in Madrid.
The mission remains unchanged: to express its unique concept with clarity and deliver excellence in every aspect of the member experience. With Virtuagym’s technology as a cornerstone, the team continues to perfect its operations and reinforce its position in the city’s high-end wellness scene.
Naturally, their eyes are set on the future — with the ambition to grow and expand their model to new locations, always guided by the same commitment to quality and supported by Virtuagym’s robust technology every step of the way.
I would recommend Virtuagym because it allows us to maintain the level of excellence we demand in every aspect of the club. In fact, we’ve already decided to use it for our upcoming openings
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