This article is part of the special “Employer Branding Best Practices” published in the January 2024 edition of Human Resources, within the Employer Branding Conference 2024, promoted by Talent Portugal.

We hope to inspire people to lead a more active and healthy life, revolutionizing the way they practice sports.
Hugo Aguiar – Team Lead B2B Portugal
One of the “Netflix of sports”. This is how Urban Sports Club is described, an innovative concept that was born in Germany in 2012 and has continued to grow ever since. Urban Sports Club is currently present in five European countries, with a network of more than 10 thousand partners, and the expansion plans continue. «Our concept is simple, as good ideas usually are, and the advantages of our offer are endless. With the arrival of the Urban Sports Club in Portugal, it has become possible go to the gym to practice yoga, surf, paddle tennis, and even dance and crossfit with a single monthly subscription», explains Hugo Aguiar, Team Lead B2B Portugal.
Subscribing to this service allows members to train close to work, home, abroad, online and wherever you are, any time, putting an end once and for all to the common excuses for not training. On the other hand, and in parallel, this solution has made it possible for companies to offer sports and well-being to their employees, contributing part or all of the subscription fee! In this way, “we hope to inspire people to lead a more active and healthy life, revolutionizing the way they practice sports”, adds the same person in charge.
In Portugal, the Urban Sports Club offers more than 800 sports and wellness centers, from north to south of the country. They are offered more than 50 sports modalities, in addition to massages and other wellness activities, and they don't intend to stop there. "We are committed to continuing to expand our current offering and ensuring that we have the best and most varied sports offering in Europe. At the same time, we want to reach more and more subscribers", highlights the professional.
To this end, the insignia has made a strong bet on corporate customers, who increasingly value this solution as a health and well-being benefit for their employees. «We have hundreds of companies satisfied with our offer, who use it to maintain the mental health and physical well-being of your employees, while allowing them to bring the teams closer together e create a healthier and more productive work environment. And if our customers and partners are satisfied, our mission is accomplished”, summarizes the Team Lead B2B Portugal at Urban Sports Club.
More productive teams
Similar to benefits such as health insurance, the Urban Sports Club has been increasingly sought after by Portuguese companies. The culture of offering other benefits to employees, whether sports and well-being or any other type, is growing rapidly and, in this context, companies have valued different aspects of the Urban Sports Club offer. One of the points recognized by companies' Human Resources departments is the simplicity of the onboarding process for new team members or the fact that allow the organization of team events and team-buildings with the various sports partners. On the other hand, the simplified management on the platform also draws attention, offering a complete overview and control over active subscriptions, simplifying your work.
In addition to this practical side, there is a human aspect, which makes everything better: «When companies offer the Urban Sports Club as a benefit, they feel that there is a improving team spirit, elevation of the employer Branding, higher retention rates, best arguments for recruitment. In the long run, people feel the balance of your “WorkOut – Life – Balance” and this is reflected in your day-to-day work.»

Because employees can lead a more active lifestyle, the results could not be more positive: happier and more motivated teams with more health, more energy e creativity. But, although the desired end result is the same, the needs may be different. In this sense, Urban Sports Club offers a customized solution for each company. “There are more than 10 gyms, schools and sports centres in Europe, which makes our offer ideal for companies with offices in different countries or for companies where travelling is a constant,” he stresses.
To start using this solution in your company, the process is simple. The Urban Sports Club team accompanies the entire process, so that the company has each step defined de clear and easy to implement way. “As the needs of each company vary, we also adapt to ensure successful implementation, including training, internal communication pieces and inviting employees to discover and start taking advantage of this benefit. In addition, we have developed a set of initiatives to help employees understand the importance of maintaining their physical well-being and mental health, boosting the activation of our subscription in companies,” he adds.
Looking to the future
So far, the biggest challenge has been to introduce companies to the solutions and the team. Otherwise, HR managers simply need to contact the platform and an account manager will take care of everything. “We have been developing the Urban Sports Club offer for companies for many years and our goal is to be a good solution for everyone and not an extra challenge.»
On the other hand, companies that lead in Human Resources policies understand the importance of connecting professional and personal life. If the company creates moments of conviviality, competition and cooperation among its team members, this action will create communication dynamics that bring immediate benefits for productivity. With Urban Sports Club chances of strengthening meaningful bonds between the team increase. «With healthier teams absenteeism is reduced, combat stress (which costs Portuguese companies more than 5,5 MM per year) and turnover is reduced. This is a change in the way work is experienced and it alters human relations within the company, which facilitates people management e enhances results across the board», adds Hugo Aguiar.
And this maxim also applies within the Urban Sports Club itself. Employees have free access to the Urban Sports Club membership, which they can use to organize monthly get-togethers with the team, to challenge colleagues to try new sports, to organize paddle tennis matches between teams, etc. And after a few years, these activities encourage the creation of a work environment where everyone feels motivated to share and develop your ideas.
For the future, “we want our offering to be the number one solution to combat stress and mental health problems and a sedentary lifestyle, which are key concerns of the WHO for 2024. We will continue to rely on word of mouth so that our customers speak for us”, concludes Hugo Aguiar.