With over 84.000 active members today, World Class is the largest health & fitness network in Romania. But its impact goes deeper than numbers. World Class has built a comprehensive wellness ecosystem: gyms, personal training, swimming, sauna, unlimited group fitness classes and access to wellness areas. This holistic approach is redefining what fitness means – for individuals, communities and organizations.
We welcomed Kent Orrgren, CEO World Class Romania for an interview on fitness, how AI impacts fitness experiences and community engagement, the brand’s latest projects and many more.
How is AI transforming the way you personalize fitness experiences for your members?
AI is certainly a powerful ally in our mission to inspire and motivate more Romanians to be more active, more often. On the operational side, it helps us process and analyze data quickly, so we can optimize many internal processes and dedicate more time and energy to our members. For example, AI allows us to better understand individual needs and habits, making it possible to personalize training programs, nutrition advice and digital content in ways that were not possible a few years ago.
At the same time, we never forget that World Class is a company with people and about people. In Romania, human interaction is essential for engagement, which is why community engagement remains at the heart of what we do. Encouraging people to live healthier lives requires more than technology or access to facilities – it is about creating an environment of support, motivation and belonging. Events such as the #BeHealthy Festival, the largest urban health & fitness festival in Romania, bring together thousands of people for free fitness classes, educational workshops and health-focused activities.
We also collaborate with local authorities and educational institutions to promote fitness and health education, through initiatives such as #BeactiveDay and the European Week of Sports. These nationwide actions show that fitness can be fun, healthy, accessible and a powerful way to bring people together.
In short, AI helps us scale personalization, but real change comes when we combine technology with authentic human connection.
We’re seeing a shift from one-size-fits-all training to hyper-personalized coaching. How are you using AI to deliver this at scale?
The shift from one-size-fits-all training to hyper-personalized coaching started well before AI became a buzzword. People have always needed solutions tailored to their lifestyle, their body and their goals. At World Class, we’ve been building this approach for years through personal training, small group classes, specialized programs and nutrition guidance.
What AI brings to the table is scale and speed. It helps us translate individual preferences, goals and progress into smart recommendations for training and wellbeing. For example, digital platforms can now suggest the right type of workout, recovery plan or nutrition advice, based on real-time data and member feedback.
But ultimately, personalization is not just about technology – it is about understanding people. AI allows us to enhance that understanding and deliver it consistently to thousands of members, while our trainers and coaches bring the human connection that truly motivates change. Together, this creates a fitness experience that feels unique for each member, yet scalable across our entire network.
AI is redefining engagement beyond the gym walls — how are you leveraging data to keep members motivated when they’re not onsite?
Technology has become an integral part of the modern fitness experience and at World Class we have fully embraced this transformation. Our mobile app is more than a management tool – it allows members to book classes, track their progress and stay connected with the latest health & fitness trends, wherever they are.
We also offer online training programs that proved invaluable during the pandemic and continue to be an important option for those who prefer or need to train at home. In our clubs, we’ve introduced immersive cycling studios and interactive fitness equipment that make workouts more engaging, data-driven and fun.
The key is motivation. By combining digital tools with our in-club experiences, we help members stay engaged and committed to their goals even when they are not physically with us. This continuity not only improves results but also deepens our relationship with each member – because their journey doesn’t stop when they leave the gym walls.
What are the most effective tactics you’ve seen for improving team engagement?
I’ve learned a lot from my experience in the fitness world and I believe that engaging team members is not very different from engaging people to be more active. The most important step is clarity – making sure everyone understands from the very beginning what the goals are and where we want to go. Once the vision is clear, the role of a leader is to guide, support and motivate the team along the way.
At World Class, some of the most effective tactics we’ve used are regular communication, continuous learning opportunities and celebrating milestones together. Just as in training, progress is made step by step and recognizing those steps is crucial. We also put a strong emphasis on empowerment – giving people the tools, trust and autonomy they need to perform at their best.
When people feel connected to the mission, supported in their growth and recognized for their contribution, engagement follows naturally. In fitness as in leadership, motivation is not imposed – it’s inspired.
What leadership principles guide you in such a competitive industry?
In such a competitive industry, I believe leadership must be a balance of innovation, consistency and passion. Innovation is essential – you need to constantly explore new ways to add value for members, whether through technology, new services or better experiences. Consistency is what builds trust: delivering the same level of quality and excellence every single day is what makes a brand strong.
But equally important is passion and expertise. Fitness is not just a business; it’s a mission to improve people’s lives. When you lead with genuine passion for health and wellbeing, that energy inspires the team and resonates with the members.
For me, leadership is also about building and nurturing a community. World Class is, at its core, a company with people and about people. Our role as leaders is to connect these people – employees, trainers, members – around a shared belief in healthier living. When that sense of community is strong, performance and impact naturally follow.
I also believe in leading by example – showing resilience, curiosity and a commitment to growth. In an industry that is always evolving, these principles help us stay not only competitive, but also relevant and impactful.
What mindset shifts do leaders need to make to build a healthy workplace culture?
To build a truly healthy workplace culture, leaders need to shift their mindset from control to empowerment, from focusing only on performance to focusing equally on wellbeing. A healthy culture starts with trust – giving people the autonomy and flexibility they need to perform at their best.
Another important shift is from seeing employees only as resources to recognizing them as individuals with unique strengths, challenges and aspirations. Just as in fitness, there is no one-size-fits-all approach. Listening, empathy and adaptability are key.
Finally, leaders must embrace balance. High performance is not sustainable without recovery and support. By encouraging healthier habits, work-life balance and continuous learning, we can build teams that are not only more engaged, but also more resilient and inspired.
In short, the mindset shift is about leading with empathy, empowering with trust and inspiring by example.
What is the latest news about World Class?
The latest news from World Class is all about innovation and diversification. We continue to introduce new concepts and programs designed to push the boundaries of fitness and to make it more inspiring and accessible for all our members.
In group fitness, we recently launched HYROX – available exclusively at our Titan Park and Mall Moldova Iași clubs, and two innovative concepts across our entire network: H.E.R.O.E.S. and Healthy Spine.
H.E.R.O.E.S. is more than just a workout- it’s a progressive training experience based on scientific principles that blend power, strength, resistance and high-intensity interval training. It is designed to deliver fast, tangible results while also fostering mental resilience. Participants not only improve their physical performance, but also redefine their personal limits.
SPINE CARE, on the other hand, focuses on posture and spinal strength through simple, but effective exercises. It’s not just for those with back issues, it helps everyone build a stronger, more functional spine that supports better movement in daily life and during other workouts.
We have also expanded our premium offerings with the BeReformed Pilates Reformer concept in our Atlantis, Caro and Planet clubs. For members working with personal trainers, we’ve introduced specialized programs such as the Delta Training System, Glutes 8 and the Intro Training Program – all designed to create personalized journeys with measurable results.
And because we believe in inspiring healthy habits from an early age, we’ve significantly expanded our kids’ programs: swimming lessons in our pool clubs, martial arts classes such as Karate, Kempo and Aikido in selected locations and personal training programs for children in all clubs, including Kids Fun 8 and Sports Stars.
All these innovations reflect our commitment to redefining fitness in Romania and building a holistic ecosystem where every member – from children to adults – can find the right path to becoming the best version of themselves.
