From running a club to the technology that makes it work
Ready 2 Digital grows out of the experience of Maurizio Taruggi, who has worked inside the fitness and sports industry for more than fifteen years. He doesn’t watch it from the outside. Since 2010 he has been owner and CEO of Athlon Club Roma, a long-standing sports centre open since 1973. That is where he learned what it means to run a facility every day: organising the work, managing staff, keeping the accounts under control, setting the commercial strategy and building a lasting relationship with the people who use the club. He knows the weight of decisions, the responsibility of an investment, and the gap that can separate a good plan from how it actually works.
Inside Athlon he led a digital transformation that touched marketing, sales, sign-ups, bookings, payments and day-to-day operations. More than adopting new tools, it meant understanding how each process could become simpler, easier to control and closer to the needs of the people using it. That experience produced a particular skill: holding together a manager’s view and an understanding of technology systems, knowing that a platform is only useful when it truly fits the way a business works.
In 2022 Maurizio founded Ready 2 Digital Srl to put this experience at the service of other businesses in the sector. The agency work covers digital strategy, websites, advertising campaigns, lead generation and the design of sales journeys. The starting point, though, is never communication for its own sake: it is a company’s ability to welcome leads, follow them up and turn them into customers. Marketing and sales are read as parts of the same process.
Alongside the agency there is consulting: analysing processes, spotting inefficiencies, choosing the right tools and supporting teams through change. It is consulting that comes from first-hand knowledge of how clubs work. That is why it keeps organisation, financial sustainability, user experience and technology together, without separating what in a real facility moves as one.
His path has also included hands-on experience with the industry’s management software. For three years he commercialised the Perfect Gym management software in Italy, handling implementation, training and support. He also spent three years on the training and onboarding of the eGym apps in Italy, in collaboration with Matrix. These experiences gave him a deep knowledge of management software and of what very different clubs really need.
That knowledge, combined with a managerial and entrepreneurial passion, made the next step possible: building end-to-end systems — software, CRMs, apps and automations — that can sit alongside the system a business already has, or replace it, partly or entirely. Without the disruption of adopting a new technology, which is the main limit of any SaaS. Today Ready 2 Digital combines management experience, agency skills, consulting and technology development.
The thread running through it all is the ability to look at every project from several perspectives: that of the entrepreneur who invests, the manager who organises, the consultant who analyses and the partner who supports the implementation. The result is a way of working that is concrete and transparent, clear in its language and constantly focused on the results that matter to the people running a business.
