WAW Business brings together experts and brands in Zaragoza to analyse the latest developments in digital marketing

Madrid, June 2, 2026.

The Hotel Zentral AVE in Zaragoza hosted the first edition of WAW Business this Thursday, a closed-door event organized by the digital marketing agency Wanatop together with FIS, the benchmark platform for the global franchise ecosystem, and SPORTCITIES, the professional trade show for infrastructure, equipment and services for sports facilities.

Under the title “Strategies and trends in the new digital marketing for the retail sector”, it brought together more than 60 executives to analyze the challenges and opportunities of digital growth in sectors such as hospitality, health, fitness and training.

Attendees included representatives from major leading companies from across the country, such as HMY, Ambar, Grupo Saphir, Adidas, Pikolin, Real Zaragoza, Casademont Zaragoza, grupo SAMCA, Saica, and Autius, among others; as well as representatives of the Government of Aragon and Zaragoza City Council.

The event was opened by Alberto López, founder of Wanatop, Raúl Calleja, director of SPORTCITIES and FIS, and Eduardo Abadía, executive director of the Spanish Franchise Association (AEF). Before giving way to the first conversations, they recalled what gives meaning to meetings like this: “no matter how much technology and AI there is, people will always be behind it to make things work”.

A leading meeting point for executives and professionals

This first edition of WAW Business took place through presentations, round tables and networking spaces. Carolina Iguaz, CEO of Wanatop, was the first speaker to reflect on the strategies and trends of the new digital marketing. “Technology has changed: it is a living system, and digital patience has disappeared”, said Iguaz, who acknowledged that “it had never been so easy to connect, nor so easy to be left out of the conversation”.

The first round table, focused on the fitness and sports club sector, was moderated by Manel Valcarce, CEO of Valgo and manager of FADGE, who highlighted the constant transformation of this industry. The debate featured Gema Boiza, Director of Communication and Marketing at Anytime Fitness Iberia; Alfredo Betancourt, Director of Operations and Brand Implementation in the Iberian Peninsula at L’Orange Bleue; Héctor Lasanta, CEO and founder of MOBE Sport Clinic; and Baldo Barranco, Head of Expansion at TRIB3/PILAT3S.

In this regard, Betancourt stated that “gym communication is no longer just about handing out flyers”, while Boiza defended the human value within the industry, stating that “fitness is ultimately health, and no machine will be able to replace a person”.

Diego Ruíz Guzmán, Strategic Agency Manager at Google, was the protagonist of the next presentation, in which he addressed new visibility environments, GEO and Paid Media. “Spectators are no longer allowed; we cannot afford to wait and see what happens and how our competitors evolve”, he noted.

He was followed by David Legarre, Head of SEO at Wanatop, who also emphasized the role of GEO. “Content has always been king in SEO, but now with AI you can generate any content. That is why it is important to validate it with the help of professionals”, he stressed.

Moderated by Raúl Calleja, the second round table revolved around innovation and technological tools for attracting new leads in retail. Participants included Alejandro Fernández, co-founder of La Fresería; Cristina Royo, Marketing Director at Interdomicilio; and Silvia Gómez Romero, Head of Franchise Studies and Marketing at Alcampo.

They all agreed on the current importance of combining technological innovation and closeness. “We try to reach the customer so that shopping is also an experience”, Gómez highlighted, while Fernández warned that “when the AI fever in Spain passes, we will humanize brands again”.

Another highlight was the dialogue session, a space promoted by ADEA and Grupo Saphir in which Enrique Torguet, Director of Communication, Sponsorship and Institutional Relations at Grupo AGORA interviewed Isabel Pradera, CMO of Grupo Saphir.

Both analyzed the impact of AI on the perfume sector. Pradera presented Fabiola, the intelligent assistant developed by the company to help each customer find the perfume that best matches their preferences. “AI is helping us speed up that initial blank page”, she explained.

Next, Eduardo Abadía reviewed the conclusions of the meeting: “today, the main challenges for franchising are adaptation, growth and vision”. As a finishing touch, attendees were able to enjoy a wine tasting led by Bodegas Enate, before saying goodbye with a cocktail and the now classic networking space that characterizes all events in the WAW universe. The previous one, WAW Meet Zaragoza Activa, took place on May 14 at Etopia, where it sold out.

WAW thus consolidates itself as a brand that connects with different audiences and through different meetings, but always with the same objective: to share knowledge, generate synergies and discuss the future of the sector.

Organizers and collaborators

WAW Business is an initiative by Wanatop, an agency specializing in digital marketing; FIS, the benchmark platform and event for the global franchise ecosystem (September 30 and October 1 at the Metropolitano Stadium in Madrid); and SPORTCITIES, a professional meeting that connects the entire industry and value chain of the infrastructure, equipment and services sector for sports facilities and active leisure (October 21 and 22 in Valladolid).

In addition, this first edition featured the collaboration of Lowen, Bodegas Enate, Google, the Spanish Franchise Association (AEF) and the Association of Executives and Managers of Aragon (ADEA).

About SPORTCITIES

SPORTCITIES is the Trade Show for Infrastructure, Equipment and Services for Sports Infrastructure, a leading professional meeting dedicated to connecting city, sport, public space and urban innovation. Organized by Feria Valencia, Feria de Valladolid and Show2Be, it brings together public administrations, companies, experts and sector entities to promote solutions that foster more active, healthy and sustainable cities.

About Wanatop

Wanatop is a digital marketing agency based in Zaragoza with more than 12 years of experience, helping brands strengthen their online channels to grow. As the company itself defines it: “high-performance marketing”.

Press & Communications Contact:

Leticia Pastor

Mobile: 600 92 42 79

Email: leticia.pastor@show2be.com