WAW Business brings together experts and brands in Zaragoza to analyze the new digital marketing.

• Organized by Wanatop, Franchise Innovation Summit (FIS) and SPORTCITIES, the event brought together professionals from leading brands in hospitality, fitness, health and training
• A day of inspiration, innovation and networking that made Zaragoza the summit of the digital sector

Madrid, June 2, 2026.

The Hotel Zentral AVE in Zaragoza hosted on Thursday the first edition of WAW Business, 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 exhibition of infrastructure, equipment and services for sports facilities.

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

Among the attendees were managers of major leading companies throughout the country, such as HMY, Ambar, Grupo Saphir, Adidas, Pikolin, Real Zaragoza, Casademont Zaragoza, SAMCA group, Saica, or Autius, among others; as well as representatives from the Government of Aragon and the City Council of Zaragoza.

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 moving on to the first conversations, they recalled what makes events like this meaningful: “no matter how much technology and AI there is, behind it will always be people to make things work.”

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

The first roundtable, focused on the fitness and sports clubs sector, was moderated by Manel Valcarce, CEO of Valgo and manager of FADGE, who highlighted the constant transformation of this industry. A debate in which Gema Boiza, Director of Communication and Marketing at Anytime Fitness Iberia; Alfredo Betancourt, Director of Operation 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 participated.

In this regard, Betancourt stated that “communication from a gym is no longer just about distributing flyers,” while Boiza championed the human value within the industry, saying that “fitness is ultimately about health and no machine can 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. “Now spectators are not allowed, we cannot afford to wait and see what happens and watch how our competitors evolve,” he noted.

His baton was taken up 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’s why it’s important to back it up with the help of professionals,” he stressed.

Moderated by Raúl Calleja, the second roundtable revolved around innovation and technological tools for capturing new leads in retail. It featured Alejandro Fernández, cofounder of La Fresería; Cristina Royo, Marketing Director at Interdomicilio; and Silvia Gómez Romero, Head of Studies and Franchise Marketing at Alcampo.

All agreed on the current importance of combining technological innovation with proximity. “We try to reach the customer so that the purchase is also an experience,” highlighted Gómez, while Fernández warned that “when the AI fever passes in Spain, we will go back to humanizing brands.”

Another highlight was the dialogue table, 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 in 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 streamline that initial blank page,” she explained.

Next, Eduardo Abadía reviewed the conclusions of the meeting: “nowadays, the main challenges of franchising are adaptation, growth and vision.” As a grand finale, attendees were able to enjoy a wine tasting with Bodegas Enate, before saying goodbye with a cocktail and the now classic networking space that characterizes all events in the WAW universe. The latest, WAW Meet Zaragoza Activa, took place on May 14 at Etopia, where it managed to put up the ‘sold out’ sign.

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

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

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

The Franchise Innovation Summit (FIS) is an initiative promoted by the Spanish Franchise Association (AEF) and organized by Show2Be. Born as a professional and commercial platform for the franchise system, FIS connects brands, entrepreneurs, investors and administrations, promoting the expansion and professionalization of the sector in Spain and internationally.

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

For more information:

– Leticia Pastor Aleixandre – FIS Marketing & Communications Manager

Email: leticia.pastor@show2be.com

Mobile: 600 92 42 79