RITAM POSLA Orlando Lopac, Goran Kliškić

Guest Orlando Lopac, Goran KliškićHosted by Boris ŽivkovićMay 3, 2026

About this episode

What you'll hear in this conversation

Orlando Lopac has spent three decades in an industry that changed dramatically around him. He started in 90s aerobics, then built high-end fitness centers that were even nominated for global design awards. But he isn't just a business owner; he's a kinesiologist with a sharp perspective on how fitness, currently taxed as a luxury in Croatia, could be a powerful, untaxed preventive measure for public health. This conversation explores the demanding economics of building a premium fitness brand, from the hidden costs of renovation to the strategic investment in top-tier equipment and user experience. Lopac details the significant underpenetration of the Croatian market compared to Europe, revealing a sector with immense growth potential — if only policymakers recognized its broader societal impact. You'll finish this episode rethinking the role of physical activity, not just as a personal choice, but as a critical component of national health infrastructure.

Insights from the conversation

What to take from this episode

Orlando Lopac began his career as a 19-year-old teaching aerobics, a niche that quickly led him to international conventions and the need to open a company in 1996 simply to get paid abroad. The lesson is that building a scalable business often starts by embracing an unusual role that forces you to professionalize faster than your peers.

The €850,000 investment in the Branimir Center included €430,000 for fitness equipment alone, a significant sum driven by the need for durable technology for 500-700 daily users. For high-traffic fitness centers, the equipment isn't just about functionality; it's a critical infrastructure cost, demanding the highest quality to prevent downtime and ensure reliability.

The Branimir Center's blend of industrial design, advanced technology, and calming wood elements earned it an indirect nomination for 'most beautiful gyms in the world.' In a service industry, creating a unique aesthetic or 'social hub' isn't a luxury; it's a core product feature that attracts and retains users, setting a business apart from pure utility.

Croatia's fitness market engages 8-9% of its population, significantly less than the 20-25% average in Europe, despite current annual revenues of 1.2 billion HRK. A market with such substantial underpenetration, even with current growth, signals immense long-term potential, especially when consumer awareness is driven by readily available information.

Orlando Lopac argues that the fitness community can significantly reduce the burden on Croatia's healthcare system by preventing diseases like obesity, cardiovascular issues, and diabetes. When a service directly correlates with public health outcomes, its value extends beyond individual transactions to a broader societal benefit — a point often overlooked by policymakers who tax it as a luxury.

The Branimir Center's renovation budget was 25-30% higher than expected because it involved clearing dozens of existing cafes and shops, then installing entirely new ventilation, air conditioning, sewage, and electrical systems. When adapting existing commercial spaces, the real cost isn't just the visible fit-out; it's the invisible, foundational work of preparing a raw shell, which can significantly alter budget projections.

Orlando's centers feature digital locker locks, saunas in every changing room, and an internal app for booking and loyalty, all considered standard rather than extras. For a premium service, seemingly small details like keyless lockers or integrated app functionality are not just amenities; they are expected baseline features that define the user experience and justify the price point.

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Orlando Lopac, Goran Kliškić

Explore further

ScenariosBusiness challenges CardsEducational cards TimelineTopic evolution