25Lab | Digital products for real-world operations

Digital products for real-world operations

25Lab turns recurring operational problems into digital products that organize data, decisions and workflows.

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Where boldness meets balance.

Signals / 01

Operations
speak.

Every operation produces signals.
When those signals are lost, friction emerges.

From friction to flow.
From flow to intelligence.
From intelligence to product.

01incident 02access 03order 04feedback 05relationship 06indicator 07booking

Portfolio / 02

Products built
for real operations.

Products designed around specific operational problems and continuously evolved through real use.

Digital product

JogaJunto

AI-assisted operational listening that turns feedback into traceable cases, with managed treatment, evidence and response.

Context: In clubs, parks and physical environments, feedback and incidents arrive through conversations, email and spreadsheets. Without a single workflow, operations lose context, ownership, history and visibility into resolution.
In operation: Intake by QR Code or link, AI-assisted triage and workflow management by team, assignee and status, with evidence, feedback and operational indicators

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OPERATIONAL JOURNEY / 05 STEPS

01 / 05Input

STEP 01Member, visitor, customer, guest or employee

Contextual intake

Through a QR Code or link, the user submits a report with location, text, photo or audio.

Input: Incident, complaint, suggestion, question or compliment
Action: Captures identification, location and entries in text, photo or audio
Outcome: Report registered

Digital product

Acesso Menu

A digital menu that turns multi-channel orders into identified, integrated and trackable consumption.

Context: In clubs, parks, restaurants and hospitality operations, orders across separate channels create queues, errors and limited visibility. Without one journey, operations lose control over consumption, service and order progress.
In operation: Web menu, self-service, tablets, login or wristband identification, multi-store support, time and distance rules, AI-assisted cart and order tracking

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OPERATIONAL JOURNEY / 05 STEPS

01 / 05Input

STEP 01Customer, member, visitor or guest and the operation

Identified access

The customer enters through mobile, terminal or tablet and identifies according to the operation’s rules.

Input: Link, QR Code, self-service terminal or tablet
Action: Identifies by phone, document, email, password, wristband or card
Outcome: Access identified under configured rules

Digital product

npsXP

An experience platform that turns evaluations into operational causes, priorities and improvement actions.

Context: Long surveys generate low engagement and data that is difficult to interpret. In operation, this delays the identification of satisfaction and dissatisfaction drivers and reduces response capacity.
In operation: NPS collection, positive and negative drivers, comments, dashboards, rankings, filters, shareable links and result exports

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OPERATIONAL JOURNEY / 05 STEPS

01 / 05Input

STEP 01Customer, member, visitor or service user

Experience evaluation

The customer assigns a score from 0 to 10 and starts the experience record.

Input: Link or collection point provided by the operation
Action: Captures a 0-to-10 score for the configured NPS question
Outcome: NPS score recorded

Digital product

Agilliza

A digital identifier that turns repeated registration into fast, integrated and reusable access.

Context: At events and access points, repeated forms create queues, errors and abandonment. Without a persistent identifier, every new entry restarts registration and consumes operational time.
In operation: Single registration for users and dependents, personal QR Code, configurable identifier data and integration with ticketing or access control

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OPERATIONAL JOURNEY / 05 STEPS

01 / 05Input

STEP 01User, dependents and the registration operation

Initial registration

The user enters personal and dependent data once to begin the digital identification journey.

Input: First access, accreditation or identification need
Action: Captures the user’s and dependents’ registration data
Outcome: Structured initial registration

Digital product

Multiapp

A white-label platform that integrates club services, communication and relationships into one digital operation.

Context: Clubs and parks run communication, services and relationships across separate channels. Without a common digital layer, they lose reach, user context and control over content, access and interaction.
In operation: Passwordless login, club association, white-label experience, feed, stories, events, places, push notifications, authenticated portal and management panels with audit trails

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OPERATIONAL JOURNEY / 05 STEPS

01 / 05Input

STEP 01Member or visitor, app and authentication API

Identified access

The user enters a document and code; the app identifies the record, relationship and access club.

Input: Document, confirmation code, device and selected club
Action: Identifies the user record and relationship with the club
Outcome: User and access context identified

Digital product

DataFlix

An operational intelligence platform that turns sales data into a continuous, comparable and actionable view of the operation.

Context: Sales, products and tickets are distributed across systems and establishments. Without a unified view, deviations appear late and management loses speed, context and response capacity.
In operation: Sales reading, establishment separation, product and ticket consolidation, rankings, period and time analysis, reports and exports

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OPERATIONAL JOURNEY / 05 STEPS

01 / 05Input

STEP 01Multivendas, Multiclubes and client infrastructure

Data reception

DataFlix receives operational records for sales, products, tickets and integrated establishments.

Input: Sales, products and tickets from integrated sources
Action: Receives records, units, items, values, dates and statuses
Outcome: Operational records available for processing

Digital product

WinnerGO

Sports booking that organizes availability, rules and reservations for clubs.

Context: In many clubs, bookings still move through phone calls, WhatsApp, spreadsheets and isolated controls. This fragments schedules, increases rework and makes it harder for members and staff to know what is available, requested or confirmed. The problem recurs because rules, participants and resources must be coordinated for every booking.
In operation: Schedule search, rule validation, booking confirmation and follow-up in one operational flow.

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OPERATIONAL JOURNEY / 05 STEPS

01 / 05Input

STEP 01Member or sports office operator

Booking start

The member or sports office starts the booking and provides the sport, date and participants.

Input: Need to book a court or another sports resource
Action: Receives identification, club, sport, resource, date and participants
Outcome: Initial booking request or draft

Method / 03

From observation
to evolution.

01
Observe
We map routines, decisions and context loss before defining the solution.
02
Define
We turn a recurring problem into a clear product hypothesis.
03
Validate
We test the solution in the real workflow and learn from evidence of use.
04
Integrate
We connect the product to existing systems, responsibilities and routines.
05
Evolve
We prioritize continuous evolution through use, data and emerging demands.

Capabilities / 04

A product requires
more than code.

Product, technology and operations work as one system to sustain the evolution of the portfolio.

01Product strategy
02Digital experience
03Integrations
04Automation
05Data and operational intelligence
06Applied artificial intelligence
07Solution architecture
08New ventures

Manifesto / 05

We do not start
with technology.

25Lab is a digital product and applied innovation company for real-world operations.

We start with what gets in the way.

We observe the signals that routines have normalized, connect what has become scattered and give form to what operations still cannot see.

We create proprietary products because a good solution does not end when it is delivered. It becomes part of the operation, learns through use and evolves responsibly.

Origin / 25

The number 25 marks 25Lab’s origin in Multiclubes’ 25th anniversary.

Lab defines the method: observe, test, integrate and keep the product evolving through real use.

Between the boldness to imagine a new form and the balance required to make it work, there is 25Lab.

Insights / 06

What we learn by building.

Perspectives on strategy, experience and intelligence applied to real-world operations.

View all insights

Connections / 07

We build with focus. We connect where there is real alignment.

Our proprietary products set the agenda. Companies and partners find common ground where there is clear alignment with the portfolio and the operational challenges we understand.

Where boldness meets balance.

Operations
speak.