The health club and spa at Crow Wood Hotel and Spa Resort has consistently enhanced its offering with premium upgrades to elevate the customer experience.

This year, spa facilities have doubled in size, while the health club has undergone a refurbishment to introduce state-of-the-art studios and AI-driven fitness technology by Technogym.

The health club has always been integral to the hotel’s business model, serving 3,500 adult members alongside hotel residents. It now includes three studios – indoor cycling, yoga and Pilates and aerobics – plus a 150-station gym zoned across cardio, fixed resistance, free weights, and personal training areas. A mezzanine also houses a new Technogym Biocircuit installation.

“We’re constantly looking for meaningful ways to invest in the club so members get true value,” said director, Oliver Brown. “Partnering with Technogym helps us position Crow Wood as a luxury product that’s premium and accessible to all.”

A strength training revolution
The latest gym investment includes Technogym Checkup assessment solutions and 19 pieces of AI-driven Biocircuit equipment, representing a shift from traditional strength training to adaptive resistance that automatically adjusts to each user’s capabilities.

“Replacing our previous resistance training equipment with Biocircuit was a bold move and the best decision we could have made,” says Brown. “Each piece of Biostrength equipment gives everyone a safe, effective workout, whether they’re a beginner or an elite weightlifter.”

Technogym Biocircuit provides a future-proof solution to a common challenge – accommodating members with different strength levels without creating an intimidating environment.

Its adaptive resistance adjusts in real-time to each user’s strength curve, providing optimal resistance throughout the full range of motion. This means advanced athletes can push more weight than ever and newcomers can train safely with automatically adjusted loads.

This investment in Technogym Biocircuit reflects industry trends toward AI-driven, personalised training backed by meaningful human support.

Data-driven insights
Thanks to the new Technogym reporting suite for Bioscircuit, Crow Wood can also see that, on average, 4,500 workouts are completed each month by 1,000 unique members, with 65 per cent training with a structured programme. There’s also a near 50/50 split by gender and an average age range between 50 and 64. Biocircuit is truly inclusive, as demonstrated by the fact that 19 per cent of users are aged 65 and over.

A look at preferences shows 27 per cent of members follow the Tone your Body training method, while 19 per cent choose Hypertrophy and 14 per cent follow a Biocircuit programme created for them by one of Crow Wood’s trainers.

Members moving from traditional fixed programmes to Biocircuit training saw an average strength improvement of 8.3 per cent in the two months following installation.

Alongside Biocircuit, Crow Wood has integrated Technogym Checkup into the member journey. The AI-driven assessment station evaluates fitness, movement patterns and health metrics to offer personalised recommendations generated by Technogym Coach, with these synching to Biostrength.

Crow Wood offers Technogym Checkup as part of membership, while personal trainers use Checkup data for programme design and injury prevention and the reports help members understand their progress and set goals.

To support the integration, Technogym Educators offer regular education and consultancy services.

Crow Wood plans to expand its digital offerings with virtual indoor cycling in the Technogym Group Cycle studio, using Technogym on-demand content to address high demand for classes.

Operational efficiency
Support from Technogym’s digital team has helped Crow Wood leverage Mywellness CRM for operational insights and member engagement, as well as operational efficiencies.

Integrated with the membership system, the Mywellness CRM platform handles class bookings, PT calendars, inductions, retention communications and class ratings.

“Mywellness CRM platform and the Technogym App has brought us into the 21st century,” said Brown. It’s a big value-add that helps us continually offer our members more too.”

More: www.technogym.com