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The Leisure Media Company Ltd | Fit Tech promotion
The Leisure Media Company Ltd | Fit Tech promotion
The Leisure Media Company Ltd | Fit Tech promotion
features

Promotion: Technogym: gym floor evolution

Virgin Active has upgraded its gym floor proposition to maximise consumer trends in partnership with Technogym

Published in Health Club Management 2023 issue 10

With 237 health clubs around the world, Virgin Active has enviable access to fitness trend data and customer feedback and in early 2023, the group began reimagining the gym floor experience in its UK clubs, with investment in cutting-edge equipment and a new approach to zoning.

A data-led approach
Virgin Active is at the forefront of fitness experiences, using these member insights to guide innovation. Following a substantial investment in its group fitness, the company turned its sights to the gym floor.

Responding to shifts in wellbeing trends, Matt Harras, head of fitness at Virgin Active UK, wanted to create spaces that are aspirational for its PTs, as well as its members – a Virgin Active Academy plays a key role in developing careers in fitness and the group wants its clubs to support a best-in-class experience for both members and staff.

Harras and his colleagues worked with a data analytics company to analyse the use of gym equipment across its clubs, and shared early development plans with individual clubs and PTs so they could make local suggestions.

Gym spaces that meet fitness trends
The investment project started in 14 UK clubs early in 2023 – including its largest club in Sheffield – and will continue to roll out across the estate over the next two years. Together with equipment partners Technogym, Virgin Active has redistributed the weighting of its gym zones and upgraded its equipment and digital offerings.

“All the data we received indicated a shift in consumer aspirations away from cardio and towards strength training,” says Harras. “As a result, we reduced our cardio provision, focusing on the most innovative pieces of kit, and almost doubled our strength training equipment.”

Investing in Technogym’s latest cardio equipment not only introduced cutting-edge cardio technology, but also helped Virgin Active make smarter use of space, as the newest Technogym cardio equipment has a significantly smaller footprint, freeing up space for a bigger weights zone and creating a better flow around the gym floor.

Technogym Excite Live equipment was the natural choice for an upgrade to best-in-class cardio with advanced digital content for a premium user experience.

Investment in Technogym Ride indoor bikes helped Virgin Active increase the scope of its performance training zones for members and PTs.

“Technogym is market leaders in the cardio space,” says Harras, “we don’t see them being beaten on innovation, design, functionality and use of digital content.”

Investment in Technogym Bike has helped Virgin Active optimise the launch of its indoor cycle programme – Power. The advanced level of functionality on the bikes is helping drive the class metrics, as participants can utilise screens to access more of their training data.

Future-proofed gym spaces
As strength training and bodybuilding grow in popularity Virgin Active chose to build out its Technogym Selection strength range with new items of Technogym Pure Strength – in response to member feedback and in recognition of its ergonomic design and exceptional durability.

“We see Technogym as best in class for strength equipment,” says Harras. “Virgin Active operates in the premium space, and Technogym supports us with that vision through the quality of its equipment, its innovation, digital developments and research.”

Virgin Active is also working in partnership with Technogym to develop its Virgin Active Revolution digital offering which will be rolled out using Technogym Bike.

“Virgin Active Italy has led the way through its work with Technogym’s content studios which has seen the teams layer our Revolution digital workout content with Technogym’s digital content to create a bespoke digital experience for our indoor cycling offer,” says Harras. “This will be a first for our UK clubs and it’s all been made possible thanks to our partnership with Technogym.”

A healthy future
Virgin Active’s investment in its gym floor experience suggests an exciting future for the health and fitness sector, which is attracting a new generation of consumers who are highly engaged in health and fitness.

“The industry is in a strong place and we’re seeing new trends in consumer behaviours that suggest they’re developing more of a educated attitude towards wellbeing,” says Harras. “That’s one of the reasons we’re proud to continue our partnership with Technogym – like us, the company is committed to supporting wellbeing by getting more people engaged with physical activity.

“We’re excited to roll out this new investment across the Virgin Active estate and continue to develop fitness spaces that act as social hubs for people to get involved in healthy activities with their communities,” he said.

"This will be a first for our UK clubs and it's all been made possible thanks to our partnership with Technogym" – Matt Harras, Virgin Active

Sign up here to get Fit Tech's weekly ezine and every issue of Fit Tech magazine free on digital.
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In today's rapidly evolving fitness industry, where many online courses promise secret formulas for entrepreneurial success, the reality is that few provide the necessary knowledge to thrive in this fast-changing profession.
The TVS Group supply and install sports and fitness flooring to a wide range of ...
The focus for two decades was low temperature saltwater hydrotherapy, in particular the CryoSpa Sport ...
Core Health & Fitness: level up your HIIT game
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Looking to level up your HIIT game? Meet the dynamic duo that’s about to revolutionize your workouts: the StairMaster HIIT Rower and HIIT Ski! Read more
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Salt therapy products
Spa software
Lockers
Cryotherapy
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08-10 Oct 2024
Malaga - FYCMA, Malaga, Spain

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features

Promotion: Technogym: gym floor evolution

Virgin Active has upgraded its gym floor proposition to maximise consumer trends in partnership with Technogym

Published in Health Club Management 2023 issue 10

With 237 health clubs around the world, Virgin Active has enviable access to fitness trend data and customer feedback and in early 2023, the group began reimagining the gym floor experience in its UK clubs, with investment in cutting-edge equipment and a new approach to zoning.

A data-led approach
Virgin Active is at the forefront of fitness experiences, using these member insights to guide innovation. Following a substantial investment in its group fitness, the company turned its sights to the gym floor.

Responding to shifts in wellbeing trends, Matt Harras, head of fitness at Virgin Active UK, wanted to create spaces that are aspirational for its PTs, as well as its members – a Virgin Active Academy plays a key role in developing careers in fitness and the group wants its clubs to support a best-in-class experience for both members and staff.

Harras and his colleagues worked with a data analytics company to analyse the use of gym equipment across its clubs, and shared early development plans with individual clubs and PTs so they could make local suggestions.

Gym spaces that meet fitness trends
The investment project started in 14 UK clubs early in 2023 – including its largest club in Sheffield – and will continue to roll out across the estate over the next two years. Together with equipment partners Technogym, Virgin Active has redistributed the weighting of its gym zones and upgraded its equipment and digital offerings.

“All the data we received indicated a shift in consumer aspirations away from cardio and towards strength training,” says Harras. “As a result, we reduced our cardio provision, focusing on the most innovative pieces of kit, and almost doubled our strength training equipment.”

Investing in Technogym’s latest cardio equipment not only introduced cutting-edge cardio technology, but also helped Virgin Active make smarter use of space, as the newest Technogym cardio equipment has a significantly smaller footprint, freeing up space for a bigger weights zone and creating a better flow around the gym floor.

Technogym Excite Live equipment was the natural choice for an upgrade to best-in-class cardio with advanced digital content for a premium user experience.

Investment in Technogym Ride indoor bikes helped Virgin Active increase the scope of its performance training zones for members and PTs.

“Technogym is market leaders in the cardio space,” says Harras, “we don’t see them being beaten on innovation, design, functionality and use of digital content.”

Investment in Technogym Bike has helped Virgin Active optimise the launch of its indoor cycle programme – Power. The advanced level of functionality on the bikes is helping drive the class metrics, as participants can utilise screens to access more of their training data.

Future-proofed gym spaces
As strength training and bodybuilding grow in popularity Virgin Active chose to build out its Technogym Selection strength range with new items of Technogym Pure Strength – in response to member feedback and in recognition of its ergonomic design and exceptional durability.

“We see Technogym as best in class for strength equipment,” says Harras. “Virgin Active operates in the premium space, and Technogym supports us with that vision through the quality of its equipment, its innovation, digital developments and research.”

Virgin Active is also working in partnership with Technogym to develop its Virgin Active Revolution digital offering which will be rolled out using Technogym Bike.

“Virgin Active Italy has led the way through its work with Technogym’s content studios which has seen the teams layer our Revolution digital workout content with Technogym’s digital content to create a bespoke digital experience for our indoor cycling offer,” says Harras. “This will be a first for our UK clubs and it’s all been made possible thanks to our partnership with Technogym.”

A healthy future
Virgin Active’s investment in its gym floor experience suggests an exciting future for the health and fitness sector, which is attracting a new generation of consumers who are highly engaged in health and fitness.

“The industry is in a strong place and we’re seeing new trends in consumer behaviours that suggest they’re developing more of a educated attitude towards wellbeing,” says Harras. “That’s one of the reasons we’re proud to continue our partnership with Technogym – like us, the company is committed to supporting wellbeing by getting more people engaged with physical activity.

“We’re excited to roll out this new investment across the Virgin Active estate and continue to develop fitness spaces that act as social hubs for people to get involved in healthy activities with their communities,” he said.

"This will be a first for our UK clubs and it's all been made possible thanks to our partnership with Technogym" – Matt Harras, Virgin Active

Sign up here to get Fit Tech's weekly ezine and every issue of Fit Tech magazine free on digital.
Gallery
More features
Editor's letter

Into the fitaverse

Fitness is already among the top three markets in the metaverse, with new technology and partnerships driving real growth and consumer engagement that looks likely to spill over into health clubs, gyms and studios
Fit Tech people

Ali Jawad

Paralympic powerlifter and founder, Accessercise
Users can easily identify which facilities in the UK are accessible to the disabled community
Fit Tech people

Hannes Sjöblad

MD, DSruptive
We want to give our users an implantable tool that allows them to collect their health data at any time and in any setting
Fit Tech people

Jamie Buck

Co-founder, Active in Time
We created a solution called AiT Voice, which turns digital data into a spoken audio timetable that connects to phone systems
Profile

Fahad Alhagbani: reinventing fitness

Let’s live in the future to improve today
Opinion

Building on the blockchain

For small sports teams looking to compete with giants, blockchain can be a secret weapon explains Lars Rensing, CEO of Protokol
Innovation

Bold move

We ended up raising US$7m in venture capital from incredible investors, including Andreessen Horowitz, Khosla Ventures, Primetime Partners, and GingerBread Capital
App analysis

Check your form

Sency’s motion analysis technology is allowing users to check their technique as they exercise. Co-founder and CEO Gal Rotman explains how
Profile

New reality

Sam Cole, CEO of FitXR, talks to Fit Tech about taking digital workouts to the next level, with an immersive, virtual reality fitness club
Profile

Sohail Rashid

My vision was to create a platform that could improve the sport for lifters at all levels and attract more people, similar to how Strava, Peloton and Zwift have in other sports
Ageing

Reverse Ageing

Many apps help people track their health, but Humanity founders Peter Ward and Michael Geer have put the focus on ageing, to help users to see the direct repercussions of their habits. They talk to Steph Eaves
App analysis

Going hybrid

Workout Anytime created its app in partnership with Virtuagym. Workout Anytime’s Greg Maurer and Virtuagym’s Hugo Braam explain the process behind its creation
Research

Physical activity monitors boost activity levels

Researchers at the University of Copenhagen have conducted a meta analysis of all relevant research and found that the body of evidence shows an impact
Editor's letter

Two-way coaching

Content providers have been hugely active in the fit tech market since the start of the pandemic. We expect the industry to move on from delivering these services on a ‘broadcast-only’ basis as two-way coaching becomes the new USP
Fit Tech People

Laurent Petit

Co-founder, Active Giving
The future of sports and fitness are dependent on the climate. Our goal is to positively influence the future of our planet by instilling a global vision of wellbeing and a sense of collective action
Fit Tech People

Adam Zeitsiff

CEO, Intelivideo
We don’t just create the technology and bail – we support our clients’ ongoing hybridisation efforts
Fit Tech People

Anantharaman Pattabiraman

CEO and co-founder, Auro
When you’re undertaking fitness activities, unless you’re on a stationary bike, in most cases it’s not safe or necessary to be tied to a screen, especially a small screen
Fit Tech People

Mike Hansen

Managing partner, Endorphinz
We noticed a big gap in the market – customers needed better insights but also recommendations on what to do, whether that be customer acquisition, content creation, marketing and more
More features