In August, Virgin Active announced plans to launch two technology-focused clubs where digital technology will be intrinsic to the experience. HD interactive screens will allow members to book classes, view which PTs are on the club floor and provide virtual workout advice. There will also be access to web-based services, so users can connect to the internet and use social media networks while exercising. In addition, the operator is working towards a contactless solution in which members will receive an interactive wristband, doing away with the need for membership cards and locker keys.

Virgin Active’s chief information officer, Andy Caddy, says the changes are all motivated by the desire to make it easier for members to personalise their workout and get as much out of it as possible. “There’s a growing demand from our members to have the latest technology at their fingertips, which lives up to their increasingly connected and digital lifestyles,” he says.

Will other operators be encouraged to follow Virgin Active’s example, or will some decide to keep an old school, low-tech experience as their USP?

“Technology offers the ability to service the customer better, drive retention, market offers, gain data and insight, monetise the relationship, encourage impulse buys, and streamline joining and class booking, says Bryan O’Rourke, CEO of Integrus and president of the Fitness Industry Technology Council. “However, incorporating technology is expensive, and it can be dangerous to be an early adopter unless you think carefully about your business model and are mindful of how technology fits into your strategy.”

If you’re thinking of adding some technological spice to your club experience, what should you go for? We ask the experts how they envisage the digital gyms of the future….