Virgin Active has announced the launch of its long-awaited Discovery Lab – a creative hub made up of health and fitness experts that will drive development of products and classes.
Despite an impending takeover by South African investment firm Brait, its business as usual for the UK arm of the gym chain, which says the Discovery Lab will bring adventure and innovation from unusual places into the health club environment.
“We are incredibly focused on encouraging members to continually discover new things and find ways to stay active whatever their level of fitness,” said Clare Gambardella, European marketing director at Virgin Active.
“The Discovery Lab is a brilliant way to further bring this promise to life for our members, working with not only our own experts, but unexpected and exciting guest contributors who will help us think differently about the way we develop new products and classes.”
The Discovery Lab has been put together by Virgin Active’s head of fitness, Andy Birch, and will be led by the chain’s innovation and fitness team, including James Trevorrow (master of movement), Gillian Reeves (Groupex Guru) and Hugh Hanley (Super Trainer). The panel will then be joined by a series of independent experts and partners, working together to share knowledge, ideas and concepts.
The first output of the Discovery Lab will be the ‘Mudder Maker’ class, the result of Virgin Active’s recent tie-up with obstacle course race Tough Mudder. Starting in Virgin Active clubs this month, the 45 minute class puts participants through a circuit of 11 obstacles, designed to mimic the challenges of Tough Mudder events and improve fitness, stability, agility and strength.
Discovery Lab will also be available through Virgin Active’s digital and social media channels, offering trends, tips and advice to these communities. In addition, there will be opportunities for members to directly ask questions about their own training programmes to the Discovery Lab’s experts.
