HCM Issue 10 2023

Page 42


Virgin Active operates in the premium space and Technogym supports that vision through the quality of its equipment, its innovation, digital developments, and research



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

ith 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.

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 This will be a first for our strength training equipment.” A data-led approach Investing in Technogym’s UK clubs and it’s all been Virgin Active is at the forefront latest cardio equipment not only made possible thanks to our of fitness experiences, using introduced cutting-edge cardio partnership with Technogym technology, but also helped Virgin these member insights to guide innovation. Following a substantial Matt Harras, Virgin Active Active make smarter use of space, investment in its group fitness, as the newest Technogym cardio the company turned its sights to the gym floor. equipment has a significantly smaller footprint, Responding to shifts in wellbeing trends, Matt freeing up space for a bigger weights zone and Harras, head of fitness at Virgin Active UK, wanted creating a better flow around the gym floor. to create spaces that are aspirational for its PTs, Technogym Excite Live equipment was the natural as well as its members – a Virgin Active Academy choice for an upgrade to best-in-class cardio with plays a key role in developing careers in fitness and advanced digital content for a premium user experience. the group wants its clubs to support a best-inInvestment in Technogym Ride indoor bikes class experience for both members and staff. helped Virgin Active increase the scope of its Harras and his colleagues worked with a data analytics performance training zones for members and PTs. company to analyse the use of gym equipment across its “Technogym is market leaders in the cardio space,” says clubs, and shared early development plans with individual Harras, “we don’t see them being beaten on innovation, clubs and PTs so they could make local suggestions. design, functionality and use of digital content.” Investment in Technogym Bike has helped Gym spaces that meet fitness trends Virgin Active optimise the launch of its indoor The investment project started in 14 UK clubs early cycle programme – Power. The advanced level of functionality on the bikes is helping drive the in 2023 – including its largest club in Sheffield – and class metrics, as participants can utilise screens will continue to roll out across the estate over the to access more of their training data. next two years. Together with equipment partners


Issue 10 2023 ©Cybertrek 2023

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