Latest
issue
GET HCM
magazine
Sign up for the FREE digital edition of HCM magazine and also get the HCM ezine and breaking news email alerts.
Not right now, thanksclose this window I've already subscribed!
BLK BOX
BLK BOX
BLK BOX
Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Follow Health Club Management on Instagram
FITNESS, HEALTH, WELLNESS

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
Virgin Active is transforming its gym floor in partnership with Technogym / photo: TECHNOGYM
Virgin Active is transforming its gym floor in partnership with Technogym / photo: TECHNOGYM
Virgin Active operates in the premium space and Technogym supports that vision through the quality of its equipment, its innovation, digital developments, and research

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

Virgin has a focus on strength training / photo: TECHNOGYM
Virgin has a focus on strength training / photo: TECHNOGYM
The partnership includes Technogym digital content / photo: TECHNOGYM
The partnership includes Technogym digital content / photo: TECHNOGYM
https://www.leisureopportunities.co.uk/images/2023/28382_595251.jpg
Virgin Active has upgraded its gym floor proposition to maximise consumer trends in partnership with Technogym
HCM magazine
HCM People

Jamie Groves

MD, Denbighshire Leisure
Denbighshire Leisure’s turnover has increased by 25 per cent since 2021, so the developments have paid for themselves and more
HCM magazine
The right storage can transform the flow and feel of your training spaces and the user experience. Steph Eaves asks the experts for their most creative solutions
HCM magazine
HCM People

Chibs Okereke

Stress and burnout coach, Mettle
Almost 40 per cent of men have never spoken to anyone about their mental health. There's a lot of suffering in silence
HCM magazine
Delivering personally-designed workouts can create a placebo effect that yields better results, find researchers
HCM magazine
Brick recalls the terror of buying a failing club and how the lessons learned have propelled him through his career
HCM promotional features
Sponsored
On opening night, our attendees pushed their limits during a team- centred workout
HCM promotional features
Sponsored
Ridgeway has created a series of luxury spaces for the new Third Space in Wimbledon, designing, making and installing furniture in key areas of the club
HCM promotional features
Sponsored profile: Technogym
The GM of The Club & Spa Bristol tells us about the cutting edge club refresh that showcases the Technogym Artis Line
HCM promotional features
Promotion
Small group training is popular for its energy, but must evolve to retain popularity, says the director of training at Matrix Fitness
HCM promotional features
Sponsored
Creating successful training environments requires a deep knowledge of functional design. Gregory Bradley, sales director at BLK BOX Fitness talks us through the company’s approach
HCM promotional features
Promotion
Using research that revealed three key pillars for cardio exercisers, Life Fitness has created its greatest-ever console: the Discover SE4
HCM promotional features
Latest News
Kerzner International has ushered in a new era of wellness-centric hospitality and unveiled its highly-anticipated ...
Latest News
Following a successful pilot, The Gym Group is rolling out a programme, delivered by The ...
Latest News
As Planet Fitness announces strong year-end results there are reports the company is planning a ...
Latest News
The ICO has ruled that eight leisure operators have been unlawfully processing the biometric data ...
Latest News
Xponential Fitness has told HCM it will vigorously defend itself against claims made in a ...
Latest News
“2024 is going to the be biggest year for Gymshark ever,” says CEO and founder, ...
Latest News
More consumers are realising meditation is beneficial, but many give up because it’s difficult to ...
Latest News
Les Mills has been through a senior management refresh following the recent departure of CEO ...
Featured supplier news
Featured supplier news: Panatta shares the secrets behind the Three Angles Biceps Machine
Panatta’s Three Angles Bicep Machine is designed for training the main elbow flexor muscles; the biceps brachii and brachialis.
Featured supplier news
Featured supplier news: seca TRU: Medical values for medical fitness
Developed for the world of medicine, tailored to the needs of modern fitness studios. The seca TRU seamlessly provides medical expertise for health-focused training with a clinically validated body composition analysis meeting the health and fitness industry's evolving demands.
Company profiles
Company profile: TVS Group
The TVS Group supply and install sports and fitness flooring to a wide range of ...
Company profiles
Company profile: TechnoAlpin
TechnoAlpin is the world leader for snowmaking systems. Our product portfolio includes all different types ...
Supplier Showcases
Supplier showcase - Fisikal: Fast reactions
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
Balanced Body press release: Celebrity favourite, Exhale Pilates, partners with Contrology® to pioneer classical pilates at new London site
Award-winning classical Pilates studio, Exhale Pilates, has opened a new site in the heart of Marylebone, London, furnished with Contrology® apparatus from Balanced Body, global provider of Pilates equipment and education with a trading history spanning more than 45 years.
Featured press releases
Greenwich Leisure Limited press release: GLL and Pickleball England launch leap year taster day
As part of a partnership with Better, the charitable social enterprise that operates leisure centres across the UK, Pickleball England has announced that they will be offering free pickleball taster sessions this February 29th, as part of a nationwide campaign to encourage the public to get active on the extra day of the year.
Directory
Snowroom
TechnoAlpin SpA: Snowroom
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Spa software
SpaBooker: Spa software
Lockers
Crown Sports Lockers: Lockers
salt therapy products
Saltability: salt therapy products
Cryotherapy
Art of Cryo: Cryotherapy
Property & Tenders
Loughton, IG10
Knight Frank
Property & Tenders
Grantham, Leicestershire
Belvoir Castle
Property & Tenders
Diary dates
11-14 Apr 2024
Exhibition Centre , Cologne, Germany
Diary dates
30 May - 02 Jun 2024
Rimini Exhibition Center, Rimini, Italy
Diary dates
08-08 Jun 2024
Worldwide, Various,
Diary dates
11-13 Jun 2024
Raffles City Convention Centre, Singapore, Singapore
Diary dates
22-25 Oct 2024
Messe Stuttgart, Germany
Diary dates
04-07 Nov 2024
In person, St Andrews, United Kingdom
Diary dates

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
Virgin Active is transforming its gym floor in partnership with Technogym / photo: TECHNOGYM
Virgin Active is transforming its gym floor in partnership with Technogym / photo: TECHNOGYM
Virgin Active operates in the premium space and Technogym supports that vision through the quality of its equipment, its innovation, digital developments, and research

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

Virgin has a focus on strength training / photo: TECHNOGYM
Virgin has a focus on strength training / photo: TECHNOGYM
The partnership includes Technogym digital content / photo: TECHNOGYM
The partnership includes Technogym digital content / photo: TECHNOGYM
https://www.leisureopportunities.co.uk/images/2023/28382_595251.jpg
Virgin Active has upgraded its gym floor proposition to maximise consumer trends in partnership with Technogym
Latest News
Kerzner International has ushered in a new era of wellness-centric hospitality and unveiled its highly-anticipated ...
Latest News
Following a successful pilot, The Gym Group is rolling out a programme, delivered by The ...
Latest News
As Planet Fitness announces strong year-end results there are reports the company is planning a ...
Latest News
The ICO has ruled that eight leisure operators have been unlawfully processing the biometric data ...
Latest News
Xponential Fitness has told HCM it will vigorously defend itself against claims made in a ...
Latest News
“2024 is going to the be biggest year for Gymshark ever,” says CEO and founder, ...
Latest News
More consumers are realising meditation is beneficial, but many give up because it’s difficult to ...
Latest News
Les Mills has been through a senior management refresh following the recent departure of CEO ...
Latest News
EuropeActive has appointed Kai Troll as its new CEO. He has a background in the ...
Latest News
CIMSPA has published its 2024-2030 strategy Releasing the Power of Our Profession, which sets out ...
Latest News
Mark Hewlett, founder of padel tennis operator Soul Padel has told HCM the company is ...
Featured supplier news
Featured supplier news: Panatta shares the secrets behind the Three Angles Biceps Machine
Panatta’s Three Angles Bicep Machine is designed for training the main elbow flexor muscles; the biceps brachii and brachialis.
Featured supplier news
Featured supplier news: seca TRU: Medical values for medical fitness
Developed for the world of medicine, tailored to the needs of modern fitness studios. The seca TRU seamlessly provides medical expertise for health-focused training with a clinically validated body composition analysis meeting the health and fitness industry's evolving demands.
Company profiles
Company profile: TVS Group
The TVS Group supply and install sports and fitness flooring to a wide range of ...
Company profiles
Company profile: TechnoAlpin
TechnoAlpin is the world leader for snowmaking systems. Our product portfolio includes all different types ...
Supplier Showcases
Supplier showcase - Fisikal: Fast reactions
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
Balanced Body press release: Celebrity favourite, Exhale Pilates, partners with Contrology® to pioneer classical pilates at new London site
Award-winning classical Pilates studio, Exhale Pilates, has opened a new site in the heart of Marylebone, London, furnished with Contrology® apparatus from Balanced Body, global provider of Pilates equipment and education with a trading history spanning more than 45 years.
Featured press releases
Greenwich Leisure Limited press release: GLL and Pickleball England launch leap year taster day
As part of a partnership with Better, the charitable social enterprise that operates leisure centres across the UK, Pickleball England has announced that they will be offering free pickleball taster sessions this February 29th, as part of a nationwide campaign to encourage the public to get active on the extra day of the year.
Directory
Snowroom
TechnoAlpin SpA: Snowroom
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Spa software
SpaBooker: Spa software
Lockers
Crown Sports Lockers: Lockers
salt therapy products
Saltability: salt therapy products
Cryotherapy
Art of Cryo: Cryotherapy
Property & Tenders
Loughton, IG10
Knight Frank
Property & Tenders
Grantham, Leicestershire
Belvoir Castle
Property & Tenders
Diary dates
11-14 Apr 2024
Exhibition Centre , Cologne, Germany
Diary dates
30 May - 02 Jun 2024
Rimini Exhibition Center, Rimini, Italy
Diary dates
08-08 Jun 2024
Worldwide, Various,
Diary dates
11-13 Jun 2024
Raffles City Convention Centre, Singapore, Singapore
Diary dates
22-25 Oct 2024
Messe Stuttgart, Germany
Diary dates
04-07 Nov 2024
In person, St Andrews, United Kingdom
Diary dates
Search news, features & products:
Find a supplier:
BLK BOX
BLK BOX
Partner sites