DR JOHN MORGAN
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DIGITAL GYMS<br />
HI-TECH FUTURE<br />
In August, Virgin Active announced<br />
plans to launch two technologyfocused<br />
clubs where digital<br />
technology will be intrinsic to<br />
the experience. HD interactive<br />
screens will allow members to book<br />
classes, view which PTs are on the<br />
club floor and provide virtual workout<br />
advice. There will also be access to<br />
web-based services, so users can<br />
connect to the internet and use social<br />
media networks while exercising. In<br />
addition, the operator is working<br />
towards a contactless solution in which<br />
members will receive an interactive<br />
wristband, doing away with the need for<br />
membership cards and locker keys.<br />
Virgin Active’s chief information<br />
offi cer, Andy Caddy, says the changes<br />
are all motivated by the desire to make<br />
it easier for members to personalise<br />
their workout and get as much out of it<br />
as possible. “There’s a growing demand<br />
Next year we’re likely<br />
to see further<br />
digitisation of health<br />
clubs. So what<br />
innovative technology is<br />
available, what’s in the<br />
pipeline, and what will<br />
be the new must-have<br />
for clubs Kath Hudson<br />
asks the experts<br />
from our members to have the latest<br />
technology at their fi ngertips, which<br />
lives up to their increasingly connected<br />
and digital lifestyles,” he says.<br />
Will other operators be encouraged<br />
to follow Virgin Active’s example, or will<br />
some decide to keep an old school, lowtech<br />
experience as their USP<br />
“Technology offers the ability to<br />
service the customer better, drive<br />
retention, market offers, gain data<br />
and insight, monetise the relationship,<br />
encourage impulse buys, and streamline<br />
joining and class booking, says Bryan<br />
O’Rourke, CEO of Integrus and<br />
president of the Fitness Industry<br />
Technology Council. “However,<br />
incorporating technology is expensive,<br />
and it can be dangerous to be an early<br />
adopter unless you think carefully about<br />
your business model and are mindful of<br />
how technology fi ts into your strategy.”<br />
If you’re thinking of adding some<br />
technological spice to your club<br />
experience, what should you go for We<br />
ask the experts how they envisage the<br />
digital gyms of the future….<br />
PHOTO: WWW.SHUTTERSTOCK.COM<br />
HD interactive screens<br />
could enable members<br />
to book classes and get<br />
virtual workout advice<br />
48<br />
Read Health Club Management online at healthclubmanagement.co.uk/digital<br />
November/December 2014 2014 © Cybertrek 2014
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