Gym brand Virgin Active has embarked on a new digital push, with a digital wristband that tracks movement alongside ‘virtual fitness’ classes.
The move forms part of a £100m brand campaign to bring its gyms into the 21st century.
Virgin Active will offer members smart wristbands that keep track of their workout history as part of the ‘Always Discovering’ campaign.
Virgin Active is also introducing new virtual workout regimes, focusing on ‘primal pattern movements’ called ZUU, a fusion of Yoga and Pilates called Nova, and a tough, circuit-style workout called The Grid.
In addition Virgin Active will release three 20-minute online videos available on an exclusive URL in the Virgin Active Jump Start Packs, which are available at Virgin Active Clubs.
Clare Gambardella, european marketing director at Virgin Active said the campaign “sets the tone” for its ambition in 2015.
“January is typically the busiest time of year in our clubs, but we know motivation can often slip if exercise gets too predictable. We’re committed to helping our members achieve year-long resolutions to be active, rather than New Year’s resolutions that are quickly forgotten. We do this by keeping their workouts fresh, innovative and fun.
“Equally, as developments in the tech industry evolve, we want to embrace the opportunity to enhance our people’s fitness routines, whether they are in club or elsewhere. That is why the virtual classes we are offering represent such a great opportunity to give consumers a taste of how we can help them discover new ways to move.”
The campaign will be supported by digital marketing and social media activity.