Fitness club chain, Virgin Active, has launched the Virgin Active App and Rewards Programme. Developed by digital agency, Future Platforms, the app offers a premium digital membership experience and rewards program for its 950,000 members across 238 clubs in eight countries.
The app is designed to meet the needs of existing Virgin Active members while attracting potential new ones and will roll out over the next few months to all markets – UK, Italy, Australia, Singapore, Thailand, Botswana and Nambia – having launched in beta in South Africa last week.
The app is also the foundation for Virgin Active's new rewards program. Developed based on insights about motivation and habit formation, the program offers weekly rewards, month-long training streak bonuses, and membership tiers, with special perks for short- and long-term member engagement.
Tasked with creating a market-leading digital membership experience, Future Platforms designed the app to reduce member churn rate by offering a compelling reason for those who train at least once a month, after insights revealed that these members are four times less likely to churn, compared to inactive members.
The rewards programme is integrated throughout the entire platform. The app's home screen places equal emphasis on rewards and working out, reflecting Virgin Active's commitment to playing a key role in the overall wellness space. Designed with a global scope in mind, the app can be easily adapted to cater to local audiences.
The mobile digital experience app, available on iOS and Android (including Huawei devices), allows members to access their club, book classes, get real-time club information, and schedule sessions with personal trainers or physiotherapists. With over 350 hours of exclusive content across eight categories, members can cast workout videos to a screen and exercise from the comfort of their own home.
"The Virgin Active App, developed in collaboration with Future Platforms, is a game-changer for our global members,” said Dean Kowarski, Group CEO of Virgin Active. “It elevates our brand's presence in the wellness space, providing a seamless and engaging experience for members, while also offering a groundbreaking integrated rewards program."