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Virgin Active appoints VML to lead £2m digital gym drive

Gym chain Virgin Active has appointed communications agency VML to oversee a £2m overhaul of its website, members app and in-gym device experiences.

This work will see completely redesigned and rebuilt to coincide with the launch of the health brands first fully ‘connected’ health clubs in the UK which aims to offer gym-goers a fully digitised experience from personalised fitness planning to mobile training and workout features.

Andy Caddy, Group CIO at Virgin Active and Clare Gambardella, chief marketing officer UK said: "Virgin Active are embarking on an exciting change in our digital customer journey to reflect the changing needs and habits of our customers as they become more mobile and more connected to technology in their fitness routines.

“Together we are committed to building a first class digital presence to give members an experience online that matches the quality of our clubs.”

Chris Wood, managing director at VML London added: “… there is the opportunity to use digital platforms and communications to enhance that customer proposition, delivering digital services within and outside the clubs that connects the customer to the brand, their own data and the wider health and fitness community. Our aim is to make digital a key competitive advantage for Virgin Active within the year, and we have the client, talent and appetite to do just that.”