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Virgin Active launching new app and rewards programme in South Africa

Virgin Active is launching a new app and rewards program to incentivise regular exercise. The group said that the new app is designed to meet the needs of existing members while also attracting new clients.

Luke Fraser, BusinessTech

The app, made in collaboration with Future Platforms, a UK-based app development firm, will track members’ activity and give rewards for consistency. It will also act as a ‘one-stop-shop’ for wellness and fitness-related topics.

Members will also be able to book classes, manage their schedules, ask for expert advice, access online workouts and track their progress on the app.

“We built the new app with our members’ experience in mind, focusing on how we can further immerse and assist them on their wellness journey,” said Dean Kowarski, Group CEO of Virgin Active.

“We recognize that people rely on digital platforms for fitness advice, and our goal with the app has been to bring the digital and physical worlds together to foster and grow our relationship with our members.”

“We’re committed to making wellness easier and more accessible for members while at the same time rewarding them, in a simple and regular manner, for keeping healthy and being loyal members of the Virgin Active community.”

The group said that the new app will form the foundation of its new loyalty programme.

The new programme will offer weekly rewards, month-long training run bonuses, and membership tiers with unique short- and long-term member engagement perks.

“The app’s home screen will place equal emphasis on loyalty and exercise, reflecting Virgin Active’s commitment to playing a key role in the overall wellness narrative. To broaden accessibility, our members can also access more than 350 hours of exclusive content across eight categories of exercise, whether they’re at home or in the gym”, adds Kowarski.

The Virgin Active Member App will launch in South Africa at the end of May and will be rolled out to other markets in the coming months.

The group said the new app will elevate its presence in the wellness space and be easily adaptable to cater to differing markets.


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