Gym chain Virgin Active has launched a global app with an integrated rewards programme, designed to attract new gym-goers and reduce the churn of existing members.

The app, due to roll out through iOS and Android over the next few months – aims to attract new members while catering to the needs of current customers. Developed based on insights about motivation and habit formation, it offers weekly rewards, training streaks bonuses, and a range of membership tiers depending on user engagement.

Developed by digital agency Future Platforms, the programme has been designed to reduce members’ churn rate by offering a compelling reason for those who train at least monthly to retain their memberships – after insights revealed that such members are four times less likely to churn compared to inactive members.

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The app design reflects Virgin Active’s values, with branding that has been integrated across all digital channels and marketing materials; each class type is allocated a specific colour alongside Virgin’s signature red and V-shape.

Virgin Active group CEO Dean Kowarski said: “The Virgin Active App, developed in collaboration with Future Platforms, is a game-changer for our global members.”

“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 programme.”

Future Platforms joint marketing director, Greet Jans, commented: “Our groundbreaking digital product design and build approach of putting rewards right at the heart of the experience has enabled us to deliver a world-class digital membership experience.”