Bradley Stoke Leisure Centre in Gloucestershire has opened a new interactive fitness room called Studio:Tech.

The studio has been touted as the first in the UK to feature WebRacing, an exercise format which mixes a cardio routine with a fast-paced virtual game.

Aimed at the teen market, gym members will be able to choose a WebRacing bike or rower and are "transformed" into a virtual character. They will then be able to race against each other in a virtual world while viewing the action as it unfolds on a big screen.

Lisa Vyner, leisure operations manager at the centre, said: "To us this is about more than selling the same old workout message, this is about encouraging ongoing interaction, excitement and competition so that our customers get fit without noticing how hard they are working.

"Aside from offering our members a fun way to exercise, there is a more serious reason for introducing the interactive studio - traditional cardio machines offer little interaction, and people are far more likely to achieve their fitness goals when they feel involved in the workout."