Virtual fitness classes will form a cornerstone of Virgin Active’s member offering for 2015, as the chain continues its commitment to technology.

As part of the new marketing campaign launched today called “Always Discovering”, the gym group launched by Richard Branson has unveiled a new series of specialised classes that will be available to members both inside and out of the club. Recognising that fitness is no longer confined to the gym floor, the chain hopes to maintain member engagement by making it easier to access a workout from anywhere via a web portal.

“As developments in the tech industry evolve, we want to embrace the opportunity to enhance our people’s fitness routines, whether they are in club or elsewhere,” said Virgin Active European marketing director Clare Gambardella.

“That is why the virtual classes we are offering represent such a great opportunity to give consumers a taste of how we can help them discover new ways to move.”

The latest phase of the company’s £100m investment programme over three years (2014-16) will also see the imminent launch of a Virgin Active fitness 'lab' featuring a panel of health and fitness experts. The lab will aim to showcase the latest industry trends and expert insight, while members will be invited to trial new products and receive expert advice.

This year will also see the launch of two new tech-centric clubs in Paddington and Cannon Street, as Virgin marches into the ongoing battle for health club dominance in London. The clubs will see the latest gym equipment link up with fitness apps and devices, enabling members to track and measure all aspects of their exercise routine.