Virgin Active blends smart urinals and AI to redefine fitness tech

From real-time hydration feedback to AI-driven wellness tools, Virgin Active is transforming gyms into tech-powered health hubs. But will members embrace this bold shift?

, and Administrator

2026 March 20 . 1:02 AM

2 min read

The image shows a man and woman working on a machine in a gym. The man is wearing a blue t-shirt... — The image shows a man and woman working on a machine in a gym. The man is wearing a blue t-shirt and blue pants, while the woman is wearing an ash-colored dress. In the background, there are several chairs and a wall, suggesting they are in the middle of a physical therapy session.

Virgin Active blends smart urinals and AI to redefine fitness tech

Virgin Active is expanding its use of technology to improve both operations and member health. The fitness chain has introduced smart urinals that track hydration, while also refining its IT systems to support a hybrid workforce. These changes come as the company explores new ways to blend digital innovation with fitness services.

At UC Expo London 2025, Louise John, European Head of IT Service Delivery, highlighted how the industry is adopting advanced solutions to stay ahead.

The company's IT infrastructure relies on a standardised, enterprise-grade setup. Around 95% of its devices are HP, with Poly hardware powering meeting spaces. To manage these assets efficiently, Virgin Active has implemented PDQ Connect, ensuring all devices stay patched, secure, and compliant across locations.

Hybrid working has added complexity, particularly in tracking equipment and handling postage for remote staff. The business uses Freshservice for IT service management and Freshdesk for its contact centre, streamlining support across operations. On the health side, Virgin Active has installed smart urinals in select clubs. These devices analyse urine composition in real time, giving users instant feedback on hydration levels. The company is also investigating other tech-driven wellness tools, such as VO2 max and grip strength assessments, to promote longevity. While embracing innovation, the firm remains cautious about AI adoption. A newly appointed Global AI Director will guide strategy, focusing on measurable returns rather than rapid expansion. John's presentation at UC Expo London 2025 underscored how Virgin Active stands out in integrating IoT and digital solutions within the fitness sector.

The fitness chain's tech upgrades aim to enhance both operational efficiency and member well-being. Smart urinals and standardised IT systems reflect a broader push toward data-driven services. With a controlled approach to AI and a focus on ROI, Virgin Active continues to refine its digital strategy for long-term growth.