Virgin Health Zone – What’s the Strategy?

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A few weeks ago, I was at the gym and saw a Virgin Health Kiosk in the lobby. So of course, being a Businesspundit and always wondering what companies are doing, I went over and poked around.

The kiosk consists of a bench with one of those blood pressure monitors and a computer screen. A stack of cards encouraged gym members to check out Virgin Life Care. I took one and checked out the site, and my primary question is what does Virgin hope to get out of this?

The program appears to work like this:
1. Sign up online
2. Track your workouts and health
3. Earn rewards

So Virgin spends $$$ to put these machines everywhere, and gives away rewards because they want to…??? What? I don't know. The only thing I can think of is they want to use the data to develop marketing relationships with members. But I think people are becoming more skeptical about these types of relationships. We realize we are marketed to everywhere, all the time, and we want a break.

Is this a good move by Virgin or a waste of money? And what is the long term goal? If you have ideas, please leave a comment.