Comprising the resounding collective din of UC Expo London 2025 were hundreds of unique conversations, spanning the latest innovations and trends of unified communications, collaboration, AV and customer experience technology. However, you’d get very good odds that more than one of them was about, well, urinals.
Louise John, European Head of IT Service Delivery at Virgin Active, spoke to UC Today on the floor, offering a glimpse into how the fitness industry is embracing technology in rather unexpected ways.
Smart Urinals and the Data-Driven Gym
Perhaps John’s most eyebrow-raising revelation is certainly a conversation starter: Virgin Active has introduced smart urinals in some of its clubs. It goes without saying that this isn’t a run-of-the-mill IT leader responsibility. These smart urinals measure hydration levels by analysing urine composition, providing real-time feedback to users.
“Hydration is crucial for optimal performance,” John explained. “These smart urinals offer members immediate insights into their hydration status, encouraging better health habits.”
Pretty much everything that never used to connect to the internet can now connect to the internet. You can even get squat racks that measure how much muscle is pushing each side of the bar, or body composition software that tells you how much stronger your left arm is than your right.”
It’s all part of what she calls “measuring the healthspan, not just the lifespan.” From VO₂ max and grip strength to body composition analysis, Virgin Active is exploring the role of technology in promoting longevity. “If you’ve got really good grip strength, you live longer and can support yourself better,” she adds. “There’s definitely something new every day.”
Inside Virgin Active’s Tech Stack
For all the novelty of connected gym equipment, Virgin Active’s IT foundation is resolutely enterprise-grade. “We’re a Microsoft house,” John said. “We try to align around most things Microsoft where we can.”
Across its UK and European operations, as well as territories in South Africa, Australia, Singapore, and Thailand, the company maintains a carefully standardised technology stack.
“We use Freshservice for our IT service management tool and Freshdesk for our contact centre solution,” she says. “It works really well, and we use it across other regions too. Standardising helps us leverage discounts with suppliers and vendors.”
On the hardware side, 95 percent of Virgin Active devices are HP, complemented by Poly collaboration hardware in meeting spaces. “It’s helpful that HP bought Poly,” John laughed, “because now everything integrates even more cleanly.”
That hybrid focus extends to their IT operations. “We’re doing hybrid working at the moment,” she says. “So there’s a lot of relationship-building, a lot of catching up with teams in different countries.” To support that, Virgin Active has deployed PDQ Connect, which integrates with Microsoft Intune to track and update devices across locations. “Some tools only talk to hybrid or fully Intune devices; this one talks to everything. It’s been really helpful for keeping assets patched, secure, and compliant.”
AI: Promise and Pragmatism
The next evolution for Virgin Active’s IT ecosystem is, you guessed it, AI, but approached with restraint rather than hype. “We’ve experimented with lots of different tools, from ChatGPT to Copilot,” Louise said. “Freshservice has an AI called Freddy, and we’ve tested that too.”
She’s wary, though, of the scattergun adoption that has defined much of enterprise AI’s first phase.
AI is so vast; you could literally invest time and money doing really in-depth projects in every area of the business. So we’ve actually hired a Global AI Director, who’s starting in a couple of weeks. He’s going to drive the strategy and focus the attention, because you could put AI into everything and not get the value back.”
Her thinking mirrors an emerging consensus among IT and business leaders. In a 2025 Gartner survey, 43 percent of CIOs said they’re prioritising AI governance frameworks to measure ROI before scaling adoption. “It’s critical that AI isn’t just absorbed as part of the IT team,” Louise added, “but that someone is responsible for ensuring it delivers a return on investment.”
Hybrid Work and the Human Element
Virgin Active’s technology strategy is as much about people as it is about platforms. The company’s hybrid model, blending office, remote, and onsite club operations, introduces its own logistical quirks.
“The main challenge is when people don’t come into the office as much,” John explained. “If they leave or move, it can be hard to know where an asset’s gone or who’s got it. Even postage costs add up; sending keyboards or mice out to remote staff.”
Yet, hybrid also strengthens collaboration and culture when managed carefully. “We’re in the office a lot for relationship-building,” she said. “It’s important for our teams to stay connected.”
Sweat, Silicon and Strategy
From hydration sensors to Microsoft Intune, Virgin Active’s technology strategy straddles two worlds: fitness and enterprise IT. It’s a reminder that digital transformation isn’t confined to the data centre. It’s happening in gyms, health clubs, and even locker rooms.
“The technology is becoming so sophisticated,” John said. “But at the end of the day, it’s about improving people’s wellbeing.” She laughed, “even if the headline will probably focus on the smart urinals.”
Want to know more about all the major trends and takeaways from UC Expo 2025? Find out everything you need to know here.
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