6 октября 2025 г.
Business insights
Hotels
Crow Wood Hotel & Spa elevates member experience with Technogym Biostrength
Set in 100 acres of Lancashire parkland, Crow Wood Hotel & Spa has consistently enhanced its offering with premium upgrades to elevate the guest experience.
In 2025, the spa facilities were doubled in size, creating an expansive wellness environment, while the health club underwent a full refurbishment to introduce state-of-the-art studios and cutting-edge fitness technology. Oliver Brown, Director at Crow Wood, explains why Technogym Biostrength and Checkup were key additions to support their commitment to innovation, performance, and personalised wellness.
Crow Wood's health club has always been integral to the business model, serving 3,500 adult members alongside hotel residents. The fitness offer includes three studios, including indoor cycling and aerobics, plus a 150-station gym zoned across cardio, fixed resistance, free weights, and personal training areas. A mezzanine level now houses the new Technogym Biostrength installation.
"We are constantly looking for meaningful ways to invest in the club so members get true value,” said Oliver. "Partnering with Technogym helps us position Crow Wood as a luxury product that is premium and accessible to all."
This philosophy of accessible luxury has steered Crow Wood's approach to equipment selection and member experience. Using the latest Technogym equipment and digital ecosystem, the facility maintains its welcoming social club atmosphere whilst providing advanced equipment for experienced gym-goers.
Crow Wood's health club has always been integral to the business model, serving 3,500 adult members alongside hotel residents. The fitness offer includes three studios, including indoor cycling and aerobics, plus a 150-station gym zoned across cardio, fixed resistance, free weights, and personal training areas. A mezzanine level now houses the new Technogym Biostrength installation.
"We are constantly looking for meaningful ways to invest in the club so members get true value,” said Oliver. "Partnering with Technogym helps us position Crow Wood as a luxury product that is premium and accessible to all."
This philosophy of accessible luxury has steered Crow Wood's approach to equipment selection and member experience. Using the latest Technogym equipment and digital ecosystem, the facility maintains its welcoming social club atmosphere whilst providing advanced equipment for experienced gym-goers.
A strength training revolution with Technogym Biostrength
Crow Wood’s latest gym investment included Technogym's Checkup assessment system and 19 pieces of AI-drive Biostrength equipment. This represents a significant shift from traditional strength training equipment to adaptive resistance technology that automatically adjusts to each user's capabilities. The most popular piece of Biostrength equipment is the Leg Press, typically in use for over 6 hours per day.
"Replacing our previous resistance training equipment with Biostrength was a bold move, but it’s the best decision we could have made,” said Oliver. "Each piece of Biostrength equipment can give everyone a safe, effective workout whether they’re a beginner or an elite weightlifter.”
The introduction of Technogym Biostrength provides a future-proofed solution for a common gym challenge – accommodating members with different strength levels without creating an intimidating environment. At Crow Wood, some experienced weight trainers used to max out the available equipment and be unable to progress, and beginners felt overwhelmed by heavy free weights.
Biostrength's adaptive resistance technology eliminates these issues and creates an inclusive and welcoming training environment. The system adjusts in real-time to each user's strength curve, providing optimal resistance throughout the full range of motion. This means advanced athletes can push more weight than ever, and newcomers can train safely with automatically adjusted loads.
"Replacing our previous resistance training equipment with Biostrength was a bold move, but it’s the best decision we could have made,” said Oliver. "Each piece of Biostrength equipment can give everyone a safe, effective workout whether they’re a beginner or an elite weightlifter.”
The introduction of Technogym Biostrength provides a future-proofed solution for a common gym challenge – accommodating members with different strength levels without creating an intimidating environment. At Crow Wood, some experienced weight trainers used to max out the available equipment and be unable to progress, and beginners felt overwhelmed by heavy free weights.
Biostrength's adaptive resistance technology eliminates these issues and creates an inclusive and welcoming training environment. The system adjusts in real-time to each user's strength curve, providing optimal resistance throughout the full range of motion. This means advanced athletes can push more weight than ever, and newcomers can train safely with automatically adjusted loads.
Data-driven insights from Technogym reporting suite
Thanks to Technogym's new reporting suite for Biostrength, Crow Wood can see that, on average, 4500 workouts are completed on Biostrength each month by 1000 unique members, with a near 50/50 split across genders and an average age between 50 and 64. 65% of those train with a structured programme.
Biostrength is truly inclusive and suitable for everyone, as 19% of Biostrength users are aged 65 and over. 27% of all members follow the Tone Your Body training method, and 19% choose Hypertrophy (for muscle building). 14% follow a Biostrength programme personally created for them by one of Crow Wood’s trainers.
Data automatically tracked by the equipment shows that members transitioning from traditional fixed programmes to Biostrength training have seen an average strength improvement of 8.3% over the first 2 months since installation.
Biostrength is truly inclusive and suitable for everyone, as 19% of Biostrength users are aged 65 and over. 27% of all members follow the Tone Your Body training method, and 19% choose Hypertrophy (for muscle building). 14% follow a Biostrength programme personally created for them by one of Crow Wood’s trainers.
Data automatically tracked by the equipment shows that members transitioning from traditional fixed programmes to Biostrength training have seen an average strength improvement of 8.3% over the first 2 months since installation.
Enhancing member engagement with Technogym Checkup
Alongside the new Biostrength installation, Crow Wood has integrated Technogym Checkup into the member journey. The advanced AI-driven assessment system evaluates fitness levels, movement patterns, and health metrics to offer personalised training recommendations generated by Technogym Coach that automatically synch to the Biostrength equipment.
Crow Wood offer Technogym Checkup sessions as part of membership, at induction and then at regular intervals so members can review their progress. Personal trainers use Technogym Checkup data for programme design and injury prevention, and the detailed reports help members understand their progress and set goals.
To support the integration of Technogym’s advanced solutions, Technogym Educators offer regular education and consultancy services. Each time Crow Wood has upgraded their Technogym equipment, the fitness team has been shown how to get the most out of the kit and the digital tools that power it.
This approach ensures staff can continue to deliver a premium Crow Wood member experience with Biostrength and Technogym Checkup. Consistent support from Technogym’s digital team has also helped Crow Wood to fully leverage Mywellness CRM for operational insights and member engagement.
Crow Wood offer Technogym Checkup sessions as part of membership, at induction and then at regular intervals so members can review their progress. Personal trainers use Technogym Checkup data for programme design and injury prevention, and the detailed reports help members understand their progress and set goals.
To support the integration of Technogym’s advanced solutions, Technogym Educators offer regular education and consultancy services. Each time Crow Wood has upgraded their Technogym equipment, the fitness team has been shown how to get the most out of the kit and the digital tools that power it.
This approach ensures staff can continue to deliver a premium Crow Wood member experience with Biostrength and Technogym Checkup. Consistent support from Technogym’s digital team has also helped Crow Wood to fully leverage Mywellness CRM for operational insights and member engagement.
Digital ecosystem enhances operational efficiency
Technogym's cloud-based CRM, Mywellness, has supported Crow Wood's operational efficiency. Seamlessly integrated with Crow Wood’s membership system, the platform now handles all class bookings, personal training calendars, inductions, retention communications, and class ratings - functions that were previously managed through separate systems.
"Mywellness CRM platform and the Technogym App has brought us into the 21st century," said Oliver. "It's a big value add for us from an operator perspective, and it helps us continually offer our members more, too.”
For members, the digital integration of Technogym App, Technogym Checkup, and Biostrength provides seamless access to training plans, activity tracking, home training options, and progress monitoring. Crow Wood plans to expand its digital offerings with virtual indoor cycling in the Technogym Group Cycle studio, using Technogym on-demand content to address high demand for classes.
Crow Wood's latest Technogym installation supports the club’s identity as a premium member facility that takes member experience seriously. The investment reflects broader industry trends toward AI-driven, personalised training backed by meaningful human support.
"Mywellness CRM platform and the Technogym App has brought us into the 21st century," said Oliver. "It's a big value add for us from an operator perspective, and it helps us continually offer our members more, too.”
For members, the digital integration of Technogym App, Technogym Checkup, and Biostrength provides seamless access to training plans, activity tracking, home training options, and progress monitoring. Crow Wood plans to expand its digital offerings with virtual indoor cycling in the Technogym Group Cycle studio, using Technogym on-demand content to address high demand for classes.
Crow Wood's latest Technogym installation supports the club’s identity as a premium member facility that takes member experience seriously. The investment reflects broader industry trends toward AI-driven, personalised training backed by meaningful human support.
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