So with the first review of Epidemic Sound on the horizon I wonder what VA will conclude.
I have personally heard from members who say their whole class up and left, members who wear headphones during classes to shut out the music, and endless tales of instructors leaving and classes cancelled.
I am told my local Virgin still receives complaints every day, however, the nature of the complaints has changed over time. It’s not just that the music is inappropriate, it’s now repetitive. Many of the tracks sound the same, many of them actually are. The ES library may be large but much of it is designed for soundtracks, and it appears there are a limited number of tracks appropriate for exercise. Thus regular gym goers are hearing the same songs over and over in their classes (not to mention in the café, in reception, in the changing rooms). Additionally, instructors have been encouraged to share playlists or they use the same playlists over and over since there’s not enough choice and because creating playlists has become too time consuming to be viable.
Some tracks have become a standing joke and are met with a chorus of groans. Others inspire group ‘guess the copy cat’ games ‘this is the fake Kylie, the fake Coldplay, Madonna, Harry Styles’. The app crashes, the music repeats, everyone knows it, everyone is used to it, everyone sighs or laughs resignedly or with incredulity. They may not be complaining in the same volumes, but this is the reality, the experience of music at Virgin Active. It’s become a standing joke. Virgin may bury their head in the sand as they read the profit line, but I can only wonder what this is doing to their brand.