The system uses a web-based interface which allows both advanced and recreational swimmers to track their activity in the pool, including lengths; splits; stroke rate; and stroke type.

They can also use it to follow exclusive training plans as well as engage with other swimmers through challenges, competitions and social networking.

Operators can benefit by seeing who is swimming, when, how often, how members really use the pool, and - importantly - the value members gain from the health club.

Swimtag has been added as an exclusive member benefit for Virgin Active's new Classic Club at 200 Aldersgate, which opens this month, and also to Virgin Active members at Chiswick Park in London and Northampton.