In his keynote address at Cloud World Forum 2015, the CIO of fitness chain Virgin Active – Andy Caddy – urged cloud and big data companies to find better uses for the mountains of data people are accumulating about themselves.

Coining the term “the database of you”, Caddy said that in his capacity as the CIO of a health and fitness company with 1.4 million members in 270 clubs he is acutely aware of the desire for gym-goers to track their every waking movement and a bunch of other biometric data, such as heartrate, besides.

Caddy also thinks wearables such as fitness bands are at an early stage and, in reference to the recent IPO of fitness band company Fitbit, indicated he thought wearables were currently near the most hyped phase of the Gartner Hype Cycle. He reckons it will be a few years yet before the ‘winning design’ emerges, such as happened with smartphones and the touchscreen form factor that has changed little for the past eight years.

One result of all this hype, however, is that people are constantly generating data about themselves – around 31 datapoints per year for Virgin Active members. Caddy’s concern is they they’re currently not able to do much with it, beyond gloating about how much exercise they’ve done on social media.

When Caddy surveyed members, as part of his planning for a ‘connected club’ initiative, about what they want technology in a gym context to do for them they said they want it to be device agnostic, always on and provide useful feedback and advice, as opposed to raw data. Caddy concluded with a call to the tech industry to step up to the plate and give his members what they’re looking for. “We need someone to come in and do this stuff, because it’s just begging for it,” he said.