Challenge

How do we get people up off the sofa and back into our gyms?

The one thing

Understanding the barriers that stop people joining a gym.  Presenting the Virgin Active offer in a new, inclusive way.  Whether you’re breaking a PB or just breaking a sweat, it all counts.

The Point

It all counts

Impact

Best-ever January and February sales.

Record sign-ups of new members helped Virgin Active to an outsized share of the market in the crucial New Year period.

January sales 11% over budget.

February sales 14% over budget.