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 Jan and Feb 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.
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