Virgin attempts to make fitness fun

Virgin Active is aiming to tap into the “new year, new you” January ethos by launching a major campaign to promote a number of new initiatives, designed to make fitness “fun”, including virtual classes.
The initiative, which carries the strapline “Always Discovering”, is being headed up by Virgin Active group brand director Tim Carter, with creative and strategy by Wolff Olins. The bulk of activity will be through digital and social media channels and is being handled by Brothers & Sisters.
It seeks to help people stay motivated by keeping work-outs fresh and fun, showing members new ways to improve their movement and general wellbeing. The campaign highlights a series of exercises including extra tough workout The Grid, primal movement based session Zuu, and yoga and Pilates scheme Nova.
In addition, Virgin Active will release three 20-minute online videos, as well as a Virgin Lab, made up of a panel of health and fitness experts to showcase the latest industry trends and expert insight.
Virgin Active European marketing director Clare Gambardella said: “‘Always Discovering’ sets the tone for our ambition in 2015. January is typically the busiest time of year in our clubs, but we know motivation can often slip if exercise gets too predictable. We’re committed to helping our members achieve year-long resolutions to be active, rather than New Year’s resolutions that are quickly forgotten. We do this by keeping their workouts fresh, innovative and fun.”