Virgin Active has recently undergone a major rebranding effort, announcing a new focus on wellness rather than just fitness. The health and fitness club chain, which was founded in 1999, has revamped its brand identity in response to a changing landscape in the industry. This shift comes as a result of the growing popularity of wellness trends, such as mindfulness, meditation, and holistic health practices. In order to stay competitive and appeal to a broader audience, Virgin Active is repositioning itself as a wellness brand that focuses on the mind, body, and soul.
The rebranding effort includes a new logo and visual identity, as well as a refreshed marketing strategy that emphasizes the holistic approach to health and well-being. This shift in focus is in line with the company’s mission to help people live healthier, happier lives. According to Andy Birch, the brand director at Virgin Active, the rebrand is a response to the evolving needs of consumers who are increasingly looking for more than just a place to work out. Instead, they want a holistic approach to health and wellness that addresses all aspects of their lives.
One of the key changes in the rebrand is the introduction of a new tagline, “Move. Play. Thrive.” This tagline reflects Virgin Active’s new brand messaging, which emphasizes the importance of movement, play, and overall well-being in achieving a healthy lifestyle. The brand is also rolling out a new marketing campaign that highlights the benefits of a holistic approach to health and wellness. This campaign will include a mix of digital, social, and traditional advertising channels to reach a wide audience of consumers who are interested in improving their overall well-being.
In addition to the new branding and marketing initiatives, Virgin Active is also updating its facilities to reflect its new focus on wellness. The company is introducing new classes and programs that focus on mindfulness, meditation, and other holistic health practices. These new offerings will be available to members at all Virgin Active clubs, providing them with a more comprehensive approach to health and fitness.
Overall, the rebranding effort by Virgin Active represents a strategic move to stay ahead of the competition in the health and fitness industry. By focusing on wellness rather than just fitness, the company is able to appeal to a broader audience of consumers who are looking for a more holistic approach to health and well-being. With a new logo, tagline, and marketing campaign, Virgin Active is positioning itself as a leader in the wellness space, helping people to live healthier, happier lives.
