Virgin Active GlobalExplore
Virgin Active, Global
Moving away from a traditional gym approach, we re-defined what ‘exercise’ means by creating a holistic ‘Health and Wellness’ concept that goes far beyond physical fitness. It celebrates the ‘Mind and Body’ through a focus on ‘7 Dimensions of Wellness’.
8 step process outlining the successful steps we undertook in the 'design' phase.
Vision / Positioning
Creators Club (Sub Brands)
Creators Club (Hubs)
Characteristics of the brands
Creating a set of ‘sub-brands’ provided a range of brand experiences, purposes and services that align to different market segments and audiences.
Working together, this holistic approach places people at the centre; every aspect has been carefully curated. It’s about being freed from typical exercise expectations and being ready to experience more.