Virgin Active Strategy
Virgin Active is one of the largest health club businesses in the world, with over 170 clubs and more than 900,000 members spread across the UK, Italy, Spain, Portugal and South Africa.
Virgin Active is currently developing sites across Australia. The Virgin Active club located at 138 Bourke St, Melbourne officially opened in May 2009. Virgin Active opened its first Australian club in French’s Forest, Sydney in December 2008.
Virgin Active offers convenient class times as well as fast classes for busy CBD workers. It boasts a range of unique facilities including a 25 meter swimming pool, relaxation spa and sauna, dedicated mind/body studio, internet café, a rock climbing wall and even sleep pods for a quick daytime power nap.
Current Business Strategies
In an article from the Virgin Active Australia’s website that was also published in The Daily Telegraph the “holistic approach to health and fitness” is mentioned, this is the main strategy used by Virgin Active.
“From machine waiting times and intimidating environments to high fees and poor customer service, consumer dissatisfaction with the current gym offerings is clear,” said Mark Blackman, Managing Director, Virgin Active Australia. “Virgin Active will redefine the gym experience in Australia with world class facilities, a friendly, welcoming environment and that great value for money and customer service that people have come to expect from Virgin.”
Matthew Bucknall, global CEO, Virgin Active added, “With a proven formula that has seen rapid growth and expansion overseas over the last nine years, we believe that the Australian market is ripe for the new, holistic approach to health and fitness that Virgin Active offers.”
Virgin Active has made a large effort to emphasis that it is not simply a gym but a health club and that it is not a contract but rather a relationship. The strategy shown is extremely personal and this makes their members feel important and eager to work out and spend time in the clubs. The
Virgin Active is currently developing sites across Australia. The Virgin Active club located at 138 Bourke St, Melbourne officially opened in May 2009. Virgin Active opened its first Australian club in French’s Forest, Sydney in December 2008.
Virgin Active offers convenient class times as well as fast classes for busy CBD workers. It boasts a range of unique facilities including a 25 meter swimming pool, relaxation spa and sauna, dedicated mind/body studio, internet café, a rock climbing wall and even sleep pods for a quick daytime power nap.
Current Business Strategies
In an article from the Virgin Active Australia’s website that was also published in The Daily Telegraph the “holistic approach to health and fitness” is mentioned, this is the main strategy used by Virgin Active.
“From machine waiting times and intimidating environments to high fees and poor customer service, consumer dissatisfaction with the current gym offerings is clear,” said Mark Blackman, Managing Director, Virgin Active Australia. “Virgin Active will redefine the gym experience in Australia with world class facilities, a friendly, welcoming environment and that great value for money and customer service that people have come to expect from Virgin.”
Matthew Bucknall, global CEO, Virgin Active added, “With a proven formula that has seen rapid growth and expansion overseas over the last nine years, we believe that the Australian market is ripe for the new, holistic approach to health and fitness that Virgin Active offers.”
Virgin Active has made a large effort to emphasis that it is not simply a gym but a health club and that it is not a contract but rather a relationship. The strategy shown is extremely personal and this makes their members feel important and eager to work out and spend time in the clubs. The
References: 1. Virgin Active Health Clubs Launch in Australia, article. (2008, August 20). Retrieved September 22, 2009, from http://blog.virginactive.com.au/?p=18 2. Virgin Active Press and News. (2009, March 26). Retrieved September 22, 2009, from http://virginblog.staging.publicisdigital.com.au/ 3. Relationship Options. (2009, March 26). Retrieved September 22, 2009, from http://www.virginactive.com.au/start-a-relationship.aspx 4. Member Types. (2009, July 7). Retrieved September 22, 2009, from http://www.virginactive.com.au/who-are-you.aspx 5. Facilities Available. (2008). Retrieved September 22, 2009, from http://www.virginactive.com.au/sneak-peek-1.aspx 6. About Virgin Active. (2008). Retrieved September 22, 2009, from http://www.virginactive.com.au/about-us.aspx 7. Virgin Active UK. (2009). Retrieved September 22, 2009, from http://www.virginactive.co.uk/Content/Club/WhatWeDo.aspx