Virgin Active Hopes To ‘Cut Through The Crap’ With Brand Repositioning

  • 2019-01-24
  • Marketing Week

The global gym group is looking to remove industry intimidation and reposition itself to appeal to a wider target audience by offering a realistic and relatable interpretation of fitness.

Speaking to Marketing Week, Virgin Active’s marketing director Katrina Southey says its recent campaign ‘Enough’ is part of a wider repositioning plan which started with the launch of a new website featuring relatable imagery and a simpler navigation structure.

The ‘Enough’ campaign, which rolled out in time for the new year, aims to inspire people to keep their resolutions while encouraging them to find balance with work, social life and fitness.

Before launching the campaign Southey says Virgin Active wanted to find out why it is that, particularly in January, people tend to hit the gym hard before often losing inspiration.