How do you convince someone who is not very much interested in a gym to visit a gym? You reposition the gym as a club and say it is not a gym. Virgin Active is more than a gym and I wanted to get that message across by highlighting all the non traditional gym activities you can do at Virgin Active. This is essentially what separates them from their competitors and would attract people who want a more social element with a a ‘gym membership that isn’t a gym membership’. So all the things that you would do whilst not being at the gym, you can now do at the gym with the added benefit of being a bit active from time to time.

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