Virgin seeks to redefine the gym experience in Australia

The Virgin Group has confirmed that its first Australian Virgin Active health club will open in the Sydney suburb of Frenchs Forest in December.

Since its launch in 1999, Virgin Active has grown into one of the largest health club businesses in the world, with over 170 clubs and more than 900,000 members in the UK, Italy, Spain and South Africa.

The Group’s long anticipated arrival in Australia will commence with the opening of the Frenchs Forest club and will be followed with a second club on Bourke Street in Melbourne in the first quarter of 2009. Future clubs will be in both city and suburban locations, with Virgin Active seeking sites that offer convenience to customers with large spaces and parking facilities in the suburban locations.

Virgin Active’s product aims to be different from existing Australian operations, with club designs offering spacious layouts to allow members to be fully engaged and motivated by the atmosphere around them. Specific features will include 25 metre lap pools, distinctive dedicated studios for mind and body classes, and innovative relaxation spa zones.

Beyond traditional gym equipment, Virgin Active is also looking to offer a holistic view of fitness and wellbeing with equipment and activities including swim programs, fast classes, running tracks, kinesis classes, power plate classes, rock climbing, yoga and Pilates.

The clubs will also have a focus on family and, rather than offering a crèche, Virgin Active will offer Club V – a centre offering activities designed to stimulate physical development and educate children on the importance of regular exercise.

Citing research that has revealed Australians experience a number of frustrations when it comes to the current fitness market offering, Virgin Active, according to Managing Director Mark Blackman, “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,” adding “from machine waiting times and intimidating environments to high fees and poor customer service, consumer dissatisfaction with the current gym offerings is clear.”

Virgin’s research shows that the majority of Australian gym goers (62%) want better value gym membership; 42% want gym membership provided a more personalised service; while more than 1 in 3 (37%) are simply looking for a more fun and enjoyable gym environment. Machine waiting times also ranked highly on the list of annoyances. 90% of Australian’s admit they often have to force themselves just to go to a gym.

Blackman adds that “we have listened to the frustrations expressed by consumers here, taken the best of what our clubs offer overseas, and have created an offering that we believe Australians will love.

“This is not an impersonal, intimidating, formulaic gym, offering little in the way of customer service. At Virgin Active we want to put people first and make a positive change to their lives. We cater for everyone - young, old; big or small. We provide a better health club experience which our members will find fun, supportive and motivating.”

Virgin Active’s Global Chief Executive Matthew Bucknall, adds, “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.”

Talking about the arrival of Virgin Active in Australia, Virgin’s global chief, Sir Richard Branson stated, “I’m thrilled to bring one of my favourite Virgin businesses to one of my favourite places – Australia. The Virgin brand is already well known and loved by Australians and I know people will enjoy getting fit and active the Virgin way. Everyone knows the importance of good health and at Virgin Active we will help people achieve their goals and ensure they have a little bit of fun along the way.”

For more information go to www.virginactive.com.au

2nd September 2008 - VIRGIN ANNOUNCES CLUB OPENINGS