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South Africa’s Virgin Active clubs have revolutionised their offering since the country’s COVID-19 restrictions. 

South Africa’s largest and most popular health and fitness club, Virgin Active, has 130 clubs across the country with a presence in seven other countries. They offer a range of exercise experiences designed to suit members’ goals and needs. From swimming, HIIT, yoga, boxing and dancing through to pilates, functional fitness, strength training, cycling and even barre, there’s something for everyone.

With its second-largest base in Cape Town, COVID-19 restrictions played their part in pushing the health giant to think more strategically about their fitness and business approach. Doing business and creating a remarkable training experience within the beautiful Mother City proved to be no challenge.

“Our experiences are not confined to our health clubs as we are passionate about keeping people active anywhere and anytime,” said Global Chief Marketing Technology Officer, Nikki Cockcroft.

Virgin Active has revolutionised its offering since the start of the country’s responses to COVID-19. The clubs have transformed from a single-channel business to an online, in-club and outdoor health and fitness platform. “Not only have we transformed our clubs into safe training spaces, but we also have over 400 online workouts and motivational webinars to support our community on their exercise journey in these very uncertain times,” Cockcroft added.

How protocol and safety is practised

  • Fresh air circulation throughout the clubs.
  • Sanitizing stations throughout the clubs.
  • Spaced equipment and group exercise classes.
  • Temperature checks on arrival and pre-screening for all staff and members.
  • Cleaning equipment before and after every use.
  • Deep cleaning in the clubs daily.
  • Masks to be worn always (by staff and members) except when doing vigorous exercise if maintaining a 2m distance from any other person.
  • New health and safety protocols and training for all Virgin Active team members with regular weekly updates.

 Innovation brings new fitness solutions

Besides transforming and adapting clubs into safe spaces, Virgin Active has been showcasing remarkable innovation by designing and developing new online fitness solutions. Cockcroft explained how the transition gives members access to daily live classes, an extensive on-demand library filled with sessions that feature instructors from around the globe, goal-based programmes, motivational support and nutritional advice. All you have to do is visit www.virginactive.coach to find your next workout.

“We’ve continued to find new ways to recognise and reward our members for staying active and developed new ways of sharing these exercise experiences with friends and family,” she concluded.

Virgin Active clubs are continuing to push and enhance its corporate wellness solutions across digital and in-club channels. To find out more info visit www.virginactive.co.za

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