A vision of fitness.

Virgin Active represents an ideal client for VML, combining content, digital experience and innovation opportunities. By utilising all areas of talent within the agency, Virgin Active allows us to apply our full capability within the fitness industry.  

Already known for being digitally advanced, with leading brands such as Nike and upstarts like SoulCycle, VML hope to further innovate within this sector. And by being partnered with a great brand like Virgin Active, we hope to push boundaries and ultimately change lives for the better. 

Case study

Rebuilding a digital platform from the ground up.

The Virgin Active brand has always aligned itself with innovation and risk-taking, yet their digital offering had fallen short of their own high standards. Not only was there scope to optimise their sales online, but the client was also missing opportunities to support their member’s fitness goals with a digital platform. 


Producing a beautiful, distinctive and easy to use site was only half of the challenge. VML were also tasked with rebuilding the Virgin Active digital experience, setting the foundation for it’s online future. 


With a new CMS at it’s heart, VML created a digital brand platform that brings together multichannel content publishing, a forward thinking responsive site with a refreshed brand look, a whole host of new premium rich content, as well as a members app that enables class bookings on the go.


In record time, VML has not only delivered a beautiful, state-of-the-art website that was built on a brand new Sitecore CMS, but also the foundations for a new, digital-first brand engagement approach for Virgin Active. The platform is now a powerful prospecting tool, but the next phase will see a deeper targeting and customisation of the website, while the members app will evolve into a personalised fitness partner.