How did the wellness industry become so toxic? Virgin Active is standing up for wellness balance with a new phase of its global campaign, urging fitness fans to Leave the Cult, Join the Club, created by We Are Pi.
The latest activity ties in with two key cultural moments this month – World Mental Health Day and the UK’s Royal Parks Half Marathon – and continues Virgin Active’s mission to offer a refreshingly real alternative to the performative wellness culture that’s making people unwell.
To coincide with World Mental Health Day today, Virgin Active is highlighting the growing problem of ‘wellness burnout’ – the exhaustion caused by social pressure and toxic competition – championing a healthier, more balanced approach to fitness instead. The creative is underlined by new activities at Virgin Active clubs where people can pause and reset, including sound baths, sauna and spa sessions.
The second burst of activity in the UK coincides with the Royal Parks Half Marathon on October 12. As an official sponsor, Virgin Active will be a big presence at the race with messages which subvert the toxic running cliché, “GO HARD OR GO HOME” and by supporting participants with mile markers, designated Cheer Zones and even a branded Recovery Zone. Post-race and in the days after, billboards will poke fun at the mantra, “NO REST DAYS”.
The targeted activity is currently running internationally, starting in the UK, across OOH, DOOH and in radio ads, which poke fun at viral wellness hacks, reinforcing that real guidance from expert trainers beats artificial advice from robots.
All the creative feeds into Virgin Active’s central brand message, Where Wellness Gets Real, that launched in January this year.
Andy Tomkins, group chief marketing officer at Virgin Active, stated, “We recognise that many people are tired of chasing wellness ideals that feel unattainable or don’t fit their lives. Virgin Active is committed to a different path — one where fitness, recovery, nutrition and mental wellbeing work together. Where Wellness Gets Real developed with We Are Pi, is our promise: no grandiose claims, no guilt, just space to grow, recover and thrive on your own terms. With this campaign, we want to inspire people to approach their fitness with curiosity and a sense of kindness towards themselves.”
Alex Bennett Grant, CEO at We Are Pi, added, “World Mental Health Day is when people get a chance to think about their wellbeing, and how physical and mental health feed into each other. So it’s the perfect opportunity for Virgin Active to double down on its own Where wellness gets real purpose, and we’re delighted to build on the work we’ve done on this campaign.”
Rick Chant, ECD at We Are Pi, commented, “Wellness looks different for everyone, and it’s madness that the loudest voices in fitness still sound like drill sergeants. It takes a brave client to turn that on its head – but by using humour instead of pressure, Virgin Active is helping tackle the toxic messages that have become the norm in the wellness industry.”
