Virgin Active hopes to ‘cut through the crap’ with brand repositioning

Virgin Active is aiming to “cut through the crap” in the fitness industry by offering a more realistic and human approach to working out as it looks reposition itself as a gym for everyone to attract a wider audience.
Speaking to Marketing Week, Virgin Active’s marketing director Katrina Southey says its recent  campaign ‘Enough’ is part of a wider repositioning plan which started with the launch of a new website featuring relatable imagery and a simpler navig