Tired? Yes, but of the usual gurus and false myths crowding the narrative around gyms.

With Virgin Active, we have embarked on a new journey into the world of fitness. A journey away from prepackaged programs, revolutionary shortcuts, and, most importantly, miracle solutions and gurus promising easy results.

A journey that has led to the production of video content for digital platforms which, thanks to Virgin Active’s new global repositioning concept, supports the brand in its mission: putting people back at the center of training, showing them in their authenticity.

Physical well-being doesn’t come from secret methods for the perfect six-pack or magical fat-burning shakes. It stems from constant commitment, training, and the effort of ordinary people who give their best to feel good about themselves. This is the concept that guided Virgin Active's new positioning and that we have fully embraced. Because, let’s be honest: if miracle methods really worked, by now our six-packs wouldn’t just be in the fridge.

We translated this new global positioning into a digital video campaign featuring six videos, each dedicated to a different workout, highlighting the determination and joy of training at a Virgin Active Club.

Each video stars an ordinary person—not an athlete—who experiences training just like the rest of us: with joy, satisfaction, but also struggles, mistakes, and fresh starts. Taking care of your well-being is a journey built on commitment and perseverance, and these videos reflect that reality, stripping away the usual glossy portrayal of fitness.

The campaign was launched by Virgin Active in September, the month of fresh starts, diets, promises, and new beginnings. We hope that from now on, it can also be the month of goodbyes: to false myths, self-proclaimed gurus, and unattainable body ideals.