Is it time to leave the fitness cult? Virgin Active thinks so

Virgin Active has unveiled a new global campaign, taking aim at the growing superficiality of the wellness industry. Developed by Amsterdam-based agency We Are Pi, the campaign calls out the flood of unrealistic wellness claims and quick-fix solutions, encouraging a return to genuine fitness built on real guidance and community.

At the heart of the campaign is a hero film, directed by LIAKH through Spindle, which critiques the wellness industry’s obsession with fad diets, fitness shortcuts, and influencers peddling dubious advice. Set to a dramatic version of Ode to Joy, the film invites viewers to 'Leave the cult, join the club', positioning Virgin Active as an antidote to the noise of commercialised wellness.

Virgin Active’s new positioning hopes to redefine what 'real wellness' looks like, offering a supportive environment where individuals can focus on sustainable, long-term health goals. The campaign will be seen across TV, digital platforms, and out-of-home media in markets including the UK, Italy, South Africa, Thailand, Singapore, and Australia. A second phase of the campaign is slated for January 2025.

Gabi Mostert, group creative director at Virgin Active, said, “We’re tackling the issues of toxic wellness head-on, using a message that’s meant to provoke thought and conversation. Our aim is clear: to help people cut through the noise, embrace who they are, and focus on what really matters.”

Andy Tomkins, Virgin Active’s group chief marketing officer, added, “With ‘Where Wellness Gets Real,’ we’re positioning Virgin Active as the answer to a wellness landscape increasingly dominated by fake promises. We’re offering a place where people can make real progress in a way that suits them.”

Campaign's take: It’s not a revolutionary concept to suggest that the focus of wellness should be on the act of fitness itself—rather than succumbing to fad diets, supplements, and fleeting trends—but it’s a message that remains both timely and necessary. In an industry oversaturated with a myriad of conflicting advice, it’s all too easy for those who feel any dissatisfaction with their body or fitness journey to be drawn in by the constant stream of ‘solutions’ promoted by social media and fitness influencers—even on a subconscious level. So the ad certainly strikes a relevant and relatable chord.

However, what could have elevated the campaign further is a more prominent representation of diverse body types. Those who feel most excluded by the wellness industry’s narrow standards—people with bodies that fall outside conventional ideals—are often the ones most vulnerable to these fads, and they can experience the highest levels of anxiety about judgement in a gym environment. While Virgin Active does make an effort to showcase a small mix of body types, a more intentional inclusion of say plus-size individuals and people with visible disabilities would have reinforced the message that the 'club' truly welcomes everyone—not just those who already fit prevailing standards.