Virgin Active appoints We Are Pi for global brand transformation

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Virgin Active has announced the appointment of leading creative innovation company We Are Pi to lead their global brand repositioning from fitness to social wellness.

Virgin Active brief

Following a competitive pitch process, We Are Pi will collaborate closely with the fitness group’s CEO, Dean Kowarski, and Group CMO, Andy Tomkins, to develop a refreshed and evolved brand platform and identity.

The brief also includes the development of a global brand campaign planned for late 2024.

Andy Tomkins, Global CMO at Virgin Active, noted the alignment of vision and values between Virgin Active and We Are Pi: “Our aim is to change people’s lives for the better through wellness and to transform Virgin Active from being recognised as “just a gym” to a leading global social wellness club.

“We felt We Are Pi’s sharp cultural perspective as well as their creative and strategic pedigree made them the perfect partner for this journey.

“In a rapidly evolving and fiercely competitive wellness landscape, it is crucial to take a bold and distinctive position.

“WE ARE Pi brings the perfect mix of innovation, creativity, and understanding of global trends to help us define a differentiated wellness experience for our members,” Tomkins commented.

Alex Bennett-Grant, CEO of We Are Pi, added: “We are thrilled to partner with Virgin Active in this groundbreaking endeavour.

“Our team is dedicated to creating a brand experience that resonates globally and sets a new benchmark in the wellness industry”.