Virgin Active appoints We Are Pi for global brand transformation


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”.