Virgin Active has appointed digital agency VML to handle a £2m makeover of its website and members app plus work on a range of new digital products for its gyms.
VML won the business following a pitch against fellow WPP agency AKQA, among others.
Virgin Active says: “As the UK’s market leading health club chain, our ambition is to provide our members with a digital experience that establishes us as the number one digital gym. To help us on this journey, we have engaged VML London as our agency partner.
“VML are aligned on our purpose and customer vision and their digital ambitions for the brand mirror our own. Together we are committed to building a first class digital presence to give members an experience online that matches the quality of our clubs.”
VML London MD Chris Wood says: “There is the opportunity to use digital platforms and communications to enhance the customer proposition, delivering digital services within and outside the clubs that connects the customer to the brand, their own data and the wider health and fitness community.
“Our aim is to make digital a key competitive advantage for Virgin Active within the year, and we have the client, talent and appetite to do just that.”