Designing new signature experiences for club members

Virgin Active wanted a more distinctive offering in a market squeezed by lower-cost gyms and increasingly ambitious luxury players. All gyms face the challenge that when usage drops, members can quickly feel like they are wasting money. I worked with Virgin Active to increase visits to clubs by designing new experiences that felt supportive, surprising and unmistakably Virgin.

My role included

• Created the business’s first end-to-end customer journey map.
• Conducted research in clubs and with members to understand their needs, behaviours and motivations.
• Identified key pain points, emotional moments and opportunities to make the experience feel more rewarding.
• Established experience principles and creative territories.
• Developed new propositions, signature moments and brand lifts for different clubs and audiences.
• Prioritised the strongest concepts and created a roadmap.

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