Virgin Active Appoints We Are Pi For Global Brand Transformation

May. 09, 2024

Following a competitive pitch process, WE ARE Pi will collaborate closely with Virgin Active's Group 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.

Tomkins commented:

"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."

 

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."