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 drive their global brand repositioning from fitness to social wellness.

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. "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," said Bennett-Grant.

About Virgin Active

Virgin Active is a global brand with 226 health clubs globally and is committed to changing people’s lives for the better through wellness. With state-of-the-art facilities, varied classes and exercise experiences led by highly skilled instructors and personal trainers, as well as swimming pools, spas and health food café Kauai, Virgin Active offers the perfect place for mental and physical wellbeing.

About WE ARE Pi

We Are Pi is an award winning Creative Innovation Consultancy that partners with clients to build brands worthy of thriving in changing times by initiating transformation programs. We Are Pi Client partners include Nike, Heineken, Uber, Diageo and Virgin. We Are Pi was named Small Agency of the Year 2018, 2019 and 2020 by Creative Pool and Ad Age.

We Are Pi cultural research platform, New Society Rules, helps brands navigate cultural change. We Are Pi content arm, Pi Studios, produces ground breaking stories about cultural change. We Are Pi is proud sponsor of OUTO, Black Strat and Plus Plus One.

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