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Targeting ‘fakefluencers’, fad diets, fake oils, fakes, false idols, frauds and gurus, the Virgin Active health club chain has launched a provocative new promotional campaign in Australia and other international territories.

Aiming to demolish fitness industry ‘toxicity’, the campaign urges potential members - in a striking red font - to “leave the cult. Join the club” after a series showcasing how difficult it is for people to sort through the fakeness and volume of social media, and find credible fitness and wellness advice.

The campaign features a film that embodies the above into an unapologetic, empowering multimedia visual that decries wellness trends such as fad diets and supplements, and the influencers promoting them. After this, it shifts to a montage of people exercising in realistic, healthy ways.

The brand’s first international campaign was developed by Netherlands-based creative innovation agency We Are Pi, appointed by Virgin Active to steer its “global brand positioning” and to undertake a “brand identity refresh”.

Introducing the campaign, Virgin Active’s Group Creative Director, Gabi Mostert commented “we’re taking our message to the streets through punchy copy and visuals … squaring up to toxic wellness in an entertaining way that’s designed to spark conversation and public scrutiny.

“Our message is simple.

“We’re f*cking sick of it too. Come to one of our clubs, have a smoothie, move your body, lie in the sauna, whatever. Forget the noise and come as you are. Listen to nobody, but your body.”

Virgin Active’s Chief Marketing Officer, Andy Tomkins, added “we know that people are increasingly overwhelmed by the sheer volume of conflicting opinions and can be seduced by the promise of a quick fix that can do more harm than good.

“Our new global positioning ‘Where Wellness Gets Real’ establishes Virgin Active as the antidote to the fakery that’s plaguing the wellness industry and reflects the culture we’ve created where people can bring their real selves, make real progress in a healthy way that’s unique to them.

“‘Leave the Cult, Join the Club’ parodies the toxic underbelly of the wellness industry and most importantly shows people there’s a better way.”

‘Leave the cult. Join the club’ enters the market in September and will play on out of home (OOH), digital OOH, video on demand, TV and online channels in Australia, the United Kingdom, South Africa, Singapore, Thailand and Italy.

The campaign is expected to be extended in January 2025.

Images courtesy of Virgin Active Health Clubs.

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