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Virgin Active opens newest club on Collins Street in Melbourne
Leading fitness club group Virgin Active Health Clubs has opened its newest Australian facility on Melbourne’s Collins Street.
The new club offers members cutting edge equipment, innovative classes such as The Grid, Coach by Colour and Antigravity Yoga, an indoor climbing zone, impressive 25 metre indoor heated pool and a spa pool and sauna.
Recently appointed says Virgin Active Managing Director Scott Hood explained “we’re very excited to open up a Virgin Active Health Club fit for Collins Street’s Paris End – but at the other end.
“With everything from our renowned, cutting edge fitness equipment, innovative classes and helpful Fitness Gurus packaged together in a world class facility, Melbourne is sure to be delighted by La Grande Première of Virgin Active Collins Street.
To make sure members start their fitness journey on the right foot, the new club offers cutting edge InBody Technology which gives members a snapshot of their entire body composition in as little as two minutes. Every new member is offered a free session with one of the Fitness Gurus to answer any fitness questions and design a personalised 30 Day Workout Plan.
To keep track of it all, members can access Technogym’s MyWellness Cloud through a USB style key or their smartphone. Once logged in, members can access dedicated kiosks or any piece of Technogym Artis equipment throughout the club and it will inform them of exercises on their program, complete with directional videos, what reps or speed to do the exercises and will even electronically set the equipment for them as well as log their work out.
The clubs’ Mind & Body studios provide a calming space - a haven for flexibility, stamina, concentration and clarity of mind. Offering from a wide range of classes such as Anti-Gravity Yoga, Ashtanga, Tai Chi, Pilates, Reformer, Yin Yoga and Hot Yoga.
These offerings are backed by sleep pods where members can recline for optimum napping, promotion of blood flow and which reduce pressure on the lower back.
The new club also offers a state-of-the-art mobility circuit; the MyRide or IC7 Coach by Colour with virtual visuals for its cycling programs; an extensive range of weights; over 230 group classes per week to suit every level, a dedicated Pilates reformer studio and a range of facilities to help you relax and unwind including Mind & Body studios, sleep pods, a liquid therapy Aqua Lounge and sparkling clean sauna.
Post exercise, members can enjoy healthy snacks at the V-Café while jumping online on the free internet stations and also make use of free Wi-Fi.
With Collins Street having a heritage of ‘Paris End style’ (being an area of high fashion boutiques and exclusive hotels), promotion of the new club has been on a French theme.
Advertising agency Publicis Mojo Sydney created a tongue-in-cheek campaign highlighting what happens when high-end fashion and high-end fitness unexpectedly come together.
The campaign suggests that “this latest Virgin Active is très more luxe and très more élégante than any other gym before it.”
Virgin Active Head of Brand and Marketing Asia Pacific, Anton Brown, explains “this is exactly the type of campaign we love at Virgin Active.
“Smart, intelligent and tapping into a local insight to bring an idea to life in a way that only Virgin Active can.”
Virgin Active Health Clubs are located in Melbourne (Bourke Street and Collins Street) and Sydney (Moore Park, Pitt Street Mall, Norwest, Frenchs Forest).
Newly appointed Virgin Active Managing Director Scott Hood, formerly the group’s Chief Operating Officer, recently replaced Mark Blackman as Managing Director.
For more information go to www.virginactive.com.au.
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