VIRGIN-BACKED design consultancy Clinic has created the corporate identity, product packaging, signage, point-of sale material and ad campaigns for Virgin Active, the latest venture from the music-to-airlines group.
The first Virgin Active health club will open in July in Preston, Lancashire, with further openings scheduled for Leeds in November and Northampton in March 2000. Interiors have been developed by Leeds consultancy Watson Designs.
Ninety per cent of the population find health clubs restrictive and intimidating, according to research carried out by Virgin. The new clubs are aimed at this sector of the market.
“Our research has indicated that the majority of the population has no affinity with the current offer of health clubs. Our clubs are called life centres because they will offer a total lifestyle package,” says Virgin Active marketing manager Louise Pollen.
Club members will be able to exercise, shop, eat and book holidays at the clubs.