• by Fern Siegel , May 10, 2024

Global health club Virgin Active tapped We Are Pi to lead its global brand repositioning. It wants to change its image from just a gym to a social-wellness club.

The win follows a competitive pitch.

We are Pi will create a refreshed brand platform and identity. The brief also includes the development of a global brand campaign in late 2024.

Alex Bennett-Grant, CEO of We Are Pi, said: "Our team is dedicated to creating a brand experience that resonates globally and sets a new benchmark in the wellness industry."

Virgin Active has 226 health clubs worldwide, including swimming pools, spas and Kauai, a health-food café.

We Are Pi Client partners include Nike, Unilever, Heineken, Uber, Diageo, Virgin Active, Amazon, and Patagonia.