Virgin Active Case Study | Driving Membership Growth with AI

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VIRGIN ACTIVE

CASE STUDY

Strengthening digital performance and member acquisition for a leading fitness brand

Virgin Active is one of the most recognised fitness and wellness brands in the UK. With growing competition in the health and fitness sector, Virgin Active needed a smarter digital approach to increase visibility, drive membership enquiries, and enhance local search performance across all locations.

We Build Profiles partnered with Virgin Active to elevate their digital footprint and support their multi-location membership growth strategy. Using our core agency strengths — AI-powered SEO, Paid Media, Digital PR & Content, and Data & AI insights — we helped the brand strengthen awareness, increase local discoverability, and improve performance across every stage of the digital member journey.

Our Strategy

AI Powered Local SEO

With dozens of gyms across the UK, local search was central to their success. We Build Profiles implemented AI-driven SEO optimisation for each club location, improving rankings for high-intent searches such as “gym near me,” “fitness classes,” and location-specific keywords. This boosted visibility for every club and increased organic membership enquiries.

High Performance Paid Media Campaigns

We launched targeted Paid Media campaigns across Google, Meta, and key fitness platforms to drive new member sign-ups. These campaigns were built using AI-enhanced audience targeting, delivering messages to users most likely to convert based on their location, interests, and behaviour.

Digital PR And Content to Build Brand Trust

We produced strategic digital content highlighting Virgin Active’s premium offering — from club features and wellness benefits to expert-led fitness advice. This strengthened brand authority, increased engagement, and supported SEO efforts across all locations.

Data And AI Insights to Optimise Performance

We utilised our Data & AI capabilities to analyse user behaviour, conversion patterns, location trends, and campaign performance. These insights shaped ongoing improvements in targeting, budget allocation, and creative strategy, maximising ROI across the network.

Key Wins

Key

Wins

38%

increase in membership enquiries driven by targeted paid media

42%

uplift in engagement and brand authority through content & digital PR

33%

reduction in wasted spend and 27% improvement in ROI through data-driven optimisation

CONCLUSION

Our work with Virgin Active showcases how We Build Profiles helps major fitness brands unlock digital growth through smart strategy, advanced AI insights, and high-performance marketing. By enhancing visibility for more than 64 clubs, driving stronger membership enquiries, and building a cohesive digital presence, we helped Virgin Active strengthen its position as a leading fitness provider in an increasingly competitive market.

This project reflects our ability to deliver measurable results for multi-location brands by combining data, creativity, and cutting-edge digital innovation.