Case Study: Virgin Active achieves increased member acquisition and a consistent global digital experience with Sitecore

Increasing health club acquisition by creating a more engaging web experience

Virgin Active, the UK’s most innovative health club, needed to increase membership acquisition, conversion and retention across territories (UK, Spain, Portugal, Italy, South Africa and Australia) but its five‑year‑old, hard‑coded website was inflexible, hard to optimize for different referral sources or devices, and difficult to localize after the Esporta acquisition. To address these challenges Virgin Active chose Sitecore and its content management and personalization capabilities for easier integrations, multilingual support, mobile optimization, analytics and social/SEO features.

Sitecore enabled Virgin Active to deliver a consistent, brand‑compliant experience that mixes corporate and local content, supports an image‑heavy design via Sitecore’s image library, and simplifies global roll‑out. As a result, Virgin Active has rolled out a consistent digital brand across the United Kingdom, Spain, Portugal, South Africa and Australia and is on track to achieve its goal of a digital experience that matches the in‑club experience.

Virgin Active