Virgin Active, Qatar

When Virgin Active set out to open its first club in the Middle East, it wanted to do more than introduce a new fitness destination — it aimed to set a benchmark for luxury social wellness in the region. Located in Msheireb Downtown, Doha’s pioneering smart city dedicated to preserving Qatari heritage, Virgin Active Qatar was designed to blend world-class training with local cultural respect and inclusivity.

Strength and conditioning are central to Virgin Active’s philosophy, and finding the right supplier was key to delivering that vision. Niki Goldner, Country Director and Club General Manager, explains: “Choosing Eleiko for Virgin Active Qatar was an easy decision. The Prestera range is incredibly versatile, and we designed the kit to fully optimize all available space across multiple areas, including the Male Gym, Female Gym, Grid, and Lift Club.”

Dedicated male and female gym areas were required, alongside studios that could accommodate mixed training. “By offering dedicated male and female strength areas, alongside studios available for mixed training, we ensure all members can train comfortably, safely, and in the way that suits them best,” Niki continues.

At the heart of the facility is the Lift Club, Virgin Active Qatar’s signature strength and conditioning space, and a true milestone in the relationship with Eleiko. The Lift Club is the largest Virgin Active Lift Club in the world and the first Virgin Active facility in the Middle East to feature Eleiko equipment as the foundation of its strength offering. The space hosts both structured classes and open personal training sessions, with capacity for up to ten simultaneous PT sessions. A cable-mounted rig with integrated Virgin-branded storage maximizes functionality and space efficiency across all strength zones.

Eleiko worked closely with Virgin Active to deliver a comprehensive strength solution across the Male Gym, Female Gym, and Grid studio as well. Every element combined an array of strength equipment with education-led programming to help members lift safely, train with intention, and achieve measurable progress.

The result is a premium, purposeful training environment where members can build strength safely and effectively. Structured programming — including endurance, hypertrophy, strength, and testing cycles — encourages progression and confidence under the bar. “Eleiko is truly paving the way in the strength and conditioning pillar, and we are proud to have your kit as the foundation of our strength offering,” Niki says. “The quality, durability, and thoughtful design of your equipment allow us to create a premium, results-driven experience that we hope will define future clubs in the region.”

The Qatar opening builds on a long-standing relationship between Virgin Active and Eleiko, with clubs in the UK, Italy, South Africa, Australia, Thailand, Singapore and now Qatar. Together, they are shaping the future of strength and conditioning, creating spaces that combine precision engineering, purposeful programming, and inclusive design to inspire people to perform at their best.