Virgin Active, UK

Virgin Active’s Health Clubs promise the most exciting classes, specialist instructors, and the very latest strength training equipment and technologies for its members. Which is why they have partnered with Eleiko to bring their new “Lift Club” concept to life.

Combining precision crafted strength equipment with expert education, Virgin Active’s new Lift Club concept is a weight training class, centred on educating and empowering more members to lift weights and appreciate the many benefits it brings. 

David McDermott, UK Head of Athletic Training at Virgin Active says “We know the benefits of weight training for improving general health and how it can help members achieve their goals but acknowledge that many are intimidated by the weights area, or they just don’t know where to begin.

We wanted to introduce Lift Club as a class that would give new and inexperienced members the confidence to start lifting weights or challenge intermediate or advanced lifters to lift heavier. On top of that, we want our members to enjoy the workouts and feel part of a community. For that reason, the class is designed to be accessible to people of all abilities.

Our underlying core pillars are education, progression, and community, and all our coaches strive to deliver on this in every session.” 

A unique and innovative concept, Virgin Active’s Lift Club classes are designed to help members perform the key compound lifts safely and effectively to build strength, using barbells, kettlebells, and dumbbells. The new training spaces, implemented at three UK clubs thus far, are purpose-built and fully equipped with an array of strength training equipment from Eleiko. 

Squat Stands provide optimal flexibility and functionality within the space, with a 3-1 design to support squats, bench press and dips. Adjustable Benches allow for a wide range of free weight exercises to be conducted, while wall mounted pullup bars ensure maximal floor space is reserved. XF barbells, bumpers, kettlebells, dumbbells, and a selection of strength training tools finish the Lift Club setups, for the ultimate lifting experience. 

David McDermott continues, “By offering premium equipment, a periodised programme and education on how to structure training routines, it encourages members to attend classes more frequently and better adhere to their training. The Lift Club concept is unique and innovative, and our training spaces and equipment are purpose-built, so the product appeals to new and existing members who are looking to upgrade their training.

The new concept is performing well already, achieving 74% occupancy with 66% female users – almost equal numbers of which age between 21-30 & 31-40. The highest usage in both male and female members, is in the 31-40 age range (35%), where 13% of members are male, and 22% of members are female”.

Striving for excellence in product, programming, and delivery, Virgin Active and Eleiko share a mutual ethos to make people stronger, for better performance in sports and in life. With several projects in the pipeline this year, Eleiko is proud to continue a partnership with Virgin Active. 

Dale Beech, Managing Director, Eleiko Sport Ltd says “The Eleiko and Virgin Active partnership is particularly rewarding as we evolve together and continue to find new ways of developing the free weights and functional areas within the clubs to increase engagement with members and enhance the overall lifting experience. 

The move to create the designated Lift Club area and class concept, which focuses on educating members on weightlifting, will not only provide guidance and progression but a community of like-minded individuals looking to better themselves and learn new skills within these clubs.”