Let's Talk Loyalty

#467:Virgin Active launches Virgin Active Rewards in its move to a Social Wellness Brand

Dec 5, 2023

Dean Kowarski, Global CEO of Virgin Active, shares incredible insights on loyalty, customer retention, emotional loyalty, and personalization. Virgin Active has launched its Rewards program to improve people's lives through wellness. The podcast also discusses the global scale of Virgin Active, driving retention with rewards, loyalty program success, and the benefits of partnership programs.

46:37

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Episode guests

Dean Kowarski

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Episode notes

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Quick takeaways

Virgin Active has shifted from a traditional gym structure to a social wellness club model, integrating fitness and nutrition for a holistic approach to wellness.

The Virgin Active Rewards program aims to drive retention and increase member usage through personalized experiences, real-time member data, and strategic partnerships.

Deep dives

Transition to Social Wellness Club and Partnership with Kauai

Dean Kawowski, the global CEO of Virgin Active, discusses the shift from a traditional gym structure to a social wellness club model. Through a partnership with Kauai, they have created a holistic wellness brand that focuses on fitness, nutrition, and overall well-being. The partnership allows for the integration of healthy food options within Virgin Active clubs, enhancing the customer experience and promoting a comprehensive approach to wellness.

Introduction

2min

Virgin Active CEO's Perspective on Member Retention, Personalized Experiences, and Loyalty Programs

7min

The Global Scale of Virgin Active

8min

Driving Retention with Virgin Active Rewards

6min

Loyalty Program Success and Global Rollout

19min

Coexistence and Benefits of Partnership and Rewards Programs

3min

Dean Kowarski, Global CEO of Virgin Active, shares incredible insights in today’s Let’s Talk Loyalty show.

This podcast is a real masterclass in loyalty. Dean talks about single view of customer/member, retention, customer lifetime value, emotional loyalty, real-time view of member data and personalisation.

Dean’s leadership is driving a quest to ‘improve people’s lives through wellness’; wellness created from the merger of a fitness brand (Virgin Active) and a nutrition brand (Kauai).

Virgin Active has launched its Rewards programme, firstly in South Africa in 2023; its roll out plans are UK and Italy in 2024 and APAC for 2025.

Hosted by Amanda Cromhout

Show Notes :-

1) ⁠Dean Kowarski

2) ⁠Virgin Active

3) ⁠ Virgin Active Rewards