Virgin Active has always been at the forefront of innovation in the wellness industry, and our recent feature on Carte Blanche highlights just that. On Sunday, 23 February 2025, Carte Blanche commended Virgin Active’s loyalty programme, which recognises dedication to performance rather than monetary spend. This unique approach has resonated with members, resulting in a thriving community of motivated individuals who are committed to their wellness journeys.
The latest updates to both our app and rewards programme are designed to keep members motivated, active, and genuinely excited about the milestones they reach and the personal wins they achieve. And the stats don’t lie. According to our data, 76% of the total member base, which comprises 495,000 registered members on the app and rewards programme, are engaged which means they are regularly using their membership and training regularly.
Furthermore, 86% of our members have achieved a goal in the last 90 days which demonstrates the programme’s effectiveness. We can also see that weekly, 85% of instant rewards are redeemed, amounting to R370,000,000 in rewards value earned through weekly and streak rewards – excluding tier rewards. And disengaged members’ weekly visits have also improved by an astonishing 164%. The frequency of visits by rewards members is 70% higher compared to non-rewards members.
According to survey results, 62% of respondents are more likely to visit Virgin Active frequently due to the programme, with almost 67% stating that the rewards programme makes it easier to achieve their goals.
Since its inception, Virgin Active’s loyalty programme has continuously evolved based on member feedback. Over the past year, new partners such as Biogen and Sneaker Shack have been added as weekly rewards partners. Members have also had opportunities to enter amazing competitions, including experiences with Springbok Rugby and Ultrahuman fitness rings as alternative weekly rewards.
Our new online portal offers a range of wellness partner discounts, and reward goals have been updated to reflect personalised weekly goals based on the number of visits achieved in the previous week. New 12, 26, and 52-week milestones have been introduced to offer the most engaged members bigger and better rewards from Virgin Active, Kauai, and other partners.
Kia Abbott, Virgin Active’s Global Chief of Customer Value, explains, “Wellness goals are particularly hard when the payoff often feels very removed from the effort. The biggest benefits and the payoff aren’t instant, and so our dopamine response is poorly suited to hold on to long-term goals where the rewards are only felt far in the future.”
Sticking to habits comes down to the question of reason versus reward and its impact on motivation. Motivation, whether intrinsic (doing it because you like it) or extrinsic (doing it because there’s something in it for you), plays a huge role in one’s ability to stay the course. Whether it’s loving the burn of a cycle class or feeling that spring in your step from a good night’s sleep, intrinsic motivation is a powerful driver.
At Virgin Active, we are constantly monitoring the effectiveness of the programme and adding new initiatives to better support members in achieving their personal wellness goals. At the end of the day, wellness isn’t a one-size-fits-all journey and should be based on personal goals and long-term lifestyle choices. No fads, no short-burst superficial wins, and no unattainable standards that set us up for failure.
Tapping into the powerful outcomes of rewards and incentive-based challenges, continued recognition, and the dopamine high all contribute to the best results and impact on long-term, sustainable goals. As Abbott concludes, “It’s important to remember that progress isn’t about perfection — it’s about showing up, having fun, and giving our brain the feedback that each small win is worth celebrating.”
We want to take this opportunity to commend our members for their dedication and the role they have played in making this programme a resounding success. Your commitment to your wellness journey is truly inspiring, and we are proud to support you every step of the way.