Virgin Active has selected Connected Media as its lead media agency for the Australian market, entrusting the agency with end-to-end media strategy, planning, buying, optimisation, and reporting across both ATL and digital channels.
Since opening its first Australian location in 2008, Virgin Active has expanded to eight clubs in Sydney and one in Melbourne. Its newest addition—a 2,500sqm social wellness club in Bondi Westfield—marks a global first for the brand, integrating fitness, recovery, nutrition, and community-focused experiences. The club includes a full gym floor, Lift Club, Reformer Pilates Tower classes, hydrotherapy spa, cold plunge, recovery lounges, co-working spaces, infrared and traditional saunas, and the dedicated Ü Health Food Café.
Connected Media’s remit includes accelerating membership acquisition by improving lead volume and quality, boosting brand visibility, and strengthening affinity. During the pitch, the agency showcased a data-led approach involving in-depth audience overlaps, identification of media inefficiencies, messaging enhancement opportunities, and advanced personalisation frameworks. The team also demonstrated strong analytical capabilities, including AI-powered traffic insights and intelligent business reporting.
Says Michelle Rolston, Head of marketing, Virgin Active Australia: “Connected Media’s strategic approach was closely aligned to our own, demonstrating a clear understanding of our goals and target audience. They challenged us and brought fresh perspectives, backed by strong modelling methodology. We look forward to working with the team to accelerate Virgin Active’s market presence and communicating the benefits of our state-of-the-art social wellness clubs.”
Says Laura Hamod Barnes, founder and CEO, Connected Media: “We’re thrilled to be partnering with Virgin Active, especially through a referral from someone who has seen first-hand how we work. Much of our growth has come this way, and we take pride in the consistency of our pitch success. Virgin Active is an incredibly strong brand and we can’t wait to bring the expertise of our Connected Media team to their business.”
This appointment adds to Connected Media’s expanding roster, following recent wins such as media duties for tonies across Australia and New Zealand. The agency, a finalist in this year’s Google Excellence Awards, also works with clients including Sanitarium, Canon Australia, SMAI, Skinstitut, Luxaflex, Trend Micro, Octet, and the Australian Institute of Management.
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