BALANCE_WINTER_2024 - 67

SOCIAL FITNESS
transitioning into wellness spaces, too. This is the vision of
CEO Dean Kowarski, who began his quest to build a global
wellness business when running Kauai, a chain of health-food
restaurants in South Africa. Under his tenure, Virgin Active is
tapping into the desire for more than tricep dips and treadmills.
A NEW MEANING TO 'GOING CLUBBING'
" We don't see ourselves as a gym. We see ourselves as a social
wellness club - and the 'club' part is really important to us.
People, especially young people, traditionally meet in what
I call toxic environments, like bars. We've created a place for
them to socialise, where they can have a juice or a great meal,
meditate or lie down and listen to a sound bath, " he says.
Alongside the rowing machines and boxing classes,
Virgin Active now offers everything from hot yoga and
Reformer Pilates to breathwork and Hyperice post-exercise
recovery zones. With loneliness a symptom of modern life,
clubs like these are also building micro-communities,
fostering all-important social connections. It's much
needed. Studies by Harvard Health show a direct correlation
THE STATS
10.3 78%
AROUND
MILLION
PEOPLE IN
THE UK GO TO
A GYM
SAY IT HAS
A POSITIVE
IMPACT ON
THEIR MENTAL
HEALTH
Source: Survey by ukactive
P
umping iron and sweating
profusely - either you're a gym
person, or you're not, right? Even
fancier venues, with fluffy towels
and a steam room at your disposal, are a go-to for
strenuous spin classes and feeling the burn.
But post pandemic, there's a gym revolution
taking place: the rise of the social wellness club,
offering a holistic approach to your health.
Remedy Place in Los Angeles was the world's
first, enhancing health through self care and human
connection. Then followed Continuum Club in New
York, using AI and biometrics (for $10,000 a
month!) and in London, the likes of wellbeing and
longevity clubs Surrenne and Remedi London.
Now, in a move that's far more accessible to all,
Virgin Active and its 31 gyms across the UK are
67
between loneliness and various chronic health issues, from
cognitive decline to heart disease.
CONNECTION POINTS
" Finding a sense of belonging is essential for sustaining good
health, " says psychotherapist and fitness instructor Eloise
Skinner. " Today, many people live isolated lives even within
a close community. Health clubs and gyms can be their
'community hub', providing spaces to make connections. "
It's a key focus at Virgin Active. " We're purposefully
creating environments where people can come together, "
says Dean. " We hold exhibitions and talks, we have
co-working spaces and a pre-workout area where you can
socialise with someone you may not know. "
Eloise believes wellness clubs perform a vital function.
" Hybrid working can blur boundaries between work and
home. [These spaces] allow us to focus on ourselves, to
https://www.virginactive.co.uk/
BALANCE_WINTER_2024

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