Virgin Active's New Campaign: Leaving Toxic Fitness Culture Behind
Virgin Active has launched a new campaign, "Leave the Cult, Join the Club," to coincide with World Mental Health Day.
Created by We Are Pi, the campaign challenges the wellness industry's potentially harmful impact on our well-being, asking:
Is the wellness industry making us … unwell?
- The campaign uses tongue-in-cheek messages to turn toxic fitness mantras on their head.
- It encourages people to swap performative self-improvement for a more balanced, kinder, and real approach to fitness.
The campaign's launch is also timed to coincide with London's Royal Parks Half Marathon.
Author's summary: Virgin Active challenges toxic fitness culture with new campaign.