At Virgin Active we believe it’s never too early to start an active lifestyle. That’s why we’re introducing Active Inspiration – our campaign to give 500,000 young people access to Activeness over the next five years.

We have to start acting where the problem is most pressing and where we can have the biggest impact.
— Matt Merrick, Managing Director, Virgin Active UK

Active Inspiration is a collaborative campaign which will see us working directly with young people, expert partners, our staff and our members to create solutions which are greater than the sum of their parts. 

The campaign will tackle two specific problems in its first year:

 We want to stop young people from dropping of an activity cliff as they get older-at present, the number of young people undertaking the recommended level of physical halves between nine and fifteen.

We want to address the fact that girls, in particular, become increasingly inactive as they approach and enter their teens – on average, four in ten (38%) 16 year old girls currently do no vigorous physical activity, and nearly a third (31%) never exercise outside of school.

Active Inspiration Initiatives


In partnership with Women in Sport  we will help young girls change their attitudes towards Activeness.

Active Crew

In partnership with the Youth Sport Trust, Virgin Active will bring Active Crew into 10 Primary schools in five cities. 

Active Minds

In partnership with Enabling Enterprise, Virgin Active will develop a Primary school programme focused on enterprise and employability skills.