Virgin Active has announced the appointment of hospitality expert Robert Cook as UK managing director with effect from today (20 June).

Cook has led the development of a number of lifestyle hotel brands in the UK and Europe, having spent nine years as CEO of Malmaison and Hotel du Vin. Following his time at Malmaison, Cook held C-level roles at Macdonald Hotels and Resorts, as well as De Vere Hotels Resorts and Village Urban Resorts.

Cook is expected to harness his deep understanding of the luxury consumer market to aid Virgin Active’s reorganisation of its 61-club portfolio, particularly as it looks to upgrade more London clubs into its high-end Collection portfolio.

“This is a hugely exciting time in the evolution of the brand, which was a key influence in my decision to join Paul (Virgin Active CEO Paul Woolf) and the team,” said Cook.

“I firmly believe my many years leading some of the best known UK lifestyle brands will help me to add real value to the next step of Virgin Active’s journey."

Woolf added that Cook’s significant operational experience, combined with a natural customer and people-focused leadership style and a fresh perspective will help Virgin Active set a new benchmark for the UK sector.