Virgin Active has officially opened its redesigned Mayfair club, unveiling its latest Social Wellness Club and signalling a significant evolution of its proposition.

The flagship central London site, which welcomed members from 1 July, has been reimagined as a destination where training, recovery, work, nutrition and social connection are integrated into a single member experience, reflecting Virgin Active's ambition to become a 'second space' after home.

The club features five dedicated studios for Lift Club, Mind and Body, Reformer Pilates and Tower Pilates, alongside a dedicated one-to-one Pilates suite, with Pilates equipment by Merrithew – an addition made following requests from members and personal trainers – with a private session charge at around £100.

An expanded gym floor has equal emphasis on strength and cardio training with a full suite of Technogym cardio equipment  and free weights by Eleiko and Physical. Although still significant, the cardio offering has been scaled back to allow for more strength options.

The journey starts with Technogym Checkup, which is being presented as a 'Longevity Body Check'.

A cycle studio has been repurposed for combat sports and will offer things such as boxing and Muay Thai.

Recovery facilities include a contrast bathing with Finnish and infrared saunas, a plumbed-in cold plunge pool, vitality pool and a 20-metre swimming pool, complemented by recovery rollers, Hyperice recovery technology, massage beds and red light face masks.

An Aquablu drinks dispenser on the gym floor offers free vitamin waters in a range of flavours.

There are also two longevity treatment rooms staffed by physiotherapists, osteopaths and sports therapists from Marylebone Health Group, which will use the club as its flagship. 

Changing rooms have a drop-in ironing and steaming service so members can get clothes pressed while they work out. There are also amenities by Grown Alchemist. 

The mix is completed by co-working lounges, private meeting rooms, a Kauai nutrition café and concierge services. Members are given a free Kauai smoothie if they visit the gym at least twice a week.

The Mayfair opening represents the latest implementation of Virgin Active's Social Wellness Club concept, which has already been introduced in Milan, Cape Town, Sydney and Doha. The company has previously said the model will shape future investment across its portfolio.

Virgin Active UK country director Elena Chambers said: "This is a significant investment in the space, the experience and the standard our members can expect from us, and it is the first of several steps we're taking across the UK in the coming months and years."

Group CEO Dean Kowarski first revealed the strategy at the HCM Summit in 2024, describing social wellness clubs as places where exercise, recovery, work and community come together to support members throughout the day, rather than simply providing somewhere to work out.

HCM editor, Liz Terry, said: "We heard Dean Kowarski outline the vision for the new Virgin Active concept at the HCM Summit in 2024 and it's exciting to see this vision come to life, most recently at the Mayfair club in London.

"It's a beautiful club with a wide-ranging menu of options and futureproofed spaces that can be pivoted to deliver emerging concepts to keep the offering fresh, as consumer demand continues to evolve. 

"This area of London is hotly-contested when it comes to fitness, health and wellness and with more high-end clubs, such as Third Space Oxford Street – coming on stream soon, this can only be a good thing for consumers, who have a growing lineup of world-class offerings available."

Virgin Group founder Richard Branson visited the club ahead of the opening, describing it as "something truly special" after touring the facilities and trying a Reformer Pilates class.

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