Challenge
Virgin Active is a world-leading health club group with 233 clubs across seven countries. Its existing website and e-commerce platform were inflexible, unstable, and difficult to manage. The business required a fast, scalable, cost-effective global platform that prioritised user experience in every interaction and could support rapid growth across markets. Delivery had to be swift, with peak season immovable.
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Solution
Equator partnered with Virgin Active to design and deliver a new global digital platform built on Sitefinity.
We assembled a cross-functional team spanning UX, development, testing, strategy, and delivery to progress from discovery to launch in four months.
- Ran deep discovery workshops to define personas, journeys, and success metrics
- Redesigned information architecture and core conversion flows
- Built a new website and e-commerce platform in four months
- Implemented Sitefinity to support global scale, stability, and extensibility
- Integrated booking with availability and pricing engines
- Enabled membership sign-ups, class bookings, and personal training bookings
- Delivered secure account login to reduce admin and improve efficiency
- Designed for multi-language and multi-currency rollout across territories
Results
60% increase in web leads within six months
Conversion rate of 22 %
Paid social conversion rate increased from 3% to 12%
Increased enquiries and revenue for personal training and corporate memberships
Strong member feedback from online surveys
- 79% rated ease of use
- 74% rated key actions such as class booking
- 75% felt the site represented their club well
Outcome
Virgin Active now manages a fast, stable, and scalable global digital platform that enhances conversion, engagement, and operational efficiency.
What began as a website rebuild became a blueprint for worldwide expansion, transforming how members engage with the brand online and delivering measurable commercial results swiftly.
