Virgin Active challenges SG hustle culture in new campaign

Virgin Active is challenging Singapore’s relentless hustle culture with its latest initiative, “Recharge” — a two-week campaign designed to remind people that rest is as essential as a workout.

Rolling out across all Virgin Active clubs, the campaign invites Singaporeans to “tune out the grind and tune into your mind” through curated experiences that promote recovery and mindfulness. From sound baths and zero-gravity sleep pods to ice rooms, hydrotherapy spa pools and regeneration zones equipped with Hyperice devices, "Recharge" champions rest as active self-care rather than indulgence.

The push is grounded in findings from Virgin Active’s Wellness Trends Survey 2026, which polled 1,000 Singaporeans aged 25 to 65. The study revealed that while 41% view sleep and recovery as key to wellness, 37% struggle to maintain it — with nearly half (44%) consistently battling poor sleep. Another 28% said they rarely or never make time for intentional rest.

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To tackle this growing deficit, Virgin Active has partnered with Somnus Sleep Wellness, offering members monthly sleep masterclasses and personalised assessments to help improve sleep quality and optimise recovery habits.

“With so many Singaporeans struggling to get proper rest, it’s increasingly important to make space for recovery in today’s overactive world,” said Julien Bera, country director for Singapore and Thailand at Virgin Active.

“Wellness isn’t just about working hard; it’s about knowing when, and how, to pause. We provide the expertise, experiences, and tools to help the community recharge, maintain balance, and embrace holistic health every day," he added. 

By framing recovery as a vital part of overall well-being, "Recharge" reinforces Virgin Active’s positioning as Singapore’s leading holistic wellness provider — one that’s as committed to helping members rest as it is to keeping them active.

Those keen to experience the campaign can sign up for a free trial at Virgin Active.

“Recharge” and the partnership with Somnus Sleep Wellness are part of Virgin Active’s broader move into the wellness space. Last year, the fitness club teamed up with NOVI Health to offer members a curated selection of scientifically backed meals tailored to individual wellness goals. The prepared options fall into five categories — 'Muscle Mastery', 'Revive & Recover', 'Eat Lean', 'Stay Lean' and 'Fit Fuel' — each designed to support specific outcomes while prioritising taste, freshness and nutritional value.

In a separate interview with MARKETING-INTERACTIVE, Bera said the club’s evolution beyond being just a gym is both strategic and timely. “This is especially timely in an era where the boundaries between work, social life, and personal well-being are increasingly fluid,” he said. “In addition, the convergence of wellness and fitness will become even more pronounced, and gyms need to adapt to this shift by offering services and programs that embrace this holistic approach.”

As such, Virgin Active has moved beyond the traditional gym model to provide an end-to-end experience that integrates physical training, mental wellness and recovery. According to Bera, this reflects the brand’s belief that wellness should be holistic, seamless and sustainable. 

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