Virgin Active: Leave the Cult, Join the Club, 4

Virgin Active is pushing back against the toxic wellness industry with a new phase of its global campaign, urging fitness fans to 'Leave the Cult, Join the Club', created by We Are Pi. The latest activity ties in with two key cultural moments this month – World Mental Health Day and the UK’s Royal Parks Half Marathon – and continues Virgin Active’s mission to offer a refreshingly real alternative to the performative wellness culture that’s making people unwell. To coincide with World Mental Health Day today, Virgin Active is shining a light on the growing problem of ‘wellness burnout’ – the exhaustion caused by social pressure and toxic competition – while championing a healthier, more balanced approach to fitness. This is seen in new advertising by We Are Pi, and at Virgin Active clubs across the world, which are dialling up their offer of activities where people can pause and reset, including sound baths, sauna and spa sessions.