Virgin Active Becomes RFU's Fitness Partner

The Rugby Football Union (RFU) has put into play a new long-term partnership with Virgin Active, the world’s leading lifestyle and fitness brand, which becomes England Rugby’s official fitness partner.

The three year agreement will see Virgin Active and the RFU collaborate to bring a digital fitness programme and new gym fitness classes inspired by rugby to the public. These will be launched in the new year. Virgin Active will also create discounted membership offers exclusive to all RFU affiliated clubs and registered players.

The new deal sees Virgin Active benefitting from a range of partnership rights including the ability to utilise men’s and women’s players in activating the partnership, advertising, CRM, and digital rights.

RFU Chief Executive Officer Steve Brown commented "This is the RFU’s first digitally-led rights partnership which is testament to our strong digital presence across multiple platforms and CRM capabilities. To have another leading global brand join our partner portfolio demonstrates the ever increasing appeal of rugby."

Virgin Active MD Robert Cook said, "Working with the RFU is a fantastic development for the UK business, it’s an institution close to my heart and we’re delighted to bring the game even closer to our members.  

England Rugby will have access to the very best in holistic movement, ensuring that fans and players alike can learn more about the best methods for optimum mind and body health."