Despite plans to increase the number of premium clubs in its portfolio, Virgin Active has ruled following the likes of Fitness First into the ‘hyper-exclusive’ end of the health club market.

Having announced it will create more premium Collection health clubs after recently selling 35 sites to Nuffield Health, Virgin Active says this does not extend to creating gyms for the super elite.

Virgin Active chief Paul Woolf told Health Club Management that the group wants to maintain its premium reputation, but isn’t interested in chasing the super-rich market with “one-off, mega top-end clubs.”

“What we’re interested in is providing value, albeit at the premium end of the spectrum. And as part of that value, we offer the ability to train in lots of different places at the same time,” said Woolf.

“Our strategy involves providing a broader experience and being the number one player at the broader top-end, so it’s an accessible, but nevertheless luxurious experience, without being hyper exclusive.”

Fitness First made headlines recently with the launch of its invitation-only Gravity concept in Singapore. With a joining fee in the region of £1,500 and membership costing £300 per month, the proposition is targeted squarely at high-powered business executives and the operator has hinted that a London Gravity location could also be in the offing.

Wary of any distractions from the job at hand, Virgin Active’s Woolf said the group would continue to focus on the reorganisation of its remaining 61 UK health clubs. The portfolio will be realigned around three core proposition pillars: high-end Collection clubs, big family clubs and racquets clubs – with a broadly even split.