The international group Virgin Active enters Switzerland with Lugano as the home of the country's first Social Wellness Club. The operation, announced on June 25, involves the acquisition of the Planet Wellness Club, which since 15 July 2026 will officially become part of the brand's network.
The initiative represents a key component of the group's international expansion strategy and introduces a model in Switzerland that aims to transcend the traditional concept of a gym. The stated goal is to combine physical activity, recovery, wellness, and socializing opportunities in a single experience for members.
A structure already consolidated in the territory
The Lugano city centre is located in one of the most frequented areas of the city, it occupies a surface area larger than 9.000 square meters and today it counts more than 4.000 members. It is therefore a company already well-established in the local fitness sector, which will undergo a significant transformation in the coming months.
Virgin Active has in fact prepared an investment plan that will be developed in phases, with the aim of keeping operations operational during the construction works and guaranteeing continuity of service to users.
How the club will change by the end of 2026
The structure will evolve gradually and will also bring to Lugano the distinctive elements of the Social Wellness Clubs already present in Italy and other international markets.
Among the new features planned are:
- a Gym Floor equipped with latest generation equipment;
- studies dedicated to Strength and Balance activities;
- new areas dedicated to wellness and physical recovery;
- environments intended for socialising;
- coworking spaces;
- services dedicated to catering.
The intention is to create an environment that accompanies the person throughout the day, not limited exclusively to training.
Continuity for customers and staff
One of the aspects highlighted by the company concerns the management of the transition.
Planet Wellness employees will continue their work and become part of the Virgin Active team, while current subscribers will maintain the terms and conditions of their existing contracts.
At the same time, it will be possible to join, on a voluntary basis, the brand's new membership formulas, gradually obtaining access to the services and benefits provided by the Virgin Active offer.
Further details will be made available from July 15th both within the club and through the company's official channels.
The international expansion project
Commenting on the operation, Luca Valotta, founder and president of Virgin Active Italy and the group's Chief Operating Officer, called the entry into Switzerland a strategic step in the company's international growth.
According to Valotta, Lugano represents a particularly attractive market thanks to its international reach and focus on quality of life and well-being. The opening also marks the first step in the European expansion following the Italian expansion and anticipates a broader retail plan planned for 2027, which will also include other strategic markets, including Austria.
A network present in numerous countries
Founded in 1999 in the UKVirgin Active belongs to the Virgin Group and is today one of the leading international companies in premium fitness.
Globally, the network includes:
- 230 Social Wellness Club;
- over one million members;
- about 24.000 collaborators.
In Italy the company manages 42 Social Wellness Club, distributed between Milan, Rome, Turin, Florence, Bologna, Brescia, Catania, Genoa, Naples, Palermo, Perugia, Prato, Reggio Emilia, Salerno, Venice, Verona, Padua and Bolzano.
Overall, the Italian network has approximately 200.000 membersbeyond 3.000 professionals between employees, personal trainers and group trainers, more than 50 types of courses it's about 400.000 lessons organized every year.
From in-person training to digital
In recent years, Virgin Active has also invested in the development of digital tools for its members.
Among these he figures Revolution, a platform that makes available over 2.500 classes divided into seven training categories, with approximately 80 new sessions every week, including numerous live lessons with Live Trainers.
The solution allows you to train from home or on the go, integrating the activities carried out within the clubs.
Who is Luca Valotta?
Luca Valotta, who joined the Virgin Active project in 2004 after gaining experience in the fitness sector, is one of the key figures in the brand's development in Italy.
Throughout his career he has led the opening of the 42 Italian Social Wellness Clubs, contributing to the introduction of the model that integrates sporting activity, recovery and moments of aggregation.
Over the years he has also promoted the birth of the Virgin Active Academy, dedicated to instructor training, and followed the group's digital transformation process which culminated with the launch of Revolution.
Since 2022 he has held the position of Group Chief Operating Officer, supporting international management in developing the company's global presence.
With the opening of Lugano, Virgin Active inaugurates its presence in Switzerland, launching a project aimed at expanding its wellness offering and which could represent the first step in a broader growth strategy in the European market.
