case studies


business case

Virgin Active was founded in 1999 in England by the famous British tycoon Richard Branson. It currently has 1.3 million members worldwide and more than 250 clubs concentrated mainly in the UK, South Africa and Italy. Virgin Active in Italy has about 200,000 members in 35 fitness villages (4 Club Collection) with a minimum surface area of 4000 square meters, around 100 new Technogym machines for each Club, +180 hours of fitness courses per week, 25-meter pools, relaxation areas with sauna, whirlpool, Turkish bath, emotional showers and much more.

The world of fitness is constantly changing: new disciplines are born and others are adapted to the different needs of the people. Understanding what people want is a fundamental thing; however, if speaking is a necessity, knowing how to listen is an essential skill. Social networks, forums and blogs are the means by which we communicate more freely and “knowing how to listen” must become a technologically supported art.

The objective of the CRM project was to provide a 360° view of the processes associated with the members, in order to listen and measure their satisfaction of the services provided by Virgin Active, intercept new trends, and anticipate needs in a continuously improving training market.


In the CRM project for Virgin Active Italia, PA EXPERTISE focused on the need to transform into a member, each and every type of contact be it online, off-line, social or digital; and to keep the relationship alive and proactive over time. Through the Microsoft Dynamics 365 Customer Engagement platform, PA EXPERTISE has analysed, modeled, developed and released, day after day, the various functions to allow the collection and nurturing of the lead, up to the transformation of the same, through the deal phases, in actual contact and therefore in a new member.


The first phase of the CRM project has allowed:

  • The acquisition of increasingly “hot” leads (very interested people willing to provide their phone number to be contacted)
  • To manage negotiations more quickly and effectively, having greater visibility on central and local promotional activities
  • To have greater ability to make analyses and forecasts


The objectives of the second phase, which started in 2018, are focused on RETENTION

  • To have all customer information in one location (CRM); the information may regard personal data and interests but also the use of the gym (the goal is to collect data directly from Technogym machines)
  • To send profiled and personalized communications based on behavior and interests
  • To start a loyalty reward scheme based on subscription duration and training frequency
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