Sir Richard Branson, eclectic patron of the British multinational Virgin, famous for his daring adventures, (including travelling around the globe in a hot air balloon) will be visiting Florence to celebrate Virgin Unite, his charity foundation, in an event hosting special guests Natalie Imbruglia and Lee Ryan. But Branson has still another reason to visit our city, namely his 15 million Euro Florentine investment: the new Virginactive gym. To simply call it a gym, of course, is not entirely accurate.
More fitting would be “wellness village” considering the sheer size of the new complex (18,000 square meters both indoors and out). Located in Rovezzano, just south of Florence the “town” is equipped with in-door and out-door swimming pools, tennis courts, football fields, spas and the latest generation of fitness equipment. The Florentine location, the sixth one in Italy, is the largest of the 100 gyms owned by the English multinational in Great Britain, South Africa and Spain.
Its philosophy, imported from the UK, is unique for Italy. For Virginactive, the focus is on families. There’s something for everyone. Fitness junkies take to the gym with their families in tow (mum, dad, kids and even grandparents). Expect activities and courses appropriate for all ages, and an atmosphere where friends, family, and feeling good all crowd centre stage. The mood is international and the staff speaks English. Rumour has it that Branson’s gym knows nothing of the “sweat and tears” scenario usually associated with keeping physically fit. And while sprucing up sports with music television, social opportunities and relaxation may be a novel idea, the Florentines have been quick to adopt it. 5000 thousand people participated in the inauguration, and pre-registration reached record numbers with 3500 Florentines having already purchased their annual membership. As a familiar sign of solidarity Branson’s Florentine village has already established agreements with the local city government which will enable schools and disabled citizens to use the facilities free of charge.
