Virgin Active is expanding its South African interests by opening a new and highly exclusive healthcare club in the upmarket Sandton area of Johannesburg, thanks to further investment from Sir Richard Branson.
The tycoon has invested R150 million (just under £109 million) into the facility, which aims to offer the ultimate in luxury service for its members. Known as the Virgin Active Alice Lane Classic Club, it will provide a full wellness suite to cater for the general health of club members, with everything from doctors to dieticians and physiotherapists available for full consultations.
A six star spa will also be operating on the premises, allowing members to relax with massages and facials after a tough day at the office. Bespoke services such as shoe shining and chauffeured trips to and from the facility can also be utilised.
Yet while the Alice Lane club will theoretically be capable of accommodating up to 9,000 members, Virgin Active have taken the decision to cap membership to only 4,000. This is because the primary focus of the club will be on mobile executives – as such, business space such as conference suites and networking areas will also be an integral part of the club’s design.
Managing Director of Virgin Active SA, Ross Faragher-Thomas, believes that the concept of a more exclusive health club than the norm will appeal to the business community of Sandton.
He says; “With Alice Lane we have literally brought the health club to the target market.
“We will be capping the membership base to ensure a level of exclusivity that comes hand in hand with select concierge services and the ultimate luxury – space.
“Members will also have global reciprocity to 267 clubs in seven countries.”
The Alice Lane healthcare property will be the 108th club to be opened by Virgin Active SA, yet will by no means be the last. Opportunities throughout the continent are currently being investigated, while the first of the company’s express clubs will be opened later this year.
No details of the smaller and less exclusive facilities have been forthcoming as yet, but Virgin Active SA has confirmed plans to construct between 30 and 40 similar express venues over the next three to four years.
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