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Scalable Subscription Management for Virgin Active
Key facts:
Shopware version
Company
Virgin Active is a global fitness and wellness brand, their Italian brand offers innovative classes, premium facilities, and digital fitness experiences at locations throughout Italy.
Technical features
Benefits of Shopware:
What next?
About Virgin Active
Virgin Active is a leader in the global wellness and fitness industry, offering more than just a network of gyms. The brand provides a full wellness experience, with innovative classes, state-of-the-art facilities, and digital fitness programs. Its mission is to inspire people to live more active and healthy lives.
As Virgin Active continues to expand across Italy, their members remain the priority: "Over the years, we've learned that user experience is at the heart of everything. Every member should feel valued and supported from the first contact with us…" - Vittorio Scotti, E-Commerce & Digital Marketing Manager at Virgin Active.
The Challenge
Virgin Active faced mounting complexity in managing its subscriptions. With growth came the need for a resilient, adaptable and scalable platform capable of handling a high volume of memberships, across both online and in-person. Whilst being operationally agile was important, the focus remained on the customer journey. The company needed a solution that would:
Centralize subscription workflows
Reduce administrative burdens
Enable the team to adapt quickly among a frequently changing marketing and customer expectations
All while ensuring consistent service and scalability across club locations.
Flexibility, scalability and integration with Shopware
When asked about why Shopware was the right ecommerce system to address these challenges at Virgin Active, Vittorio responded:
“First, flexibility. Shopware offers a highly adaptable platform that allows us to personalize and optimize the experience for our members. This is crucial in a dynamic environment like ours, where customer needs and expectations can change quickly.
Second, scalability. As Virgin Active continues to expand into Italy, we needed a solution that could grow with us. Shopware provides us with this capability, effectively managing a high volume of transactions and user data without compromising performance. This is critical to maintaining a smooth user experience regardless of the number of active users or the complexity of the operations being handled.
Finally, integration. Shopware integrates seamlessly with other technologies we already use. This has simplified the platform adoption process, reducing deployment time and minimizing service disruptions.”
On the topic of collaboration, Vittorio recognised the significant role their integration partner, Reply, played in addressing these challenges. “Their experience in customizing Shopware ensured that the final solution was perfectly aligned with our specific needs, allowing us to offer superior service to our members.”
Outlook: What’s Next?
Virgin Active continues to embrace digital transformation with a focus on personalization and innovation. Together with Shopware and Reply, the company plans to expand its digital services and adapt even more rapidly to evolving member needs.
This partnership is set to not just to keep up the pace with market movements, but to lead the way in the fitness and wellness market.
