Virgin Active
Marketing lead: Michelle Rolston (Head of Marketing, since 26 Nov 2025) · Total appointments: 1
Roster: Connected Media (media) SMALL ROSTER
Loyalty indexNot enough data1 record, needs 3
Avg tenureNot enough data1 record, needs 3
CMO effectNot enough data2 records, needs 3
Next reviewNot enough data1 record, needs 3
Account barcode Solid cells: agency of record at year end. Hatched rows: seen in campaign credits, not an appointment
media
242526
seen: creative
242526
Connected MediaWe Are PiNone recordedSeen in credits
Agency roster by discipline Tenure in years
| Discipline | Agency | From | To | Tenure | Retained |
|---|---|---|---|---|---|
| media | Connected MediaCURRENT | 26 Nov 2025 | Now | 0.9 | 0 |
Pitch predictor How it works
Not enough history to predict (1 records, needs 3 including at least two completed agency relationships).
Seen in credits Agencies credited on Virgin Active campaigns. Evidence of work, not a confirmed appointment or a win
| Agency or company | Credited for | First seen | Last seen | Campaigns | Latest source |
|---|---|---|---|---|---|
| We Are Pi SEEN IN CREDITS | creative | 17 Sept 2024 | 17 Sept 2024 | 1 | Leave the Cult, Join the Club via Campaign Brief |
| Spindle SEEN IN CREDITS | production | 17 Sept 2024 | 17 Sept 2024 | 1 | Leave the Cult, Join the Club via Campaign Brief |
Also credited People named once in Virgin Active campaign credits
Daniel Liakh (Director, Spindle, Campaign Brief) · Maximilian Hetherington (Photographer, Spindle, Campaign Brief)
Full history Every pitch, review, win and retention
| Announced | Decided | Type | Discipline | Incumbent | Winner | Also pitched | Est. $m | Status | Source |
|---|---|---|---|---|---|---|---|---|---|
| 26 Nov 2025 | 26 Nov 2025 | appointment | media | Connected Media | confirmed | via Campaign Briefvia B&Tvia Mediaweek |
Marketing leaders
| Person | Title | From | To |
|---|---|---|---|
| Michelle Rolston | Head of Marketing | 26 Nov 2025 | Now |
On the record Short paraphrases with links
WHY THEY WON Rolston credited Connected Media with a clear grasp of the customer and category, sharp strategic thinking and a close cultural match. Michelle Rolston · the move · via Campaign Brief, 26 Nov 2025 · paraphrased
AGENCY SAYS Barnes said Connected Media was thrilled to take on Virgin Active. Laura Hamod Barnes · the move · via Campaign Brief, 26 Nov 2025 · paraphrased