Ahead of the start of the Natwest 6 Nations, England Rugby and Virgin Active have teamed up to launched ‘Fit for Rugby’: a rugby inspired fitness programme revolving around an online training hub.
The initiative, part of Virgin Active’s new status as the RFU’s official fitness partnership, is aimed at both men and women across all levels of ability and its objective is to both improve skills, as well as enhance physical and mental wellness.
Essentially this collaboration is a set of training plans devised by England Rugby’s strength and conditioning coaches in conjunction with Virgin Active’s fitness expertise.
These are brought to life through a set of training video tutiroials featuring current players from the men’s and women’s senior sides and made available through a new online training hub at (http://www.englandrugby.com/virginactive/).
The collaboration was initially teased digitally and socially back on 2 January when most New Year fitness initiatives launch.
But the core programme didn’t launch until the end of the month to coincide with increased rugby interest ahead of the February kick-off of the Natwest 6 Nations.
The initiative is promoted across both the gym brand and the rugby rights-holder’s social platforms.
Fit for Rugby
England Rugby & @VirginActiveUK launch new rugby-inspired fitness programme and online training hub: https://t.co/caGVLGlBE2 pic.twitter.com/DYXLdKLxCq
— England Rugby (@EnglandRugby) January 26, 2018
ATTENTION RUGBY FANS
You can now train like team @EnglandRugby with our new #FitforRugby program: https://t.co/eNZiga5fZs pic.twitter.com/qR8aGCbB0x
— Virgin Active UK (@VirginActiveUK) January 26, 2018
Fit for Rugby
England Rugby & @VirginActiveUK launch new rugby-inspired fitness programme and online training hub: https://t.co/caGVLGlBE2 pic.twitter.com/DYXLdKLxCq
— England Rugby (@EnglandRugby) January 26, 2018
There are six ‘Fit For Rugby’ training pillars and the programme includes specific exercises from each pillar plotted in sequences to deliver the best results.
The videos themselves feature tips from rugby stars such as Maro Itoje (on weight-led exercises to an enhance upper and lower body strength) or advice from Elliot Daly (on how dynamic and explosive exercises can build speed) and from Rachael Burford (on balance and conditioning).
“Rugby is a complex sport to train for; it requires a variety of fitness attributes,” said Mark Bennett, RFU Head of Sport Science and Medicine.
“This training programme focuses on sequences of exercises to effectively and safely train you for the rugby. But it’s suitable for general fitness enthusiasts as well.”
Virgin Active’s head of product development James Trevorrow added: “Whether you’re a regular rugby player or simply want to add something new to your fitness regime, it will allow you to take the way you train and recover to the next level.This programme offers an opportunity to learn from England’s elite – the very best at achieving optimum physical and mental wellbeing.”
In parallel with the programme launch, Virgin Active is also offering a ticket giveaway initiative.
#WIN NatWest 6 Nations tickets!
As Official Fitness Partner to @EnglandRugby we’ve got 2 tickets up for grabs https://t.co/oApF4u63NF
Sorry, members only pic.twitter.com/F1zf8OOxZB
— Virgin Active UK (@VirginActiveUK) January 28, 2018
Comment:
January is, obviously, the biggest month of the year when it comes to fitness marketing – one of our favourite New Year gym campaigns was ’50 Shades Of Gymbox’ (see case study) – but this campaign, whilst teased right at the beginning of the year, launched late in January in order to leverage growing interest around England Rugby ahead of the February start of the NatWest 6 Nations.
It was back in October 2017 that the RFU announced a new tie up with Virgin Active that saw the latter become England Rugby’s official fitness partner.
The three-year agreement kicked-off at the beginning of 2018 and, as well as the campaign and digital programme, the alliance sees Virgin offer new classes inspired by rugby and offer discounted membership rates to RFU affiliated clubs and registered players.
In return Virgin Active benefit from partnership rights including sourcing male and female players to promote advertising, CRM and digital rights.
Links:
England Rugby
https://www.youtube.com/user/officialRFUTV
https://twitter.com/EnglandRugby
https://www.facebook.com/OfficialEnglandRugby/
https://www.instagram.com/englandrugby/
Virgin Active
https://www.virginactive.co.uk/
https://twitter.com/VirginActiveUK
https://www.youtube.com/user/virginactiveuk
