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Case Study
New Health Clubs in Portugal
- Virgin Active
The Brief
Virgin Active are part of the Virgin Group, owned by Mr. Richard Branson.
They have 171 Health Clubs and 860.000 members worldwide.
C&W contacted Virgin Active as soon as they bought the Spanish chain of health clubs “Esporta”, with the objective of bringing them to our country and to act for them as exclusive agents.
Virgin Active shared with us their desire to be market leader by opening 15 clubs during a 5 year roll-out period.
Virgin Active are part of the Virgin Group, owned by Mr. Richard Branson.
They have 171 Health Clubs and 860.000 members worldwide.
C&W contacted Virgin Active as soon as they bought the Spanish chain of health clubs “Esporta”, with the objective of bringing them to our country and to act for them as exclusive agents.
Virgin Active shared with us their desire to be market leader by opening 15 clubs during a 5 year roll-out period.
Solution
We rapidly absorbed their brand values and immediately implemented their location and
expansion strategy according to their concept and size requirements.
Since we started working with them, we have been actively searching for the perfect sites and
so far, 6 sites have been fully approved by the Board, and in all 6, C&W managed to
negotiate full capital contribution and excellent lease terms.
Conclusion
C&W successfully negotiated the first store in downtown Porto. Two other locations are
agreed in Vila Nova de Gaia and Oeiras and we are currently in advanced negotiations for 5
other locations.
We have also helped Virgin Active to create brand awareness all over Portugal.
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