For a postgraduate module at King’s College London I was tasked with creating a pivot strategy for fitness brand Virgin Active.

Analyzed existing consumer types, evolving consumer preferences, and changes in the fitness industry to address a myriad of issues that Virgin Active is facing due to Covid-19. Employed a data-driven approach and utilized key insights to recommend shifting the business into the digital space by creating an app and using cross-channel integration with social media to increase brand reach.