Virgin Active is to relaunch its landmark Mayfair club as London’s first Social Wellness Club, signalling a shift away from the traditional gym model towards a more rounded wellbeing destination.

The redesigned club, located at Hereford House on North Row, is due to fully reopen in July 2026, with a limited number of new memberships being made available from May. The Mayfair relaunch marks the first UK introduction of Virgin Active’s Social Wellness Club concept, following launches in Milan, Cape Town, Sydney and Doha.

The concept has been designed to reflect the changing role of health clubs, with members increasingly looking for spaces that support training, recovery, work, nutrition and social connection in one place. Virgin Active says the Mayfair club has been created around the way members live day to day, rather than simply offering a place to exercise.

Facilities at the new-look club include five dedicated studios covering Combat, Lift Club, Mind and Body, Reformer and Tower Pilates, alongside a one-to-one Pilates suite, a fully equipped gym floor and personal training provision. The club also includes yoga, hot yoga, mat pilates, hot mat pilates and sound bath sessions, as well as boxing, strength and conditioning, and unlimited expert-led classes as part of membership.

A major emphasis has been placed on recovery and lifestyle. The Mayfair club features a new spa, a 20m pool, cold plunge, infrared sauna and contrast therapy classes, as well as a Recovery Zone with hydromassage beds. The club also includes Hyperice-powered tools and heated hydromassage, designed to support members’ recovery and performance.

The relaunch also reflects the growing overlap between work and wellbeing. Virgin Active has added a co-working lounge, meeting rooms and private phone booths, along with Kauai food and coffee, enabling members to train, work and refuel from the same location.

Rob Lewis, experience director at Virgin Active, said: 'This is a complete reimagining of what a Club can and should be. The new Virgin Active Mayfair has been designed for the way our members actually live. A space where training, recovery, work and community sit alongside each other, naturally.'

Virgin Active currently operates 22 clubs across London, with facilities across its estate including gym floors, group exercise classes, spa areas and, in most locations, swimming pools. The Mayfair relaunch points to a more premium, lifestyle-led direction for the brand as demand continues to grow for wellness spaces that go beyond conventional fitness.