Gym Members React to Virgin Active’s Shocking 2025 Fee Increase

Virgin Active gym-goers are feeling the strain of unexpected monthly membership fee hikes in 2025. The fitness group, which has long been a leader in South Africa’s fitness industry, announced the increase in November 2024, but many members only became aware of the hike when their debit orders were processed in January. For many, the increase has been a shocking and unwelcome surprise.

The fitness community has taken to social media to express their frustrations, with some gym members voicing their anger over the steep increases, particularly with no prior notice. On Reddit, one user shared their disbelief, revealing that their fee jumped from R240 to R345 — an eye-watering 44% increase. Despite being a long-time member with Virgin Active and using the Vitality program, they questioned how such a significant increase could be justified.

Members are also expressing their frustration with Virgin Active’s lack of communication regarding the increase. As gym-goers attempt to contact customer service for answers, many report being left unheard, with phone calls unanswered or abruptly ended by call center agents. One user, Jason H., described his struggles when trying to cancel his membership. Despite making several calls, he was unable to reach a representative who would assist him with his cancellation request. Jason shared his growing dissatisfaction with the gym, noting that his fees have increased substantially from R402 in 2021 to nearly R800 in 2025, despite being on the Vitality program.

The frustration doesn’t end with the calls — members also claim that Virgin Active is not responding to their emails. Michelle T. posted on Hellopeter, saying that after calling head office to resolve a billing issue, she was instructed to email the company. However, she did not receive any response after 48 hours, leaving her feeling ignored and unsupported.

The social media outcry continues, with several users highlighting the lack of transparency regarding the price hikes. Simangele, another dissatisfied member, criticized Virgin Active for its lack of communication and the seemingly robotic responses on social media. She suggested that the company should adhere to the consumer protection act and offer more transparent communication regarding price increases.

The 2025 fee hikes come at a time when Virgin Active has already faced backlash in recent years, particularly over its stance on transgender rights, which led the company to leave the social media platform X. However, the current wave of dissatisfaction seems to stem from what many perceive as a lack of customer care and disregard for member loyalty.

As Virgin Active continues to implement the price increase for 2025, it is clear that members are demanding answers. The lack of communication, difficulty reaching customer service, and the feeling of being unheard have left gym-goers feeling frustrated and disillusioned with the fitness brand. Virgin Active has yet to respond to the growing discontent or provide a clear explanation for the price hikes. As members continue to voice their concerns, the gym may need to reconsider its approach to customer service and communication to restore trust with its loyal base.

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