1. inter alia
by CD Anderson
V irgin
Territory
Whenever businessman-philanthropist-adventurer Sir Richard Branson is in town, one can expect
that something special is about to happen. And none more so than when it involves his South
African flagship brand, the Virgin Active Health Club group.
T
he godfather of modern entrepreneurial spirit value for money to customers who have been part of a
was in South Africa recently to announce the ex- health club before”.
pansion of the Virgin Active business across the It’s been 10 years since former President Nelson
country, and into new previously untapped markets. Mandela personally asked Branson to step in and
In a briefing presented at the vibey and funky Virgin save the ailing Health & Racquet franchise, along
Active Boulders, Midrand branch, Branson, along with with thousands of its employees. Taking on the 76
South African Virgin Active Managing Director Ross existing clubs, the Virgin Group invested over a
Faragher-Thomas, announced plans to open eight billion rand in the upgrade of clubs and a massive
new clubs in the country, including its first branch rebranding exercise that, by 2010, opened 24 addi-
in Soweto, as well as a Classic Club branch in Durban, tional branches and grew its revenue by 650%, as
as part of the Moses Mabhida Stadium sport and enter- well as increased membership by 200%. Branson
tainment hub. Faragher-Thomas added that “(the club’s says, “Virgin Active South Africa has been one of
expansion) enables us to cater to a growing potential our best performing companies, and we continue to
group of members. (Virgin Active) continues to inno- look for opportunities to expand this business and
vate, offer superb service and provide unparalleled bring its unique style to many more people”.

2. inter alia
The amicable Branson, who causes excitement Despite these important announcements, in-
in even the most hardened of admiring business- evitably the press conference focused on the Virgin
people wherever he goes, has an obvious love for Group’s other, more ambitious ventures, and the ad-
South Africa, and particularly, its people and recog- ventures of the man himself. Branson reported that
nises their enthusiasm for the entrepreneurial spirit the much publicised Virgin space travel programme
The amicable Branson, who causes excitement in even the most hardened
of admiring businesspeople wherever he goes, has an obvious love for South
Africa, and particularly, its people and recognises their enthusiasm for the
entrepreneurial spirit.
as equal, if not more so, to his own. Surrounded by was on track. As an avid Trekkie himself, he admit-
smiling Virgin Active staff, Branson professed in his ted that the way things were progressing were get-
usual jovial manner that the Virgin brand is not about ting him quite excited about the possibilities of space
doing things by the book, but creating an environment travel for the average earthling over the next 10 to
where individualism is encouraged and new, fresh 20 years. More down-to-earth Virgin endeavours
ideas can be explored unabated. such as Virgin Hotels and its Mobile and Financial
Also announced was the roll-out of a new Corporate subsidiaries, Branson says, are in good shape despite
Social Responsibility (CSI) initiative, which together with the global economic downturn, a fact he attributes
the Western Cape Provincial Government, will partner to the company’s adaptability and focus on attract-
the various Virgin Active clubs in the province with lo- ing new diverse markets. He also hinted at plans to
cal high schools, offering training, advice and support, introduce Virgin Hotels to South Africa, but would
in an effort to promote healthy lifestyles amongst the not be drawn out on the details. Instead, the larger-
youth. The project, to be launched later this year, will than-life, yet still humanly humble businessman re-
hopefully pilot successfully for an extensive expan- directed the discussion to why he believes in South
sion for the rest of the country. Branson was also in Africa, “South Africa is moving forward at a rapid
Johannesburg to stir up some excitement at his Branson pace and, as an outsider, I would tell my friends that
Centre of Entrepreneurship, where burgeoning young their money is safe here,” he smiles.
South African businesspeople are offered the oppor- It is often said of Sir Richard Branson that his bra-
tunity to learn the Branson methods of creating and zen and media-savvy style of doing business has got
strengthening businesses. He brought along some of him into more trouble than not, but as any entrepre-
the leading entrepreneurial minds from the United neur will counter, if one is to succeed and sustain in
Kingdom and United States in a gesture that will see business at all, one needs to play to and understand all
a cementing of relationships between students of his the aspects of the marketing game, as Branson epito-
unique brand of business savvy, and an exchange of mises with a strong character and effective skill. One
new innovative ideas. can be quite glad that he’s on South Africa’s team.