Virgin Active's membership fees go up, but Mzansi says 'not today!'

Every year, like clockwork, the “New Year, New Me” bull hits, and suddenly South Africans are signing up for gym memberships as if abs were a legal requirement. Influencers and vloggers helped fuel this fitness frenzy with morning routines, smoothie shots and early‑bird workouts.

Fitness is great, but the love affair with the popular gym chain Virgin Active is starting to feel a bit like that ex you kept defending at parties.

One member, Levi Brown, summed up the collective audacity better than most: “Dear Virgin Active, what the actual f*** did my gym membership go from R740 to R1010 due to ‘upgrades’.”

Brown’s frustration highlights a reality many are now questioning: that’s more than a 30 % increase, and the average salary in South Africa hasn’t exactly shot up to match it. Fitness might be important, but so is paying rent, buying groceries, and, you know, eating.

On “unlimited group exercise classes designed to energise and inspire,” he said: “Ah yes, exercise classes designed by a 9‑year‑old. Take up all the mat space. All the kettlebells and dumbbells are reserved during peak times. Everyone’s going to love that.”

That doesn’t sound like an upgrade; that sounds like a crowded TikTok dance rehearsal with weights. Brown then dragged the next reason on the “upgrade” list: expert personal trainers.

“These people are incredible, they are great at their job, but they definitely don’t cost you R500 an hour.”

Yikes, Lebron James from Virgin Active in KuilA (Kuilsriver) is not going to be happy to hear this. If trainers were Beyoncé‑level elite, maybe we’d understand, but the last time I checked, a personal trainer session doesn’t come with a red‑carpet entrance.

Then came the critique of the “relaxing spaces from pools and spas to lounges and Kauai and Nu Cafés.”

“Pools, spas, cafes … it’s almost like it doesn’t matter that the aircon has almost never worked.” “Speaking from experience,” he adds, “machines are broken most days and repairs take forever.”

En rede nommer vier mense! (reason number 4), “Social wellness activations and events that bring our community together.”

“I just want to gym," says Brown. Implying that he is not there for a gossip sesh about your cousin's wedding.

And if you’ve been on social media lately, it’s clear he’s not alone. South African comedian @stuart_taylor_comic wrote: “👏👏👏 not to mention my son turning 18 then being charged a ‘joining fee’ for a gym he’s been going to!!!”

Another user, @lumthecucumber, gave a brutally accurate summary: “Here’s everything that was already available to you, but now it’s slightly worse and costs more 😉”

And then there was zach_raizenberg with peak Internet humour: “Mind you - they forgot to mention that some of the personal trainers may be international criminals wanted by Interpol 😔💔”

"I cancelled my Virgin Active membership because of this R300 increase. R1010 rand is absurd," wrote @alexander_nicholl_.

Guess who's about to gym from home now, this guy.

• "Independent Media Lifestyle" reached out to Virgin Active for comment. No comment was received at the time of publishing.