Corporate Public Policy

Virgin Active

How can we make your voice heard in negotiations surrounding proposed industry-wide regulations?

Challenge:
To support Virgin Active with its advocacy efforts on the Fitness Industry Regulatory Bill. While well intentioned, this Bill includes several provisions that will incur a significant cost on the fitness industry resulting in job destruction and business closures, amongst others.

Action:
We advised Virgin Active on its engagement with Sport and Recreation South Africa (SRSA), ranging from initial position to conducting a socio-economic impact assessment on the Bill to illustrate the immediate economic impact and broader unintended consequences of the proposed legislation.  The research included quantified compliance costs, identified broader societal impacts and suggested policy alternatives like industry self-regulation.

Result:
The support on position and impact assessment provided a different platform on which to proceed with the policy discussion.  This allows Virgin Active to broaden its communication in terms of argument and audience.  The process is ongoing and Virgin Active is an existing client in the corporate portfolio.

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