By Anica Hattingh
Recent membership fee increases by Virgin Active may leave many students rethinking their budgets. At the start of 2026, members of the well-known gym were introduced to various price hikes across membership tiers. While increases vary depending on the package and location, even modest adjustments are being felt by students already navigating rising living costs.
Shani Nel, a third-year BCom (Marketing Management) student, commented that her membership was expected to rise from R641 to over R900. It was only after she had requested to cancel her membership – and mentioned a more affordable option at Maties Gym – that the gym offered her a reduced rate. However, this lower premium is only available for four months, after which Nel will be expected to pay the standard membership fee of R1 480 per month.
While Virgin Active has justified the increases as part of ongoing investments in facilities, technology and overall member experience, students like Nel say these changes have been minimal. “The only major upgrade I have noticed so far is the Pilates studio,” she said. She added that, while smaller improvements have been made to the Eikestad Mall branch, equipment and space remain limited during peak hours.
Some members have also taken to social media to share their frustration. Levi Brown, a first-year BCom (Investment Management) student, garnered over a million views on a video posted to his Instagram account on 2 February. In the video, Brown highlights issues such as group exercise classes taking up most of the mat space, as well as the high cost of personal trainers, which can reach around R520 per session.
All is not lost, however, as there are still budget-friendly alternatives available for students. Maties Gym, for example, features recent upgrades, a range of facilities, and offers membership fees starting from R480 per month for a 12-month contract – which is lower than Virgin Active’s 18 to 23 age bracket, which costs R830 per month. Pursuing fitness goals doesn’t have to come at the cost of your budget. While Virgin Active remains a popular choice for some, students can feel reassured knowing that it is not the only option.
The price increases come at a time when South Africans are already facing rising living costs, including recent fuel price hikes. For some students, this means that gym membership fees are increasingly seen as a luxury expense rather than the previously non-negotiable part of their budget.
