I’ve done quite a few launches over the years, but this was a new one in San Francisco: the world’s first press conference on the move.
Heading to the iconic Ferry Building along the Embarcadero, I put on my sports clothes and hopped onto an exercise bike. Next to me, Virgin Sport CEO Mary Wittenberg did an admirable job of running on a treadmill while sharing the news about Virgin Sport San Francisco, a new festival of fitness for all.
Our vision is to get millions of people moving, and I can’t wait for the first Virgin Sport event in the US from October 13th to 15th. I looked to my left and people were running and lunging. I glanced to my right and people were pedalling and planking. We wanted variety, to highlight how diverse, inclusive and exciting our event will be.
As well as the headline half marathon, starting and finishing at City Hall, we have a Twin Peaks Mile one mile hill climb, a Go Fit Yourself festival hub, workout challenges from boot camps to yoga classes live music, art installations, local food and, I’m sure, an amazing atmosphere.
The challenge and spirit of sport inspires us, and we’re having a blast building a new movement to combine the sweat of sport with the swagger of Virgin. Our newest Virgin Hotel will be opening in the city in the coming months, so we’ll have somewhere to carry on with the party and rest our legs before, during and after the festival. With the precedent of Virgin America and our upcoming Virgin Hotel, we love San Francisco and its passionate residents, and look forward to breaking new boundaries here together.
Virgin Sport San Francisco is one of Virgin’s four Festivals of Fitness launching in 2017, with three additional events in the UK. I absolutely loved our first festival, in Hackney, earlier this month. As well as having a blast, we learned so much about how to make the next ones even better.