Virgin Atlantic’s New Clubhouse Makes Wellness Part of the Journey
Virgin Atlantic has added Forme’s smart fitness mirror to its new Zen Den at LAX
Wellness is really taking flight—even at LAX.
Virgin Atlantic has partnered with Interactive Strength Inc.—the parent company of Forme and Clmbr—to feature Forme’s smart fitness mirror in the Zen Den, a dedicated wellness space inside its new Clubhouse at Los Angeles International Airport (LAX).
The wellness touchpoints follow a recent Virgin Atlantic survey, which found that 44% of Americans feel anxious about getting enough rest on flights, and 59% turn to stories, podcasts or meditations to unwind before traveling.
Located in the Tom Bradley International Terminal, the Zen Den invites travelers to decompress with ambient lighting, curated local artwork, and Forme’s smart fitness mirror, which offers guided sessions across three exclusive categories—Mind, Body and Spirit. After a session, guests can refresh with shower and body products from Flamingo Estate’s Garden Essentials.
“This partnership with Virgin Atlantic highlights how Forme seamlessly integrates into premium hospitality and travel environments,” Interactive Strength Inc. CEO Trent Ward said. “It demonstrates our ability to deliver elevated fitness and wellness experiences in a format that enhances the guest experience while meeting the unique needs of our partners and the demands of each space.”
To mark the opening of the Clubhouse, Virgin Atlantic also partnered with actor Alan Cumming for “ReLAX and Unwind with Alan Cumming,” an immersive bedtime story that encourages a restful flight.
Other areas in the Virgin Atlantic Clubhouse include the Ruby Room, a Hollywood-style area with a cinema and wireless headsets where guests can relax or work; the Royal Box, a VIP area with adjustable mood lighting and a “secret menu” and The Wing, an intentionally quiet space featuring acoustically-sealed work pods.
Health-conscious food and beverage options are also available, including the Trip Mindful Blend—a drink infused with lion’s mane, magnesium, ashwagandha and L-theanine to support sleep and overall wellness.
While Virgin Atlantic looks to soothe weary, stressed out travelers, Interactive Strength is teasing an acquisition of an unnamed connected fitness and equipment company that brought in over $15 million in revenue in 2024. In addition to the undisclosed company, Interactive Strength recently is set to close a deal this month to acquire Sportstech, a German-connected fitness and equipment company known for products like the sBike Lite, sWalk Treadmill and sTread Fold.