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The film opens on a number of TV sets showing different visuals from infomercials promoting products claiming to increase people’s wellness by toning their abs in 30 days. Set to a dramatic soundtrack based on “Ode to Joy,” a series of short clips call out toxic wellness trends and quick fixes such as supplements, magic detoxes and fad diets, as well as the “fakefluencers” promoting these unhealthy trends.
Following this chaotic montage, the film then shifts in gear, encouraging people to “leave the cult” in favour of “joining the Virgin Active club” where they can focus on exercising in a healthier way, with real guidance, real community and real progress.

The film ends with a refresh of the Virgin Active logo that draws inspiration from Virgin’s history of championing rebels and challenging the status quo.