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Virgin Active

Kia Abbott is the Chief Customer Officer at Virgin Active, where she works across the company’s global markets to build deeper customer understanding and create experiences that drive engagement, participation and long-term member retention. With a career spanning consulting, retail, banking and wellness, she has led customer transformation initiatives for leading brands including Shoprite, Cape Union Mart and Capitec. Kia is passionate about understanding what motivates people to change behaviour and building experiences that help customers engage more deeply, achieve their goals and stay loyal over time. Drawing on customer insight, data and innovation, she designs strategies that create meaningful value for both customers and businesses.