Pretty sure there are quite a lot, and I can imagine financially why Virgin may care, but also the way I see it, if youple are still active it should not matter much.
When I was more into my road running I would often see this couple running in the mornings, when I joined virgin I saw where they were running too. By my estimation they we re doing about a 10km run with Virgin turnstiles being part of the route.
I wonder how they convinced Virgin to go along with this idea, I know it's a a massive financial partnership, but I also see how people just running the turnstiles is a pro for virgin, they get paid without having to upgrade or expand facilities as much.