The new secret to longevity lies in places and relationships A YouGov study for Virgin Active reveals the new geography of longevity spaces

After long remaining “invisible,” longevity has firmly entered public conversation in recent years, often linked to prevention, nutrition, physical activity, or genetics. Today, however, the idea of living well over time carries a much broader meaning: Italians increasingly associate it not only with personal choices, but also with the places they spend time in and the relationships they build. A shift that now spans every generation.

This is highlighted by the new YouGov research conducted for Virgin Active, presented during the Milan Longevity Summit 2026, featuring speakers such as Nic Palmarini, one of the leading international experts in ageing and innovation applied to longevity, Valerio Solari, physician and science communicator specializing in longevity, Felipe Crivelenti, Head of Brand Positioning in Italy, and Enrico Salvatore Murgia, mayor of Seulo, one of the symbolic territories of Italy’s Blue Zones. The research captures a cultural shift in the way people imagine and experience wellness, movement, and quality of life.

The research outlines a transformation that begins with everyday habits but also reshapes the relationship people have with spaces and with one another. For 77% of Italians, maintaining a healthy and active lifestyle is essential to improving quality of life over time, while nearly one in two links their wellness choices to the desire to live better and longer. Physical activity and healthy eating remain central, but what emerges most strongly is the value of consistency: for eight Italians out of ten, sustainable habits maintained over time matter more than extreme performance. “What matters is the way we experience cities, the quality of our relationships, the sense of belonging, and the continuity of our daily habits”, observes Nic Palmarini, emphasizing an increasingly collective vision of longevity tied to the social ecosystems we inhabit every day.

Within this context, the evolution of Virgin Active clubs also takes shape, gradually moving beyond the traditional idea of the gym to become spaces where training, recovery, and social connection coexist. With 42 clubs across Italy, more than 200,000 members, and over 325,000 classes each year, the brand has observed growing interest in balance-focused disciplines, recovery activities, and shared experiences. This is where the concept of the “Social Wellness Club” comes from: spaces designed not only for working out, but for building consistency, energy, and long-term quality of life.

The social dimension now plays a central role as well. More than two Italians out of three believe longevity is also built through relationships, while 77% say the presence of others positively impacts their everyday wellbeing. Training together or sharing activities makes it easier to maintain consistency and motivation over time. This transformation also unfolds through digital culture. Social media and online video content increasingly shape the way people construct their wellness imaginary. A phenomenon that, as Valerio Solari points out, makes the topic more accessible while also risking the spread of unrealistic expectations and a culture of hyper-performance.

The research outlines a new “map” of the places associated with living well: at the top are parks, green areas, and outdoor spaces, followed by gyms and fitness clubs, especially among younger generations. Alongside these are cultural centers, libraries, and community spaces, while among older generations local markets and fresh food shops are also considered increasingly important.

There are also places where this idea of longevity seems to have always been part of everyday life, as happens in the Blue Zones. In Seulo, the small town symbolizing Italian longevity, environment, social relationships, and quality of life have naturally coexisted for generations. “Longevity here has never been experienced as an abstract goal, but rather as a natural consequence of a way of living”, says Enrico Salvatore Murgia. And it is precisely this idea of integrated, shared, and sustainable wellbeing that Italians today seem to be seeking more and more: places capable of combining movement, self-care, and relationships, transforming longevity not into a distant milestone, but into an everyday experience.