Launching Virgin's Podcast Ecosystem

Building from nothing.

We started with The Virgin Podcast, designed to capture the unique Virgin spirit through conversations with founders and disruptors. Working with a modest budget, I shaped the editorial direction, oversaw production and managed the relationship with our production partner.

Initial performance was steady rather than explosive, but the real value was insight. We used that learning to pivot.

The strategic insight was that podcasting at Virgin couldn't just be a content play, it had to earn its seat at the table commercially. I deliberately suggested a structured portfolio to span both B2C and B2B audiences, opening up a consultancy model alongside organic growth.

Each series was designed with a clear business case: we came up with 'Live Life Better' aligned to Virgin Active's commercial interests; and we worked with Virgin Media Business to bring to life their podcast play. This wasn't content for content's sake. It was a proof of concept for audio as a genuine revenue channel.

From B2C to B2B.

That led to Live Life Better, a health and wellness format aligned to commercial opportunities across the group, including Virgin Active. Bringing in Melissa Hemsley as host elevated the series, giving it credibility and reach beyond the core Virgin audience.

From there, we expanded the model into B2B consulting with Virgin Media Business on VOOM, a start-up focused podcast hosted by Nikki Bedi. This extended the format into a new audience segment and opened a commercial consultancy model.

From studio to stage.

The platform culminated in a live podcast experience at our thought leadership event, Virgin Disruptors. Taking the format from studio to stage validated the concept, deepened audience engagement, and demonstrated how podcast could work as a live content format.