Verve, Africa’s leading domestic payments card scheme and part of The Interswitch Group, has announced Google Play as the strategic partner for VerveLife 8.0, the eighth edition of its flagship fitness and wellness tour. The collaboration marks a significant expansion of Verve’s ongoing integration with the Google ecosystem and aims to enhance lifestyle experiences for African fitness enthusiasts through rewards, digital access, and community engagement.
Since its launch eight years ago, VerveLife has evolved into the continent’s most celebrated fitness event series, drawing over 14,000 participants annually across West and East Africa. Known for its high-energy workouts, dance sessions, and fitness challenges led by top instructors, the tour culminates in a vibrant after-party that blends wellness with celebration. This year’s theme, Elev8, underscores Verve’s commitment to raising the bar in health, innovation, and consumer engagement.
The 2025 tour started from Enugu on August 30, Ibadan on September 13, Abuja on September 27, Kampala in October (for the second time), and Nairobi in October (for the third consecutive year), before concluding at the Eko Convention Center, Victoria Island, Lagos, on Saturday, November 1, 2025. The grand finale promises exclusive merchandise, special incentives, and rewarding experiences co-curated by Verve and Google Play.
Cherry Eromosele, Executive Vice President of Marketing and Communications at Interswitch Group, said the partnership reflects Verve’s mission to deliver value beyond transactions. “We are thrilled to elevate VerveLife 8.0 with Google Play,” she said. “This collaboration deepens our commitment to creating meaningful, rewarding experiences that resonate with Africans who are passionate about fitness, technology, and lifestyle.”
The alliance builds on a previous milestone: in July 2023, Verve enabled Nigerian cardholders to use their cards on Google Play and YouTube, simplifying digital purchases for millions of Android users. That integration strengthened Nigeria’s digital economy by expanding access to apps, content, and online services—particularly for unbanked and underbanked populations.
Anthea Crawford, Head of Retail and Payment Partnerships at Google Play, said the renewed partnership goes beyond convenience. “This collaboration not only simplifies payments for digital content but also contributes to building a more inclusive digital environment across Nigeria and beyond,” she said.
As Africa’s fitness culture continues to grow, events like VerveLife 8.0 play an increasingly important role in promoting healthy living while bridging the gap between financial inclusion, technology adoption, and lifestyle empowerment. By aligning with global tech leaders like Google, Verve is positioning itself not just as a payments brand, but as a catalyst for holistic, digitally enabled well-being across the continent.
With anticipation building in Nigeria, Kenya, and Uganda, this year’s edition is set to be the most dynamic yet—uniting health, music, community, and innovation in what remains Africa’s ultimate wellness celebration.
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