Verve, Africa’s leading domestic payments card scheme and a subsidiary of The Interswitch Group, has announced Google Play as a strategic partner for the eighth edition of its fitness and lifestyle event, VerveLife 8.0. The organisers said the collaboration is designed to give fitness lovers across Africa more rewarding experiences and reflects a shared vision of promoting healthier lifestyles.
VerveLife, which started eight years ago, has grown into the company’s flagship lifestyle and consumer engagement platform. The initiative has become one of the biggest fitness movements in Africa, reshaping how people across the continent embrace wellness, fitness, and healthy living. Each year, the event attracts more than 14,000 participants from West and East Africa. It features a mix of high-intensity workouts, dance sessions, fitness challenges, and ends with a lively after-party where participants celebrate wellness and community.
Speaking on the partnership, Executive Vice President for Marketing and Communications at Interswitch Group, Cherry Eromosele, said the 2025 edition of VerveLife promises to be the most exciting yet.
“We are thoroughly thrilled to take VerveLife to new heights this year, building on the success of our previous editions. Our latest collaboration with Google Play reflects our commitment to delivering exceptional experiences that resonate deeply with fitness enthusiasts across Africa,” she said.
Eromosele explained that this year’s event will not only focus on fitness but also reward participants in new ways. According to her, participants will receive complimentary merchandise, exciting rewards, and special incentives courtesy of Verve and Google Play during the grand finale on November 1, 2025.
The partnership builds on the relationship between Verve and Google, which began in July 2023. That collaboration allowed Nigerians to use Verve cards to pay for apps and services on the Google Play Store and YouTube, making digital transactions simpler and more accessible. The move also boosted Nigeria’s digital ecosystem by creating more inclusive access to apps, content, and online services for millions of Android users.
Head of Retail and Payment Partnerships at Google Play, Anthea Crawford, said the new collaboration strengthens Google Play’s goal of supporting inclusion in digital services.
“This collaboration not only simplifies payment for Google Play apps and services but also contributes to building a more inclusive digital environment for Nigerians,” she noted.
VerveLife 8.0, themed “Elev8”, will tour several African cities before its grand finale in Lagos. The fitness train will stop in Enugu on August 30, Ibadan on September 13, and Abuja on September 27. The event will also travel outside Nigeria, with stops in Kampala, Uganda, in October, marking its second appearance in the city, and Nairobi, Kenya, also in October, for the third time.
The journey will climax at the Eko Convention Center, Victoria Island, Lagos, on Saturday, November 1, 2025, with what organisers describe as the biggest fitness party on the continent. Thousands of fitness enthusiasts are expected to gather for a full day of workouts, dance, music, and community bonding.
Verve said the theme “Elev8” reflects its commitment to pushing boundaries in fitness, lifestyle, and wellness. It also shows the company’s determination to use innovative partnerships, engaging activities, and community spirit to promote healthier living across Africa while rewarding its cardholders.
Over the years, VerveLife has become more than just a fitness event. It has evolved into a cultural platform that brings together people of different backgrounds to celebrate wellness in fun and inclusive ways. For many participants, it is also an opportunity to connect with others, explore new fitness routines, and enjoy music and entertainment in a vibrant atmosphere.
As excitement builds ahead of this year’s edition, organisers say Nigerians, Kenyans, and Ugandans should expect a memorable fitness celebration that blends health, fun, music, and community spirit. For Verve and Google Play, the partnership also represents a chance to strengthen consumer engagement, promote healthy living, and reinforce their shared role in supporting Africa’s digital and lifestyle transformation.
