Fitness and Lifestyle Group expands links with media agency PHD

The Fitness and Lifestyle Group (FLG) has expanded its relationship with Sydney-based media agency, to include more of the company's brands across Australia and New Zealand.

With PHD having won the consolidated Fitness First account last year, their expanded remit will now include other Fitness and Lifestyle Group (FLG) brands: Goodlife Health Clubs, Arena Fitness, HYPOXI, Jetts Australia and Jetts New Zealand, Barry’s Bootcamp, Zap Fitness 24/7 and the Kubofit app.

Spark Foundry previously handled media for Goodlife, Arena, and Hypoxi, while PMG will retain the account for Loup, another of the group’s brands.

Explaining the expansion, FLG Chief Customer Officer, Kristin Carlos stated “PHD was appointed based on their expertise in strategic planning and optimisation of a house of brands portfolio.

“They were also perfect fit from a cultural point of view and we are really looking forward to a long term partnership with them.”

PHD Business Director, Lucas Higgins, added that the team is “looking forward to building on this existing relationship and working with Asia Pacific’s leading health and wellness group”.

He advised “as a data-driven performance media team we are utilising leading digital data and tech solutions such as Salesforce Marketing Cloud to help FLG activate their demand generation and we’re driving best practice across their group."

Earlier this year, PHD Managing Director, Mark Jarrett told AdNews “Fitness First has been a fantastic partner to have over the last 18 months, we’re extremely pleased to be extending this relationship across the FLG group. Our focus on delivering smarter thinking for our existing clients has really shone through in this expansion of our remit.”

Image: Barry's Bootcamp.