Peak health and fitness industry association, Fitness Australia, has been rebranded and repositioned as AUSactive, to reflect the new ‘multi modal’ exercise era.
Sydney-based ideas and innovation company, The One Centre, was appointed to create the new brand name, positioning, logo and identity concept for the organisation.
AUSactive – which currently boasts 28,000 members and business – will now communicate positivity, inspiration, and personal empowerment as part of its new ‘Activating every body. Every way. Every day’ brand positioning.
The rebrand aims to embrace the modern exercise and active health era, which has evolved in new areas such as pilates, yoga, barre, and other forms of holistic health and create a broader demographic.
It also aims to recognise the increased focus and recognition of mental health and the links between physical activity and emotional wellbeing.
As part of the member launch campaign, The One Centre has created a film to educate, inspire and explain the new AUSactive brand.
The film, which launched last month, centres around the message, ‘The new Fitness Australia is going to activate the nation’, which serves as a rallying cry to unite the association, its members and its customers around the new branding and positioning.
“The fitness, exercise and active health market has changed dramatically in recent years,” said The Once Centre founder and CEO, John Ford.
“While once the domain of the gym-based workout, “fitness” has evolved into a different and more inclusive experience that recognises many different forms of activity and many different active health and wellbeing journeys.
“This new ‘multi modal’ exercise and active health landscape presents a genuinely exciting opportunity for AUSactive and its members to evolve the brand for the future with the goal to activate “every body”.
“The One Centre couldn’t be more proud to support AUSactive in their fight to activate the nation and enhance the whole nation’s health, wellbeing and vitality.”
AUSactive will team with The Once Centre again to launch a national brand awareness and activation campaign targeting consumers in Q1 2022.
