Fitness First Australia has launched its first major brand campaign since appointing Leo Australia last year, unveiling ‘Let’s Put Fitness First’.
Fitness First has partnered with Qantas Frequent Flyer program, to give members the opportunity to gain reps for rewards. As an extension of the brand campaign and new partnership, Fitness First is taking fitness out of the gym and into everyday spaces, inviting Sydney shoppers and travellers to put their strength and stamina to the test through a public activation rolling out across Sydney Domestic Airport and Westfield Sydney.
The Fitness First activations will give participants the chance to win 300,000 Qantas Points and a Fitness First gym membership by taking part in the ‘Let’s Put Fitness First’ challenges.
Participants can complete fitness tests, track results on a live leaderboard and go in the draw to win from a major national prize pool.
The campaign found that 78 per cent of Australians are missing out on the benefits of regular exercise, with 22 per cent of the population failing to meet the physical activity benchmark, roughly six million Aussies.
Australians are falling behind when it comes to everyday fitness habits, with just 15 per cent choosing the stairs over escalators, 44 per cent never having attempted a pull-up, and 40 per cent never having done a wall sit.
The Sydney Airport activation, delivered via JCDecaux will be held at the Sydney Domestic Airport and run from 9-22 February 2026. The Westfield Sydney activation will take place at Westfield Sydney, Pitt Street Mall from 16–22 February 2026.
Located at T3 Domestic, the Wall Sit Challenge turns travel downtime into an interactive test of everyday fitness. The activation acts as the hero launch for ‘Let’s Put Fitness First’ complemented by digital out-of-home across JCDecaux’s Sydney Rail and Airport assets.
“The activation encourages everyday Aussies to get moving and take on a friendly challenge – whether they’re travelling through the airport or shopping in the CBD – with standout prizes designed to drive participation and competition,” a JCDecaux spokesperson said.
With 40 per cent of Aussies admitting they’ve never done a wall sit and less than 10 per cent are able to bodyweight hang from a bar for a minute, Fitness First aims to boost fitness across the population.
The two challenges will include the Wall Sit Challenge, challenging Aussies to hold a wall sit for two minutes. The other challenge will be the Bodyweight Hang Challenge, to see who can hang on the longest each day.
Anyone who attends the Sydney Airport or Westfield Pitt Street Mall activations and participates in either challenge will also go into the draw to win Qantas Points and a 12-month Platinum Plus membership. The winner will receive 300,000 Qantas Points and a 12-month Platinum Plus membership. Second and third Prize will take home 100,000 Qantas Points and a 12-month Platinum Plus membership.
“For 25 years, Fitness First has helped Australians build lasting fitness habits, and ‘Let’s Put Fitness First’ is about taking that commitment beyond the gym and into everyday life,” Fitness and Lifestyle Group’s executive general manager Marketing and PR ANZ Sara Dunseath.
“This campaign is designed to spark a movement that encourages Australians to put their fitness first, and our partnership with Qantas Frequent Flyer plays a key role in that by rewarding members for prioritising their health. The public activations bring the idea to life, challenging Aussies to test their physical benchmarks in a fun, accessible way and reminding them that everyday movement counts. By combining live experiences with meaningful rewards, we’re motivating more Australians to get moving and stay engaged,” Dunseath added.
“Rather than telling Aussies to exercise more, we met them halfway… in a shopping centre, with free Qantas Points. Part of the Let’s Put Fitness First brand campaign, this activation turns a brand truth into a national nudge, one wall sit or bodyweight hang at a time,” Leo Burnett creatives Tatsuki Kamekawa and Dan Stewart said.
