Sundance Fitness Media Announces a Strategic Partnership With Viva Leisure

Sundance Fitness Media today announced the continuation of the strategic partnership with Viva Leisure (ASX: VVA), a multi-channel fitness/gym media network designed to connect brands with a highly engaged and active audience of consumers across Australia who are focused on their health and wellness.

The partnership builds on a collaboration that commenced in 2024 and formalises a multi-year agreement appointing Sundance Fitness Media as the exclusive media partner. Established in 2004, Viva Leisure has rapidly become a global fitness leader powered by a scalable, multi-modal strategy that offers innovative fitness products and integrated payment technologies.

With nearly 500 locations serving over 650,000 members, making it Australia’s second-largest gym group, and the only listed health club business on the ASX, Viva Leisure’s portfolio of brands includes Club Lime, Plus Fitness, HiiT Republic, Rebalance, and GroundUp, as well as its strategic equity stakes in World Gym Australia and BFS.

Sundance Fitness Media, under appointment by Viva Leisure, delivers an integrated, in-club advertising ecosystem, offering brands access to more than 700 digital screens in NSW, VIC, QLD, ACT, WA and NT, static decal placements, experiential activations, and product sampling opportunities. The platform is designed to provide advertisers with targeted, high-impact engagement within fitness environments.

Andrew Sneddon, Chief Executive Officer of Sundance Fitness Media, said the partnership represents a significant milestone in the evolution of gym-based media in Australia.

“Working with Viva Leisure has been highly productive as both their business, and the network continue to evolve, and grow. They are agile in their decision-making, have been quick to market, and we are all excited by what has been achieved in a short period of time. We are proud to be offering advertisers a compelling way to reach new active, health-conscious audiences.”

Sneddon brings extensive experience in the out-of-home (OOH) fitness media sector, having co-founded Collective Media in 2014, which secured advertising rights across Anytime Fitness gyms in Australia before being acquired by Hoyts/Val Morgan Outdoor. He subsequently led the VMO Active division as Commercial Director for six years, focusing exclusively on the fitness/gym media vertical.

Craig Wagstaff, National Manager – Revenue & Partnerships of Viva Leisure said of their offering to current and prospective advertisers:

“As our network continues to expand – in terms of health club locations, the scale and numbers of memberships and display screens in particular, the access to audiences for brands and their scope to engage with an opted-in cohort of consumers, continues to grow in significance. We have and continue to work with great advertisers via agencies and/or directly and organisations across a wide range of sectors. We’re extremely proud to partner with Sundance Fitness Media, and count leading brands such as Nike, YoPro, Musashi, EHP Labs, Chemist Warehouse, the Victorian and ACT Governments, Red Bull and multiple members of the FMCG and tertiary education sectors, as advertising partners.

Allison Takopoulos, Advertising Director of Sundance Fitness Media, joined the business in early 2025, and brings deep category expertise from previous roles at Active Media Group, and VMO. She leads advertiser partnerships, and commercial strategy for the network.