Fitness Australia rebrands as AUSactive thanks to The One Centre

Fitness Australia has collaborated with branding agency The One Centre to rebrand and reposition itself as AUSactive.

The announcement:

The One Centre has been appointed by Fitness Australia, the peak industry association for the exercise and active health industry, to rebrand and reposition as AUSactive to reflect the new ‘multi modal’ exercise era.

The One Centre has created the new brand name, positioning, logo and identity concept for the organisation, comprising 28,000 members and businesses. As the nation’s peak association, its membership includes exercise professionals, educators, student suppliers and fitness facilities who ensure the health and wellbeing of over four million Australians.

The new name, AUSactive, and positioning ‘Activating every body. Every way. Every day’ communicates a positive, inspiring and empowering brand that aims to activate the nation around an inclusive exercise regime. AUSactive celebrates all forms of professional exercise under the shared purpose of making Australia a healthier nation.

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.

John Ford, Founder & CEO, The One Centre, said, “The fitness, exercise and active health market has changed dramatically in recent years. 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,” said Ford.

Barrie Elvish, CEO AUSactive, said, “AUSactive is Australia’s peak industry association, responsible for the advocacy, research, standards and best practice for the fitness industry. We tasked The One Centre with creating an inclusive brand for all our
members and the millions of Australians they work with, and they have delivered an absolutely amazing new identity.”

AUSactive will launch a national brand awareness and activation campaign targeting consumers in Q1 2022. The One Centre also created the campaign.



Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.