Fitness brand F45 to launch ‘Australia’s largest-circulating’ fitness magazine
F45, the fitness program with studio franchises across the country, it set to launch F45 Training magazine – a print product with an initial print run of 60,000 copies.
The quarterly magazine, to be launched in July, will be custom published by The Tangello Group and led by ex ACP and Bauer executives Lucinda Mitchell and Darren Dawkins.
Mitchell said it was exciting to be working with a growing brand and launching a print product when so many publishers were struggling.
“It is exciting to be working with such a dynamic team and growing brand. It is also nice to finally see a magazine launch amongst all the closures,” she said.
The magazine, she said, looks set to grow in tandem with the expanding fitness brand.
“The initial print run is set at 60,000 and these copies will be sent to each F45 studio and handed out to their members. Ongoing however it looks like the print run may need to increase as F45 keep opening new studios. When we first started talking to the F45 team there were 300 studios in Australia – now there are 450.”
In addition, she argued custom publishing continued to offer value, audiences and branding opportunities where traditional publishing could not.
“I think a major reason custom publications are thriving while traditional consumer publications are struggling is the profitability model of Australian consumer publishing which has relied heavily on news-stand sales – unlike the US, which is subscription-based. The challenge with this model is that to drive circulation, there is a need to print and distribute significantly more copies than are actually sold,” she told Mumbrella.
“This cost of unsold copies doesn’t exist for most custom publications and there is less pressure to drive profit because it is not the main purpose of the publication. Also, as a vehicle for other non-competing brands to advertise within, it represents a great opportunity to connect with a clearly defined audience.”
She said advertisers and brands would benefit from partnering with F45’s magazine, as it could offer them access to high net wealth individuals – evidenced by the membership fees required by the fitness network, compared to alternative gyms.
The print product will be supported by a digital edition which will be available on the F45 website, with F45 finder and owner Rob Deutsch saying time-poor people still have time to engage with this type of content.
“The launch of our own F45 Training magazine is the natural next step to support our members with trusted, scientifically accurate information and advice on their fitness, health, nutrition and training methods,” he said.
“We believe it is important to take a holistic approach to supporting our members, not only with expert advice on human movement and correct functional training, but also health, nutrition, mood and motivation and stress management and work-life balance and our magazine will cover all this.”
topics
custom publishing
Darren Dawkins
F45
Lucinda Mitchell
magazines
print
print media
Rob Deutsch
