Sundance Fitness Media and CityFitness Group announce new strategic partnership

Sundance Fitness Media has today announced a strategic partnership with CityFitness Group Ltd, a multi-channel fitness/gym media network designed to connect brands with highly engaged health, and wellness audiences across New Zealand.

The partnership establishes Sundance Fitness Media as the exclusive advertising partner within CityFitness Group’s national club network, marking a significant expansion of Sundance Fitness Media into the New Zealand market. CityFitness Group is New Zealand’s largest and most comprehensive fitness provider, serving more than 250,000 members across 65 locations, with an additional six sites scheduled to open in 2026.

CityFitness Group operates the CityFitness brand, which offers a full gym experience including on-demand reformer Pilates, recovery rooms, and multi-purpose studios. It also operates the Simplicity brand, an 18+ premium option with additional features such as infrared saunas.

Through the partnership, advertisers will gain access to a fully integrated, in-club media ecosystem, including a digital screen network, product sampling, brand activations, member eDM’s, and long-term partnership opportunities. The network is designed to connect brands with highly engaged audiences in environments where members are focused, motivated, and receptive.

Andrew Sneddon, Chief Executive Officer of Sundance Fitness Media, said the partnership represents a key milestone in the company’s trans-Tasman growth strategy: “I’ve been wanting to establish a fitness/gym media network in New Zealand for some time, given the strong market fundamentals, and clear opportunity for innovation. Having CityFitness as a partner is particularly exciting as they are the largest gym brand in Aotearoa New Zealand, with over 250,000 unique members, and approximately one million weekly visits.

“We are now the only media company operating a dedicated fitness network across both New Zealand and Australia, and we are already seeing the benefits of this scale, with brands increasingly looking to activate across both markets.”

Sneddon brings extensive experience in the out-of-home (OOH) fitness media sector. In 2014, he co-founded Collective Media, which held 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, specialising in Active/Gym media. In early 2024, he launched Sundance Fitness Media in Australia, in partnership with the Viva Leisure Group.

Gertrude Tevita, Director of Marketing and Communications at CityFitness Group, said the partnership represents a new chapter for the organisation: “Partnering with Sundance Fitness Media is an exciting move for us, as it’s the first time we’ve introduced advertising within our clubs. We believe this initiative will allow us to deliver meaningful and relevant brand experiences that add real value to our members.”

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