Sundance Fitness Media and CityFitness Group Announce New Strategic Partnership

Why It Matters

The alliance gives brands direct, context‑rich exposure to highly engaged health‑focused consumers in NZ, while cementing Sundance’s unique cross‑border position in the fast‑growing fitness‑media market.

Key Takeaways

• Sundance becomes exclusive ad partner for NZ’s largest gym chain
• CityFitness serves 250,000 members across 65 clubs, six more opening 2026
• Advertisers gain digital screens, sampling, activations, and eDM access
• Partnership creates the only Australia‑NZ dual fitness media network
• Offers brands cross‑border reach to motivated, health‑focused audiences

Pulse Analysis

The fitness industry is increasingly becoming a prime venue for out‑of‑home advertising, as members spend extended periods in gyms that blend workout routines with lifestyle amenities. In New Zealand, the sector has shown robust growth, driven by rising health consciousness and a surge in boutique‑style facilities. Sundance Fitness Media, founded in early 2024 after a successful stint in Australia’s active‑media space, identified this momentum as an opportunity to replicate its model south of the Tasman. By securing a foothold in the country’s largest gym operator, the company aims to convert foot traffic into measurable brand exposure.

The exclusive agreement with CityFitness Group grants advertisers a fully integrated in‑club ecosystem. Brands can project dynamic content on a network of digital screens, distribute product samples in high‑traffic zones, and run experiential activations that align with members’ workout schedules. In addition, the partnership includes targeted e‑mail blasts to the 250,000‑strong member base and long‑term sponsorship packages that span both the CityFitness and Simplicity premium brands. This multi‑touch approach leverages the approximately one million weekly visits to create repeated, context‑relevant impressions.

From a strategic standpoint, the deal positions Sundance as the only media company operating a dedicated fitness network across Australia and New Zealand, offering advertisers seamless cross‑border campaigns. Such scale is attractive to consumer‑goods, health‑tech, and lifestyle brands seeking to reach a motivated audience that is already in a purchase‑ready mindset. As gyms continue to evolve into community hubs, the partnership could set a benchmark for other regional operators, prompting further consolidation of media rights and driving innovation in measurement and ROI tracking for OOH advertising.