Fitness & Lifestyle Group (FLG), a leading fitness, health and wellness group in the Asia-Pacific region, has launched its first affiliate partnership marketing program in Australia, in collaboration with impact.com.

The program is centred around FLG's Australian gym brands, Fitness First and Goodlife Health Clubs, and aims to reach potential new clients by working with a diverse range of partners outside the typical health and fitness sector.

Since its launch in March 2024, FLG has partnered with brands such as Compare Club, content sites like The Urban List, and traditional discount and cashback affiliates like UNiDAYS, Shopback and Cashrewards. The partnership program has reportedly seen an increase in new members since its inception.

Impact.com's platform allows brands to automate the entire lifecycle of a partnership program, from recruitment and contracting to onboarding, optimisation, payment and reporting across multiple brands, currencies and languages. This has enabled FLG to effectively scale its partnership program to drive incremental revenue, awareness and consideration.

"Partnership marketing has evolved into a full-funnel customer acquisition channel that can drive brand awareness and equity. With impact.com's automated partnership management platform, we realised it was possible to effectively scale a partnership program to drive incremental revenue, awareness and consideration. We're already tapping into a wider network of customers via the impact.com platform and are excited about the possibilities ahead as our programs continue to mature," said Executive General Manager, Marketing & PR ANZ, at FLG, Sara Dunseath.

FLG is a major player in the fitness, health and wellness sector in the Asia-Pacific region, with over 2385 locations across Australia, New Zealand and South-East Asia. As well as Fitness First Australia, Goodlife Health Clubs Australia its portfolio of brands includes CMG Asia, Barry's Bootcamp Asia-Pacific, Jetts Fitness and Zap Fitness 24/7.

"Increasingly, purchasing decisions are being driven by other people talking about a brand versus how a brand talks about itself. Consequently, partnerships are becoming more important to brands as both a customer acquisition channel and a driver of long-term growth," said APAC Managing Director at impact.com, Adam Furness.

This partnership between FLG and impact.com demonstrates the growing importance of innovative marketing strategies in the fitness and wellness sector, and the potential for partnership marketing to drive growth and customer acquisition.