Fitness & Lifestyle Group partners with Impact to launch partnership marketing program
Adam Furness: "Partnerships are becoming more important to brands as both a customer acquisition channel and a driver of long-term growth."
Fitness & Lifestyle Group has partnered with impact.com to launch an affiliate partnership marketing program in Australia in collaboration with the partnership management platform.
The program is focused on the health and wellbeing company's Australian gym brands, Fitness First and Goodlife Health Clubs, and will aim to reach potential clients by working with a diverse range of partners outside the typical health and fitness sector.
Since the program's launch in March 2024, Fitness & Lifestyle Group has entered into several partnerships with brands such as Compare Club, content sites such as The Urban List, and traditional discount and cashback affiliates like UNiDAYS, Shopback, and Cashrewards, which have seen an uptick in new members from the partnership activity.
Sara Dunseath, executive general manager, marketing and PR ANZ, at Fitness & Lifestyle Group, said the ability to automate all aspects of a partnership program across multiple brands from impact.com’s single platform means the programs launched with just one dedicated resource.
"Partnership marketing has evolved into a full-funnel customer acquisition channel that can drive brand awareness and equity," Dunseath said.
"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."
The partnership management platform allows brands and its agencies to automate the entire lifecycle of a partnership program from recruitment, contracting, onboarding, optimisation, payment and reporting across multiple brands, currencies, and languages.
Adam Furness, APAC managing director at impact.com, said more brands like FLG are realising the value a modern partnership program can create.
"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."
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Top image: Sara Dunseath and Adam Furness
