About Priava's Technology - Priava is a cloud-based and centralised venue and event management system aimed at venues of all sizes. With its familiar and easy-to-use web interface, the…read more
Fitness and Lifestyle Group names former Audible Director as Marketing and Public Relations Head for Australasia
Fitness and Lifestyle Group has announced the appointment of former Audible Director Sara Dunseath to a newly created position as General Manager of Marketing and Public Relations for Australasia.
Dunseath has spent the last past five years with Audible, initially commencing as Marketing Director with the Amazon-owned business. She previously performed in senior marketing positions with HR tech startup, LiveHire, Gumtree Australia and Carnival Australia.
Commenting on her new role, Dunseath (pictured) told marketing publication CMO Australia “COVID-19 has had a significant impact on how we value our health. I am deeply passionate about the industry, and fitness has always played a pivotal role in my life. It's helped me get through the hard times and I've experienced the positive impacts it has on my energy and mental health.
“So when the prospect came up to join Fitness and Lifestyle Group, whose core purpose is ‘to make a meaningful, positive impact in people's lives through innovative and diversified health and wellness offerings across physical and digital platforms’, it was an opportunity I had to explore.”
Dunseath is indirectly replacing previous FLG’s General Manager Marketing Matt Fletcher, with a broadened remit.
Reporting to FLG Chief Executive Greg Oliver, she will be responsible for leading the marketing of the the businesses’ core brands, which include Fitness First, Goodlife, Zap Fitness, Barry's Bootcamp and Jetts NZ.
This includes brand and retail marketing, sales and lead generation, digital and ecommerce, member acquisition and retention programs, communication and public relations, market research, operational and capital expense budgeting, and the training and management of the FLG Marketing team. She'll also oversee insights, which is moving into marketing for the first time.
Dunseath highlighted her experiences over the past decade working for several well-loved brands as providing key learnings for how to tackle the new role, noting “P&O Cruise was the training ground where I cut my teeth on brand and retail strategy. At Gumtree, I led the shift from a traditional marketing culture to an integrated and customer-centric culture, leading a customer segmentation strategy and developing the CRM vision and plan.
“Over the last five years at Audible, I was fortunate to work across multiple roles [director of marketing, director of engagement and retention and director of brand and content marketing]. As a result, I've directed a gamut of local and international projects, from overhauling the local membership offering, launching the Audible Originals program in Australia and leading the recommendation to evolve the brand management and creative services marketing practice on a global scale.”
Advising that she sees it as an exciting time to be working in the health and wellness industry, she recognises that she’s going to need to navigate the impacts of Covid and how it has evolved and changed customer behaviour, concluding “being customer-obsessed and curious, I am focussing my energy on getting close to the customer and understanding the drivers and barriers of getting Aussies and Kiwis back into our gyms.”
22nd March 2021 - Fitness and Lifestyle Group launches Emerging Leaders program
31st August 2020 - Fitness and Lifestyle Group advises of redundancies amid restructure
25th November 2019 - Fitness and Lifestyle Group expands links with media agency PHD
27th June 2019 - Owner looks for $1 billion plus sale of Fitness and Lifestyle Group
29th January 2019 - Report suggests Fitness and Lifestyle Group buys CMG Asia for $200 million
5th January 2018 - Fitness and Lifestyle Group acquires Tasmanian-based Zap Fitness
27th October 2017 - Fitness and Lifestyle Group acquires Go Health Clubs
5th November 2020 - Fitness Australia announces election of new Directors
Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?
As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.
Click here to view our subscription options.
The Complete Guide to Leisure Industry Products & Services.
Augmented Creative is an open organization of like-minded and highly dedicated, creative people who conceive, plan and execute visual solutions. We pursue new and innovative visual ideas to help…read more
iDwala is the Community Sports Facility Specialist offering the highest quality designs and technical expertise to Councils, Schools and Sporting Clubs looking to create sporting…read more
Hadley Australia and Series Australia Pty Ltd are the leading quality theatre chair manufacturers in the southern hemisphere. The businesses work closely with architects, interior designers and…read more
Pico Play is a global leader in the planning, design, development and construction of world-class themed attractions and entertainment that deliver extraordinary and memorable experiences to millions…read more
Summit Fitness Equipment is now part of NovoFit - see www.ausleisure.com.au/suppliers/novofit/read more
revolutioniseSPORT is the emerging market leader in online club management in Australia. Whether it is memberships, registrations, events, online sales or governance tools - revolutioniseSPORT is the…read more
We are the leading providers of kids fun multi-sports programs for Sport and Recreation Centres. Programs cover twelve common sports as well as Gross Motor Skill Development and suit children from as…read more
get listed with our suppliers directory
Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!