Fitness and Lifestyle Group names former Audible Director as Marketing and Public Relations Head for Australasia

March 25, 2022

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.”

6th December 2021 - Fitness and Lifestyle Group’s new technology roles to focus on ‘innovative and interactive customer experiences’

1st July 2021 - Fitness and Lifestyle Group sign with Airlock Digital to protect against cyber attacks

4th May 2021 - New partnership announced between Fitness and Lifestyle Group and the Australian Institute of Fitness

22nd March 2021 - Fitness and Lifestyle Group launches Emerging Leaders program

8th December 2020 - Fitness and Lifestyle Group announces exclusive deal with Transaction Services Group for its Fitness First, Zap, Goodlife and Jetts NZ brands

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

21st March 2019 - Hollywood actor Chris Hemsworth takes up Fitness and Lifestyle Group stake

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

7th April 2017 - Fitness and Lifestyle Group changes sees new General Manager appointment at Fitness First Australia

20th May 2021 - Greg Oliver named Executive of the Year at APAC Fitness and Wellness Awards of Excellence

5th November 2020 - Fitness Australia announces election of new Directors

18th August 2021 - Global Health & Fitness Alliance sets out to prove the exercise industry’s value to society

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