Powering fitness partnerships through rewards and incentives

Wednesday 15th June 12:25 - 12:55

Activating the Nation

When it comes to rewarding and incentivising customers, big companies have historically opted for free coffees, cheap cinema tickets or two-for-one pizza deals. As a result, the fitness industry has missed out on huge investment from sectors that could have significantly helped to increase overall participation.

Arguably the collaboration between Vitality and Virgin Active - which launched over a decade ago - remains the benchmark and reference point for consumer marketing partnerships in our sector.

Times are changing, however. ‘Fitness’ is hot and in high demand from consumer brands of all shapes and sizes. The opportunity for operators to generate growth, benefit from external marketing investment, and reach a new audience through other companies and sectors is huge.

This session explores the mechanics of fitness marketing promotions, how to source and structure a deal, as well as shared learnings around the communication strategy needed to optimise the effectiveness of a campaign to benefit all parties.


Jamie Owens

Director of Fitness Partnerships


Jamie has nearly 20 years operational experience within the health and fitness sector. Starting with Cannons back in the early 2000’s, he has held General Management, Regional and National roles for brands including Virgin Active and Nuffield Health. Joining Hussle back in 2019, Jamie’s role is to help bring a real 'operator mindset' to the business and he has been pivotal in helping shape long-term partnerships with gyms and fitness venues across the UK.

Lawrence King

Head of Consumer Marketing Partnerships


Lawrence heads up the consumer marketing partnerships team at Hussle and is responsible for setting up landmark deals with brands such as AXA Health, The AA, BUPA, Premier Inn, McDonalds and O2. He is IPM (institute of promotional marketing) qualified, and has over 10 years experience working for loyalty and partnership agencies. Prior to Hussle he was heavily involved in implementing and managing campaigns for brands including VUE Cinema, Vodafone, Aviva, Arla Foods, and the IPM award winning Nationwide FlexOne Film Promotion.