New GM marketing appointed at Fitness & Lifestyle Group

Audible’s director of brand and content marketing has switched audiobooks for the fitness sector and joined Fitness & Lifestyle Group as its new general manager of marketing and PR for A/NZ.

Sara Dunseath has spent the last past five years with Audible, initially commencing as marketing director with the Amazon-owned business. Her resume also includes senior marketing positions with HR tech startup, LiveHire, Gumtree Australia and Carnival Australia.

Dunseath told CMO she saw it as an exciting time to be working in the health and wellness industry.

“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,” she said. “So when the prospect came up to join Fitness & 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 GM marketing at Fitness & Lifestyle Group, Matt Fletcher, with a broadened remit. Reporting to the A/NZ CEO, she’s responsible for leading the marketing of the A/NZ 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.

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