Co-Branding: UMS’ recent case study on lifestyle brands

About the Role

We specialize in executing smart, highly engaging marketing activities on fitness platforms in China. Our recent success includes helping two New Zealand brands co-brand with Les Mills to promote New Zealand dairy and fruit products to Chinese consumers.

China’s fitness market is rapidly growing, with the number of regular participants expected to reach 430 million by 2020. As Chinese consumers increasingly prioritize health and fitness, demand for premium health and safety standards continues to rise.

Les Mills, a globally recognized fitness management organization originating from New Zealand, operates in over 100 countries with 19,500+ authorized fitness clubs and 130,000+ certified trainers. In China alone, Les Mills partners with 2,360+ clubs and serves over 13 million members.

Our recent collaboration involved New Zealand Avocado and Pāmu (a New Zealand government-owned farming enterprise) partnering with Les Mills’ "Shake Suzhou" Live event in China. The event attracted thousands of fitness enthusiasts and featured co-branding opportunities alongside brands like Reebok, Ecostore, and Casada.

Responsibilities

• Develop and execute co-branding strategies with major fitness platforms like Les Mills to engage Chinese consumers.
• Design interactive, challenge-based brand activations at live fitness events to maximize audience engagement.
• Leverage social media influence from fitness platforms, star presenters, and certified trainers to amplify brand exposure.
• Identify and target precise audience segments that align with both fitness platforms and client brands.
• Collaborate with international and local partners to create high-impact marketing campaigns.

Requirements

• Experience in co-branding or partnership marketing, particularly within the fitness, health, or FMCG sectors.
• Deep understanding of the Chinese fitness market and consumer behavior.
• Proven ability to design and execute interactive, event-based marketing campaigns.
• Strong network or ability to build relationships with fitness platforms, influencers, and industry stakeholders.
• Creative mindset with a focus on delivering measurable engagement and brand awareness.

Benefits

• Opportunity to work with globally recognized brands and fitness platforms like Les Mills.
• Exposure to high-growth markets and innovative co-branding strategies.
• Collaborative environment with a focus on impactful, results-driven marketing.