iFIT appoints Sling & Stone to grow connected fitness in Australia

Sling & Stone, the communications agency for brands shaping the future of how we live, work and play, has been appointed by global leaders in fitness technology, iFIT, as its consumer agency of record in Australia, as the brand expands its connected fitness footprint to make training more accessible, personalised, and engaging for everyday Australians.

At a glance

• Client: iFIT
• Market: Australia
• Industry: Consumer technology and fitness
• Services: Earned media, creator marketing, strategic partnerships and experiential activations

Who is iFIT?

iFIT is a global leader in health and fitness technology that delivers immersive, personalised workout experiences with premium equipment ranges like NordicTrack. With a community of more than 12 million athletes around the world, they offer over 10,000 on-demand workouts led by world-class trainers and elite athletes.

The platform’s intelligent software integrates directly with compatible hardware including treadmills, reformers, exercise bikes, rowers and ellipticals. This technology automatically adjusts speed, incline, decline and resistance in real time, allowing users to train on real race routes before race day to master the course and prep like a pro.

What will Sling & Stone deliver for iFIT?

Sling & Stone is leading an integrated communications program spanning earned media, creator marketing, strategic partnerships and experiential activations. We are partnering with iFIT to drive long-term brand consideration and subscriber growth by positioning them as the premier interactive workout solution for fitness enthusiasts and time-poor consumers alike.

Our immediate focus centres on launching iFIT’s new Ultra 1 Reformer range to Australian consumers and driving awareness for the new Sydney Experience Centre in Waterloo. Looking ahead to November 2026, Sling & Stone will also lead the Australian launch of the iFIT Personal Training app, tapping into surging local demand for flexible, integrated connected fitness.

Why did iFIT choose Sling & Stone?

iFIT selected Sling & Stone for our strong expertise in culturally-led storytelling, category disruption and scaling global brands locally. They sought an agency that understands the intersection of wellness, lifestyle and technology.

“Our priority is to build greater awareness of the brand in Australia and demonstrate how our technology can make fitness more accessible, personalised and engaging for everyday Australians. We were looking for a communications partner with a strong understanding of the wellness, lifestyle and technology landscape, alongside the creativity and connections to bring our brand to life locally.

“Sling & Stone stood out for its fresh strategic thinking, extensive media and creator networks, and ability to translate our global offering into creative, culture-forward Australian campaigns. We’re looking forward to continuing to build iFIT brand momentum, drive NordicTrack hardware sales and grow our subscriber base in Australia,” said Shannon McBride, Marketing Manager Australia & New Zealand at iFIT.

Nichole Provatas, Managing Director, Australia at Sling & Stone, sees the partnership as a perfect match for the agency’s strengths and a win for local consumers.

“iFIT represents the next evolution of fitness tech: intelligent, immersive coaching that adapts to real life. For Sling & Stone, this partnership hits our sweet spot across consumer tech, culture, and health and wellness.

“Through earned storytelling, strategic partnerships, and creator-led campaigns, our focus is on building deep brand relevance across Australia and redefining what intuitive fitness looks like. How exciting is that!” said Provatas.

iFIT joins Sling & Stone’s roster of global innovators tapping into local expertise to grow in Australia. The appointment adds to the agency’s track record of localising and building brand credibility for leading consumer and tech names, sitting alongside brands such as Levi’s, Reddit, Krispy Kreme and LUSH.