F45 says ‘Life is Anyone’s Game, F45 is Everyone’s Team’ in first Aussie brand campaign via Abel


F45 has launched its first Australian brand campaign titled Every Day Athletes via Abel, kicking off with a tactical summer campaign down under. Created in partnership with Flint, the work turns the days of the week into training personas or members of an accessible team with F45 your coach to conquer the game of life.


Unique in its own right, each day sets its own pace but works together, highlighting the power of the F45 community, no matter where you are in your fitness journey, F45 is your coach and your team.. The team worked closely with iProspect to unlock audience insights and align with daily media consumption habits, each execution is time and location specific to motivate and inspire audiences.

Says Simon Fowler, creative co-founder, Abel: “It’s been amazing to continue our relationship with F45 Training, iProspect and FLINT and elaborate on F45’s ‘Team training, Life changing’ brand philosophy.. Every Day Athletes celebrates being yourself, whether you’re a Monday or a Tuesday (I’m a Wednesday), and the power of coming together to conquer whatever the week throws at you.”

On the campaign, F45 chief marketing officer Brian Killingsworth says: “F45 is known for its incredible community – its more than the world’s best workout, it is the community striving to help its members become mentally and physically stronger. Abel has helped articulate and deepen what that can mean to the Australian audience and we are excited to bring the Every Day Athletes platform to life further in the new year.”

F45 Every Day Athletes includes a Summer schedule across social, digital display and F45 owned channels.

Brian Killingsworth, CMO, F45
Josh Garber, Brand Director, F45
Kirsty Forbes, Director Marketing, F45

Simon Fowler, Creative, Co-Founder, Abel
Nicole Jauncey, Creative, Co-Founder, Abel
Phillip Robbie, Creative Partner, Abel
Nicholas Kelly, Art Director, Abel
Kirsty Angus, Client Partner, Abel

Production partners: Flint
Director: Andreas Smetana
Senior Producer: Belle Oliva
Picture Post Production: Tim Love, Lovebug Films
Editor/Colourist: Tim Love, Lovebug Films