Belgravia Leisure is proud to announce it has been awarded the Marketing and Communications Award at the 2025 Australian Sport, Recreation and Play Innovation Awards.
The awards were hosted by National Sports and Physical Activity Convention (NSC) and were presented as part of the NSC Oration at the Melbourne Exhibition & Convention Centre on 25th June 2025.
This marks the company’s first national marketing award, recognising the innovation and impact of its flagship campaign, MOVE IT CANBERRA! – a grassroots-led initiative that activated thousands of residents across the ACT to move more and move together.
Launched from Gungahlin Leisure Centre, the campaign set out with a bold goal: to get Canberrans moving for 10,000 active minutes in one weekend, with a $10,000 donation from the Belgravia Foundation on the line to fund vital community health and inclusion projects.
The response was overwhelming – 1,263 people participated, 73% of whom were brand new to the ACT centres, logging an astonishing 79,000 minutes of activity, nearly eight times the original goal. Participating venues included Gungahlin Leisure Centre, Stromlo Leisure Centre and Lakeside Leisure Centre.
“This award is a landmark moment for Belgravia Leisure,” said Penny Evans, CMO of Belgravia Leisure.
“MOVE IT CANBERRA! demonstrated what’s possible when an entire city is invited to come together with purpose, fun and inclusivity. It’s proof that when you combine creativity with community, you can change lives.
“The MOVE IT CANBERRA! campaign also represented a departure from traditional marketing in the health and recreation sector, combining storytelling, on-the-ground project management and cross-functional collaboration to ignite behavioural change at scale,” said Evans.
The campaign included:
- Free classes, gym and pool access for all abilities and ages
- A media call alongside Paralympians and elite athletes
- Classes tailored for everyone – from gentle aqua to high-energy group fitness
- A strong focus on Loneliness Awareness Week, encouraging social connection
- Strategic partnerships with the ACT Government and local community groups
Critically, the campaign reached those who needed it most – women, culturally diverse groups, people with disabilities and non-members who had never previously set foot in a leisure centre.
The $10,000 raised was directed into life-changing local projects such as swimming lessons for newly arrived migrant and refugee families, addressing long-standing safety and inclusion barriers in the region.
Mat Pole, Business Operations Manager ACT for Belgravia Leisure thanked ACT Government for their support of the campaign.
“Our ongoing, trusted partnership with ACT Government allowed us the freedom to formulate a compelling campaign that created real behaviour change, and tangible results,” said Pole.
“Keeping active can play a vital role in promoting healthier lifestyles and in helping to prevent chronic health conditions, and I’m proud to work for a business that is knocking down participation barriers and creating accessible and welcoming environments, so no-one misses out.”
Beyond the minutes of exercise logged, the campaign delivered real outcomes:
- 236% increase in memberships in the two months following the event
- Improved health and wellbeing outcomes, especially among first-time participants
- An enduring platform, with MOVE IT ACT! now a recurring program across the Territory
Despite logistical challenges such as overlapping city events, dispersed support teams and venue rescheduling, the campaign proved the power of agility and alignment in delivering impact.
“This isn’t just a campaign – it’s a movement,” said Evans. “We’ve proven what’s possible when you prioritise access, inclusion and community voice. MOVE IT CANBERRA! is just the beginning.”
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