F45 welcomes rugby legends onto the team via new campaign

F45 is making the most of the All-Blacks 2022 test match by welcoming two rugby legends onto the team via a campaign with Abel AUNZ and Exit.

F45 has partnered with Trans-Tasman creative consultancy, Abel and Exit Films to globally launch their newest team members – Dan Carter and Richie McCaw.

The two rugby legends join a long list of all-star talent including Mark Wahlberg, David Beckham, Gunnar Peterson, Stephanie Rice and Morgan Mitchell.

The campaign welcomes them onboard and sees them throw themselves into a workout alongside some F45 regulars.

Simon Fowler, Creative Co-Founder of Abel, says this has been one of the many great projects the team has worked on with F45.

“Bringing Dan and Richie onboard during what’s arguably one of the most exciting times for the world of rugby is a fantastic way to unite our F45 communities around the sport. Also, a great piece to launch our presence in New Zealand.”

Josh Garber, Brand Director at F45 says: “Richie and Dan’s illustrious rugby careers are nothing short of inspirational – they have proven themselves as leaders time and time again. We’re incredibly excited to have them bring these skills, as well as their commitment, drive, and fun-loving personalities into our team training environment.”

The social campaign launched online last Saturday just hours before the All-Blacks versus Ireland test match. The film, directed by Greg Wood of Exit films, and voiced by Grant Nisbett, was shared across almost every franchise in the country.


Josh Garber, Brand Director F45.

Brian Killingsworth, CMO F45.

Nicole Jauncey, Creative, Co-Founder, Abel

Simon Fowler, Creative, Co-Founder, Abel

Phillip Robbie, Creative Partner, Abel

Production partners: Exit Films

Director, Greg Wood.

EP, Declan Cahill.

Producer, James Watson.

Editor, Sam Brunette

Grade, Paul Jones.

Sound Mix: Liquid Studios.

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