For years, Media24 brands have built trusted relationships with our readers. Over time, it became clear they didn’t just want to engage with content in-book or online – they wanted connection. With us, and with each other.

Saturday Night Fitness (SNF) was created to bring that insight to life.

Connection as a core objective

Saturday Night Fitness is a wellness experience that started as a means to get out, meet our audience, and combine fitness with networking. Following its first event post-COVID in 2022, it returned in 2025 with “The Strong Edition,” hosted at Montecasino in Johannesburg, where most of our affluent, event-going audience resides.

The event brought together nearly 2,000 women for an evening that blended fitness, entertainment, and a community gathering in a safe space. The concept of “fitness tapas” offered six workouts in one night — from sunset yoga to high-intensity exercises — providing an inclusive and accessible way to sample a variety of training.

At its core, it was about connection; a space where women could show up, move freely, and feel part of something bigger — with powerful affirmations carrying through the night: I am strong. I am enough. I am beautiful.

How it was executed

The campaign was built across platforms, leveraging the strengths of our brands — Drum, Huisgenoot, Sarie, Truelove, and Fairlady —and reached over 3 million people.

Marketing, editorial, design, video, and our small events team worked together from the start, building momentum and delivering a seamless experience. A strong digital journey brought over 16,900 users to online ticketing site Quicket, converting interest into attendance for the exclusive event.

On the ground, every detail was curated — from music and celebrity trainers to sponsor integrations — creating a premium experience that encouraged participation and repeat attendance.

Where insight became impact

Beyond the experience, the numbers told a clear story of growth and the value of connection:

• R1.6 million in revenue (7% year-on-year growth).
• R370,000 net profit (54% growth).
• 75% growth in sponsors (from 8 partners to 14 ).
• Sold-out event, with over 2,000 tickets issued.
• 3 million+ campaign reach.

Beyond the numbers, the event built something more meaningful: a growing, engaged community.

Saturday Night Fitness represents a clear evolution from print to digital and now live experiences.

It brings together everything we do: audience insight, storytelling, creativity, and collaboration across teams. More importantly, it shows what happens when you create space for real connection.

Impact beyond the event

This is more than an event. It’s a shift in how we engage, going from a print audience to a community.

And for a small team from South Africa, it’s a reminder that when you truly understand your audience, the work resonates far beyond the moment.

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