Australia's Elite Supplements picks new PR agency to lead Singapore launch

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Health and fitness supplement retailer Elite Supplements has appointed Access Communications as its official PR agency in Singapore, as it opens its first international flagship at Funan Mall, launching in July this year.

The three-month appointment, which runs until September 2025, tasks Access Communications with building anticipation and brand buzz through earned and social channels. The scope includes media engagement, influencer and ambassador activations, and on-ground community partnerships.

Elite Supplements’ move into Singapore marks its first step into Asia, with over 120 stores across Australia and more than 1.1 million customers, according to the brand. Its local debut is supported by the launch of a Singapore-focused e-commerce platform offering delivery and click-and-collect options.

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“Singapore was a natural fit for Elite’s international expansion. The local community is deeply passionate about health and fitness, and those values align well with our roots in Australia,” said a spokesperson from Access Communications in conversations with MARKETING-INTERACTIVE.

Beyond the store opening, the campaign will spotlight fitness-forward partnerships with run clubs, group classes and wellness communities. Plans are also underway to recruit local brand ambassadors as part of Elite’s wider engagement push.

The Funan flagship offers a curated mix of performance supplements, from protein powders to recovery stacks, and features staff trained by certified nutrition professionals to deliver personalised consultations.

Access Communications is expected to lead the brand’s regional storytelling as Elite Supplements eyes further expansion into Asia’s wellness capitals.

"What started in a single Aussie storefront has grown into a movement of over a million customers across 120+ locations. We are excited to bring that proven performance approach to Singapore, a city where health, strength and community matter are a way of life. We're here to empower that journey," said Domenic Giampaolo, CEO of Elite Supplements.

In tandem, Georgiana Lim, co-founder and managing director at Access Communications said, "At Access Communications, we’re excited to help Elite Supplements make their mark in Singapore’s fast-evolving fitness landscape. We are here together to build a movement that celebrates strength, inclusivity, and real community. Through bold storytelling and high-impact partnerships, we aim to connect with audiences who don’t just live well — they train for it."

The win adds to a growing list of new business for Access Communications. Most recently, the agency was appointed as Borneo Motors Singapore’s public relations agency following a competitive pitch. That appointment runs through March 2026 and covers strategic communications around the company’s 100th anniversary, as well as brand campaigns for Toyota and Lexus.

Prior to that, the agency was appointed by South Korean lifestyle brand Wiggle Wiggle to manage PR and communications for its first Southeast Asia pop-up in Singapore. A spokesperson told MARKETING-INTERACTIVE at the time that the Wiggle Wiggle account was secured via an open pitch, with work beginning in late February. The appointment will continue for the duration of the pop-up, pending further discussions.

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