Century Tuna turns 58,000-strong Strava movement into new fitness community

Century Tuna is extending its long-running fitness platform with the launch of the Superbod Life Community, a new initiative designed to connect Filipinos through fitness, nutrition and wellness content.

The move follows the success of the brand's inaugural Superbod Era Strava Challenge, which attracted more than 58,000 participants across different age groups and fitness levels. The strong turnout has prompted the brand to evolve its 20-year-old Century Tuna Superbods platform into an always-on community, combining digital engagement with offline experiences.

To introduce the new platform, Century Tuna organised its first Superbod Life community run in partnership with Megaworld, bringing together fitness enthusiasts alongside brand ambassadors Atasha Muhlach and Emilio Daez.

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According to Century Pacific Food Inc., the overwhelming response to the Strava challenge demonstrated growing demand for accessible fitness initiatives and supportive online wellness communities, encouraging the company to broaden its advocacy beyond the annual Superbods search.

"We realised that many people, especially beginners, hesitate to start their fitness journeys because they often feel like getting into fitness is complicated - like it is something only a few can access and pull off," said Carlo Endaya, vice president, general manager and group business head of Century Pacific Food Inc., as quoted by The Manila Times.

"The Superbod Life community was built to change that perspective. It is a safe space where members can learn and be inspired by peers going on the same journey and from experts who can guide them toward their health goals. At Century Tuna, we truly believe that everyone has the potential to reach their 'Superbod Era' - they just need the right place to start."

The platform is structured around three pillars - Move Super, Fuel Super and Live Super - offering members access to fitness advice, workout sessions, nutrition guidance, meal ideas and wellness resources.

The company said the community seeks to reinforce its message that achieving a "Superbod" is not limited to elite athletes or fitness enthusiasts but is an attainable, everyday lifestyle supported by practical habits and peer encouragement.

"This community is exactly what Filipinos need in their fitness journey, and I am blessed to be part of something this big," said actress and singer Atasha Muhlach.

"What makes Superbod Life so special is that inspiration doesn't just come from brand ambassadors like us, but from the real-world stories, shared struggles, and genuine experiences of the everyday people you'll meet in the community."

Nutrition remains a core component of the programme, with Century Tuna positioning its products as part of consumers' fitness routines. The brand highlighted its ready-to-eat Century Tuna Super Bowl meal as an on-the-go option containing protein, Vitamin B3 and Omega-3 DHA.

The launch also comes ahead of the Century Tuna Superbods 2026 casting call, as the brand continues to build momentum around the fitness platform.

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