Magnum and Sentosa give HIIT a seriously cool twist

The Magnum Ice Cream Company (TMICC) is giving HIIT a rather sweeter spin, teaming up with Sentosa Development Corporation (SDC) to launch a beachside fitness experience built around movement, play and, naturally, ice cream.

Titled "HIIT THE BEACH", the activation will take over Palawan Beach from 24 October 2026 to 31 January 2027, reimagining the traditional workout circuit as "High intensity ice cream training".

Free and open to the public, the experience features eight interactive zones inspired by brands across TMICC's portfolio, including Magnum, Ben & Jerry's, Wall's, Cornetto and Calippo. Participants will move through a series of physical challenges designed to test their speed and agility before reaching the finish line.

Don't miss: Sentosa focuses on destination branding in 20-year growth plan

The activation is centred around the idea of "MOVE. PLAY. CHILL.", combining fitness challenges with the more leisurely elements of a day at the beach.

Once participants have worked up a sweat, they can head to the "Cooldown isle", a dedicated relaxation area featuring seating and parasols, alongside larger-than-life ice cream installations and photo opportunities. Co-branded TMICC and Sentosa merchandise will also be available for purchase.

Ice cream vending machines will also be located around Sentosa, extending the activation beyond Palawan Beach and giving visitors additional touchpoints with TMICC's brands across the island.

Speaking about the activation, Ellen Yap, country lead at The Magnum Ice Cream Company, said the company wanted to bring the joy of ice cream directly to the beach through an experience that encourages visitors to move, play and chill.

"With Sentosa's vibrant beach environment as our backdrop, HIIT THE BEACH is a natural extension of the island's spirit of fun, adventure and active play," she added.

The activation marks the beginning of a wider partnership between TMICC and Sentosa, with Yap describing it as the first in a series of opportunities for the two organisations to bring their brands and experiences together.

It also forms the first instalment of a three-year partnership between TMICC and Sentosa, which will see the pair develop further experiences spanning wellness and entertainment.

Michael Ma, assistant chief executive, business and digital technology group at Sentosa Development Corporation, said the activation reflects how active pursuits and leisure can coexist on the island.

"We are proud to welcome The Magnum Ice Cream Company as a partner in this first instalment of our three-year partnership, one that will see us bring more exciting dopamine experiences and wellness moments to our guests," said Ma.

"Together, we look forward to creating new reasons for everyone to discover Sentosa," he added.

The partnership comes as Sentosa continues to tap brand collaborations to bring wellness and lifestyle experiences to its beaches. In August, Shake Shack Singapore teamed up with Sentosa for "Shack summer wellness", a one-day festival at Siloso Beach combining fitness, recovery, food and entertainment.

The activation was inspired in part by Shake Shack's limited-time Summer Greek Shack menu and formed part of the burger chain's wider push to grow as a lifestyle brand in Singapore, taking its consumer experiences beyond its restaurants and onto the sand.

Related articles: 
Sentosa evolves brand to inspire wellness and balance with new campaign    
Sentosa sets sail with Disney Cruise Line in island-wide takeover   
How Sentosa and SingPost are mailing nostalgia from the edge of Asia