Fernwood Fitness is a distinguished chain of women-only fitness centres across Australia, built around female wellness and empowerment. The brand needed more than one-off influencer posts — it wanted a dedicated ambassador programme with creators who genuinely aligned with its values, so it partnered with Terrier Agency to build and manage one.
We recruited 21 ambassadors and maintained regular communication with each throughout the six-month programme, keeping content on-brand and consistent. The ambassadors produced 375 pieces of content — around 18 posts each — generating 4 million impressions, 34.3K engagements and over 3 million estimated views from a combined following of 17.1 million.
Beyond the numbers, the programme built a narrative of empowerment and community that resonated throughout the Australian fitness scene.
Managing a Six-Month Ambassador Roster
An ambassador programme is a different shape of work to a single campaign: instead of one round of casting and one report, Terrier maintained regular contact with all 21 ambassadors across the six-month term, keeping each one briefed on what the programme needed that month and checking content against brand guidelines before it went live, so the tone stayed consistent creator to creator rather than drifting over half a year. For a women-only fitness chain built on community, consistency in who is speaking and how matters as much as reach.
What 21 Ambassadors Produced
375 pieces of content — around 18 per ambassador — generating 4 million impressions, 34.3K engagements and over 3 million estimated views from a combined following of 17.1 million is a volume and reach figure, not a membership-sign-up number. What it shows is sustained output from a small, consistent roster over six months, rather than a single spike from a large one-off creator list.
