Fitness and nutrition program - 28 by Sam Wood now available to Bupa customers at no cost


Australia’s largest health insurer, Bupa today announced a new partnership with fitness expert Sam Wood which will give eligible Bupa customers[1] access to Australia’s leading home fitness and nutrition program, 28 by Sam Wood, at no cost.

This announcement comes amidst research[1] which suggests more than a third of Australians are doing less exercise during the COVID-19 pandemic, despite 63 per cent of respondents suggesting they have more free time.

The research also revealed 54 per cent of respondents were dissatisfied with their current level of fitness, 41 per cent had decreased feelings of wellbeing, 37 per cent felt they had fallen behind in their fitness goals and 34 per cent were doing less exercise.

To support an increased focus on wellbeing, new and existing Bupa health insurance and general insurance members, as well as eligible Bupa Optical, Bupa Dental and Bupa Hearing customers, can now access the 28 by Sam Wood program at no cost for three months and benefit from guided 28-minute workouts, meals plans, shopping lists and mindfulness support from Sam Wood and the 28 Team through Australia’s most popular fitness app.

Founder of 28 and fitness expert Sam Wood said there's never been a more important time for people to look after physical and mental health, particularly with research suggesting 41 per cent of us are experiencing decreased feelings of wellbeing at this time.

“Social distancing restrictions have prevented many Australians from going to the gym, sourcing their usual cooking ingredients or gaining peace of mind from engaging with the general community,” Sam said.

“In a time of greater stress and anxiety, it’s more important than ever to look after ourselves by moving and eating well. I always say to focus on what you can do, not what you can’t and remember that something is always better than nothing.

“Through this partnership with Bupa, I will be able to help Australians improve their health and wellbeing during this challenging time by welcoming them into the 28 community. I’m really excited about this initiative,” Sam said.

Emily Amos, Managing Director of Health Insurance at Bupa said the partnership with Sam Wood will give customers access to practical fitness, dietary and mental health support at a time when it’s needed most.

“We are excited to be partnering with Sam Wood. His program is a great way we can bring our purpose to life and help Australians live longer, healthier happier lives,” Emily said.

“People want stability and normality to return to their lives and taking part in this program can help establish a healthy routine. And best of all, it’s something that is just as applicable for someone living by themselves or an entire family.

“Customers have told us that while they want to stay fit during this time, they really need some tips and advice on how to go about it – what to do or eat. This partnership gives them credible information and tools at no cost,” Emily said.

Bupa customers can access the 28 by Sam Wood program for three months at no cost, register here. 

Registrations open until Sunday 14 June 2020.

Research callouts:

  • 54% currently dissatisfied with current level of fitness
  • 34% report decrease in amount of personal exercise
  • 37% report decrease in achievement of fitness goals
  • 41% report decrease in feelings of wellbeing
  • 63% report increase in amount of free time

Online survey conducted by Creative and Digital Agency AJF GrowthOps on Wednesday 29 April consisted of 235 adults aged 18+ in NSW, Victoria and Queensland

[1] Online survey conducted by Creative and Digital Agency AJF GrowthOps on Wednesday 29 April consisted of 235 adults aged 18+ in NSW, Victoria and Queensland.

Media reference number: 20/053