The touring pop-up features a range of activities designed to empower visitors to make healthy lifestyle choices, including nutritional coaching sessions, cooking demonstrations and fresh food shopping tours as well as yoga classes and mindfulness workshops.
Launched at Castle Towers in Sydney before moving on to Big Top Shopping Centre, Robina Town Centre and Forest Lake Shopping Centre in Queensland, followed by Watergardens, Pacific Epping and Eastland in Melbourne, the Wellness Hub pilot is the first step in a long-term strategic undertaking by QIC to educate customers about the benefits of eating well and exercising in order to enhance their overall health.
Melissa Schulz, General Manager – Sustainability for QIC, said: “We deliver programs that make a real difference to the lives of those who visit our centres. Through this partnership, we hope the Wellness Hub will result in a significant and measurable benefit to the physical health and wellbeing of the communities we serve.”
With one in two Australian adults not meeting the government’s physical activity guidelines (according to 2017-18 ABS National Health Survey data), QIC is drawing on the expertise of the YMCA to introduce more people to the enjoyment of active experiences while also highlighting existing in-centre fitness facilities and meetups such as the Watergardens Walkers.
Besides connecting with shopping centre customers, the Wellness Hub is being promoted to YMCA and Nutrition Australia database members in the respective trade areas. Ian Boorman, Executive Manager of Impact & Strategic Partnerships at the YMCA, said: “The YMCA is one of Australia’s major providers of health and wellness services, and we’re excited to work with Nutrition Australia and QIC to reach more people.” He added: “Physical health and wellbeing are a key part of improving mental health and creating happier and healthier communities.”
With diet-related chronic conditions among the leading causes of death and disability in Australia according to 2020-21 ABS figures, Nutrition Australia brings critical knowledge resources to the holistic initiative. Chief Executive Lucinda Hancock said: “Nutrition Australia is thrilled to be partnering the YMCA and QIC… with healthy eating a significant challenge amid the rising cost of living, we need more innovative community partnerships like this to help all Australians live their healthiest lives.”
Thanks to the support of QIC retail partners, visitors to the Wellness Hub can sample healthy snacks and win store gift cards while bolstering their health awareness. Office workers at QIC’s 54 Mary Street tower in Brisbane will also experience the pop-up as part of the pilot, with plans for broadening the initiative to be announced later in the year.