In a bold step towards championing holistic wellbeing, AIA Singapore has launched its inaugural AIA Ultimate FitnessFest (AUFF) — a month-long hybrid fitness event aimed at inspiring Singaporeans to embrace healthier lifestyles while addressing the urgent need for financial protection, especially among Gen Zs.
With support from fitness race partner HYROX, AUFF runs throughout August, culminating in a grand finale on 27 September 2025. The event features two main tracks: the University Edition and the Open Edition, both designed to be inclusive and engaging regardless of age or fitness level.
Rethinking what it means to be healthy with AIA Singapore
AUFF builds on AIA’s regional Rethink Healthy campaign, which seeks to broaden public understanding of what health really looks like. The campaign challenges outdated definitions and encourages more diverse, realistic ways to approach physical and mental wellness.
Speaking at the launch, Wong Sze Keed, Chief Executive Officer of AIA Singapore, emphasised the brand’s long-term vision: “With rising healthcare costs in Singapore and a growing protection gap among Gen Zs, we are taking proactive steps to address this challenge. The AUFF University Edition, with support from HYROX, is more than just a fitness event — it is a meaningful platform to promote healthier, more active lifestyles while driving greater awareness of financial protection among younger Gen Zs.”
Introducing AIA #GenFit PA plan
To complement the event, AIA has introduced the AIA #GenFit PA plan, an affordable personal accident insurance designed to suit the energetic lifestyles of younger adults. With only 44 percent of Gen Zs in Singapore currently protected against personal accidents, the plan aims to close this significant gap. It covers not only medical bills but also injuries arising from active living. The plan comes with a special offer for AIA Vitality members in 2025. More details are available at www.aia.com.sg/GenFit.
A fitness festival with a social mission
In a refreshing twist, the AUFF University Edition will see young participants face off with an unlikely group of competitors — Team Strong Silvers, a crew of senior citizens renowned for their defiant approach to ageing and active living. This intergenerational match-up aims to reinforce the message that fitness truly is for everyone.
Open to students from Singapore’s local universities, the University Edition kicks off in August with campus qualifiers. Teams of four will compete in HYROX-style challenges such as synchronised lunges, rowing and wall balls. Top teams from each university will advance to the finals, where they will tackle a demanding circuit including a 1,000-metre run, burpee broad jumps, rowing, push-ups and a finale of 100 wall balls.
But it is not just about brute strength. In the lead-up to the finals, participants can earn bonus points through a variety of health-centric and social activities. These include:
- Rainforest Amazing Race: A nature-themed adventure at Mandai Wildlife Reserve’s Rainforest Wild ASIA, encouraging outdoor bonding and team spirit.
- Run with AIA: Casual group runs designed to improve stamina and running form while fostering community.
- Social and Charity Engagement: Bonus points for rallying public support, sharing health messages online or raising funds for the AIA Better Lives Fund.
- Fitness Training Challenges: With Fitness First as the official gym partner, teams can join structured training sessions and track their progress through leaderboard rankings.
Everyone is welcome
The Open Edition of AUFF is designed for the broader community, offering a “lite” version of the HYROX fitness challenge. Whether you are a first-time participant or a seasoned athlete, this inclusive format promises a fun and approachable entry into the world of competitive fitness.
AIA Singapore brings a festival with impact
AIA Singapore’s commitment goes beyond just fitness. AUFF is designed to drive home the message that health is both a physical and financial pursuit. Through this campaign, the insurer hopes to equip Gen Zs and other participants with the tools they need to live longer, better and more protected lives.
For more information about AIA Singapore and the Ultimate FitnessFest or to register your interest, visit www.aia.com.sg/ultimate-fitnessfest.
