How the Ultimate Media Champion is uniting the media industry, one rep at a time.
(Originally published on B&T)
Last month, VMO crowned six legends in the media industry for its second annual Ultimate Media Champion (UMC) competition.
The UMC has wrapped for its second year, once again bringing the industry together. Through a shared commitment to health and wellness, VMO is reshaping how the media community connects and supports its people.
Over a six-week period, 250 media agency professionals across Sydney, Melbourne and Brisbane participated in a comprehensive training program designed to challenge and support both physical and mental well-being. The program included weekly sessions held at Fitness First and Goodlife Health Clubs—venues within VMO’s Active network— accompanied by six expert-led webinars on nutrition and mental health, facilitated by Gotcha4Life.
The journey came to its apex in a high-intensity final challenge circuit, expertly developed by Fitness Lifestyle Group.
B&T chatted with the six individuals—from each state—that took home the title of the Ultimate Media Champion as well as a share of $50,000.
What initially drew you to join the Ultimate Media Champion, and has your perspective on prioritising physical and mental wellness changed?
Amy Tran, implementation and activation executive, Mindshare NSW:
Initially, I joined the UMC as a personal challenge—a way to push myself both mentally and physically. Throughout the journey, my mindset has shifted, and I now truly understand the value of prioritising both mental and physical wellness. I’ve learned so much about my own limits, resilience, and what I’m capable of when I commit to bettering myself.
In what ways do you think initiatives like the Ultimate Media Champion are reshaping the culture of connection and support in media?
Thomas Grainger, Client Group Director, WPP Media, NSW:
In a world becoming increasingly digital (and crafted by AI), physical connection has never been more important. This program was an amazing way to interact with colleagues across the industry and connect in with yourself. It provided me with a framework to dedicate time each day to prioritise my wellbeing – from physical and mental health, and establish greater work/life balance. Our industry is notorious for sitting at a desk all day and not taking the time to move. The Ultimate Media Champion was an allrounder for deepening relationships, getting fit and pushing yourself both physically and mentally.
What was one unexpected skill or insight you gained through the Ultimate Media Champion, and how do you see it benefiting your career?
Janet Xu, performance executive, WPP Media, VIC:
One unexpected insight I gained through the Ultimate Media Champion program was how genuine connections can be built simply through the spirit of sport. The shared challenge, teamwork, and encouragement created bonds stronger than I ever expected. It showed me that meaningful collaboration doesn’t always need formal settings, just shared purpose and energy. I was also inspired by how creatively VMO leveraged its own resources to design such an engaging, impactful experience. This program proved that with imagination and heart, an organisation can build community, inspire people, and strengthen its culture in powerful new ways.
How did the balance of physical and mental wellness elements in the Ultimate Media Champion training impact your overall experience, and which area do you feel made the biggest difference?
Joshua Lau, implementation and activation associate manager, Mindshare, VIC:
Introducing the Gym Touch-Ons and weekly activities into a scoreboard encouraged consistent effort and build up, sharpening focus, resilience, and the discipline to show up on both my best blue sky days and even the stormy ones. Between reps, the webinars and surprise quizzes kept us honest, turning attendance into understanding: recovery, nutrition, mental health, etc. It helped me become my best self, not just physically but mentally. All the elements made the journey feel like a professional training camp simulation. The highs, lows, and nerves that built into Finals Day and all the way to the win.
How did you stay motivated throughout the Ultimate Media Champion, especially during tough moments, and what role did the community play in that?
Claire Pretorius, media implementation executive, OMD, QLD:
The Ultimate Media Champion was an opportunity I was genuinely thrilled to be part of. The mix of training sessions and webinars added excitement to my weekly routine and kept me motivated to stay consistent. My co-workers were incredibly supportive—they’d even check the leaderboard regularly to cheer me on. I also trained with friends who became my accountability partners, especially during the final weeks when the challenge really ramped up. The positive energy and little surprises along the way made the whole experience so rewarding and something I looked forward to showing up for!
What would you say to other media professionals thinking about joining next year’s Ultimate Media Champion, and what positive changes might they experience in their wellness journey?
Sam Carlin, client manager, Dentsu, QLD:
You should definitely give the Ultimate Media Champion a crack. VMO and the trainers do an outstanding job with the sessions and provide a great environment to connect with people in the wider industry. I particularly enjoyed the webinars, which gave insightful tips across a breadth of topics, including nutrition, mental resilience, and habit setting. I would recommend everyone applying for next year’s competition.
