Making a difference through movement: Kia partners with Run/Walk for Life
Grant Cumming, Retail Operations Director for Kia South Africa, hands over a new Kia Sportage 1.6 CRDi EX to Matthew Grossett, Group CEO of Run/Walk for Life, as part of the two brands’ new partnership to promote movement across South Africa.

Kia South Africa and Run/Walk for Life this week signed a memorandum of understanding that sees the two well-known brands partner in the spirit of promoting movement across South Africa.

“Kia’s partnership with Run/Walk for Life is a wonderful way to align Kia’s brand positioning to the communities we serve in a practical and fun way,” comments Gary Scott, CEO, Kia South Africa. “We believe that movement inspires ideas, and we strive to create the space for you to get inspired and more time to bring your ideas to life. A healthy lifestyle – underpinned by regular exercise and good nutrition – not only has numerous benefits to both physical and mental health, but also creates the optimal space for you to tap into creativity and inspiration.”

The partnership, which commences in March 2024 through a small-scale pilot campaign, sees a select number of Kia dealerships partner with local Run/Walk for Life (RWFL) franchises in their area, to promote healthy lifestyle decisions through movement. Operationally, the initiative will be spearheaded by Kia South Africa’s retail network.

“Being involved and adding value to the communities we serve is critically important to Kia,” adds Grant Cumming, Retail Operations Director, Kia South Africa. “The partnership allows our dealerships to be actively involved in the various RWFL clubs in their immediate areas by assisting with transport to various club events, hosting clubs for their weekly exercise sessions, and even just preparing and presenting refreshments at the regular, weekly club meetings. As a brand, we want to be loved by South Africans while ensuring we always provide our customers with better ways to move forward. This partnership is but one way in which we aim to achieve this goal.”

Science meets fun for movement that makes a difference

Founded in 1983, Run/Walk for Life is a proudly South African company founded in 1983 and which today has a footprint across Africa and Europe, and soon in the USA. Its core business is providing a science-based, structured and supervised exercise program, complemented by a nutrition program, for inactive people who wish to improve their health and mobility through exercise. The company has over 80 active branches and more than 32,000 members.

“Run/Walk for Life is the result of a need to promote health and well-being through exercise among predominantly sedentary people,” comments Matthew Grossett, CEO of RWFL. “Back in the 1980’s, while there were numerous athletics clubs and gyms catering for seasoned and already fit and competitive athletes, there was very little exercise choice for unfit, non-competitive, overweight and/or unhealthy people. Run/Walk For Life was created for this huge group of people – who are currently a little out of shape, want to get fit and shed a few kilograms, but feel uncomfortable and/or intimidated by joining the local gym or running club.”

Since its inception, Run/Walk for Life has offered people a simple but scientific and medically underpinned exercise program where each and every person could set their own goals and work towards achieving them in a systematic, monitored and achievable framework, under the guidance of experienced and skilled trainers. The program’s success speaks for itself. In 2023 alone, RWFL’s membership base lost a total of 32,401 kilograms. More than that, 908 members reduced their cholesterol levels, 829 members reduced their levels of insulin dependence, and 623 members reduced their dependence on blood pressure medication. Most importantly: all 32,000 plus members had fun achieving these goals.

“RWFL is a holistic programme, offering both an exercise and nutrition solution to its members,” adds Grossett. “All RWFL members have free access to our nutrition programme, eatForLife, which is a unique, easy to use, interactive, online eating programme that promotes healthier eating for life. It is based on foods with a low glycemic index that are essential for balancing blood sugar levels and doesn’t include a points system or for food to weighed. It is designed by and is administered by Registered Dieticians, and members receive the latest health and nutrition information.”

Kia will also be partnering with RWFL through its Employee Wellness Program, with a number of fun activities and challenges using the RWFL and eatForLife programs to challenge its staff to also make better lifestyle decisions.

For more information or to find your nearest club, visit