2026
Our Story

Built for
New Zealand's
finest.

We didn't set out to build another marketing agency. We set out to give New Zealand's gym creators the industry recognition they've always deserved.

Brand Partnerships· NZ Gym Creators· No Upfront Cost· 15% On Deals Only· Below Industry Rate· Zero Risk· We Do The Work· You Choose Who You Work With· Brand Partnerships· NZ Gym Creators· No Upfront Cost· 15% On Deals Only· Below Industry Rate· Zero Risk· We Do The Work· You Choose Who You Work With·
Where It Started

A gap in the market.
A decision to fill it.

New Zealand has some of the most dedicated, authentic fitness creators in the world. Yet for too long, they've been overlooked by the brands that should have been backing them.

Nixon Winger and Luke Singh saw this in 2026. Two young New Zealanders who both believed the NZ gym space deserved better. So they built Roots.

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The Journey

How we got here.

2026

The idea takes root

Nixon Winger and Luke Singh spotted the same problem independently. NZ's gym creators were producing world-class content and building loyal audiences, yet major brands continued to look straight past them. A conversation became a decision: do something about it. Roots was founded.

Now

Building from the ground up

We're at the beginning, and we're proud of it. Nixon is building the systems and digital infrastructure that will power every partnership. Luke is out meeting creators and brands, laying the groundwork for relationships built on trust.

Next

First partnerships on the horizon

We're actively seeking our first brand-creator partnerships within the NZ fitness space. If you're a gym creator with an engaged audience, or a brand that wants to reach one authentically, this is exactly the moment to get involved.

What We Believe

Our values.

01
NZ first,
always.
Every decision we make is grounded in what's best for New Zealand's fitness community. We're not a global agency trying to squeeze in local work, we are local, entirely and unapologetically.
02
Creators
deserve more.
NZ gym creators put in the hours, build genuine audiences, and produce content that moves people. They deserve fair deals, real brand relationships, and an agency that actually fights for them.
03
Real fit.
Real results.
We only connect brands with creators where the partnership makes genuine sense. No forced deals. No hollow campaigns. If the fit isn't right, we say so.
The People

Who's behind it.

NW
Nixon Winger
Co-founder · Technology & Operations · New Plymouth
Nixon is the technical backbone of Roots. From building and maintaining the agency's digital infrastructure to developing the tools that keep everything running smoothly, he ensures that every part of the operation works the way it should.
LS
Luke Singh
Co-founder · Client Relations · Waiheke Island, Auckland
Luke is the founder, and face of Roots to the people that matter most. Based on Waiheke Island, he leads all client relationships with a focus on honesty, genuine fit, and long-term trust. Luke believes the best partnerships aren't sold, they're built.
Auckland · Est. 2026
Your audience is waiting.

We're actively onboarding our first brand-creator partnerships right now. This is the ground floor, and it won't stay empty for long.

For Brands

Ready to reach NZ's most engaged fitness audiences through creators they already trust?

Start a partnership →
For Creators

Building an audience in the NZ gym space? We want to put the right brands in front of you.

Join the network →