about THE AGENCY

We’re a specialist strategy, insights and innovation consultancy that helps food and health companies reduce uncertainties and secure growth.

We bring a mixture of science, creativity, curiosity and commercial horsepower to help you get fitter for the future.

While some are happy to limit their involvement to theory, workshops and post-its, we prefer to roll up our sleeves, dive in and co-create magic with our clients. Less fluff, more real stuff.

ABOUT OUR people

We live and breathe health and wellness - it’s a core part of who we are.

We combine this passion with expertise in consumer insights and product innovation for the benefits of our clients.

Adam Hamilton

A seasoned marketing and innovation practitioner with over 20 years of commercial experience working for FMCG companies such as MARS, KRAFT-HEINZ, LION and SAPUTO, as well as GLANBIA PERFORMANCE NUTRITION.

Adam has led multiple brand turnarounds, and built several 8-figure product launches across pet nutrition, yoghurt, dairy beverages and sports nutrition.

Adam concluded his corporate career in 2019 as Head of Innovation for OPTIMUM NUTRITION, prior to commencing advisory and consulting work.

Today, Adam is the Director of FIT Innovation and a CMO mentor.

B.Comm (Marketing & eComm)

The Marketing Academy Alum

Adv. Dip. Nutritional Medicine

Andy Michaels

Andy has almost 30 years worth of experience spanning client-side consumer insights, agency-side analytics, brand marketing and product innovation.

His agency experience with NIELSEN and THE BRIDGE, saw him navigate the intersection of data, insights, and commercial reality. His time at MONDELEZ helped him learn how to build brands.

Most recently, Andy held ASPAC regional brand marketing and innovation roles for GLANBIA where he worked for 12 years.

Andy left GLANBIA in 2025 to join FIT Innovation, where his passion for building brands and optimising human performance unite.

B.Comm (Marketing & Economics)

Personal Trainer & Fitness Coach

Cert. IV Nutrition (Health Coaching)

our network

While Adam & Andy are the constant across all briefs, FIT Innovation actively maintains a network of partners and associates across the globe to support us in key areas such as data science and analytics, in-market testing, regulatory guidance and prototyping.

ABOUT OUR work

Client ENGAGEMENTS

Amazonia Raw

Bespoke vitamins, minerals and supplements (VMS) study, concept evaluation and go-to-market optimisation (positioning, product and pack formats, ingredient dosages, key claims and messaging, pricing, activation).

Revel Saunas

Team capability-building and innovation training for AFS Group, white-space prioritisation (recovery and mental health) and venture support ultimately led to the formation of a new brand and business unit (Revel Recovery).

Bega Group

Venture-Building Programs for the yoghurt portfolio and dairy beverages team resulted in two 8-figure, better-for-you product launches: DARE Charged RTD (cleaner energy) and GUT GOOD by Farmers Union (gut health).

Optimum Nutrition

Design, validation and development of Optimum Nutrition’s first ready-to-eat range for Australia, expanding into grocery and P&C channels and driving $20M retail sales while unlocking further RTD opportunities.