Building a fitness movement around food and everyday nutrition
Superbods 2026 shifts focus from physiques to consistency, powered by protein-rich meals
Published Apr 23, 2026 12:37 pm
(Photo: Century Tuna)
A can of tuna, something quick, something easy, often part of a routine that does not get much thought. But for Century Tuna, that everyday staple has long been tied to something bigger.
This year, the brand marks 20 years of its Superbods program by shifting the conversation. What began as a national fitness search built around physiques is opening up into something broader, one that looks at consistency, routine, and the small choices that build over time.
The direction reflects a wider idea: that fitness is not just about how you train, but also how you eat. And for a brand built on protein, that link has always been part of the message.
“We want to see more people believe they can be a Superbod,” said Carlo Endaya, Century Tuna general manager and group business head. “At Century Tuna, we want everyone to know that they have the potential for greatness – being a Superbod is a movement they can be a part of.”
Since its launch in 2006, Superbods has grown into one of the country’s more visible fitness competitions. In the past, it focused largely on a select group of finalists, those who made it to the main stage.
For 2026, that structure changes. The program moves online with what it calls the Superbod Era Challenge, opening participation to a wider group, not just those aiming for a title, but anyone looking to start or return to a routine.
(Photo: Century Tuna)
(Photo: Century Tuna)
(Photo: Century Tuna)
The mechanics are simple. Participants log a total of 40 kilometers over 45 days using the Strava app, whether by walking, jogging, or running. The pace is not the point. Finishing is.
The first 5,000 who complete the challenge receive a Century Tuna singlet and an in-app badge. Additional incentives include vouchers, merchandise, and a raffle, where 20 participants stand to win P20,000 each.
For the brand, the challenge extends beyond movement. It ties back to something more familiar, the idea of food as part of the process. Not in a strict or technical sense, but as something steady, something that supports the effort over time.
“Starting is the most important step to becoming a Superbod. Century Tuna can give them that push, both as quality fuel and as the gateway to a community that encourages everyone to take that step forward,” Endaya added.
That shift also changes how the program defines progress. Where earlier editions centered on visible results, this one looks at the act of showing up, day after day, whether that means finishing early or taking the full 45 days.
In that sense, the focus moves closer to everyday habits, what people eat, how they move, and how those choices add up.