Zoom Media Extends And Deepens Relationship With LA Fitness
Gail Chiasson, North American Editor
Zoom Media, believed to be the world’s largest fitness digital media company, has extended its media and advertising agreement with LA Fitness, one of North America’s premier health club chains.
For nearly the past five years, Zoom has represented LA Fitness in third-party advertising, primarily on its digital signage monitors. As part of the new agreement, all LA Fitness locations will be upgraded to include Zoom’s sight, sound, and motion product offering. These upgrades will expand Zoom’s roster of venues offering their core sound product by more than 650 health club locations, a 30%+ increase in total venues. As a result, Zoom now offers one of the largest out-of-home TV networks.
In addition to the expansion of the digital network, LA Fitness has agreed to allow Zoom to sell more deeply integrated media programs, including sponsorships of LA Fitness events. A recent result of this new arrangement was a Zoom-sold campaign involving Dannon as a sponsor of the Augie’s Quest Zumba event held on Feb. 28, 2015, at more than 600 LA Fitness clubs across US and Canada.
“The expansion of our TV Network is great,” says Thomas Link, senior executive vice-president of sales and marketing for Zoom. “The ability to sell sponsorships of events and venues, like the basketball courts, or to integrate an advertiser into Group Fitness with Brand Ambassadors is also very exciting.
“All clubs have group fitness studios and more than 470 have basketball courts, more than 500 have swimming pools and 350 have racquet courts. LA Fitness is open to sponsorships of these venues within their clubs.”
Speaking about now offering its premier entertainment and media product within all LA Fitness locations, Marc Farber, president of ClubCom (a division of Zoom Media), says, “We know the entertainment value of our network and the effectiveness that our sound product offers in reaching members. Combined with the remarkable facilities that LA Fitness operates and the high traffic flow of their membership base, the network has enormous marketing potential.”
Bill Horner, senior vice-president/chief real estate officer for LA Fitness, says, “Research shows that health club members and users tend to have a high level of education and overall awareness. Today, this is accomplished by being connected to information outlets of various forms. Zoom Media’s program in our clubs provide our members the ability to hear and view information that keeps them up to date on many fronts during their time spent in our facilities, which adds to the time they spend keeping informed. We feel this adds value to their membership.”
LA Fitness can be found across 32 US states.
Follow DailyDOOH