Q1 Gym Advertising
Q1 Gym Advertising Revenues Hit 5 Year High.
Back in September, I wrote a piece noting how the nation’s obsession with the gym shows no signs of slowing – at the time, spending on memberships had increased by a staggering 44% over a 12 month period.
In addition, that particular report (published by Cardlytics, which monitors spending on debit cards) painted a picture of a growing number of gym-goers, who spend more money across the board.
How have advertisers reacted to this news? Well, with Q1 drawing to a close, I’m pleased to report that we’ve experienced a 5 year high in advertising revenues across our Gym network.
Yes, there have been plenty of brands who have taken advantage of the traditional ‘health & fitness’ drive (a big thanks to Reebok, JD Sports, Red Bull & Deep Heat) – & it clearly works for them. But it’s also great to see advertisers who have sought to understand the audience we deliver – & their values, beliefs & motivations away from the gym.
For example, we have two film distributors (in 20th Century Fox / Deadpool & Warner Bros. / Point Break) who appreciate that a high proportion of gym members are also heavy-cinema goers. Peugeot have tapped into the young, aspiring nature of the gym audience, with a campaign for their 308 model.
Mars Foods have undertaken a tactical lunch-time day-part strategy on our D6 product for their Uncle Ben’s convenience brand. And Clinique understand that the average gym-member is 66% more likely to spend on luxury face creams & lotions.
We have also helped create some exciting, innovative campaigns. Unilever have just finished sampling their PG Tips Green variant in-club & we were able to tap into the social media platforms of Pure Gym (the UK’s #1 gym chain) to help promote it to their membership base. For Natural Balance Foods, we were able to secure listings for their Trek bar in-club.
In addition, we’ve also carried campaigns for the likes of Sky, Breville, WWE & Boots – I could go on.
So what does the rest of the year hold for the gym environment?
Well, Pure Gym continue to go from strength to strength. They’ve recently acquired LA Fitness & will soon have 140 clubs nationwide with 700k+ members – this is great news for our Gym D6 product.
In addition, we’re about to undertake a D6 trial with David Lloyd, opening up their prestigious environment & membership base to the possibilities that digital provides.
At Boomerang Media, we pride ourselves on delivering media campaigns with passion, which in turn drive great results. Let us help your brand exploit the burgeoning health & fitness marketplace.
Dan Photi Head of Sales @ Boomerang Media