VMO Health Club of the Future
Adrian J Cotterill, Editor-in-Chief
The Fitness First health club chain has just opened Australia’s very first high-tech ‘connected gym’ and Val Morgan Outdoor have marked the occasion by installing into it, the very best in screen technology and audience engagement software.
VMO has installed 17 screens in Sydney’s new Barangaroo district taking the VMO Active network to 140+ locations with a plan to grow the network by 50% in 2017.
VMO’s Managing Director Anthony Deeble told us “I’m delighted to add Barangaroo to the growing VMO network. The audience engagement technology is market-leading. Our new screens are also state-of-art in line with the high-value audiences attracted to the health and wellbeing category.”
This is the first major project by VMO since the acquisition of Active Media Group (AMG) in July this year.
The ‘connected gym’ boasts intelligent exercise machines that connect to members for a personalised training experience that’s the first of its kind in this country. Members are detected via their mobile phones as soon as they walk into the club, and log in to individual exercise machines which record their workout data.
Digital outdoor Audience in Real Time (DART) is VMO’s own real time audience measurement system which offers advertisers a level of campaign accountability never before imagined by providing deeper insights and detailed audience data.
Anthony Deeble said “This is the first of many VMO Active health clubs that will receive DART. World leading technology that through an Audience Measurement Device anonymously detect viewer’s facial features to assess age, gender and engagement – with precision. In fact this is a world first for the health club industry.”
The expansion brings the total number of screens of VMO’s trans-Tasman network to over 8,500 a figure set to rise in 2017 as VMO continues to deliver a broader digital network at scale.
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