Adrian J Cotterill, Editor-in-Chief
Life Fitness, a global leader in commercial fitness equipment, announced recently the launch of Life Fitness Media, its first venture in creating an innovative digital advertising platform.
We are told that this new offering will leverage its large installed base of cardio equipment to effectively deliver unique forms of content to the thousands of fitness- and wellness-minded consumers that workout on Life Fitness equipment every day.
While marketers and advertisers are seeking new channels to reach consumers, Life Fitness Media opens up another engagement opportunity for brands to leverage prime real estate on Life Fitness’ premium cardio equipment tablet screens to deliver diverse and appealing content to consumers at a time when they may be less distracted.
Melanie Wagner, Digital Solutions and Innovation Director at Life Fitness said “The digital out-of-home market is continuing to evolve as new publishers create opportunities for brands to reach the consumer in a native, targeted, and more personal way. We are excited to be a part of that evolution with our network of more than 1,000 treadmills, ellipticals, bikes and climbers active on the Life Fitness Media platform. That number is continuing to grow weekly as we engage the thousands of fitness facilities across the country currently using Life Fitness equipment. With Life Fitness Media, advertisers can tap into our inventory to attract the attention of consumers across the gym and engage with them one-on-one as they workout.”
In addition to providing this media space to brands and agencies directly, Life Fitness is partnering with Vistar Media to offer inventory programmatically. The Vistar ad server enables Life Fitness to easily balance direct-sold and programmatic campaigns to maximize the value of the network, while the Vistar supply-side platform instantly connects the world’s largest source of digital demand for out-of-home to this unique, impactful inventory.
Eric Lamb, Director of Publisher Solutions, Vistar Media told us “We are excited to join forces with Life Fitness Media as its official technology partner for their advertising platform,” said Life Fitness is providing an innovative solution to reach new audiences in the digital out-of-home space. Their equipment now doubles as a digital billboard to display advertising at multiple points throughout a workout experience. This makes anyone who enters the fitness facility an impression opportunity.”
Life Fitness has been piloting this solution since October 2018, with plans to actively roll out in select markets across the U.S. throughout 2019.
Life Fitness manufactures and sells its strength and cardiovascular equipment, billiards tables and accessories, and game room furniture under the brand names Life Fitness, Hammer Strength, Cybex, Indoor Cycling Group, SCIFIT and Brunswick Billiards. Its equipment is distributed to 166 countries. Headquartered outside Chicago, in Rosemont, Illinois, Life Fitness is a division of Brunswick Corporation (NYSE: BC).
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