Gaming infiltrates UK gyms

Publishers and other games firms can now target fitness fans directly with advertisements in gyms across the UK.

Boomerang Media says it reaches almost 900,000 individuals in over 250 health clubs – including Fitness First and Virgin Active – which can be targeted by location or chain.

Adverts can be placed in changing rooms and receptions in the form of mirror vinyls, edge-lit 6-sheets, standees, game pods, postcard racks, sampling units and more. Running machines, stretch mats and dance studio banners can even be branded.

By delivering the message within a relevant environment it is delivered in context, which makes for a very effective campaign,” says Boomerang Media’s head of client sales Ben Cheesman.

There is also real weight to a campaign which is delivered within a health club like Fitness First – it gives publishers’ products a boost to be displayed in an environment associated with health and wellbeing. Plus, advertising within a health club provides distance from the competition.

We have nearly 15 years’ experience of delivering effective media campaigns within the health club environment.”

To read MCV’s in-depth look at the booming fitness sector, click here.