Fitness equipment manufacturer Life Fitness on Wednesday announced the launch of its own digital advertising platform called Life Fitness Media.

The platform leverages the company’s cardio equipment to deliver content directly to the fitness-minded individuals who exercise on it.

“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,” said digital solutions and innovation director at Life Fitness Melanie Wagner in a press release announcing the move.

“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 customers across the gym and engage with them on-on-one as they workout.”

The move represents the latest in a trend of fitness-focused businesses entering the media marketplace. As Digiday reports, high-end gyms like Equinox and SoulCycle have themselves become content-creators, seeking to attract advertising dollars from the growing wellness and health markets.

Related: Luxury Fitness Brands Break Into Media Business

What separates Life Fitness’ approach is the fact that it won’t be creating content, merely using its platform to distribute it.

With installations in commercial gyms, universities, hotels and corporate offices, Life Fitness hopes to attract not just fitness-related advertising dollars. By offering access to what the release called a “diverse audience,” the company is hoping to reach beyond the fitness marketplace.

“Whether advertising a fitness-related product like a sports drink or workout gear, or catering to non-fitness interests with ads for an airline, grocery story or the latest phone app, Life Fitness Media offers a solution to reach them at a point in their day when no one else does,” the press release reads.

Jason Scott is Online Managing Editor of Athletic Business.