According to research conducted by The Nielsen Company for the Health Club Media Network (HCMN), the gym is "in" when it comes to product marketing that supports an active, healthy lifestyle. In fact, 66 percent of consumers who work out in the nearly 4,000 gyms across the U.S. served by HCMN say they feel good about brands that advertise in their club. Sixty-two percent indicated they are more likely to pay attention to ads on digital screens at their health club than on their home TVs, and more than 60 percent said they are more likely to pay attention to advertising posters at their facility than an ad on an outdoor billboard or in a magazine.
While the study was commissioned by HCMN, the largest exclusive provider of advertising and marketing programs in health clubs and fitness centers, its findings are still noteworthy, according to Paul Lindstrom, senior vice president of The Nielsen Company. "The value of digital place-based advertising is clearly demonstrated by our research into the health club segment," he says. "Advertisers owe it to themselves to consider the volume, diversity and general quality of the audience that this space has to offer."
Other research findings:• Consumers enjoy receiving product samples at their health club. Nearly three-quarters of respondents agreed that getting free samples of shampoo, cereal, energy drinks or bars, and other items help them learn about products.
• Almost a quarter of those surveyed said they were likely to purchase or lease a car within the next year.
• Seventy percent said they would likely be making a travel purchase, such as airline tickets, a cruise or a hotel stay within the next year.
