SOURCE: Life Fitness
Fitness leader activates network of premium cardio screens to connect brands with a variety of exercisers
ROSEMONT, Ill., May 1, 2019 -- Life Fitness, the global leader in commercial fitness equipment, announced today the launch of Life Fitness Media, its first venture in creating an innovative digital advertising platform. 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.
The digital out-of-home advertising market is evolving at warp speed and has been established as a central part of media planning strategies for brands. While marketers and advertisers are seeking new channels to reach consumers, Life Fitness Media opens up a new 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.
"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 Melanie Wagner, Digital Solutions and Innovation Director at Life Fitness. "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."
Working out is a big part of the daily routine for countless consumers – not just fitness enthusiasts – and Life Fitness' network spans across commercial gyms, universities, hotels, and corporate offices, tapping into many diverse audiences. Whether advertising a fitness-relevant product like a sports drink or workout gear, or catering to non-fitness interests with ads for an airline, grocery store 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.
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.
"We are excited to join forces with Life Fitness Media as its official technology partner for their advertising platform," said Eric Lamb, Director of Publisher Solutions, Vistar Media. "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. To learn more about Life Fitness Media, visit www.lifefitness.media or contact LFmedia@lifefitness.com.
About Life Fitness
Life Fitness is the global leader in commercial fitness equipment and game tables and furnishings. The company 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). For more information about Life Fitness products and services, visit www.lifefitness.com.