Val Morgan Outdoor renews partnership with Fitness & Lifestyle Group

Val Morgan Outdoor (VMO) and Fitness & Lifestyle Group (FLG) have renewed their partnership, which sees the outdoor media company continuing to represent media within Fitness First, Goodlife Health Clubs, and ZAP Fitness across Australia.

VMO and FLG will commit to a multi-year agreement across 97 Goodlife Health Clubs, 50 Fitness First and 87 ZAP Fitness gyms, as the sole outdoor media partner.

Greg Oliver, Fitness and Lifestyle Group CEO and managing director, said the extension of the partnership with VMO was "an obvious and strategic decision."

As part of the agreement, VMO will invest further CAPEX into 131 clubs across the group to deliver an additional 1600 new TV screens pre-configured for programmatic advertising.

The new TV screens will be available to advertisers in the coming months.

Anthony Deeble, chief commercial officer of The HOYTS Group and Val Morgan Outdoor, said the partnership affirms their commitment to own the health and wellness media space.
 
"We’re also dedicated to the expansion and ongoing development of our assets within clubs, with an additional 1600 TV screens to be activated in the coming months," he added.

Paul Butler, managing director of VMO, added that the outdoor company is excited to give advertisers the opportunity to be present amongst high-value audiences with positive mindsets, "a proven contributor to brand growth."

"We’re equally as passionate about creating meaningful connections and delivering new and unique opportunities for brands, and memorable brand experiences for members within these clubs."

VMO covers over 1,100 health and wellness clubs nationwide representing Australia’s leading health clubs.

Last year, Val Morgan Outdoor announced the launch of its office media network across Australia, with 100 locations spanning Sydney, Melbourne, Perth, Brisbane, Adelaide, and Canberra, growing to 300 by the end of 2024.

The new network will see screens deployed throughout Stockland, Centuria, Centennial Property Group, and Abacus Property commercial portfolios.

See also: VMO announces launch of its office media network in Australia