Anytime Fitness launches fitness media company Anytime Vision
Anytime Fitness has launched its own media network called Anytime Vision which will allow external brands access to target the brand’s membership base.
The announcement:
Anytime Fitness, Australia’s number one health club, has launched a new media network called Anytime Vision. Anytime Vision allows external brands access to target Anytime Fitness’ health and fitness focused member base of over 350,000.
Anytime Vision offers marketers and advertisers an innovative suite of media opportunities aimed at maximising engagement with the clubs’ fast growing member base – tipped to reach 400,000 by year end. The current Anytime Vision network of state-of-the-art digital panels is installed in all states and territories of Australia, both metropolitan and regional, ensuring blanket coverage for brands to a growing captured market. The media technology allows brands to target specific locations, times of day and even demographic audiences.
Anytime Vision General Manager Andrew Sneddon says, “Through Anytime Vision, our partners are able to communicate with Anytime Fitness members in a meaningful way that adds value to them, our franchisees and members. Through a bespoke network of digital screens, branded in-club activations, a digital magazine and other media platforms we can provide unique access to a highly engaged community that we know incredibly well.”
“Of Anytime Fitness’ 350,000 members, 63% are male and 37% female with an average age of 32 – our Gen Y members make up 58% of our membership base while Gen X’s make up 29%. Extensive research tells us that our members are busy and time poor; they see health as a priority and understand the importance of keeping fit for maintaining good health. With this in mind, we’re already working with a number of category and brand leaders from various industries, including Asics, AIA Vitality, Garmin, Musashi, Flush Fitness, Mr Pink (Ginseng drink), Vitaco, and Bounce Foods. In addition we have chosen to collaborate with Odysseus Media, the publishers of Men’s Fitness and Shape Magazine,” Sneddon says.
Anytime Vision plans, schedules and manages all of its media platforms and provides clients with a comprehensive annual media plan and monthly reporting. Sneddon comments, “Our main aim is to build strategic long term partnerships with all of our new partners, while at the same time ensuring partner brands become top of mind from a member perspective”.
Lindsay Munns, CEO of the Anytime Fitness Group, says, “Anytime Vision provides an exciting new channel for national brands to connect with an attractive target audience who have become increasingly difficult to reach through traditional media. This is a great opportunity for partners to leverage off the excitement that has been generated around the Anytime Fitness brand.”
Source: Pendulum Communications media release
This is really smart by Anytime, it could be an ideal media channel for the right brand. With the decrease in value in the traditional channels and social media, brands and agencies need to find these bespoke, niche networks to deliver the right message to an engaged audience.
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