VMO Active acquires health club marketing firm, Collective Media

Val Morgan Group’s fitness centre advertising division, VMO Active, has acquired health club advertising service Collective Media.

The acquisition, which will see Collective’s CEO Andrew Sneddon join VMO Active as general manager, brings the Anytime Fitness network into VMO’s portfolio of health clubs which includes Fitness First, Good Life and Fernwood Fitness.

VMO Active was formed with acquisition of fitness publishing firm, the Active Media Group in 2016 which boasted Fitness First as its lead client. In July, the group added Fernwood Fitness to its portfolio.

Daniel Hill, Val Morgan Group CEO, said: “Collective Media is another marquee piece in a key growth category in Australia. People are spending more time and money in the health and fitness industry and our most recent research tells us that health club advertising is the least avoided of all out-of-home formats. It is logical for us to grow this vertical and as a business, we are providing opportunities for advertisers to deliver contextually relevant content in brand safe environments.”

“The acquisition of Collective Media is a key part of the VMO strategy to grow its location based digital advertising network. It further bolsters the impressive growth of its health club circuit following the addition earlier in the year of Fernwood Fitness to the group,” added Anthony Deeble, Chief Commercial Officer of Val Morgan’s parent company, Hoyts Group.

Collective Wellness Group Chairman, Justin McDonell is also enthusiastic about the acquisition and the extensive knowledge and experience VMO offers the market, noting: “We are excited by the expertise, resources and innovative ideas Val Morgan Outdoor will bring to the table, and we are confident they will provide an enhanced experience to the Anytime Fitness network.”


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