Val Morgan Outdoor has launched a commercial partnership with women’s only gym chain, Fernwood Fitness, that will see VMO Active produce the fitness company’s custom magazine and rollout a digital advertising network in its gyms.
VMO Active was formed with acquisition of fitness publishing firm, the Active Media Group in 2016 which boasted Fitness First as its lead client.
Val Morgan Group CEO Dan Hill said “VMO engages active consumers, and there is no better place to reach the ‘unreachables’ than the health club environment. This is a highly desirable, hard to reach and receptive audience actively pursuing an improvement to their lifestyle and wellbeing.
“The addition of Fernwood sees us reaching an additional audience of 70,000 women. We have an audience-centric approach to planning and growing our network and are dedicated to delivering the best audience opportunity for clients.”
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The first edition of the new-look magazine will launch on July 18 with a circulation of 50,000 copies to be distributed throughout Fernwood’s 69 locations across Australia.
Fernwood head of marketing, Lisa O’Brien added: “We’re excited to work with VMO and continue to motivate and inspire women throughout their journey. Our members aren’t just interested in health and fitness.
“What they’re asking for is inspiring and credible content that supports all areas of their lives and we know that they’d like access to this information both in and out of the health club. The relaunch of our magazine and installation of an in-club digital network is representative of our commitment to delivering that support.”
The combined readership of the Fernwood and Fitness First magazines is expected to be over 300,000, VMO claims.