Health Club Media Credentials 2017

Health ClubsReach an active, ambitious & affluent audience

• This is still a growing market

− 9.2m - or 1 in 6 adults - are members

− Compared to 1 in 5 in the U.S & 1 in 4 across Germany & Sweden

− Spending on membership was up 44% in 2015 according to Cardlytics

− Growth forecast of 6% in 2016

• Polarisation: ‘premium’ & ‘value’

− Mid-market clubs have had to reposition themselves, either at the ‘top-end’ or as a ‘value’ offering

− The ‘value’ operators have made membership more affordable, but also have put technology at the heart of their offerings

Health & Fitness Marketplace

1. Premium & (relatively) young― 26% more likely to earn £50k+

― ABC1 profile @ 89%

2. Active & balanced lifestyle− 90% consider themselves

knowledgeable re: health

− 66% love eating out

3. Positive & alert disposition− 92% are either ‘focused’ (39%), ‘relaxed’

(30%) or ‘determined’ (23%) when arriving at the gym

Member Profile Key Commonalities

79% say“It’s worth paying

extra for good quality goods”

They’re into qualityMember Mindset

1 in 3Waitrose customers are

private health club members

79%Will often buy a new brand to see what its like

They’re curiousMember Mindset

20%More likely to buy products they see advertised

38%More likely to follow the

stock market

They’re adventurousMember Mindset

83%Love to travel abroad

70% say“It’s important to look attractive to the opposite sex”

They’re appearance centricMember Mindset

66%More likely to use face creams and lotions

Analysis

Female

Male

Gym usage-average number of visits per weekThe Third Space

22%

56%

28%

3% 2% 3%

18%

On average 3.5 visits are made per weekMales are more frequent users of the gym

Hours spent at the gym weeklyGym Usage

15 hours or more

6-15 hours

2-6 hours

Under 2 hours

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Use of equipmentGym Usage

Males Females

Free Weights

Treadmill

Bikes

Weight machine

Step machine

Classes

Rowing machine

Other cardio

Swimming Pool

Personal Trainer

Sauna

0% 10% 20% 30% 40% 50% 60% 70%

Males & females tend to use equipment such as free weights, the treadmill & bikes in equal proportion- but equipment & facilities such as weight machines, step machines & classes have a gender bias

• Health Clubs core part of our business for over 18 years

• Market leaders, with the widest range of commercial opportunities in-club

• Strong commercial relationships

− Our partners welcome & encourage media visibility

− Focus on quality delivery has secured our status as ‘preferred supplier’ on many accounts

− Quality service has led to the gym chains using our fulfilment team for internal marketing & merchandising

Industry Expertise

Market LeadersHealth Club Partners

#1

#2

#5

#10

The Competition

Demographic MapHealth Club Chains

Mean Age -18

ABC1-100%‘Elite’

ABC1- 75%‘Premium’

Mean Age -54

#2

#5

#10

#1

HCD6 6-Sheets Ambient

Media formats designed to entertain, engage & stand-outOur Media Portfolio

Sampling

“We were impressed with the quality of displays Boomerang have utilised within their HCD6 network.

They really stand out within the Health club environment & when we used them as part of the 208 GTi campaign, we felt they helped reinforce our brand values & high quality positioning”

Karen Bird

Media Manager, Peugeot

HCD6

• Largest format available in-club, providing excellent stand-out & cut-through

• Positioned in high traffic areas of the venue, allowing multiple exposures & frequency build

• Four panels per venue− Reception / exit

− Male & female changing room

− Gym floor

• Audience profile & domination packs available

6-Sheets

• Deliver your brand into the hands of your target audience

• The gym environment presents a great opportunity to sample at the ‘point of use’

• Sampling routes− Active - via brand ambassadors

− Controlled - via staff

− Passive - via a sampling unit

− Tip-on’s - via postcards

• Units can be positioned at reception, on the gym floor or in the changing room

Sampling

• Allows brands to deliver integrated, involving or challenging communication to members before, during & after their work-out

• Creative formats designed to surprise & engage at the ideal time during the visit

• Available in high traffic areas− Reception & cafe

− Changing room

− Dance studio

− Spinning room

− Gym floor

Ambient

65% prompted 75% prompted51%

unprompted

63% prompted

Campaign Recall FiguresMedia Effectiveness

1,800 trials 19% redemption

7,500+ entrants

Response & Redemption FiguresMedia Effectiveness

During the build up to the release of the all new F-Pace SUV, Jaguar wanted to target affluent older females and families to appeal to a relevant audience likely to purchase a new car in the next 12 months. They used multiple creative copy on 6-sheet and D6 displays across our health club network to communicate with both a female and male audience.

Jaguar

Following on from the success of their previous campaign, Voltarol wanted to expand into 6-sheets and D6’s across our health club and leisure centre network to promote their pain relief gel to active people in a relevant environment.

Voltarol

Continuing our successful relationship with Clinique, they wanted to promote their Men’s moisturiser and face scrub products in front of an image conscious male audience. As 66% of male health club members use moisturiser and face creams, our network provided the perfect environment through sampling activity, supported by 6-sheet and D6 displays.

Clinique

JD wanted to promote their brand of sports clothing - ‘Pink Soda Sport’ - to young, female gym-goers. The campaign ran in health clubs during January when many people join the gym & therefore are looking for new clothing. They used D6 displays featuring multiple creative designs to display their product range & therefore drive sales.

JD

Nike used health clubs to send motivational messages to gym goers. Mirror vinyls were tactically placed through the venue to speak to their target audience at key points during their gym session.

Nike

Across the bleak winter months, Red Bull wanted to give consumers the mental & physical boost needed to encourage active lifestyles, fitness routines & exercise goals. As such, gyms was a natural choice for the campaign - & in an effort to drive trial, gym-goers could also go online to ‘claim a can’.

Red Bull

Boots wanted to reach active gym goers at a time when members might well be feeling aches and pains after exercise. They used 6-sheet posters to promote their ‘price match promise’ on a range of pain relief products.

Boots

Femfresh wanted to promote their female hygiene products in a discrete & sensitive way. They utilised locker vinyls in our health club & leisure centre changing rooms to reach their target audience via a more personal & private media.

Femfresh

Lab Series wanted to promote their male anti-ageing skin product in front of affluent, image conscious gym-goers. Our health club network provided the perfect environment to reach their target audience at a time when they are looking to improve themselves. We distributed 40,000 samples across our David Lloyd network, supported by 6-sheets.

Lab Series

Peugeot used D6’s in health clubs to encourage aspiring young gym-goers to consider purchasing the new Peugeot 308 hatchback. Clever ‘gym-relevant’ copy further exploited the environmental context for this campaign.

Peugeot

20th Century Fox ran a tactical campaign with three x four day bursts before each weekend to energise young, male gym members, who are also likely heavy Cinema-goers, about their upcoming film Deadpool. Our PureGym network offered the perfect environment to reach their target audience.

20th Century Fox

Gyms was chosen as the lead communication channel for the latest PG Green Tea campaign. Over 500k samples were distributed, each containing a 50p off coupon mechanic. 6-sheet posters & D6 displays supported the activity, whilst individual clubs used their social media platforms to draw attention to the promotion.

PG Tips

3 Mobile decided to promote their new 4G super-voice ‘blackspot banisher’. The technology travels further into buildings, eliminating indoor signal black spots. Our health club network was the perfect environment to reach mobile users experiencing these issues, so 3 Mobile utilised impactful D6 screens to communicate with a relevant & receptive audience.

3 Mobile

Understanding that Health Club members are 3 times more likely to visit a long-haul destination, the Moroccan National Tourist Office took advantage of our ‘elite pack‘ across David Lloyd & Nuffield. With an average member salary of £70k, the MNTO were able to promote Morocco as a relaxing destination to a 'well-heeled', receptive audience.

Morocco Tourism