Val Morgan expands fitness advertising network with Collective Media acquisition

Looking to expand its presence in fitness club advertising, which it describes as “the least avoided” of all out-of-home advertising formats, Val Morgan Group’s gym advertising division, VMO Active, has acquired the Collective Wellness Group’s club advertising service Collective Media.

Part of VMO Active’s quest to grow its location-based digital advertising network, the acquisition bring the media and partnership business that represents Anytime Fitness Australia into itss portfolio of clubs, which includes Fitness First, Goodlife and Fernwood Fitness.

Explaining the purchase, Val Morgan Group Chief Executive Daniel Hill, stated “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.”

Collectively, the VMO Active network reaches more than 1.1 million consumers in nearly 700 clubs.

Hill says the addition of Anytime Fitness sees the VMO market share in health club advertising rise to 80% across Australia.

VMO will represent Anytime Fitness effective immediately with former Collective Media Chief Executive Andrew Sneddon, joining the organisation as General Manager - VMO Active.

Sneddon’s role will have a key focus on driving commercial growth within the Active vertical.

The move follows VMO parent company, Val Morgan Group, agreeing a deal last month with entertainment fan site, Fandom.

Image: VMO Active at Fitness First Bond Street.