Val Morgan Outdoor expands wellness network with Jetts

Val Morgan Outdoor (VMO) has advised that is has added 260 new sites to its national VMO Active network while also taken over Jetts Fitness’ digital media representation.

The addition sees the VMO Active network expand to more than 1,000 clubs, 4,000 plus screens and over 1.35 million members.

The network - which spans Fitness First, Goodlife Health Clubs, Anytime Fitness, Fernwood, Belgravia Leisure managed facilities, City Fitness and select Club Lime clubs - now includes the Fitness and Lifestyle Group-owned Jetts as well as a suite of screens in independent gyms.

Anthony Deeble, Chief Commercial Officer of VMO owner the HOYTS Group, told AdNews “whilst growth stories seem few and far between in 2020, VMO remain committed to continually strengthening our network of attention destinations to connect advertisers to a positive, action-oriented audience via a network with scale.

“VMO has led the charge in the health club space and this final piece of the puzzle extends our VMO Active network to all major fitness chains in Australia. This acquisition allows us to broaden the existing opportunity for advertisers to deliver contextually relevant content to high value, hard to reach audiences found within the premium health and wellbeing category."

VMO has used its proprietary audience measurement tool DART to measure the return of audiences and provide regular updates to the market.

With gyms approaching full scale operations across the country, 80% of fitness club members are citing a positive mindset as their mood improves when they work out, it’s easy to see why.

Seeing the opportunity to benefit from this, VMO Managing Director, Paul Butler added “now more than ever, people are seeking a sense of normality and for many, returning to their health and fitness clubs is right up there on the list.

"With an average visitation time of 70 minutes and audiences being highly engaged, in a positive and energetic mindset, VMO Active delivers the best opportunity for brands to capture consumers attention within this key environment.

“Jetts is the final piece for VMO Active and with it, we now have the ultimate network to deliver audiences on a mass scale that is second to none in this space."

Image: A VMO screen at Fitness First Bond Street.