Like the rest of the retail sector, Fitness Park gyms experienced a difficult period in 2020/2021 due to the health crisis. The Group had to adapt to an uncertain situation, with sudden closures and complicated reopenings. Today, a return to normal is taking shape, synonymous with renewed growth potential.
What levers have they activated to rapidly boost growth, while focusing on proximity and the customer experience?
The Fitness Park group has deployed over 1,000 screens to develop its brand universe within its gyms and thus strengthen its close relationship with its subscribers. The screens are also intended to become a genuine source of revenue for the brand.
Find out more about Fitness Park's screen monetization and communications strategy with an exclusive interview with Jean-Philippe Ferrier, Group Communications Director Marketing .
The Fitness Park group: a strong, harmonious brand for localized, heterogeneous clubs
The Fitness Park group owns over 250 gyms in Europe. With a minimum of 4 screens per club, this large fleet of over 1,000 screens is homogeneous in terms of brand, but very heterogeneous in terms of the characteristics of each gym: different surfaces, activities, rooms, screen sizes and formats... This makes managing a large number of screens even more complex. Fitness Park was looking for THE solution to easily adapt to the heterogeneity of each club, while maintaining homogeneous communication to promote the group's brand image.
Strategic challenges for the Group: national brand image and relevant local communication
The communication screens in Fitness Park clubs are spread across several areas: shop windows, reception, changing rooms and training areas. The group wants to have total control over its brand image, by retaining control over the branding of the content broadcast on the screens by franchisees. The main challenge for the large, heterogeneous Fitness Park network is to broadcast the right message at the right time and, above all, in the right place, depending on the location of the screen, the time of day, club news, etc. A brand image that is respected and highlighted on all the group's screens, as well as national and local content adapted to each space, enables Fitness Park to meet the following 3 objectives:
1- Recruitment: window screens in particular help to attract new subscribers to the gyms.
2 - Entertainment and club life: each area has its own dedicated campaigns adapted to the activity, time of day, etc.
3 - Building subscriber loyalty through commercial offers, sponsorship, limited-time special offers, etc.
Glocal management and monetization: a real strategic difference for the Fitness Park group
The group's 3 strategic objectives (recruitment, animation and loyalty) clearly demonstrate the importance of on-screen communication within Fitness Park clubs to develop a special relationship with its subscribers.
To immerse them in an atmosphere totally controlled by the group, the screens are combined with a sound solution for club ambience, now handled by our partner Tshoko. The criteria that led us to choose the Cenareo solution were as follows:
- A secure, cloud-hosted solution that can be more easily managed locally by franchisees.
- Glocal Management for fast, easy campaign programming and distribution. Tags, configured upstream on each screen, enable the group to broadcast branded national campaigns in just a few clicks to the right clubs, the right spaces, the right times, the right formats and so on.
- Large-scale monetization of the group's screens: The target of millennial fitnesseurs aged between 18 and 35, who account for 70% of the group's subscribers, is a highly qualified target that is highly prized by many sports and wellness advertisers. Difficult to reach through traditional media such as television, this target group is of interest to well-known brands ready to launch national campaigns on the group's screens. Fitness Park therefore needed an expert advertising partner to move from local monetization operations to global operations across the entire park. In this way, Fitness Park was able to attract advertisers such as Redbull and Samsung by relying on theexpertise of Cenareo , which has a long history of working with leading French advertising agencies Smarmedia and PhenixDigital.
"Cenareo has provided us with a tailor-made solution perfectly suited to our communication and screen monetization issues on a national and local scale: we can adapt the durations of our own campaigns and advertisers' commercials, as well as their broadcast frequencies, and easily extract statistics to justify that the broadcasts sold were carried out under the negotiated conditions."
Jean-Philippe Ferrier, Fitness Park Director Marketing and Communications.
Initial results very positive despite health crisis
Internally, the Fitness Park group has seen all its licensees embrace the glocal Cenareo solution, as evidenced by the conversion of the entire fleet to the Cenareo solution, as well as the opening of new gyms.
In terms of monetization, advertisers have shown a real interest in the millennial fitter target group. This is particularly true of Red Bull, who regularly buy advertising space on Fitness Park gym screens. Despite the long closures of gyms due to the health crisis, the monetization target for the year 2021 was reached, as early as September. This monetization opportunity is a real source of revenue for the Group, enabling it to fully recoup its investment in the solution.
Objectives 2022: monetization at the heart of the Group's communications strategy
"We've decided to increase our monetization targets by a factor of 5 by 2022, which means hiring someone dedicated to this area. The monetization activity will therefore be structured at Fitness Park to become a real strategic lever for optimizing the group's profitability."
Like the rest of the retail sector, Fitness Park gyms experienced a difficult period in 2020/2021 due to the health crisis. The Group had to adapt to an uncertain situation, with sudden closures and complicated reopenings. Today, a return to normal is taking shape, synonymous with renewed growth potential.
What levers have they activated to rapidly boost growth, while focusing on proximity and the customer experience?
The Fitness Park group has deployed over 1,000 screens to develop its brand universe within its gyms and thus strengthen its close relationship with its subscribers. The screens are also intended to become a genuine source of revenue for the brand.
Find out more about Fitness Park's screen monetization and communications strategy with an exclusive interview with Jean-Philippe Ferrier, Group Communications Director Marketing .
The Fitness Park group: a strong, harmonious brand for localized, heterogeneous clubs
The Fitness Park group owns over 250 gyms in Europe. With a minimum of 4 screens per club, this large fleet of over 1,000 screens is homogeneous in terms of brand, but very heterogeneous in terms of the characteristics of each gym: different surfaces, activities, rooms, screen sizes and formats... This makes managing a large number of screens even more complex. Fitness Park was looking for THE solution to easily adapt to the heterogeneity of each club, while maintaining homogeneous communication to promote the group's brand image.
Strategic challenges for the Group: national brand image and relevant local communication
The communication screens in Fitness Park clubs are spread across several areas: shop windows, reception, changing rooms and training areas. The group wants to have total control over its brand image, by retaining control over the branding of the content broadcast on the screens by franchisees. The main challenge for the large, heterogeneous Fitness Park network is to broadcast the right message at the right time and, above all, in the right place, depending on the location of the screen, the time of day, club news, etc. A brand image that is respected and highlighted on all the group's screens, as well as national and local content adapted to each space, enables Fitness Park to meet the following 3 objectives:
1- Recruitment: window screens in particular help to attract new subscribers to the gyms.
2 - Entertainment and club life: each area has its own dedicated campaigns adapted to the activity, time of day, etc.
3 - Building subscriber loyalty through commercial offers, sponsorship, limited-time special offers, etc.
Glocal management and monetization: a real strategic difference for the Fitness Park group
The group's 3 strategic objectives (recruitment, animation and loyalty) clearly demonstrate the importance of on-screen communication within Fitness Park clubs to develop a special relationship with its subscribers.
To immerse them in an atmosphere totally controlled by the group, the screens are combined with a sound solution for club ambience, now handled by our partner Tshoko. The criteria that led us to choose the Cenareo solution were as follows:
- A secure, cloud-hosted solution that can be more easily managed locally by franchisees.
- Glocal Management for fast, easy campaign programming and distribution. Tags, configured upstream on each screen, enable the group to broadcast branded national campaigns in just a few clicks to the right clubs, the right spaces, the right times, the right formats and so on.
- Large-scale monetization of the group's screens: The target of millennial fitnesseurs aged between 18 and 35, who account for 70% of the group's subscribers, is a highly qualified target that is highly prized by many sports and wellness advertisers. Difficult to reach through traditional media such as television, this target group is of interest to well-known brands ready to launch national campaigns on the group's screens. Fitness Park therefore needed an expert advertising partner to move from local monetization operations to global operations across the entire park. In this way, Fitness Park was able to attract advertisers such as Redbull and Samsung by relying on theexpertise of Cenareo , which has a long history of working with leading French advertising agencies Smarmedia and PhenixDigital.
"Cenareo has provided us with a tailor-made solution perfectly suited to our communication and screen monetization issues on a national and local scale: we can adapt the durations of our own campaigns and advertisers' commercials, as well as their broadcast frequencies, and easily extract statistics to justify that the broadcasts sold were carried out under the negotiated conditions."
Jean-Philippe Ferrier, Fitness Park Director Marketing and Communications.
Initial results very positive despite health crisis
Internally, the Fitness Park group has seen all its licensees embrace the glocal Cenareo solution, as evidenced by the conversion of the entire fleet to the Cenareo solution, as well as the opening of new gyms.
In terms of monetization, advertisers have shown a real interest in the millennial fitter target group. This is particularly true of Red Bull, who regularly buy advertising space on Fitness Park gym screens. Despite the long closures of gyms due to the health crisis, the monetization target for the year 2021 was reached, as early as September. This monetization opportunity is a real source of revenue for the Group, enabling it to fully recoup its investment in the solution.
Objectives 2022: monetization at the heart of the Group's communications strategy
"We've decided to increase our monetization targets by a factor of 5 by 2022, which means hiring someone dedicated to this area. The monetization activity will therefore be structured at Fitness Park to become a real strategic lever for optimizing the group's profitability."
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