Performance is driven across all channels, including screens. For Fitness Park, France's favorite brand in 2024 and 2025 and voted Best Franchise of the Year in 2026, dynamic display is a powerful strategic lever. With a rapidly expanding network of over 420 clubs and a community of more than 1,400,000 members, the brand has transformed its gyms into a premium, high-value retail media platform.
Discover how Fitness Park leverages Cenareo's dynamic display solution to optimize its on-screen campaigns and generate 30% revenue growth.
Group's Strategic Challenges: National Brand Image and Relevant Local Communication
Mastering Brand Image Through Dynamic Display
Communication screens in Fitness Park clubs are distributed across several strategic areas: storefront, reception, changing rooms, and training zones. The group aims to fully control its brand image by maintaining oversight of the branding for content displayed on screens by franchisees.
Discover the screen communication and monetization strategy at Fitness Park through the exclusive testimony of Jean-Philippe Ferrier, Group Marketing and Communications Director.
Delivering the Right Content in the Right Place at the Right Time
The main challenge in meeting the needs of this large, heterogeneous network is to deliver the right message, at the right time, and most importantly, in the right place. This distribution adjusts according to the screen's location, the time of day, or club news.
Dynamic Display for Recruitment and Retention
A consistent brand image across the entire network, combined with adapted national and local content, enables Fitness Park to achieve three major objectives:
- Recruitment: Screens installed in storefronts effectively attract new members to the gyms.
- Club Engagement and Atmosphere: Each training zone benefits from dedicated campaigns tailored to the activity or time of day.
- Retention: Screens engage the community through exclusive commercial offers, referral programs, and limited-time special operations.
Glocal Management and Monetization: A True Strategic Differentiator for the Group
On-Screen Communication Designed for a Cohesive Brand Experience
These key objectives demonstrate the importance of on-screen communication in developing a privileged relationship with members. To immerse them in an atmosphere fully controlled by the group, the screens are also integrated with an in-club ambient sound solution, managed by our partner Tshoko.
A cloud digital signage platform with glocal management
Several differentiating factors led Fitness Park to choose the Cenareo solution:
- A cloud-hosted solution: This secure cloud-based architecture enables simplified and seamless daily management, directly usable locally by franchisees.
- Effective glocal management: The system offers high granularity in broadcast scheduling. Tags, pre-configured on each screen, allow the group to launch branded national campaigns in just a few clicks. Content automatically adapts to the right clubs, spaces, times, and formats.
Monetizing a screen network through retail media
Monetizing the screen network is another major strategic advantage. Each day, Fitness Park clubs record an average of 180,000 visits. This traffic represents a captive audience, present for a significant duration and particularly attractive to advertisers.
With 60% of members under 35 and 40% under 25, the brand offers privileged access to Gen Z, a target audience often difficult to reach via traditional media. Fitness Park thus leverages Cenareo to transition from local operations to a global advertising network strategy across its entire network.
Targeted advertising campaigns to maximize performance
Thanks to the platform's flexibility, Fitness Park collaborates with brands from the fitness industry and other sectors, combining on-screen broadcasting with sampling operations to strengthen campaign impact.
This unified advertising network notably enables:
- promoting Optimum Nutrition products to exercisers during their workout sessions;
- broadcasting Unibet offers around major sporting events like the Champions League to a targeted audience;
- highlighting RMC Sport content in clubs equipped with a boxing area or a Fight Park.
This targeted retail media strategy maximizes athletes' attention at the most relevant time and generates concrete results, with a 30% increase in revenue.
Digital signage as a retention and acquisition driver
Since 2019, the Cenareo digital signage solution has demonstrated a real impact on retention within the network. The brand's internal surveys confirm it: customers are highly effectively exposed to messages broadcast on gym screens.
This effectiveness relies on perfectly managed organization and broadcasting: 30% of the network's clubs are company-owned, which ensures communication with guaranteed impact, 100% centralized and controlled by headquarters.
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