Like the entire Retail sector, Fitness Park gyms experienced a difficult 2020/2021 period linked to the health crisis. The group had to and knew how to adapt to an uncertain situation made up of brutal closures and complicated reopenings. Today, a return to normal is taking shape, synonymous with renewed growth potential.
What levers did they use to quickly boost their growth while prioritizing proximity and customer experience?
The Fitness Park group deployed more than 1000 screens for develop its brand universe within its sports halls and so strengthen its close relationship with its subscribers. Screens are also meant to become a real source of revenue for the brand.
Discover Fitness Park's communication and screen monetization strategy thanks to the exclusive testimony of Jean-Philippe Ferrier, Group Marketing and Communication Director.
The Fitness Park group: a strong and harmonious brand for localized and heterogeneous clubs
The Fitness Park group has more than 250 gyms in Europe. With at least 4 screens per club, this large park of more than 1000 screens is intended to be homogeneous by the brand but very heterogeneous in terms of the characteristics of each gym: difference in surfaces, activities, rooms, screen sizes and formats... This makes managing a large fleet of screens even more complex. Fitness Park sought THE solution to easily adapt to the heterogeneity of each club while maintaining homogeneity in 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 over several areas: window, reception, cloakroom and training areas. The group wants fully control your brand image by keeping control of the branding of the content broadcast on the screens by franchisees. Also, the main challenge in responding to the large heterogeneous Fitness Park park is the following: spreading the right message at the right time and especially in the right place depending on the location of the screen, the time of the day, club news etc. A respected brand image and highlighted on all the group's screens as well as national and local content adapted to each space allows Fitness Park to meet the following 3 objectives:
1- Recruiting: screen displays in particular make it possible to attract new subscribers to sports halls.
2 - Animation and life in the club: each space has its dedicated campaigns adapted to the activity, the time of the day etc.
3 - Loyalty subscribers via commercial offers, sponsorship, special offers limited in time 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 show the importance of communication on screens within Fitness Park clubs to develop a privileged relationship with its subscribers.
To immerse them in an atmosphere completely controlled by the group, the screens are associated with an ambient sound solution in the clubs, now taken care of by our partner Tshoko. The criteria that led to the choice of the Cenareo solution are the following:
- A solution secure and hosted on the cloud to be more easily managed locally by franchisees.
- Glocal Management to benefit from great granularity in the programming and distribution of campaigns in a very simple and fast way. The tags, configured beforehand on each screen, allow the group to broadcast branded national campaigns in a few clicks in the right clubs, the right spaces, the right hours, the right formats, etc.
- The monetization of its screen fleet on a large scale: The target of millennial fitness trainers between 18 and 35 years old, who represents 70% of the group's subscribers, is a highly qualified target and popular with many sports and wellness advertisers. Difficult to reach by traditional media such as television, this target is of interest to major well-known brands ready to launch national campaigns on the group's screens. Fitness Park then needed a partner with expertise in advertising management to move from local monetization operations to global operations across the entire park. Thus, Fitness Park was able to attract advertisers such as Redbull or Samsung by relying on the expertise of Cenareo, which has a history of working with the major French agencies Smarmedia and PhenixDigital.
“Cenareo provided us with a tailor-made solution perfectly adapted to our communication and screen monetization problem at the national and local levels: we can adapt the durations of our own campaigns and advertisers' advertising spots as well as their broadcast frequencies and easily derive statistics from them to justify that the broadcasts sold were carried out under negotiated conditions.”
Jean-Philippe Ferrier, Marketing and Communication Director of Fitness Park.
Very positive initial results despite the health crisis
Internally, the Fitness Park group observed the adherence of all its licensees to the Cenareo glocal solution, resulting in the transformation of the entire park to the Cenareo solution as well as the new openings of rooms.
On the monetization side, advertisers have shown real interest in the target of millennial fitness enthusiasts. This is particularly the case with Red Bull, which regularly buy advertising space on the screens of Fitness Park gyms. Despite the long closures of theaters due to the health crisis, the monetization objective for the year 2021 was reached, as early as September. This monetization opportunity seized by the group is a real source of income that allows it to fully make its investments in the solution profitable.
Objectives 2022: monetization at the heart of the group's communication strategy
“We decided to multiply our monetization goals by 5 for the year 2022, which means hiring dedicated to this subject. The monetization activity will therefore be structured at Fitness Park to become a real strategic lever for optimizing the group's profitability.”
Like the entire Retail sector, Fitness Park gyms experienced a difficult 2020/2021 period linked to the health crisis. The group had to and knew how to adapt to an uncertain situation made up of brutal closures and complicated reopenings. Today, a return to normal is taking shape, synonymous with renewed growth potential.
What levers did they use to quickly boost their growth while prioritizing proximity and customer experience?
The Fitness Park group deployed more than 1000 screens for develop its brand universe within its sports halls and so strengthen its close relationship with its subscribers. Screens are also meant to become a real source of revenue for the brand.
Discover Fitness Park's communication and screen monetization strategy thanks to the exclusive testimony of Jean-Philippe Ferrier, Group Marketing and Communication Director.
The Fitness Park group: a strong and harmonious brand for localized and heterogeneous clubs
The Fitness Park group has more than 250 gyms in Europe. With at least 4 screens per club, this large park of more than 1000 screens is intended to be homogeneous by the brand but very heterogeneous in terms of the characteristics of each gym: difference in surfaces, activities, rooms, screen sizes and formats... This makes managing a large fleet of screens even more complex. Fitness Park sought THE solution to easily adapt to the heterogeneity of each club while maintaining homogeneity in 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 over several areas: window, reception, cloakroom and training areas. The group wants fully control your brand image by keeping control of the branding of the content broadcast on the screens by franchisees. Also, the main challenge in responding to the large heterogeneous Fitness Park park is the following: spreading the right message at the right time and especially in the right place depending on the location of the screen, the time of the day, club news etc. A respected brand image and highlighted on all the group's screens as well as national and local content adapted to each space allows Fitness Park to meet the following 3 objectives:
1- Recruiting: screen displays in particular make it possible to attract new subscribers to sports halls.
2 - Animation and life in the club: each space has its dedicated campaigns adapted to the activity, the time of the day etc.
3 - Loyalty subscribers via commercial offers, sponsorship, special offers limited in time 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 show the importance of communication on screens within Fitness Park clubs to develop a privileged relationship with its subscribers.
To immerse them in an atmosphere completely controlled by the group, the screens are associated with an ambient sound solution in the clubs, now taken care of by our partner Tshoko. The criteria that led to the choice of the Cenareo solution are the following:
- A solution secure and hosted on the cloud to be more easily managed locally by franchisees.
- Glocal Management to benefit from great granularity in the programming and distribution of campaigns in a very simple and fast way. The tags, configured beforehand on each screen, allow the group to broadcast branded national campaigns in a few clicks in the right clubs, the right spaces, the right hours, the right formats, etc.
- The monetization of its screen fleet on a large scale: The target of millennial fitness trainers between 18 and 35 years old, who represents 70% of the group's subscribers, is a highly qualified target and popular with many sports and wellness advertisers. Difficult to reach by traditional media such as television, this target is of interest to major well-known brands ready to launch national campaigns on the group's screens. Fitness Park then needed a partner with expertise in advertising management to move from local monetization operations to global operations across the entire park. Thus, Fitness Park was able to attract advertisers such as Redbull or Samsung by relying on the expertise of Cenareo, which has a history of working with the major French agencies Smarmedia and PhenixDigital.
“Cenareo provided us with a tailor-made solution perfectly adapted to our communication and screen monetization problem at the national and local levels: we can adapt the durations of our own campaigns and advertisers' advertising spots as well as their broadcast frequencies and easily derive statistics from them to justify that the broadcasts sold were carried out under negotiated conditions.”
Jean-Philippe Ferrier, Marketing and Communication Director of Fitness Park.
Very positive initial results despite the health crisis
Internally, the Fitness Park group observed the adherence of all its licensees to the Cenareo glocal solution, resulting in the transformation of the entire park to the Cenareo solution as well as the new openings of rooms.
On the monetization side, advertisers have shown real interest in the target of millennial fitness enthusiasts. This is particularly the case with Red Bull, which regularly buy advertising space on the screens of Fitness Park gyms. Despite the long closures of theaters due to the health crisis, the monetization objective for the year 2021 was reached, as early as September. This monetization opportunity seized by the group is a real source of income that allows it to fully make its investments in the solution profitable.
Objectives 2022: monetization at the heart of the group's communication strategy
“We decided to multiply our monetization goals by 5 for the year 2022, which means hiring dedicated to this subject. The monetization activity will therefore be structured at Fitness Park to become a real strategic lever for optimizing the group's profitability.”
