Val Morgan Group today announced further growth for VMO with the acquisition of Collective Media.
As part of its quest to grow its location-based digital advertising network, VMO has acquired Collective Media, the media and partnership business which represents fitness club giant Anytime Fitness.
Bring the Anytime Fitness network into VMO's portfolio of health clubs, which includes Fitness First, Good Life and Fernwood Fitness, is “another marquee piece in a key growth category in Australia”, CEO Val Morgan Group Daniel Hill says.
“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,” Hill says.
“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 CEO, Andrew Sneddon, joining the organisation as GM – 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, inking a deal last month with entertainment fan site, Fandom.
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