• by Erik Sass  @eriksass1, June 14, 2010

RMG Networks (formerly Danoo) revealed that the audience for its Fitness Entertainment Network almost doubled between the fourth quarter of 2009 and the end of the first quarter in 2010 -- from just under 9 million ad exposures to nearly 18 million, according to new figures from Nielsen Media Research. 

The increase resulted from new and expanded relationships with health and fitness club venues, including LA Fitness and Lifetime Fitness, allowing it to expand its digital network to 270 new venues in the first quarter.

RMG is also planning to begin installing digital displays in 150 locations operated by Powerhouse Gyms in the near future. The company hopes to build a fitness venue network of over 1,000 locations by the end of the year.

Digital out-of-home networks, including networks focused on health and fitness clubs, have experienced rapid expansion and consolidation in the past few years. In July 2009, Danoo (now RMG) bought IdeaCast, which operates a video network in health clubs and airplanes. As part of the deal, cinema advertiser National CineMedia kept a minority stake in the combined entity; NCM bought IdeaCast before selling it to Danoo.

In September 2008, Zoom Media and Marketing acquired ClubCom, another digital OOH network serving fitness clubs. It followed that with the purchase of the Wellness Health Education Network -- a subscription- based service that operates digital signage displaying health-related content and advertising in 255 fitness clubs around the country -- in May 2009.

In October 2009, Zoom and ClubCom announced a deal to bring ClubCom digital displays to Bally Total Fitness, creating a network called Bally TV.

The Health Club Media Network acquired Alloy Fitness last July, raising its total audience to more than 15 million health-club members per month.