• by Erik Sass , July 8, 2009

There was more consolidation in out-of-home advertising this week -- and particularly in health-club media. Health Club Media Network has acquired Alloy Fitness Network from Alloy Media & Marketing. Terms of the deal weren't disclosed.

The acquisition will augment HCMN's current out-of-home offerings with static panel displays in over 700 health clubs around the country. With the addition of the Alloy Fitness Network, HCMN claims to reach over 15 million health-club members per month. Before the acquisition, HCMN included 4,000 health clubs, which are home to 25,000 panels and digital displays.

Like its competitors, HCMN is focused on building out its network of digital signage. CEO Ken Williams noted that the addition of Alloy Fitness "will also provide HCMN with increased options as we continue to roll out our burgeoning digital media network in health clubs across the country."

Earlier this week, Danoo, a place-based network serving various retail locations, said it had acquired IdeaCast, which operates a video network reaching a captive audience in health clubs and aboard airplanes. As part of the deal, cinema advertiser National CineMedia is keeping a minority stake in the combined entity (NCM bought IdeaCast before selling it to Danoo.)

In May, Zoom Media and Marketing acquired 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.

The acquisition expanded Zoom's footprint in U.S. fitness clubs by almost 25%, from about 1,095 to 1,350. Including foreign locations, Zoom's network totals 2,000. It also gives Zoom access to WHEN's digital content.