The network was created, in part, by the acquisition of two companies that maintained signage and other out-of-home ad platforms in these fitness facilities: Vox Visual Systems and PM Communications, originally owned by Whittle Communications.
The network's inaugural advertisers include the Quaker Oats Company, which is launching a multiplatform campaign in 30 clubs around the country in cooperation with Meredith Corp. The Quaker Oats campaign includes product sampling and personal interaction with consumers by brand representatives. Other advertisers using the Fitness Network include major players in the telecommunications, energy, health care, and insurance sectors.
Overall, the Alloy Fitness Network reaches 225 markets, covering all 210 DMAs. The new network brings Alloy Media + Marketing into partnership with a number of major fitness chains, including World Gym International, Inc., Contours Express, Powerhouse Gyms, Gold's Gym International, Inc., and Curves International, Inc.
Derek White, executive vice president of Alloy Media + Marketing, remarked: "As we continue to forge alliances across spaces where consumers frequent and socialize, this new channel complements our other targeted networks providing access to another coveted consumer segment."
In late September, Alloy Media + Marketing's urban and multicultural division, Alloy Access, announced the launch of an out-of-home ad network targeting African-American and Hispanic consumers via barbershops and salons. The barbershop and salon agreement with the Black Owned Beauty Supply Association opens up potential relationships with all 1,700 of its members. At launch, the network includes 400 venues in New York, Atlanta, Chicago, Baltimore and Washington, D.C. Alloy plans to double this number by the end of 2008.