1. David Lloyd
Health Club Media

2. The OOH Destination & Audience Specialist
We create engaging communication solutions in desirable consumer environments
Retail
Health & Fitness
Active Family
Youth
Destination Malls
Health Clubs
Leisure Centres
Cinema
Shopping Centres
Gyms
Playcentres
Schools & 6th Forms

3. David Lloyd
David Lloyd are the UK’s No.2 gym chain & one of it’s best known health + wellbeing brands
They offer premium leisure & sports facilities aimed at affluent professionals, aspirational families & premium females
Individual gym membership starts at £80+ per month
99 ‘media clubs’ nationwide
Club facilities include -
Health & beauty spa
Club lounge & cafes
Sports shop & crèche
Pool, tennis, badminton & racquet courts
Exercise studio

4. The Audience

5. The Audience
Communicate with 500k+ ABC1 members, with a combined 2 weekly footfall of 2m
Average dwell time of 60 minutes per visit
Members visit their club twice a week on average
Reach a captive & engaged audience, who are motivated & therefore more receptive to commercial messages

6. The Audience Uber premium ABC1 profile @ 98% AB profile @ 74%
Average salary of £70k
29% earn £100k+
9& earn £150k+
Active & balanced lifestyle
72% love eating out
90% consider themselves knowledgeable re: health
Positive & alert mind-set
92% are either ‘focused’ (39%), ‘relaxed’ (30%) or ‘determined’ (23%) when at the gym

7. David Lloyd Audience 7% 19% 28% 46% 18-25 26-35 36-45 46+ 48% male
Age Breakdown 7%
19%
28%
46%
18-25
26-35
36-45
46+
48% male
52% female

8. Young Families
David Lloyd Audiences
Young families form a core part of David Lloyd memberships. For them, time with the family is their biggest priority and are wealthy enough to base their purchasing decisions on what will give their young and developing family the best quality of life.
45% of David Lloyd memberships are for families
79% of members will pay more for good quality food and goods for their family
Family focused facilities include kids clubs, holiday clubs, parties, crèche, tennis clubs, swimming lessons, parties
Found: Swimming Pool, Kids Clubs, Holiday Clubs, Crèche

9. Established Families
David Lloyd Audiences
Established families share an equal emphasis on family quality of life. The children are now older and becoming more independent, giving themselves and mum & dad more money to spend on the finer things in life and more time to do what they enjoy doing the most; staying active.
82% of members live in a 3 bed house or bigger
28% of members are aged 38-45
25% of members are working part time or a housewife
Found: Swimming Pool, Tennis Courts, Café, Gym

10. Career Focused
David Lloyd Audiences
The career focused are very hard working. Their career is their top priority and they share that same motivation when it comes to their health. They value and buy into brands that reflect their healthy lifestyle and are willing to pay more money in order to meet their needs.
86% of members work either part or full time
The average salary of a David Lloyd member is £70k
47% of members are aged 25-44
29% of members earn £100k+
Found: Gym, Fitness Studios, Health Suites, Swimming Pool

11. Affluent Adults
David Lloyd Audiences
The older, affluent adult audience love to stay active when not working and in their leisure time. Financial security is a top priority to prepare them for retirement. They also prefer to spend more money on good quality items that allow them to live a greater quality of life.
46% of members are aged 45+
9% of the audience are retired
74% of members are in the AB demographic
The average salary of a David Lloyd member is £70k
Found: Racquet Courts, Fitness Studios, Spa, Swimming Pool

12. Leisurely Lifestyles
David Lloyd Audiences
The leisurely lifestylers value a more relaxed approached to life. Working out, relaxing and socialising with friends are top of their priorities. These people consider themselves to be healthy and active and chose to spend their spare time on leisurely activities like going to the gym, gardening, DIY and travelling.
26% of members are working part time or housewives
66% list eating out and drinking with friends as one of their favourite pastimes
9% of the audience are retired
Found: Gym, Spa, Café

13. 79% say “It’s worth paying extra for good quality goods”
Member Mindset
They’re into quality
79% say “It’s worth paying extra for good quality goods”
1 in 3 Waitrose customers are private health club members
Source: TGI

14. 79% will often buy a new brand to see what its like
Member Mindset
They’re curious
79% will often buy a new brand to see what its like
20% more likely to buy products they see advertised
Source: TGI

15. 38% more likely to follow the stock market
Member Mindset
They’re adventurous
38% more likely to follow the stock market
83%
love to travel abroad
Source: TGI

16. 70% say “It’s important to look attractive to the opposite sex”
Member Mindset
They’re appearance centric
70% say “It’s important to look attractive to the opposite sex”
66% more likely to use face creams and lotions
Source: TGI

17. Media Formats

18. Digital 6-Sheet
Eye-catching 60” HD screens, offering stand out & cut through
Located in high traffic areas (i.e. reception & main gym area) allowing multiple exposure & frequency build
Full motion dynamic content, which can be uploaded & live within 30 minutes
In-club content acts as an editorial thread, ensuring the displays are regularly references by gym members

19. Sampling Deliver your brand into the hands of your target audience
The gym presents a great opportunity to sample at the ‘point of use’
Sampling routes -
Active - via brand ambassadors
Passive - via a sampling unit
Tip-on’s - via postcards
Units can be positioned at reception, on the gym floor or in the changing room

20. Case Studies

21. Goldman Sachs
High end bank Goldman Sachs had released a brand new savings account ‘Marcus’ and wanted to educate young, high earning professionals on the benefits of opening one up. Our AB City pack in gyms provided them with the perfect audience of professionals likely to be interested in financial products, they utilised D6 screens with a gym related creative to grab their audiences attention.

22. Abel & Cole
Needing to promote their healthy recipe subscription boxes in front of a health conscious, affluent audience, Abel & Cole utilised our David Lloyd & Nuffield health club pack. Multiple creatives in both static and digital media formats were used to grab members’ attention, whilst money off vouchers encouraged sign up to their monthly subscription service.

23. AMEX
Premium credit card provider American Express wanted to drive affluent, business men and women online to apply for their Platinum card. Our AB health club city pack created the perfect environment to reach a high earning, London based affluent audience, using 6-sheets and D6 screens to capture their attention and drive them online to find out more.

24. Jaguar
During the build up to the release of the all new F-Pace SUV, Jaguar wanted to target affluent older females and families to appeal to a relevant audience likely to purchase a new car in the next 12 months. They used multiple creative copy on 6-sheet and D6 displays across our health club network to communicate with both a female and male audience.

25. Clinique
Continuing our successful relationship with Clinique, they wanted to promote their Men’s moisturiser and face scrub products in front of an image conscious male audience. As 66% of male health club members use moisturiser and face creams, our network provided the perfect environment through sampling activity, supported by 6-sheet and D6 displays.

26. Clarins
Clarins wanted to target affluent and image conscious men to promote their range of male products. They ran a sampling campaign across David Lloyd, Nuffield Health and the Reebok Club (Canary Warf). The samples were very popular.

27. Lab Series
Lab Series wanted to promote their male anti-ageing skin product in front of affluent, image conscious gym-goers. Our health club network provided the perfect environment to reach their target audience at a time when they are looking to improve themselves. We distributed 40,000 samples across our David Lloyd network, supported by 6-sheets.

28. Microsoft
Microsoft took advantage of the gym environment to target fitness enthusiasts with the Microsoft Band 2. 6-sheet posters underpinned & supported a wider in-club partnership initiative with Nuffield Health.

29. Morocco Tourism
Understanding that Health Club members are 3 times more likely to visit a long-haul destination, the Moroccan National Tourist Office took advantage of our ‘elite pack‘ across David Lloyd & Nuffield. With an average member salary of £70k, the MNTO were able to promote Morocco as a relaxing destination to a 'well-heeled', receptive audience.

30. Bupa
Bupa wanted to target specific London locations in order to promote their insurance packages in front of an affluent audience. They utilised 6-sheets and D6 screens in specific post codes in London, in a campaign that reached 40,000 ABC1 members.

31. e. dan.photi@boomerangmedia.co.uk
For More Information
Please contact
Dan Photi
Sales Director t e.