David Lloyd Leisure Health Club Media The OOH

David Lloyd Leisure Health Club Media

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 & 6 th Forms

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 & those leading a more leisurely lifestyle • 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 &

The Audience

The Audience • Communicate with 500 k+ ABC 1 members, with a combined 2 weekly footfall of 2 m • 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

The Audience • Uber premium − ABC 1 profile @ 98% − AB profile @ 74% − Average salary of £ 70 k − 29% earn £ 100 k+ − 9% earn £ 150 k+ • 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

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

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 & are wealthy enough to base their purchasing decisions on what will give their young & 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 & 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

Established Families David Lloyd Audiences Established families share an equal emphasis on family quality of life. The children are now older & becoming more independent, giving themselves & 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

Career Focused David Lloyd Audiences The career focused are very hard working. Their career is their top priority & they share that same motivation when it comes to their health. They value & buy into brands that reflect their healthy lifestyle & 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 £ 70 k • 47% of members are aged 25 -44 • 29% of members earn £ 100 k+ Found: Gym, Fitness Studios, Health Suites, Swimming Pool

Affluent Adults David Lloyd Audiences The older, affluent adult audience love to stay active when not working & 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 £ 70 k Found: Racquet Courts, Fitness Studios, Spa, Swimming Pool

Leisurely Lifestyles David Lloyd Audiences The leisurely lifestylers value a more relaxed approached to life. Working out, relaxing & socialising with friends are top of their priorities. These people consider themselves to be healthy, active & choose to spend their spare time on leisurely activities like going to the gym, gardening, DIY & 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

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

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

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

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

Media Formats

Digital 6 -Sheets • Eye-catching 65” & 55” HD screens, offering stand out & cut through • Located in high traffic areas (i. e. reception, club lounge & main gym area) benefitting from high dwell times and allowing multiple exposure & frequency build throughout each venue • 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

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

Case Studies

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 D 6 displays across our health club network to communicate with both a female and male audience.

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 D 6 screens with a gym related creative to grab their audiences attention.

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 D 6 screens to capture their attention and drive them online to find out more.

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.

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 D 6 displays.

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.

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.

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.

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 £ 70 k, the MNTO were able to promote Morocco as a relaxing destination to a 'well-heeled', receptive audience.

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 D 6 screens in specific post codes in London, in a campaign that reached 40, 000 ABC 1 members.

For More Information Please contact Dan Photi Sales Director t. 01252 368308 e. dan. photi@boomerangmedia. co. uk