Your brand can reach a wide range of audience groups at the heart of the community. We operate in 2 of the 3 largest chains in the UK – Places for People and Everyone Active, providing national coverage. The Olympics & initiatives such as Change4life have helped drive investment in this sector, resulting in popular, high quality and well equipped venues. Our Leisure Centre's enable you to reach a 2 weekly footfall of 1.65 million people who are all focussed on an active and healthy lifestyle. There is a core family profile as well as teens, young professionals and the older generation. 63% of visitors are in the ABC1 member demographic (8% higher than the national average) and the average household income is £34,679.

1. Leisure Centre Media
Credentials 2017

2. Reach the heart of the
local community

3. • A growing market
― [1] Focus on healthy
lifestyle
― [2] Hub of local community
― 1 in 3 adults use a leisure
centre
• Centre investment
− The Olympics, & initiatives
such as Change4life, have
helped drive investment in
this sector
− The Trust Model allows
profits to be reinvested
back into sites
− The quality gap with
private health & fitness
clubs is narrowing
Leisure Centres
Marketplace

4. Client: 18 Conejos Venue: Playhouse Media: 6-sheets
Audience Profile Key
Demographics
Gender % Index
Male 49 100
Female 51 100
Socio Economic Group % Index
ABC1 63 114
C2DE 37 83
Age % Index
15-24 25 158
25-34 26 161
35-44 20 112
45-54 13 79
55-64 8 59
Over 65 8 40

5. 43%
morelikelytopayforpremiumgoods
andservices
They’re into quality
Audience Mindset
139
index “I have expensive taste”

6. 139
index“advertisinghelpsmechoose
whatIbuy”
They’re curious
Audience Mindset
59%
more likely to have a keen sense
of adventure

7. 172
Index“Iliketakingrisks”
Highly motivated
Audience Mindset
66%
more likely to want to get to the
top of their career

8. 165
index“It’simportanttobeattractive
totheoppositesex”
Appearance centric
Audience Mindset
42%
more likely to spend a lot on
toiletries & cosmetics

9. 18% 6% 7% 20% 8% 8%
192
137 129
155
122
102
0
50
100
150
200
250
3% 5% 6% 4% 10% 4%
73 77
61 37 54
114
0
20
40
60
80
100
120
Unconstrained
Couples*
Empty Nesters Non-Standard
Families
Similar mindset… but differing life-stages
TGI Lifestage Groups
Frequent Leisure Centre Index (GB) = 100
Pop: 4.8m
Fledglings Flown The Nest Secondary
school parents
Nest Builders Playschool Parents Primary school
parents
Mid-life
Independents
Hotel Parents Senior Sale Decision
Markers*

10. Leisure Centres offer a wide range of activities and facilities in addition to gym studios, exercise classes and swimming pools. They
also offer facilities like saunas, cafés and indoor and outdoor football pitches, some sites even have activities like dance, canoeing,
archery shooting and many more.
Leisure Centre Facility Breakdown
Activities & Facilities
50
CrechéFootball
53
59
88
2
26
11
GolfCafé Sauna Tennis Athletic Track
Numberofclubs
Facility

11. Young
Professionals -
Gym
Footballers -
Sports Hall
Families - Café &
Creche
Engage your desired life-stage audience in these areas
Venue ‘Zoning’
Teens & Kids -
Poolside

12. Industry Expertise
• Leisure Centres core part of our
business for close to 8 years
• Market leaders, with the widest
range of commercial opportunities
in-venue
• Strong commercial relationships
− Our partners welcome &
encourage media visibility
− Focus on quality delivery
has secured our status as
‘preferred supplier’ on
many accounts
− Quality service has led to
the chains using our
fulfilment team for internal
marketing & merchandising

13. Sports & Leisure
Management
Two of the big three management contractors
Leisure Centre Partners
Holding Companies Consumer Facing Brands

14. Media formats designed to entertain, engage & stand-out
Our Media Portfolio
6-Sheets Ambient SamplingChanging
Room Panels

15. • Largest format available in-venue,
providing excellent stand-out & cut-
through
• Positioned in high traffic areas of
the venue, allowing multiple
exposures & frequency build
• Four panels per venue
− Reception / exit
− Pool-side
− Changing room / gym
− 5-a-side
• Audience profile & domination
packs available
6-Sheets

16. A2 Panels
• Positioned in the changing area of
each Leisure Centre
• Format delivers lengthy dwell-time &
multiple impacts
• An intimate environment within which
to communicate a personal message
• Gender based targeting
− 1 x male panel
− 1 x female panel
• Plan alongside 6-sheets to ‘dominate’
each venue

17. • Allows brands to deliver integrated,
involving or challenging
communication to leisure centre
goers before, during & after their
work-out
• Creative formats designed to
surprise & engage at the ideal time
during the visit
• Available in high traffic areas
− Reception & cafe
− Changing room
− Dance studio
− Spinning room
− Gym floor
Ambient

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

19. Campaign Recall & Response Figures
Media Effectiveness
65% prompted 75% prompted
51% unprompted
5,000+ participants

20. GSK - Voltarol Pain Relief
Media Effectiveness
To promote and drive sales of Voltarol’s pain relief gel
across an active audience.
The challenge
For their first ever campaign in gyms, Voltarol used high
impact 6-sheets and D6’s to reach their audience in a
highly relevant environment.
What we did
For the first time in their history, Voltarol saw an increase in
sales in Q4. Their market share also increased by 3.69% and
brand awareness increased 7.3% from pre to post-
campaign. Subsequently to this, they have booked a further
2 gym campaigns.
The results
Environment: Leisure Centre Media: Mixed Campaign: National

21. The Audience
Active Families

22. With the summer holidays arriving and
parents looking for ideas for things to do
as a family, Cineworld took advantage of
the high footfall leisure centres, shopping
malls and play houses offer to promote
their family movies. They utilised 6-sheets
and D6’s to communicate with parents at
key times throughout their visit, such as
sitting in the café or by the swimming
pool, to drive them to a nearby Cineworld.
Cineworld

23. In order to promote the new ‘Top Cat’ film
in front of a child & family focused
audience, Warner Brothers tapped into
our active family pack. 6-sheet posters
were positioned across the playhouse &
leisure centre networks to communicate
with their target audience at a time when
they would be thinking about planning
future activities.
Warner Brothers

24. Universal used leisure centres to promote
the cinematic release of the Minions
Movie to children and their parents via
fun and eye-catching 6-sheets. The film is
the second highest grossing animation of
all time.
Universal

25. Given that families account for almost
44% of Leisure Centre footfall, NSPCC
decided to utilise the network with this
hard-hitting & responsible campaign,
promoting child safety & protection.
6-sheet posters were deployed
throughout each site & were supported by
A2 changing room panels.
NSPCC

26. With the new term just starting, Plymouth
Uni wanted to turn their attention to their
upcoming open days. Similar to their
previous campaigns with us, they wanted
to target parents and teens who may be
thinking about further education choices.
6-sheets in our leisure centre network
allowed them to communicate with their
target audience whilst they’re together.
Plymouth University

27. Active Families Gym-goers
Audience Packs
Pool-side Playhouse Gym Health Clubs

28. Our health club network allowed Sanex to
promote their in shower body wash in a
highly targeted environment. We
distributed 273,000 samples across health
clubs and leisure centres in close
proximity to the male changing room. This
was supported by 6-sheets and D6's. The
campaign enabled them to increase brand
awareness and get their product into the
hands of consumers.
Sanex

29. As another brand capitalising on our
sample campaign success, Nivea wanted
to get their in-shower moisturiser product
in the hands of consumers. We distributed
800,000 samples across our health club
and leisure centre network, supported by
6-sheets and D6’s, which enabled them to
target an image conscious audience in an
environment where they may use in-
shower moisturiser products.
Nivea

30. TomTom wanted to promote their brand
new Spark gym tracker watch to an
affluent, fitness focused audience. They
used our health club network to reach this
audience at a highly relevant time. 6-sheet
posters were utilised to drive purchase
with retailers John Lewis, Amazon and
Argos.
TomTom

31. Across the bleak winter months, Red Bull
wanted to give consumers the mental &
physical boost needed to encourage active
lifestyles, fitness routines & exercise goals.
As such, gyms was a natural choice for the
campaign - & in an effort to drive trial, gym-
goers could also go online to ‘claim a can’.
Red Bull

32. Science in Sport wanted to promote their
new protein gel to regular gym-goers.
They utilised D6 and 6-sheet displays in
our health club and leisure centre
networks to reach a relevant audience at a
time when they will be thinking about a
convenient solution to post-work out
nutrition.
Science in Sport

33. Boots wanted to reach active gym goers at
a time when members might well be
feeling aches and pains after exercise.
They used 6-sheet posters to promote
their ‘price match promise’ on a range of
pain relief products.
Boots

34. Gyms were chosen as the lead
communication channel for the latest PG
Green Tea campaign. Over 500k samples
were distributed, each containing a 50p off
coupon mechanic. 6-sheet posters & D6
displays supported the activity, whilst
individual clubs used their social media
platforms to draw attention to the
promotion.
PG Tips

35. The Army wanted to encourage women to
sign up to the armed forces, they used 6-
sheets and A2 panels across our national
Leisure Centre network to reach young,
active and physically fit females.
The Army

36. Audience Packs
Active
Families
Pool-side Playhouse
Gym-goers
Gym Health Clubs Sports Hall Goals
5-a-side

37. To promote Adidas Predator Lethal Zone
football boots among football-loving
young men, 6-sheet posters were
deployed in leisure centres that
incorporated 5-a-side football pitches.
Adidas

38. Disney XD used a five a side football pack
including Goals centres & leisure centres
to promote their new series of
‘Goalmouth’ to boys aged 7 to 12. The
campaign consisted of 6-sheet posters
with a QR code, free giveaway wristbands
& their TV advert on the digital screens.
Disney XD

39. For More Information
Please Call
Dan Photi
Head of Sales
t. 01252 368308
e. dan.photi@boomerangmedia.co.uk