NEW YORK Strengthening its out-of-home network in health clubs, Health Club Media Network said it has acquired Alloy Fitness Network from Alloy Media & Marketing.
The deal, for an undisclosed sum of cash plus certain future contingency payments, adds panels in over 700 health clubs in 120 markets to HCMN’s 25,000 panels and digital screens in 4,000 health clubs.
Nationally, HCMN’s offerings will now reach more than 15 million monthly club members.
“Adding the Alloy Fitness Network to HCMN’s already expansive roster of health clubs will only help us serve our clients more effectively,” said Ken Williams, CEO of HCMN. “It will also provide HCMN with increased options as we continue to roll out our burgeoning digital media network in health clubs across the country.”
HCMN’s acquisition of Alloy is the second major deal that further consolidates the growing out-of-home network space. On Monday, Danoo announced it had acquired IdeaCast, which operates a network of digital screens in health clubs. The third player, Zoom Media & Marketing, has also been consolidating out-of-home inventory in health clubs.