NexTech

Life Fitness's Advertising Platform Brings Programmatic Ads to the Gym

The fitness equipment company has been piloting its advertising platform behind the scenes

The only thing consumers can do to block out OOH ads is walk away—and that’s not really a possibility in the midst of a strenuous cardio routine.Life Fitness
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By Shoshana Wodinsky

Programmatic advertising isn’t just regulated to our computer screens anymore. Recent months have seen digital billboards in malls, airports and city streets go digital. Now, the trend is hitting the gym.

Today, Life Fitness—a fitness equipment company that produces everything from treadmills to elliptical bikes for gyms, college dorms and hotels across the country—officially kicked off its advertising platform set to work on the tablet screens hooked up to many pieces of its cardio equipment. Life Fitness has been piloting the program (aptly dubbed Life Fitness Media) since October of last year and will roll it out into “select” markets throughout the U.S.

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Headshot of Shoshana Wodinsky

Shoshana Wodinsky

Shoshana Wodinsky is Adweek's platforms reporter, where she covers the financial and societal impacts of major social networks. She was previously a tech reporter for The Verge and NBC News.

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