Zoom Media focuses on personalization and engagement, connecting active generations through curated content, partnerships, and seamless multi-platform experiences.
Fitness trends may ebb and flow, but Zoom Media continues to be a key player in connecting with Generation Active, a community of more than 35 million fitness enthusiasts in the U.S., Canada, and the U.K. Masu. Through its GymTV network and various touchpoints, Zoom Media is more than just a content provider, it’s a powerhouse of motivation, engagement, and community within the gym.
Hilary Farber, Zoom Media’s senior director of marketing and creative in North America, discusses how the company stays true to its philosophy of putting gym users first, building impactful brand partnerships, and revolutionizing the fitness experience for the long term. I would like to explain how we continue to protect ourselves.
Active generation definition
Mr. Farber calls Generation Active a diverse community of more than 120 million people who exercise not only for their physical health, but also for their mental health, stress relief, and mood lift. It is defined that there is. “They rely on exercise for overall health,” she says.
Zoom Media’s content meets these needs by motivating, informing, and connecting with gym users through uplifting music, wellness programs, and partnerships tailored to active lifestyles. Masu. “We are focused on supporting them on their journey to becoming the best version of themselves,” Farber emphasizes.
At Zoom Media, gym-goers are at the center of every decision we make. Mr. Farber describes the company’s “True North” philosophy, which guides all aspects of the business. “We start with the question, ‘Is this beneficial for gym-goers?’” This philosophy shapes our content creation and informs brand partnerships that improve the overall experience.
Hilary Farber, Zoom Media Senior Director of North American Marketing and Creative
Beyond entertainment: a multi-platform approach
Zoom Media’s commitment to fitness goes beyond just entertainment. “Fitness is more than just exercise; it’s about motivation, improvement, and community,” Farber says. The company partners with gyms to promote their events and services, turning them into personalized, community-focused spaces. Zoom Media also hosts interactive experiences like product sampling, making the gym a place of discovery and connection.
The multi-platform approach integrates GymTV, signage, sampling and digital channels to create a seamless experience. “GymTV provides curated content that motivates and entertains, while signage conveys impactful and inspirational messages,” explains Farber. Sampling events allow gym-goers to try new products and attend themed classes.
Music is at the heart of Zoom Media’s content strategy, with playlists carefully selected to fit each gym’s unique atmosphere. “Our team chooses music that keeps gym-goers motivated,” she says. The company customizes its content, everything from motivational messages to brand promotions, to resonate with gym-goers of all fitness levels.
Measure success through engagement
Zoom Media uses a combination of third-party analytics, audience feedback, and campaign-specific research to measure the success of our efforts. By partnering with Kantar, a global analytics company, you can track your engagement. “Data shows that 90% of viewers actively watch or listen to GymTV while working out,” Farber reveals.
Regular surveys gather insights into content preferences, allowing you to tailor it to your gym users’ interests in real time. According to the Brand Lift study, 77% of respondents recall an ad and 78% express purchase intent for the featured brand. “This data helps us continually refine our strategies to keep gym-goers engaged,” Farber says.
Related items
The selection of brand partners is critical to Zoom Media’s strategy. “We work closely with our gym partners to ensure the brands we feature resonate with their values,” she added. This ensures a consistent environment where advertising enhances rather than disrupts the gym patron’s experience. Zoom Media encourages advertisers to avoid political ads and disruptive content, and to create custom content designed specifically for the gym’s audience.
Farber emphasizes successful partnerships that foster meaningful engagement. Our collaboration with BioFreeze brings muscle pain relief products to the locker room and integrates recovery into daily life. Another partnership with Fat Bastard Burrito offered free protein upgrades to help build muscle. A collaboration with Live Nation offered gym goers the chance to win concert tickets, merging a fitness and lifestyle experience.
The future of fitness engagement
Looking to the future, Zoom Media aims to expand its content offerings and inspire and motivate gym goers in new ways. The main focus is on enhancing sports programs featuring highlights and fitness routines of top athletes. “This will provide inspiration and practical tips for gym-goers,” says Farber.
The company is also responding to demand for more coverage of women’s sports, with 60% of viewers saying women’s sports content motivates them during training. Zoom Media plans to promote more female teams and athletes on GymTV and provide relatable role models.
Zoom Media expands its wellness programs beyond sports to include nutrition, self-care, and recovery. “By providing comprehensive content that addresses all aspects of health, we aim to create a personalized ecosystem that keeps gym-goers engaged and supported throughout their fitness journey.” Farber He concluded.
