Val Morgan Group has announced further growth for VMO with the acquisition of Collective Media. The group brings the Anytime Fitness network into the portfolio of health clubs represented by VMO, which includes Fitness First, Good Life and Fernwood Fitness.

Daniel Hill, CEO Val Morgan Group notes: “Collective Media is another marquee piece in a key growth category in Australia. People are spending more time and money in the health and fitness industry and our most recent research tells us that health club advertising is the least avoided of all out-of-home formats. It is logical for us to grow this vertical and as a business, we are providing opportunities for advertisers to deliver contextually relevant content in brand safe environments.”

“The acquisition of Collective Media is a key part of the VMO strategy to grow its location based digital advertising network. It further bolsters the impressive growth of its health club circuit following the addition earlier in the year of Fernwood Fitness to the group,” added Anthony Deeble, Chief Commercial Officer of Val Morgan’s parent company, Hoyts Group.

The addition of Anytime Fitness sees the VMO market share in health club advertising rise to an impressive 80 per cent across Australia. Collectively, the VMO Active network now reaches over 1.1 million highly desirable consumers in nearly 700 clubs, meaning VMO has an advertising network that is both highly engaging and at scale.

Collective Wellness group chairman, Justin McDonell is also enthusiastic about the acquisition and the extensive knowledge and experience VMO offers the market, noting: “We are excited by the expertise, resources and innovative ideas Val Morgan Outdoor will bring to the table, and we are confident they will provide an enhanced experience to the Anytime Fitness network.”

VMO will represent Anytime Fitness effective immediately with former Collective Media CEO, Andrew Sneddon joining the organisation as GM – VMO Active. Sneddon’s role will have a key focus on driving commercial growth within the Active vertical.