With a focus on personalization and engagement, Zoom Media connects Generation Active through curated content, partnerships and seamless multi-platform experiences
Fitness trends may ebb and flow, but Zoom Media remains a key player in connecting with “Generation Active,” a community of over 35 million fitness enthusiasts across the U.S., Canada, and the U.K. Through its GymTV network and various touchpoints, Zoom Media is not just a content provider—it’s a driving force behind motivation, engagement, and community in the gym.
Hillary Farber, senior director of marketing & creative for North America at Zoom Media, explains how the company stays true to its philosophy of putting gym-goers first, forging impactful brand partnerships, and innovating the fitness experience for the long term.
Defining Generation Active
Farber defines Generation Active as a diverse community of over 120 million individuals who engage in exercise not only for physical health but also for mental well-being, stress relief, and mood enhancement. “They rely on exercise for holistic health,” she says.
Zoom Media’s content addresses these needs by motivating, informing, and connecting with gym-goers through energizing music, wellness programming, and partnerships that align with active lifestyles. “We’re focused on supporting their journey to becoming the best version of themselves,” emphasizes Farber.
At Zoom Media, gym-goers are at the center of every decision. Farber describes the company’s “True North” philosophy, which guides every aspect of their business. “We start with the question: ‘Is this beneficial for the gym-goer?’” This philosophy shapes content creation and informs brand partnerships that enhance the overall experience.
Beyond Entertainment: A Multi-Platform Approach
Zoom Media’s commitment to fitness transcends mere entertainment. “Fitness is more than just working out; it’s about motivation, improvement, and community,” says Farber. The company partners with gyms to promote events and services, transforming 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, billboards, sampling, and digital channels to create a seamless experience. “GymTV offers curated content that motivates and entertains, while billboards deliver high-impact, inspirational messaging,” Farber explains. Sampling events allow gym-goers to try new products and participate in themed classes.
Music is central to Zoom Media’s content strategy, with playlists curated to match the unique atmosphere of each gym. “Our team selects music that keeps gym-goers motivated,” she notes. The company tailors all content—from motivational messages to brand promotions—to resonate with gym-goers of varying fitness levels.
Measuring Success Through Engagement
Zoom Media employs a combination of third-party analytics, audience feedback, and campaign-specific studies to measure the success of its initiatives. Partnering with Kantar, a global analytics firm, allows them to track engagement. “Data shows that 90% of our audience actively watches and listens to GymTV during their workouts,” Farber reveals.
Regular surveys gather insights on content preferences, enabling real-time adjustments to better align with gym-goer interests. Brand lift studies show that 77% of respondents recall ads, while 78% express purchase intent for featured brands. “This data helps us continuously refine our strategy to keep gym-goers engaged,” says Farber.
Selecting brand partners is crucial to Zoom Media’s strategy. “We collaborate closely with our gym partners to ensure that the brands we feature resonate with their values,” she adds. This ensures a cohesive environment where advertising enhances rather than disrupts the gym-goer’s experience. Zoom Media encourages advertisers to create custom content designed specifically for the gym audience, avoiding political ads or disruptive content.
Farber highlights successful partnerships that drive meaningful engagement. A collaboration with BioFreeze introduced muscle pain relief products in locker rooms, integrating recovery into routines. Another partnership with Fat Bastard Burrito offered free protein upgrades, promoting muscle-building. A collaboration with Live Nation provided gym-goers the chance to win concert tickets, blending fitness with lifestyle experiences.
The Future of Fitness Engagement
Looking ahead, Zoom Media aims to expand its content offerings to inspire and motivate gym-goers in new ways. A key focus will be enhancing sports programming, featuring highlights from top athletes and fitness routines. “This will offer inspiration and practical tips for gym-goers,” says Farber.
The company is also responding to the demand for more coverage of women’s sports, with 60% of viewers stating that female sports content motivates them during workouts. Zoom Media plans to promote more women’s teams and athletes on GymTV, providing relatable role models.
Beyond sports, Zoom Media will expand its wellness programming to include nutrition, self-care and recovery. “By offering holistic 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,” concludes Farber.
