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Life Fitness (UK) Ltd
Life Fitness (UK) Ltd
Life Fitness (UK) Ltd
FIT TECH News

Hussle signs fitness partnership with McDonald's

By

EXCLUSIVE

Fitness marketplace Hussle has signed a partnership deal with McDonald's, which will see it offer a fitness-based prize as part of the fast-food chain's annual Monopoly promotion.

McDonald's selected Hussle as its gym partner of choice – rather than a single health club chain – as part of a competitive tender process.

The deal means thousands of operators are likely to benefit from the campaign.

It is the first time a health club offering has been included in the annual giveaway, which is seen by 3.5m customers a day and played by more than seven million people each year.

The deal will give McDonald’s customers the chance to win access to any of Hussle’s 2,000+ partner health clubs and leisure centres.

Winners will be given a code to enter into Hussle’s website, where they can pick the most suitable club from a nationwide selection.

Hussle's Jamie Owens said: “Partnering with such a colossal commercial brand will give unprecedented exposure to our industry.

"It will mean health clubs will be showcased to a third of the UK population (3.5 million customers a day) over the six weeks of the Monopoly promotion at McDonald’s restaurants.

“This partnership will open up a whole new 'joiner channel' for health clubs in a notoriously tricky to reach age group, as the Monopoly audience is predominantly made up of 16-24-year-olds.”

"The Hussle Membership Conversion Service then actively encourages them to join the clubs they visit."

The Monopoly giveaway, first launched in 2005, works along similar rules as the classic Monopoly board game. Customers collect game pieces that appear as stickers on food and drinks packaging, with each piece representing a tile on the board. When customers collect a set, they win a prize.

There are also 'instant win' game pieces, which can be redeemed straight away, and Online Win game pieces, which encourage customers to engage with an Online Win microsite to win more prizes.

Owens told HCM that partnering with a fast-food chain takes the company into "unchartered territory", but that the potential to reach new audiences is a compelling one, saying: "The old adage is true – if we keep doing the same things, marketing fitness to the same people, we’ll always get those same people through our doors.

"If gyms are going to go mainstream, we need to partner with mainstream brands. This campaign is uncharted territory but it’s also an exciting opportunity to directly target new customers.

"This partnership with McDonald's parades fitness in front of seven million people we wouldn’t necessarily get to speak to otherwise.”

What are your thoughts on Hussle working with McDonald's? We'd value your views. Write to the editor of HCM at a href="mailto:[email protected]">[email protected].

Look out for HCM's feature on the health club sector collaborating with the fast food sector in our next issue.

Sign up hereto be the first to receive HCM digital editions and ezines.

Sign up here to get Fit Tech's weekly ezine and every issue of Fit Tech magazine free on digital.
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FIT TECH News

Hussle signs fitness partnership with McDonald's

By

EXCLUSIVE

Fitness marketplace Hussle has signed a partnership deal with McDonald's, which will see it offer a fitness-based prize as part of the fast-food chain's annual Monopoly promotion.

McDonald's selected Hussle as its gym partner of choice – rather than a single health club chain – as part of a competitive tender process.

The deal means thousands of operators are likely to benefit from the campaign.

It is the first time a health club offering has been included in the annual giveaway, which is seen by 3.5m customers a day and played by more than seven million people each year.

The deal will give McDonald’s customers the chance to win access to any of Hussle’s 2,000+ partner health clubs and leisure centres.

Winners will be given a code to enter into Hussle’s website, where they can pick the most suitable club from a nationwide selection.

Hussle's Jamie Owens said: “Partnering with such a colossal commercial brand will give unprecedented exposure to our industry.

"It will mean health clubs will be showcased to a third of the UK population (3.5 million customers a day) over the six weeks of the Monopoly promotion at McDonald’s restaurants.

“This partnership will open up a whole new 'joiner channel' for health clubs in a notoriously tricky to reach age group, as the Monopoly audience is predominantly made up of 16-24-year-olds.”

"The Hussle Membership Conversion Service then actively encourages them to join the clubs they visit."

The Monopoly giveaway, first launched in 2005, works along similar rules as the classic Monopoly board game. Customers collect game pieces that appear as stickers on food and drinks packaging, with each piece representing a tile on the board. When customers collect a set, they win a prize.

There are also 'instant win' game pieces, which can be redeemed straight away, and Online Win game pieces, which encourage customers to engage with an Online Win microsite to win more prizes.

Owens told HCM that partnering with a fast-food chain takes the company into "unchartered territory", but that the potential to reach new audiences is a compelling one, saying: "The old adage is true – if we keep doing the same things, marketing fitness to the same people, we’ll always get those same people through our doors.

"If gyms are going to go mainstream, we need to partner with mainstream brands. This campaign is uncharted territory but it’s also an exciting opportunity to directly target new customers.

"This partnership with McDonald's parades fitness in front of seven million people we wouldn’t necessarily get to speak to otherwise.”

What are your thoughts on Hussle working with McDonald's? We'd value your views. Write to the editor of HCM at a href="mailto:[email protected]">[email protected].

Look out for HCM's feature on the health club sector collaborating with the fast food sector in our next issue.

Sign up hereto be the first to receive HCM digital editions and ezines.

Sign up here to get Fit Tech's weekly ezine and every issue of Fit Tech magazine free on digital.
More fit tech news
EGYM has completed a US$41m Series E financing round led by Mayfair Equity Partners, a leading tech and consumer growth ...
In a major move against the gym market, Apple has revealed a number of upgrades to its Fitness+ platform, coinciding ...
Physical activity professionals in England will soon be able to access free, one-to-one learning with Google to get their digital ...
Fitness equipment giant Nautilus has acquired VAY, a firm specialising in AI and motion technology. Based in Switzerland, VAY’s proprietary ...
Hyperice is using its recent acquisition of mental wellness company Core to create a new brand identity that will position ...
Les Mills' popular portfolio of workouts will be made available on the Fitbit Premium platform, following the signing of a ...
iFIT Health & Fitness has confirmed plans to go public and list the business on the Nasdaq. The connected fitness ...
Whoop has raised US$200m in a Series F funding round, resulting in the tech start-up being valued at US$3.6bn. The ...
Intelivideo has signed a partnership deal with software specialist ABC Fitness Solutions, which will expand the reach of Intelivideo's digital ...
Shares in Peloton have fallen after the company revealed fourth-quarter losses. It also said that tactical changes to the business ...
Wellness specialist Delos has launched a new mindfulness app which utilises the innate human instinct to connect with nature and ...
Sport and fitness tech firm, BlazePod, is expanding its US operations with the opening of its first US office in ...
Boutique chain Barry's has entered the digital fitness market with Barry's X, offering community-driven workouts. Barry's X features both live ...
In what is believed to be the first-of-its-kind deal in the fitness industry, boutique chain TRIB3 has sold a franchise ...
myFitApp has launched a new chat function to its streamed fitness content, making it easier to create workout communities online. ...
Garmin has recorded quarterly revenues of more than US$1bn for the first time – helped by a 40 per cent ...
TRX has launched a redeveloped version of its TRX Core digital platform, designed to help fitness professionals and personal trainers ...
At LEDSnaps, we’re acutely aware of the financial strain government lockdowns have put on our industry and how important it ...
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Life Fitness (UK) Ltd
Life Fitness (UK) Ltd