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DooH: Framen Partners with David Lloyd Premium Gyms

The Berlin DooH start-up Framen is now marketing David Lloyd health clubs in seven European countries. The premium fitness brand will add 50 screens to Framen’s network, which now spans more than 1,200 gyms in Europe.

Framen is expanding its DooH network in the fitness sector by entering into a partnership with David Lloyd Clubs in seven European countries: the Netherlands, Spain, Switzerland, France, Belgium, Italy, and Ireland. This enables Framen, a subsidiary of Axel Springer, to add 50 screens to its network.

As the David Lloyd Clubs belong to the premium health club segment, brands can reach an affluent, health-conscious target group via the gym TV network. The partnership, set to run for two years, will see Framen as the exclusive marketer, offering advertising and entertainment content via its platform.

“The partnership was a strategic no brainer as we launch into this space in new markets. We look forward to welcoming a roster of new brand partners”, says Shiv Patel, David Lloyd’s Director of European Operations. Davis Lloyd is currently expanding its partnership capabilities across the international club territory.

“It’s an exciting opportunity to be at the helm of this partnership. We are really looking forward to bringing our approach to
digital advertising to these seven European countries”, says Dimitri Gärtner, CEO and founder of Framen, regarding the opportunity to be at the forefront of this partnership. Framen now has a portfolio of more than 1,200 health and fitness clubs in the fitness sector, with its content offering also including a range of sports channels.