Who We Are:

Strong and Growing

Founded in 1995, the Health Club Media Network™ has grown to become the nation’s
largest provider of advertising and marketing programs in health clubs. Today, HCMN (for-
merly the Health Club Panel Network), extends into 3,000+ different health clubs across
the country, with particular penetration in the top 20 DMA’s.

As a result, agencies and their brand clients have a powerful medium to get their
messaging seen and heard by highly sought after consumers, in a clutter free environment
where this influential audience spends much of their free time.

HCMN’s exclusive network of high traffic health clubs experiences more than 75 million
member workouts monthly (Nielsen audited), ensuring a minimum of over 300 million
gross impressions for HCMN’s full network of advertisers and marketers.

• HCMN’s offerings are consistently purchased by top advertisers and

marketers, including Procter & Gamble, Kraft, Unilever, Nissan, Pfizer,
American Express, Coca-Cola and many others. (See page 23 for a more detailed list)


 “Health Club Media Network has added value
to our member’s in-gym experience.”
Cody Pierce - Director of Franchise Marketing, Gold’s Gym International

Compare how we stack up


Where We Are:
Bulking Up Every Day
National scope with 3,000+ clubs across 120+ DMA’s

HCMN Club Representation

Key Club Partners

24 Hour Fitness Fitworks Powerhouse Gym
Anytime Fitness Gold’s Gym Spectrum Health Clubs
Beacon Hill Athletic Club Healthtrax Sport & Health Clubs
Cardinal Fitness Lady of America Synergy Fitness Clubs
Fitness First Health Clubs Lucille Roberts Women’s Workout World
Fitness Formula Planet Fitness World Gym


 The Health Club is increasingly
becoming a Socialization Hub.

Spas

Restaurants/Cafés Sports Leagues

The Health Club

“Community”

Community Events Educational Clinic

Fundraisers Seminars

On-site Childcare

Want flawless campaign execution? No sweat.


The Health Club Industry:
On The Rise
The health club business has never been stronger. From 1990 to 2007, the number of total
health club members more than doubled, to over 42 million.

In addition, more health club members are using their health club more often.
The percentage of health club members who are “active” (visit their club, on average, 2x/
week) nearly tripled from 1990 to 2007.
Source: IHRSA 2008

Source: IHRSA Profiles of Success

In 2009 the health club industry is projected to grow by nearly 3%. Trends such as the
health needs of aging Baby Boomers, child obesity, and increased media attention to
health and diet ensure that the industry will remain in a growth mode for years to come.
Source: IBIS World Industry Report, December 2008


 “Our messaging focuses on balance and proper nutrition,
so health club members seemed a logical and important
audience. Not only are they concerned with proper nutrition
and generally open to credible health information, but
serve as influencers within their communities.”
Jennifer Burke - VP and Account Director, Mullen


Active Health Club Members:
Setting the Pace
Active health club members are the very picture of the perfect consumer.

According to MRI:
• Nearly 73% (US Pop. 60%) of active health club members are between
the ages of 18-49.
• They have an average household income over $90,000 (U.S. Pop. $69,000).
• They are characterized as being lifestyle ambassadors and purchase influencers.

Active Health Club Members are:

• Early adopters of new technology
• Highly health conscious in food, beverage, and personal care consumption
• Green Advocates
• “Buyers of the best”: Buy far more based on quality vs. price
• Extremely brand loyal; when they find a product or service they like
they stick with it and tell many others.

Health Club Members

set the trends:
Over 80% of health club members surveyed
indicate that people often come to them
for advice on purchasing decisions, and
that this advice is usually followed.
Source: AMPG Omnibus surveys, 2009


 “ We were trying to reach people in our target that
could help generate a strong buzz for Nip/Tuck,
influencing others to watch it. Health club
members hit our target dead-on.”
Eric Shiu - VP of Marketing and Advertising - FX Network


Active Health Club Members:
“On the Go” Shoppers

The Health
Club Consumer:
Working out and
shopping are both
part of their
daily routine.

61% of health club members shop

after working out. Where do they go?
Supermarket/Drug Store: 55%
Natural/Health Food: 28%
Wholesale Club: 27% Source: Suburban Associates health club exit survey research


 InsideOutdoor™ Banners

“If influential consumers are part of your target,

then you should seriously consider HCMN”
Jack Sullivan - SVP/ OOH Media Director, Starcom Worldwide

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Active Health Club Members:
Hard to Reach via Traditional Media

Television:
Health Club Members
are light TV viewers.
Indexing at only 72 for heaviest
TV viewership; but at 118 for
lightest TV viewership
Source: 2008 MRI Doublebase

Fitness/Health Magazines:
77% of Health Club Members
DON’T read any of the top health
& fitness magazines.
(Men’s Fitness, Fitness, Health,
Women’s Health, Shape, Men’s Health)
Source: 2008 MRI Doublebase

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 Backlit Super Panel

Super Panel

Standard Panel

HCMN: Powerful medium

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What We Offer:
Panel Advertising
Our sleek, elegant, scratch-resistant panels are the core of our media network.

Your message will stand out thanks HCMN’s control of the installation, prime positioning
and maintenance of each panel, ensuring a clutter free environment and the greatest
potential impact for our clients messaging.

Each panel features a single advertiser and is purchased in one-month segments on

a per club basis.

• HCMN also offers a unique online proof-of-performance system that

includes monthly affidavits and photographs by market for each campaign

Available Panel Sizes:

Standard Panel (16” x 20”) - These panels are the same proportions
as a typical magazine ad, so artwork can easily be resized.

Super Panel (26” x 37”) - Similar in size and impact to that of

a traditional movie poster you’d see at the theater.

Backlit Super Panel (26” x 37”) - Same as a regular Super Panel,

but with the additional eye-catching power of backlighting.

Uncluttered medium + Active consumers = Powerful Response

Coupons distributed from HCMN panels have generated redemption rates
of up to 13% (up to 20x that of clients’ benchmark FSI redemption rates).

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 Club-Wide Digital Presence

100% Member Attention

No Channel Changing
Real-Time Content

Boost your brand without the heavy lifting

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What We Offer:
Digital Advertising
On HCMN’s digital advertising network, our client’s digital media is on for the entire day,
integrated into our proprietary digital content.

HCMN owns, installs, and maintains all of its screens which are placed throughout the
clubs, not just in the cardio area. This strategy offers the most likely opportunity for our
client’s spots to be seen and create an impact.

• HCMN’s sticky content includes video entertainment, real-time data

(sports scores, weather, traffic, stock ticker, etc.), and relevant key club info
(class schedules, personnel profiles, club updates, café menu, etc.)

• HCMN can accommodate both full motion and static digital advertising

Health clubs offer the most responsive &

resonating environment for digital media
A recent OTX consumer engagement study
revealed that health clubs are the #1 venue where
those surveyed pay the most attention to digital
media. Engagement was 20+% higher than bars or
grocery stores and double that of shopping malls.

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 InsideOutdoor™ Banners

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What We Offer:
Powerful Brand Integration Advertising
and Promotional Opportunities

HCMN provides its clients with a wide array of additional in club advertising and promotional
options that go far outside the box to get their messaging seen & felt in even more impactful ways:

Brand Integration Advertising Offerings Include:

InsideOutdoor™ Banners The power of outdoor billboards brought into an

uncluttered environment to uniquely reach and impact a highly influential audience

• Mirror swipes/decals
• Floor Mats
• Column Wraps
• Branding on club gear/equipment (yoga mats, weights, shower stalls, etc.)

Promotional Offerings Include:

• Sponsorship of key club areas (aerobics, spinning, yoga classes, basketball court area, etc.)
• Sampling
• Hand-to-hand upon club entry/exit or open distribution (in shower stalls, grooming areas, etc.)
• Room temperature or chilled (for food products and beverages)
• Single or multiple items (gift bags with items/literature)
• Sweepstakes program, including mobile marketing (great database development opportunities)
• Event marketing (fitness challenges, seminars for club members, member appreciation parties, etc.)

HCMN is the official sampling and promotion agency for

the International Health, Racquet & Sportsclub Association,
extending HCMN’s exclusive reach to thousands of
additional health clubs in the United States.

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 “We wanted to reach high income business travelers in an
unexpected setting - where they work out. HCMN matched
its club database to the target zip codes for our campaign,
delivering us exactly what we needed - simply and easily.”
Donna Hogg - OOH Assistant Media Director, Starcom Worldwide

Just the right media medicine

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We Flex So You Can Hit Your Target
Our national club database can be segmented according to what makes the most sense
to meet your advertising and marketing objectives.

• You can even obtain category exclusivity which allows your product
to own the club for the duration of your campaign.

Reach your primary consumer

• Segment HCMN’s national club database to specifically meet your
advertising/marketing objectives and/or budget parameters:
• By Market/DMA (even zip code)
• By Gender (Women’s-Only Club Network)
• By Income (Platinum-Member Network)
• By Lifestage (Childcare Network, Low Impact Aerobics Network)
• By Ethnicity (e.g. Hispanic), Sexual Orientation, etc. (via US Census zip code data)

• Designate your advertising in the club area that best highlights messaging
and/or product need (e.g., by weight scale, water fountains, treadmills,
in aerobics studio, weight-lifting area, locker room, etc.).

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 “Club members gobbled up over 230,000 coupons
and redeemed 26,000 of them.” – Brandweek 7/23/07
(Referring to 2007 Jennie-O Turkey Store HCMN campaign
that generated a coupon redemption rate of over 11%)

“HCMN continues to be a great media partner for Special K®.

The size of their network across so many DMA’s means we can
get serious penetration against active female adults in the markets
where it matters most to us. HCMN’s execution is also top notch
and their ability to implement third-party exit survey research
really helps us assess the true impact of our media plan for our
client – which gets more and more important every day.”
Annie Kavanagh - OOH Media Supervisor, Starcom Worldwide

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Measured. Tested. Proven.

Source: Competitive place-based media websites, 2008; HCMN third party surveys through 2008

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 “HCMN allows us to secure only those health clubs within
close proximity to our client’s retail locations, making
the media spend very efficient. The uncluttered health
club environment also offers the opportunity to
really make an impact with this audience.”
Jennifer Seaman - Media Director, Looney Advertising

Squeeze more out of your media budget

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A Select List of HCMN Clients
Advocacy/Non-Profit Healthcare Insurance/ Services Recruitment
AIDS Healthcare Foundation Blue Cross Blue Shield Capital One Recruitment
American Legacy Humana Lendingtree.com
Lance Armstrong Foundation Kaiser Permanente N.Y.P.D.
March of Dimes Myriad Brac U.S. Marine Corps
National Peanut Board United Healthcare
Susan G. Komen 3-Day Walk Retail/QSR
Media/Entertainment/Technology adidas Stores
Automotive 20th Century Fox British Petroleum
Chrysler* A&E Drugstore.com
Ford ABC* DSW
General Motors* Comcast GNC
Honda* DirecTV Jack in the Box
Land Rover* E! Entertainment Television Lowe’s
Nissan* Earthlink McDonald’s
FX Network* Panera Bread
Beverage NBC* REI
Anheuser-Busch* New Line Cinema Starbucks
Coca-Cola Company* Samsung Stop & Shop
MillerCoors Showtime Networks Subway
PepsiCo, Inc.* Sony Pictures* Sunglass Hut
WhiteWave Foods Company TBS* Target
The Economist Vitamin Shoppe
Financial Services/ Insurance T-Mobile Wendy’s
Allstate Verizon*
American Express* VH1 Sport Nutrition/Diet
Bloomberg Financial Atkins Nutritionals*
Charles Schwab Personal Care/ Beauty Clif Bar & Company
Esurance Alberto Culver EAS
State Farm* Colgate Iovate Health Sciences Marketing*
Wachovia* Coty Met-Rx
Gillette* TwinLab/Ideasphere*
Food/Health/Nutrition GlaxoSmithKline Wells Dairy/ Weight Watchers
Bel Brands, USA Johnson & Johnson*
Campbell Soup Company Kimberly-Clark Sports/Apparel/ Fashion
Con Agra* Norelco Champion
Dean Foods* Procter & Gamble* Cotton, Inc.
Dreyer’s* Revlon Los Angeles Kings
Frito Lay S.C. Johnson & Son New Balance
Hormel* Schering-Plough Oakley
Kellogg’s* Unilever* Saucony
Kraft* Tag Heuer
Masterfoods* Pharmaceuticals: OTC/DTC USTA
Michael Foods* Allergan
Nestle* Bayer HealthCare, LLC Travel
Oroweat Bristol Meyers Squibb* Arizona Office of Tourism
PepsiCo, Inc. GlaxoSmithKline* Canadian Tourism Commission
Starbucks Johnson & Johnson* Club Med
Wrigley Merck Continental Airlines
Novartis* Delta Air Lines
Pfizer* Hotels.com
*Multiple brands Schering-Plough*

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 The Nuts and Bolts
Mechanical Requirements: HCMN guarantees installation of all contracted advertising programs no
later than the 5th day of a campaign’s start month. Alternate post dates are also available for an additional fee.

Panel Advertising

Ad Panel Poster Trim Area Poster Live Area

Super Panel/Backlit 24”W x 36”H 23-3/16”W x 34-1/2”H
Standard Panel 14-1/4”W x 18-1/2”H 13-7/16”W x 17”H

Paper Stock: Standard Panel/Super Panel: 100lb. Gloss Book Stock

Backlit Panel: Duratrans

Overage: Please provide HCMN with 20% extra quantity of each design for every month of the campaign.

On-Panel literature and holder specifications for Super & Standard Panels:
On-Panel Brochures/Literature: Maximum width: 4” / Maximum height: 9”
On-Panel Coupons: 5” Wide x 3” High (Tear pads of 100 preferred)

Creative Discs: Final artwork, if HCMN is printing, is due one month (30 days) prior to posting.

Digital Advertising Client provides finished commercial in one of the following accepted formats:

Spot Length: :10 or :30 second, Motion or Static Format

Media: CD-Rom

Motion Formats (no audio):

Pixel Size: 388 x 290 or 720 x 480.
File types accepted: Windows Media (.wmv) preferred, AVI Movies (.avi), MPEG Movies (.mpg)

Static Image Formats (no audio):

Pixel Sizes: 388 x 580 or 388 x 206.
File types accepted: .bmp, .jpg, .png (8- and 24-bit), .tga (up to 32-bit), .tif/.tiff (up to 32 bit),
.ppt, Photoshop (.psd), and vpb. RGB color space preferred.

Creative Discs: Due one month (30 days) prior to posting.

Integrated Advertising/Marketing/Sampling: Requirements vary based upon the exact nature of

the contracted campaign. Your HCMN rep will provide you specific info most relevant to your program.

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Terms and Conditions
Contracts All rates are net. Rates are guaranteed on 12-month contracts. Early termination or
interruption of a contract may be subject to applicable short-term rates. All rates quoted represent space
only prices.

Production Production is the responsibility of the advertiser. Advertisers must ensure that Health Club
Media Network™ receives the posters by the 15th day of the prior month for guaranteed installation by the
5th day of the contracted month. Health Club Media Network™ can provide a printing quote upon request.

Should the posters supplied by the advertiser not meet the Mechanical Requirements as specified
by Health Club Media Network™, the advertiser will be charged for all work necessary to produce
satisfactory poster displays.

Late Copy The late arrival of artwork or delays caused by advertiser or agency may keep Health Club
Media Network™ from meeting a scheduled display date. In such cases, the advertiser will be charged for
the full display period regardless of actual posting date plus any additional posting cost incurred.

Reposting An advertiser is entitled to one creative posting per month during the contract period.
Unused posting opportunities may not be carried forward and credits will not be issued. Additional
or unscheduled changes of copy may be requested and will be subject to an additional charge.

Cancellation Privileges Contracts may be canceled prior to display installations provided Health
Club Media Network™ has received written notice 60 days before the contractual date of installation.
Once displays are installed, early termination of any contract may be agreed upon subject to resale of the
open space. Early termination or interruption of a contract will result in the application of a short-term r
ate adjustment.

Proof-of-Performance Health Club Media Network™ will provide photographic proof-of-performance

with a 10% sample of each design poster for each market contracted for the first month of the program
(as well as every time there is a design change). Health Club Media Network™ can provide 100%
photographic support of all panels in all contracted markets should the advertiser or agency request
such support. A nominal charge for additional photography requests will be billed to the advertiser.

Billing Payment is to be received within 30 days following the initial date of invoicing. Late payments
will be assessed an interest charge of 1.5% per month or the highest legally permitted rate on the late
portion of the total contract value. Additionally, a late payment fee of 10% may be assessed on balances
overdue for more than over 90 days. The foregoing charges are limited to the maximum legally permitted
charges in effect.

Legal In the event of default, the defaulting party agrees to pay court costs and attorney fees.
Advertising contracts with Health Club Media Network™ shall be interpreted under the laws of the
State of California.

(Additional provisions where appropriate.)

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