• by Erik Sass  @eriksass1, July 28, 2015

Place-based advertising firm Zoom Media, whose U.S. branch recently rebranded as Zoom Active Lifestyle Marketing, is selling its “Social Indoor” and “Family Network” divisions to AllOver Media, in order to focus on its core network serving fitness clubs.

The social indoor division includes Zoom’s nightlife properties, while the family network includes a variety of recreation venues.

The indoor social assets acquired by AllOver Media, which is owned by Audax Private Equity, consist of static posters and digital screens in over 1,600 nightlife venues including sports bars, restaurants and clubs. The family network assets include backlit billboards, digital screens, and other custom formats in more than 350 sports and recreation centers, such as arcades, bowling alleys, and roller-skating facilities.

The acquisitions complement AllOver Media’s existing place-based ad channels in nightlife venues, which allows advertisers to reach consumers with marketing messages on pint glasses, coasters, mirror displays, wallscapes, and experiential and coupon offerings, among other options. AllOver also operates a network in convenience stores.

For its part, Zoom’s place-based network in fitness clubs includes digital and static displays in around 2,565 clubs across the U.S. and Canada, which reach 50 million members, generating around 85 million impressions per month, according to the company.  

Most recently Zoom signed a deal to handle all advertising and media in 24 Hour Fitness Clubs, including digital signage, television programming, overhead sound, and product sampling. 24 Hour Fitness operates over 400 clubs across the U.S.

In February, Zoom added over 100 fitness clubs operated by GoodLife Fitness.