A marketing partnership between fitness marketplace Hussle and fast-food giant McDonald's resulted in a significant increase in the number of people looking at gyms via the platform.

The campaign saw Hussle offer fitness-based prizes as part of the fast-food chain's annual Monopoly promotion, which took place towards the end of last year.

According to Hussle, there was a 71 per cent increase in visits to gyms listed on its platform during the promotion, while 87 per cent of customers were new to the marketplace – having never visited Hussle’s gym partners before.

The customers arriving on the Hussle platform via the McDonald's promotion were younger than usual. The average age of visitors during the campaign was 28.7, compared to the 2021 average age of 33.5 years.

Hussle has not revealed the actual numbers of people who visited its platform or the numbers who went on the use a gym, due to a confidentiality agreement with McDonald's.

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

McDonald’s customers were given the chance to win access to any of Hussle’s 2,000+ partner health clubs and leisure centres.

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

Jamie Owens, director of fitness partnerships at Hussle, said: “The campaign created unprecedented exposure for the fitness industry.

"These were people viewing the details of a specific gym on our platform and reading about what they have to offer.

“Monopoly at McDonald’s is one of the UK’s largest consumer marketing campaigns and partnering with such a colossal brand presented a unique opportunity for our industry to reach a lot of people quickly – people we may never have reached otherwise," he added.