Newly rebranded Hussle partners with mobile provider Three

Fitness marketplace Hussle has revealed its first major deal since it changed its name and brand identity from PayAsUGym earlier this month.

Hussle has signed a partnership deal with telecommunications and internet services provider Three, which will see Hussle offer more than 2 million Three customers with flexible access to gyms and health clubs.

In return, Hussle will benefit from Three UK marketing the campaign to their users this summer, providing the fitness company with access to a new customer base.

The campaign will be co-funded and promoted by Hussle and Three.

According to Lawrence King, the deal with Three is the first of a series of high profile, national consumer brand partnerships designed to reach new customer groups.

"The fitness industry historically, has struggled to secure truly national consumer marketing partnerships as the geographic coverage of any single operator has been too narrow for potential commercial partners," King said.

"With a gym in 96 per cent of UK postcode regions, Hussle is ideally placed to support the coverage requirements of companies like Three UK and create new marketing opportunities for the fitness industry to reach genuinely new people."

Nicola Bhojani, head of media planning at Three UK, added: "Three are excited to be partnering with Hussle; their great coverage and variety of venues is ideal for our customer base who are looking to discover new local experiences."