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Gold's Gym, McFit strike a strategic deal with Paramount+

Global media outfit Paramount++ has partnered with RSG Group, owner of McFit and Gold's Gym
The promotion means McFit members get 12 months of Paramount+ content for free
RSG says the deal offers entertainment in the gym and during recovery
Paramount+ says it's seeking innovative ways to connect with new audiences
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A deal between one of the world’s biggest gym groups and a streaming giant involves members of RSG Group’s gyms being offered a Paramount+ subscription.

Customers signing up for a membership at one of RSG Group’s brands, including McFit, Gold’s Gym and John Reed, are getting access to Paramount+ for 12 months, giving them access to entertaining content online. The two companies are also collaborating on marketing activities to promote the offer which is available in Germany and Austria.

Director of brand and communications at McFit, Pierre Geisensetter, says this means members get value both while working out and while recovering. “We focus on our members having fun while training and by partnering with Paramount+, we now enable them to stream blockbusters, original series and reality shows during a cardio session, as well as at home.”

Speaking for Paramount+, Sabine Anger, says the company is seeking new and innovative ways to connect with audiences. “With this partnership we really went outside the box to find a perfect fit for our broad, premium entertainment offering.”

In other news, RSG exited the Spanish market before Christmas, with the sale of its 47 Spanish estate – 42 McFit and five Holmes Place clubs – to Basic-Fit for €50m.

Among its plans for the coming year is an overhaul of the McFit brand. Joint CEOs Hagen Wingertszahn and Dr Jobst Müller-Trimbusch told HCM the cult brand will be modernised in a careful but future-orientated way, which will continue to fulfil the needs of its various target groups, including Gen Z.

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