AusLeisure

Leading full service fitness club chain, Goodlife Health Clubs has reportedly begun a partnership with Guvera​ that will enable Goodlife members to listen to music through the Australian music streaming start-up’s platform.

Goodlife Chief Executive Greg Oliver says the new form of digital marketing was a natural fit for his business.

Oliver told Fairfax media "I think music and exercise go hand in hand and when you look at it clearly, the trend towards music streaming sort of got us thinking who we should think to work with in terms of space and how we can provide more value for our members.

"More unique content is probably something that everyone's looking for and of course, music is a key part of that."

With 76 clubs around Australia, Goodlife Health Clubs has access to 210,000 members. Through the Guvera platform, members will be able to create their own playlists or listen to pre-selected playlists embedded with promotions and native content.

Oliver added “through partnerships and targeted offerings we can find engaged customers, and certainty music is one place where we find people we're looking to attract and this is a fantastic channel for us.

"We've been pushing out some offers through it. One of the recent offers was a 14-day free pass, so that's been well received and we're seeing some new members coming into the club as a result of us.

"This is another form of digital marketing for us, which is something that we're very focused on at the moment."

The popularity of music streaming is making curated music stations an attractive marketing option with Nielson's 2014 Music Report showed online streaming rose by 54% during 2013/14. 

Image used for illustrative purposes only.

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