Intelligent Finance is aiming to create a healthier image by signing a
deal with 200 fitness clubs across the UK that will see its products
promoted in gyms across the country.
The IF brand and information about its full range of personal banking
products will be advertised at health and fitness clubs such as David Lloyd
Leisure, LA Fitness, Virgin Active, Harpers Leisure and Invicta.
The deal will give the bank the potential to reach a target audience of
about 400,000 fitness club members.
Through an agreement signed with In House Group, marketing consultants to
the health and fitness industry, IF will be advertised in the clubs'
quarterly magazines, in-house radio stations, poster sites and sponsored
As well, a specially designed fitness programme called Intelligent
Finance, individual events will be introduced to health clubs by trained
The deal with David Lloyd Leisure, the country's biggest racquet club
operator, complements the bank's threeyear sponsorship deal of the Cliff
Richard Tennis Trail, a national charity which encourages young children to
take up the sport.
Independent research by Omnibus shows the UK leisure market is one of the
fastest growing commercial markets within the UK, with predictions it will
be worth £185.2bn by the end of 2003.
Intelligent Finance marketing director Angela McIn-tosh says: “Intelligent
Finance is enjoying incredible growth and momentum and this exciting new
initiative with these health and fitness clubs will help us accelerate that
growth by bringing our brand and products to a new audience.
“This partnership brings together organisations committed to making their
customers better off, both financially and physically.”