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IF banking on healthy future with gym deal

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&#39

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

gym staff.

The deal with David Lloyd Leisure, the country&#39s biggest racquet club

operator, complements the bank&#39s 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.”


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