Zoom Media, the UK’s leading fitness and lifestyle media specialist, has announced the expansion of the content portfolio of its proprietary in-gym content channel, livegood.
The channel, which has recently partnered with TikTok and features content from mental health platform JAAQ alongside action-led content from Red Bull, is designed to deliver a contextual environment for marketers looking to engage active, health-conscious UK audiences.
Brand partnership
Broadcast across more than 200 premier leisure sites, including major fitness chains such as Bannatyne, Places Leisure, and The Gym Group, livegood now reaches a monthly audience exceeding four million viewers.
The updated channel provides over 12 hours of specialised health, fitness, and lifestyle content, with more than 15 distinctive streams, including national news, sports, and cooking.
TikTok joins livegood as part of its wider ‘Out of Phone’ initiative, introducing authentic, creator-led content to gym and wellness environments for the first time in the UK, bringing engaging user-generated style programming into the channel and further enhancing its appeal to active audiences.
The partnership strengthens livegood’s premium content portfolio while offering advertisers an environment that combines trusted editorial with highly engaging creator-led creativity.
Jade Walton, Director of Business Development, Global Media & Licensing Partnerships, EMEA, TikTok, said: “TikTok Out of Phone is all about bringing the creativity and joy of TikTok off-platform and into the real world.
“We’re excited to partner with Zoom Media’s livegood, bringing authentic, creator-led content into gyms and wellness clubs across the UK for the first time.”
As an alternative to traditional, disruptive advertising intervals, livegood presents brands with an opportunity to integrate their branding and intellectual property directly into relevant, host-led video segments rather than relying on standard commercial breaks, including during peak sporting fixtures and international tournaments.
This targeted programming improves viewer retention because information aligns naturally with consumer mindsets while they exercise.
Zoe Allcott-Wells, Head of Customer Success at JAAQ, said, “Partnering with livegood allows us to provide trusted mental health and wellbeing content for daily life directly into physical wellbeing spaces, reaching people at a time when they are actively engaged in self-care.
“Fitness environments provide a unique location to form deep content connections and livegood gives us the platform to share real questions and real answers with millions of health-conscious viewers.”
Dan Klocek, Head of Creative UK at Zoom Media, said: “Through our non-disruptive integration model, brands are able to sit directly within our core editorial stream.
“Over 60% of our content is entirely exclusive and refreshed fortnightly to ensure that brands benefit from a deeply engaged audience.
“Welcoming TikTok to the channel represents another significant step in the evolution of livegood, complementing our premium editorial offering with fresh, authentic programming that resonates with today’s audiences.
“With new content partners regularly joining the platform, we are able to balance exclusivity with rich variety, expanding our content offering and creating more relevant opportunities for advertisers.”