PRN, a leader in digital in-store advertising, is set to launch its first European retail media network (RMN) through a new partnership with Basic-Fit, the largest fitness chain in Europe. Beginning January 1, 2025, PRN will oversee the monetization of digital advertising across 852 Basic-Fit locations in France, utilizing over 5,000 displays and generating more than 110 million annual impressions.
Expanding Retail Media in Europe
This partnership marks PRN’s entry into the European market, building on its 30 years of experience managing retail media networks in the United States. Basic-Fit aims to enhance its in-club experience while offering advertisers a unique platform to connect with its large and growing member base.
“We’re excited to bring PRN’s retail media expertise to Basic-Fit in France,” said Maurice Ridder, Head of Retail Media at Basic-Fit. “This partnership will not only help monetize our network but also deliver measurable value to our members and advertisers as we continue to grow in the French market.”
Leveraging Advanced Technology
A key feature of this partnership is the use of Walkbase’s anonymous sensor and measurement technology. Walkbase, another company within the STRATACACHE group, will provide real-time data on in-club audience engagement, offering detailed analytics through its Cloud Analytics platform.
“These advanced tools will enable us to track real-time audience impressions and demonstrate the value of the network to advertisers,” explained Kevin Carbone, CEO of PRN. “By leveraging our retail media expertise and Walkbase’s technology, we aim to maximize the potential of Basic-Fit’s digital network.”
Dedicated Local Team in France
To support the partnership, PRN is establishing a dedicated sales team in Paris, led by Alexandre Lepicq. This team will work to optimize advertising opportunities across Basic-Fit’s French locations, ensuring maximum utilization of the available digital inventory.
Basic-Fit has been working with STRATACACHE’s Scala since 2012, utilizing its digital signage solutions to enhance both member and employee communications. This partnership builds on that foundation, incorporating advanced technologies to further improve the in-club experience.
About Basic-Fit
Basic-Fit operates more than 1,500 clubs across six countries, serving over 4.2 million members. The company offers a value-driven fitness experience, catering to a wide range of health and wellness needs.
About PRN
PRN, part of the STRATACACHE family, provides end-to-end retail media solutions, managing over 41,000 screens across 13,000 locations. Its comprehensive approach includes hardware, software, content creation, and media monetization, delivering high-impact experiences for brands and consumers alike.
