Zoom Media adds TikTok and JAAQ to livegood channel

Zoom Media has added content partnerships with TikTok and JAAQ to its livegood wellness channel, which is shown across more than 200 leisure venues in the UK.

The move expands the programming on livegood, an in-gym channel distributed at sites including Bannatyne, Places Leisure and The Gym Group. The network now reaches more than four million viewers a month and offers more than 12 hours of health, fitness and lifestyle programming across more than 15 content streams.

TikTok joins the channel through its Out of Phone initiative, which places content from the social video platform in physical venues beyond mobile devices. The arrangement brings TikTok creator-led material into UK gym and wellness settings.

JAAQ, the mental health platform, is also supplying content, joining existing programming that includes action-focused material from Red Bull. The channel combines that specialist content with broader streams such as national news, sport and cooking.

Advertising model

Alongside the new partnerships, Zoom Media is promoting a sponsorship model that places brand identity and intellectual property within host-led video segments instead of conventional advertising breaks. The format can be used around major sporting fixtures and international tournaments carried in the channel's schedule.

The approach is designed to give advertisers a way to appear within editorial programming shown while people are exercising. Zoom Media presents it as an alternative to standard interval-based advertising in gyms and leisure clubs.

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."

The addition of TikTok content reflects a broader effort by media owners and platforms to move short-form video into public and commercial environments. Gyms and wellness clubs offer a setting where audiences spend extended periods in front of shared screens, giving media groups another route to distribute digital content beyond phones and home television.

For Zoom Media, livegood forms part of a wider estate spanning more than 750 UK sites across gyms and wellness centres. The company focuses on placing media in fitness and lifestyle venues, using audiovisual screens and digital out-of-home formats to reach consumers during exercise and leisure activity.

Mental health content

The agreement with JAAQ adds another strand to the service's wellness positioning. Mental health material has become a growing part of programming and marketing in physical fitness spaces as operators and content suppliers seek to connect exercise with broader wellbeing themes.

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."

Livegood is presented as a curated channel for leisure operators seeking a mix of information and entertainment on in-venue screens. More than 60% of the service's material is exclusive and updated every fortnight.

That refresh cycle matters in a venue network where repeat visits are common and stale content can quickly lose attention. Frequent updates also allow media owners to rotate editorial themes and sponsorship integrations more often than with static digital signage.

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."