PHAR Partnerships has been working exclusively with David Lloyd Leisure, Europe’s premier health, sport and leisure group, since 2011 to develop a central commercial partnership programme and to secure relevant brands to work with the group. The latest brand to become an official partner is sportswear giant Reebok who are the ‘Official Sportswear Partner’ of David Lloyd Leisure, a partnership that sees Reebok kit out all of the personal trainers, coaches and tennis professionals across the clubs and work with David Lloyd Leisure to communicate with its 440,000 members through bespoke events and activities. Head of Partnerships at PHAR, Ian Tussie, said: “David Lloyd Leisure is a real draw for brands. The group’s significant membership is an engaged audience and Reebok has already seen great returns on its investment from various activity it has run.” The group employs an expert team of more than 1,800 health and fitness trainers and contracts the services of over 400 tennis professionals, who now wear Reebok clothing, creating extremely effective advertising and awareness for Reebok which is aiming to be the number one brand in the world in health and fitness.’
Reebok joins existing central commercial partners Zoggs, Jaguar and Ricoh.