Gyms have changed fundamentally in recent years. What used to be primarily a training venue is now a hybrid experience space in which health, lifestyle, community and entertainment merge together. Members no longer just expect equipment and courses, but are looking for motivation, inspiration and a modern ambience that will keep them engaged in the long term.
This is precisely where FRAMEN comes in: a Berlin-based technology company that has been working on transforming digital screens in semi-public spaces into intelligent communication and advertising channels since 2018. This magazine article explains in detail why the FRAMEN media player is not just a technical upgrade for fitness studios and sports facilities, but a strategic game changer for member retention, increased sales and modern brand communication.
FRAMEN at a glance: Technology meets the world of sport and media
FRAMEN is much more than a traditional provider of screens or advertising space. The company operates a technological platform for digital out-of-home (DOOH) that combines editorial content, addressable advertising and programmatic playout in an integrated system and networks digital screens. Two components are at the heart of this:
Screen Manager: A powerful CMS for fitness screens that enables content to be created, planned and played out centrally
Ads Manager: A platform for advertisers to book and evaluate targeted campaigns in the fitness environment
This combination turns classic displays into an intelligent fitness channel system that combines content, advertising and entertainment in real time.
From screen to strategic medium
Screens have long been standard in many fitness facilities, but their potential often remains untapped. Linear television dominates, content is interchangeable and rarely tailored to the training situation or target group. FRAMEN takes this approach one step further: the screen becomes a strategic medium. Instead of random content, a fitness channel is created that is specifically tailored to the location, time and context of use.
For example, a screen in the entrance area can serve as a welcome and provide important studio information, while the focus in the cardio area is on motivational content and entertainment. In course rooms, on the other hand, course schedules or information about upcoming sessions can be displayed. The result is a consistent digital experience that connects the entire gym.
Digital studio communication: fast, flexible and professional
A look behind the scenes at many studios shows that communication is often still surprisingly analog. Course changes are posted on paper, offers are advertised on notice boards and information is laboriously updated.
With FRAMEN, this image is a thing of the past. The platform enables fully digital studio communication, which is not only more efficient but also significantly more effective. Content can be created centrally and displayed on all screens in real time. An updated course schedule appears immediately on the displays without the need for manual intervention.
This is a huge advantage, especially in larger studios or chains. Changes can be controlled across all locations, creating a uniform brand image. At the same time, the gym appears more modern, structured and professional - an aspect that members perceive consciously or unconsciously.
Infotainment as the key to member satisfaction
While communication is a functional aspect, content is about emotions, as the training experience is significantly influenced by how members feel during their stay. This is where the concept of infotainment for fitness studios comes into play. FRAMEN combines information and entertainment into a format that actively appeals to members. Instead of monotonous processes, a dynamic environment is created that motivates and inspires.
The effect is particularly evident in the cardio area. People who train on the treadmill or cross trainer often spend longer periods of time in one place. Content such as training tips, motivating clips or entertaining videos ensure that time passes more quickly and training is perceived as more enjoyable.
This member entertainment is not a nice extra, but a strategic factor. It influences how long members stay, how often they come back and how positively they perceive the gym.
Customer loyalty through in-store media
In a highly competitive market, long-term member retention is crucial. Many studios invest heavily in marketing to attract new customers, but lose them again because the on-site experience is not convincing. This is exactly where FRAMEN comes in. The use of in-store media creates a continuous connection between the studio and the member. Content not only conveys information, but also conveys values, creates orientation and strengthens the brand identity.
A gym that regularly provides relevant content comes across as lively and committed. Members feel better looked after because they have access to up-to-date information at all times. At the same time, an emotional bond is created that goes beyond pure training. This form of customer loyalty through in-store media is subtle but effective and will play an increasingly important role in the future.
Advertising in the gym: an underestimated sales driver
In addition to improving the member experience, FRAMEN opens up a second, equally important dimension: the monetization of screen space.
Advertising in the gym is one of the most effective, but at the same time least utilized marketing channels. The reason is obvious: the target group is highly attractive. People in the gym are health-conscious, active and often willing to invest in products and services that support their lifestyle.
With FRAMEN, this target group can be specifically addressed. Brands can use the platform to place their digital-out-of-home (DOOH) fitness campaigns. The content appears directly in the studio - at the exact moment when members are present and attentive.
This is a form of ambient media in sport that blends seamlessly into the environment. Advertising is not perceived as disruptive, but as a relevant part of the experience.
New opportunities for fitness marketing and partnerships
This development opens up completely new perspectives for gym operators. Instead of relying solely on membership fees, they can tap into additional sources of income.
One example is partnerships with brands that suit the target group. Sporting goods manufacturers, nutritional supplements, local service providers or health providers can have a targeted presence in the studio. At the same time, they have the opportunity to promote their own offers more strongly, such as personal training, new courses or special programs.
FRAMEN also offers enormous opportunities in the area of point of sale (POS) marketing. Members are made aware of offers directly on site, which significantly increases the likelihood of conversion.
The CMS: the invisible control center
All these functions would not be possible without a powerful system in the background. The content management system for fitness screens forms the heart of the platform. It ensures that content can be easily created, managed and planned. Operation is deliberately kept intuitive so that even employees without prior technical knowledge can work with it. At the same time, the system offers sufficient depth to manage complex campaigns or cross-location content.
For operators, this means one thing above all: control. They decide what is displayed where and when, and can adapt their communication at any time.
Artificial intelligence as a creative driver
One particularly innovative aspect of the FRAMEN platform is the integration of artificial intelligence. It helps studios to create content efficiently and with high quality at the same time. Instead of laboriously producing videos or developing designs, operators can rely on automated solutions. The AI generates suitable content that is based on the style of the studio and can be used directly. This not only reduces costs, but also enables content to be continuously updated. This keeps the studio lively and varied - an important factor for its long-term appeal.
Sound and image: the interplay of the senses
In addition to visual content, acoustic design also plays a central role. Music influences the intensity of training, the mood and the overall ambience.
FRAMEN therefore also offers solutions for background music in the gym that go beyond classic playlists. Curated music programs can be specifically tailored to different training areas - from the energetic cardio area to the more relaxed atmosphere in the stretching area. In combination with visual content, this creates a holistic experience that appeals to all the senses.
The gym as a media platform
Perhaps the most exciting development, however, is another: Gyms are increasingly becoming media platforms in their own right.
With FRAMEN, the gym is becoming a place where content, advertising and community come together. A network is being created that goes far beyond the physical space and opens up new opportunities for interaction and personalization.
Studios that invest in sports media, gym TV and digital signage at an early stage secure a decisive competitive advantage. They position themselves not only as training locations, but also as modern brands that reach their members on several levels.
A system with a strategic impact
FRAMEN is more than just a technical solution - it is a strategic tool for the future of the fitness industry. The platform combines digital communication, entertainment and advertising in a way that creates real added value for both operators and members.
For studios, this means more efficient processes, stronger customer loyalty and new sources of income. For members, the result is a training experience that motivates, informs and entertains.
As fitness studios increasingly have to differentiate themselves, it is clear that those who rely on in-store TV and intelligent content systems are actively shaping the future of the industry. And this is exactly where FRAMEN shows what this future can look like.
Editorial team fitnessmarkt.de
Source and image source: FRAMEN GmbH
Published on: 16 April 2026