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January 10, 2014
Free Fitness Programs + Ads = Win
The "new year, new you" concept engulfs a multitude of people every single year. People look for ways to better their diets, improve sleep, change bad habits, and pick up good habits.

One of those good habits is hitting up the gym. Not to get "swoll" for most folks, but to lose weight, or to lay the foundation of a healthier lifestyle. 

But gym memberships and personal trainers can be expensive. What is a person to do?

Enter advertising.

Advertising, the sugar daddy for freeloaders, has helped people get access to things by subsidizing for decades. We won't go into detail, but feel free to look up our previous posts about it.

Well, advertising saves the day for money-conscious fitness folks — Alpha Trainer, a fitness app, is teaming up with Tapjoy to provide premium content to consumers as long as the consumers agree to watch the ads associated with the content.

Just agreeing to such a partnership, consumers can get access to a 14-week training program.

For background, many gyms provide only an eight-week program. 

According to the source, Inside Mobile Apps, Tapjoy ran a similar program with a different fitness app and not only did its customers increase by 41 percent, but now, Tapjoy accounts for 30 percent of that app's revenue.

Clearly, consumers found a price they like for fitness — their attention.

Advertising is only "evil" when it does nothing for consumers, or when the brand is actually after unethical gains. Maybe the former happens more than the latter.

But in the beginning of a new year, Alpha Trainer picked a great partner to start its year off right. Hopefully its subscribers will do the same.

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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