SportCity
Digital Signage Solutions for Gyms: Enhancing Brand Identity and Member Experience
Digital signage solutions for gyms have become essential tools in the modern fitness industry. They help clubs strengthen their brand, engage members, and manage content with ease across multiple locations.
With the right setup, fitness chains can turn screens into valuable communication assets. From promoting events to delivering customised content, digital signage transforms how clubs interact with members. A standout example of this successful integration is SportCity, a leading fitness chain in the Netherlands.
About SportCity: One Brand, One Vision
SportCity is a well-known fitness chain in the Netherlands. With over 110 locations across the country, it caters to both beginners and seasoned athletes. Originally, the company operated under two separate brands: Fit for Free and SportCity. However, a recent rebranding merged all clubs under the single, unified name of SportCity.
This strategic move brought consistency in branding, communication, and service quality. The brand focuses on accessibility, inclusivity, and creating a strong sense of community within each club. To support this mission, SportCity continues to embrace smart digital tools that enhance the member experience.
The Challenge: Unifying Content Across Multiple Screens
Back in 2013, SportCity approached us with a clear objective. Although screens were already present in most clubs, there was no consistency in the content shown. Each screen displayed different TV channels, creating a fragmented experience for members.
The goal was simple: have one centralised programme that could run across multiple screens per location. Easyscreen, our proprietary platform, was the perfect fit. Designed and developed by M-Cube, Easyscreen enables fitness chains to manage, schedule and synchronise content with ease, from one central system.
At the same time, FunXtion was entering into a partnership with SportCity. This allowed us to integrate FunXtion’s interactive solutions into the clubs, providing members with a more engaging and dynamic fitness journey.
Our Solution: A Scalable Digital Signage Platform
To meet their needs, we introduced Easyscreen, our digital signage platform, as the core solution to support SportCity’s evolving in-club communication. In every club, we installed media players that connected seamlessly with the screens already in place. This setup allowed consistent playback of centrally managed content via the Easyscreen platform.
In premium locations, we enhanced the environment further. We added showlight systems and high-end audio for an immersive training experience. Alongside this, we installed screens and interactive kiosks for FunXtion content delivery.
This tailored approach meant SportCity could keep content unified across all sites, while still adapting messages by zone—for example, cardio and spinning areas had dedicated, engaging content aligned with the activity.
The Benefits of Digital Signage Solutions for Gyms Like SportCity
The result was a smooth, high-impact digital communication strategy. Screens no longer displayed just television broadcasts. Instead, they played curated SportCity content through Easyscreen, reinforcing the club’s image and enhancing the member journey.
Where previously a row of screens in cardio areas showed unrelated TV channels, now one or more display dedicated SportCity content. This change increased the sense of belonging and community among members. It also boosted awareness of services and promotions in an elegant, non-intrusive way.
Thanks to the Easyscreen platform and FunXtion integration, SportCity now delivers a seamless, branded in-club media experience. It keeps members informed, motivated and connected—while giving staff a powerful tool for communication.
SportCity’s adoption of digital signage solutions for gyms is a clear example of how the right technology can support growth, elevate brand identity and streamline operations across multiple sites.
