Retail media is no longer confined to the aisles of supermarkets or the banners of ecommerce sites. As explored at the What’s In Store for Retail Media Networks event in London, two unexpected players are leading the charge into new territories — hospitality and fitness.
Hosted by Daniel Torres Dwyer of the FMCG Guys podcast, this lively discussion brought together Jessica Cooke, Director of Media and Loyalty at Stonegate Group, and Maurice Ridder, Head of Retail Media at European gym club chain, Basic-Fit. Both are proving that the RMN opportunity is wide open for those willing to think like retailers.
Rethinking What It Means to Be a “Retailer”
Jessica Cooke set the tone early: “We are the UK’s largest on-trade operator, but we intentionally use the term retailer.” With over 4,500 pubs, bars, and venues under the Stonegate umbrella, Cooke’s mission has been to bring a data-driven retail mindset to a historically operations-focused industry. “We’re taking a Tesco-style approach to the pub,” she noted, drawing on her Dunnhumby and Tesco Media roots.
Maurice Ridder echoed a similar evolution at Basic-Fit, Europe’s largest gym chain with 1,600+ clubs across six countries. Starting with just a screen for member messaging, their network has scaled into a full-blown media proposition, complete with audience targeting and measurement typically reserved for digital advertising giants.
So how do a pub and a gym become media platforms?
For Stonegate, it’s all about tapping into dwell time, personalization and smart use of screens. With 3,500 screens and an app (Mixer) that functions as a loyalty engine and data source, they can tailor the guest experience based on location, time of day, and audience mindset. “Menus are expensive to print. Our screens do more — personalized content, brand partnerships and high dwell time engagement,” said Cooke.
Basic-Fit, meanwhile, is capitalizing on a Gen Z and millennial-heavy membership base that’s highly engaged and screen-exposed during hour-long workouts. “We’re not just gyms with screens — we’re acting like a publisher,” said Ridder. With first-party app data, Basic-Fit offers detailed demographic insights, dwell time metrics and even product trials within their retail media ecosystem.
Both companies are unlocking the potential of non-endemic advertising—brands that don’t traditionally sell through their channels but want access to a specific audience mindset.
At Basic-Fit, a standout campaign with wearable technology brought together on-screen messaging, in-app experiences, and retail activation. Kantar research confirmed sales impact and brand lift — critical proof points for agencies and advertisers alike.
Stonegate, meanwhile, has worked with entertainment brands like Netflix and Diageo for campaigns with cultural and seasonal relevance. One campaign saw Guinness integrated with a Six Nations pub predictor game; another had Netflix showcasing new series across screens Thursday to Sunday. “It’s about context, mindset and respect for the customer experience,” said Cooke.
With great data comes great responsibility. Both speakers acknowledged the challenge of maintaining an inviting space while monetizing media inventory.
“We apply a common-sense test — if I’m having a Sunday roast with my family, would I want to see that ad?” Cooke explained. Age-gating, creative controls, and brand suitability are critical considerations. Ridder added, “Push it too far, and Gen Z will let you know. Fast.”
Testing and learning is baked into both approaches. Whether it’s A/B testing lapsed customer re-engagement offers in Stonegate’s app or evaluating campaign creative performance across clubs – agility and iteration are key.
Asked what non-retail sectors might jump into the RMN game next, both speakers pointed to hotels, travel brands, and telcos. “Marriott’s already converting lobbies and in-room screens into media touchpoints,” noted Ridder.
But perhaps the biggest takeaway is this: the term “retail media” may soon be too narrow. As Ridder put it, “We should just call it media. It’s about eyeballs, intent, and context. Whether you sell groceries, gym memberships, or Guinness — it’s all about reaching the right audience.”
Cooke summed it up perfectly: “The key is not getting lost in shiny tech. Focus on the customer, understand how they discover products now, and build meaningful moments around that.”
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