Basic-Fit internalizes advertising agency operations in France

Basic-Fit, a leading European fitness club operator, has announced the internalization of its advertising agency operations within the French market. Previously managed by an external partner, the division will now be led internally by Agathe Le Dimna.

With a network of over 900 clubs in France and more than 2,150 across Europe, the company aims to work more closely with advertisers and agencies. The new structure is designed to increase reactivity and offer direct support to brands, ranging from initial concept to campaign deployment. Advertising levers will include in-club presence, local and national events, brand content, and digital activations.