Wellpass (ex-Gymlib) Hands Its Media Strategy to Agency Lift
Corporate wellness platform Wellpass, formerly Gymlib, has appointed EDG group's media agency Lift to run its media strategy — betting on connected TV and sport-and-wellness podcast sponsorships to win over employers.
A B2B2C Wellness Brand Picks Its Media Partner
Wellpass, the corporate sport and wellness subscription platform formerly known as Gymlib, appointed Lift — the media agency within the EDG group — to run its media strategy and buying, announced 23 September 2026. The brief targets employers to adopt Wellpass, starting with connected TV and sport and wellness podcast sponsorships.
The platform is accessible to 800,000 employees and operates in France and Belgium. Its pitch leans on data such as the finding that 71% of French workers consider their work life too sedentary.
The Logic of CTV and Audio for B2B
Reaching HR and benefits decision-makers is a classic B2B challenge, and Wellpass's channel choice is instructive. Connected TV offers premium, brand-safe reach with better targeting than linear, while sport and wellness podcasts reach an audience already primed for the category.
This is a B2B2C play: the brand must sell to employers while staying desirable to employees. CTV builds the brand credibility HR buyers want to see, and audio embeds it in the culture employees live in.
What This Signals
Employee-benefit and wellness brands are maturing into serious advertisers, moving beyond performance-only tactics toward brand-building channels. Wellpass's move is a template for the category: pair broad-reach CTV with contextually relevant audio.
Our view: B2B brands too often default to LinkedIn and search. Wellpass shows that when your buyer is human and your category is lifestyle-adjacent, brand channels like CTV and podcasts can do work that lower-funnel tactics cannot.
Quick FAQ
Who is Wellpass and what did it announce?
Wellpass, the corporate wellness platform formerly called Gymlib, appointed EDG's media agency Lift on 23 September 2026 to run its media strategy, starting with connected TV and sport and wellness podcasts.
How big is Wellpass?
The platform is accessible to 800,000 employees across France and Belgium, and cites that 71% of French workers find their work life too sedentary.
B2B brands too often default to LinkedIn and search. Wellpass is smarter — when your buyer is human and your category is lifestyle-adjacent, connected TV and podcasts build the credibility that lower-funnel tactics simply can't. That's how you make HR buyers pay attention. — Daniel Nikolla, Founder of Merx Marketing
Employee-benefit brands are maturing into brand advertisers — pairing CTV reach with contextual audio to reach human B2B buyers.
Is your B2B media plan all lower-funnel, or does it build the brand your buyers actually need to trust?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: The Media Leader, CB News and Stratégies.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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