Today Outcast Media announced a merger with its long-time joint venture partner PumpTop TV, as well as, an expansion into the fitness sector through a merger with Health Club Media Network (HCMN). Together, this combined network reaches on-the-go consumers in more than 5,000 petrol stations and health clubs in 130 U.S. markets.

Private equity firm Parthenon Capital Partners, a current investor in HCMN, will invest new equity capital in the combined company. Outcast has also secured bank financing from Silicon Valley Bank.

Matthew Stoudt and Nathan Gill will lead the management team as Chief Executive Officer and Chief Revenue Officer, respectively.

Outcast will initially operate the new company as two channels with a common purpose of reaching active consumers in spend-ready environments. Outcast’s PumpTop TV network consists of 11,000 one-to-one high definition displays at the pumps. HCMN, which will be run as a division of Outcast, reaches consumers inside almost 4,000 health clubs through a combination of digital and static displays.