bally total fitness

Bally Total FitnessWhere Your Schedule is Our Priority.

Casey KilsheimerMorgan MoultrieEllen Underwood

About Bally• The largest and only nationwide commercial operator of

fitness centers with approximately 400 clubs

• Over 3.5 million members and over 40 years of successful operating experience.

• $55 million national marketing, advertising, and public relations program making it the number one nationally recognized fitness brand

• Integrates cardio, resistance training, flexibility, and mind/body, along with other challenging activities to give consumers total self conditioning.

• BFIT Community Program

• Vow to Earth Fitness- Earth Friendly & Community Initiatives

• Members have 5 different options!

The Bally Total Fitness Target

College educated Caucasian women Ages 35-44

Primary ResearchWhy Surveys?

9; 5% 31; 17%

13; 7%

15; 8%

12; 7%22; 12%

29; 16%

7; 4%

26; 14%13; 7% 4; 2%

Appendix ASurvey Results for: Responses to Questions 1-12

Q1Q2Q3Q5Q6Q7Q8Q9Q10Q11Q12

Mailing Lists

House List

Rented List

Email List

Incentives

“Invite a friend”

Response card raffle entry

Membership option offer

Where’s Bally now in the mind of the target?

• Poor management

• Rip offs

• Overall dissatisfaction

Bally’s Top 3 Competitors

Bally’s Indirect Competition

• Chinese Boxing Academy

• Saunas

• Spas

• College Gyms

• Steam Rooms

• Leisure Sports & Recreation

Where Bally would like to be in the mind of the target…

Professional Leader in the Fitness Industry Unbeatable Prices & Convenience Best Value training Best Equipment Incredible Variety of Classes

What’s the Big Idea?

Convenience!

Supporting Evidence

• Existing Offers & Promotions

• Extensive list of Classes

• 5 Bally locations in the area

• Direct Mail Package- Brochure- Letter- Response Card

The tone of voice for Bally advertising

• Informative • Inviting

-Consumers receive the information while becoming comfortable with the idea of remaining or becoming a Bally member.

Mandatories

Brochure• Company Logo• Corporate Headquarters Mailing

Address• Toll Free Telephone Numbers • Web site address • 5 Bally Total Fitness locations with

addresses and phone numbers

Letter• Letter Head• Company Contact

Information• Salutation• Promoted Benefit• Call to Action• Limited Time Offer

Envelope/ Response Card• Response Deadline• Customer Satisfaction Inquiry• Company Logo• Company Address• Return Postage

ReferencesAkidah, N. (2008, August 20). Federal Hill Fitness. Retrieved on April 20, 2009, from Yelp Website:

http://www.yelp.com/biz/federal-hill-fitness-baltimore.Antoniak , P. (2006, October 25). Bally Total Fitness- Baltimore, MD. Retrieved on April 15, 2009, from GymPost Website: http://www.gympost.com/gymsearch/listings/MD/45/1/r eviews. “Bally's accused of ripping off customers- Topix” (2009). Retrieved on April 16, 2009, from Topix Website: http://www.topix.com/forum/com/bft/TR22LVSGQTNJQ146KBally Fitness. (2009). Retrieved on April 13, 2009, from Bally Fitness Website: http://www.ballyfitness.com/bfit-community.aspx.Campus Explorer. (2009). Colleges in Baltimore, MD. Retrieved on April 28, 2009, from Campus Explorer Website: http://www.campusexplorer.com/colleges/in/Mary land/44AE3F61/Baltimore/.Curves. (2009). Retrieved on April 15, 2009, from Curves Website: http://www.curves.com/locations/results.php?lang=en&country=US&state=MD&searc hType=state&city_letter=B.Curves Forum. (2009). A Support Forum for Curves Members and Owners. Retrieved on April 21,

2009, from Curves Forum Website: http://www.curvesforum.com/forum/faq.php?faq=curvefaq.Federal Hill Fitness. (2009). Fitness is right around the corner. Retrieved on April 20, 2009, from Federal Hill Fitness Website: http://www.fhfitness.com/FHF_Services.asp.

References Continued“Find a club.” (2009). Retrieved on April 28, 2009, from Bally Total Fitness Website: http://bally.know-where.com/BallyFitness/cgi/selection?option=&mapid=US&lang= en&design=default&place=21222®ion=.Franchise Business. (2008). The interesting history of the Curves franchise in the world of sports and

fitness. Retrieved on April 20, 2009, from Franchise Business Website: http://www.franchisebusiness.com.au/articles/The-interesting-history-of-the-Curves-franchise-in-the-world-of-sports-and-fitness_z142160.htm.

Funding Universe. Bally Total Fitness Holding Corp. Retrieved on April 15, 2009, from Funding Universe Website: http://www.fundinguniverse.com/company-histories/Bally-Total-Fitness-Holding-Corp-Company-History.html.

Funding Universe. Curves International, Inc. Retrieved on April 20, 2009, from Funding Universe Website: http://www.fundinguniverse.com/company-histories/Curves-International-Inc-Company-History.html.

“Gold's Gym business overview.” (2006, May 3). Retrieved on April 20, 2009, from Yahoo! Local Web site: http://local.yahoo.com/info-12563059-gold-s-gym- baltimore?csz=Baltimore%2C+MD.

Hoovers. (2009). Bally Total Fitness Holding Corporation. Retrieved on April 19, 2009, from Hoovers Website: http://www.hoovers.com/bally-total-fitness/--ID__47485--/free-co-profile.xhtml.

Mediamark Internet Reporter. Mediamark Research, Inc. (Fall 2007). Product: Leisure/sports – Physical fitness – Regular exercise program at home in last 12 months. Retrieved March 3, 2009, from MRI Plus database: http://www.mriplus.com.

References ContinuedMerritt Athletic Clubs, (2009). About us. Retrieved on April 22, 2009, from Merritt Athletic Clubs Web

site: http://www.merrittclubs.com/about_us/mission_statement.html.McCormick , G., Stempel, J., & Wallace, J. (2008, December 3). Bally files for bankruptcy again, up

for sale. Thomson Reuters, Retrieved on April 15, 2009, from: http://www.reuters.com/article/businessNews/idUSTRE4B25C6200812203.MuniNet Guide, (2009). Baltimore MD (Maryland) zip codes, schools, jobs, demographica & more.

Retrieved on April 28, 2009, from MuniNet Guide Web site:http://www.muninettguide.com/states/maryland/municipality/Baltimore.php."Our fitness approach." (2009). Retrieved on April 15, 2009, from Bally Fitness Web site: http://www.ballyfitness.com/discover-bally/our-fitness-approach.aspx.Phillips, Tappy (2006, May, 23). Bally's accused of ripping off customers. WABC-TV/DT, Retrieved on

April 15, 2009, from http://abclocal.go.com/wabc/story? section=news/ 7_on_your_side&id=4197347PR Newswire.(2008). Bally Total Fitness Announces New Chief Executive Officer. Retrieved on April

19, 2009, from Bio-Medical Website: http://www.bio-medicine.org/medicine-news-1/Bally-Total-Fitness-Announces-New-Chief-Executive-Officer-22653-1/.

Rate It All! (2009, March 19). Gold's Gym review. Retrieved on April 20, 2009, from Rate It All! Web site: http://www.rateitall.com/i-240456-golds-gym.aspxSorkin, Andrew R. (2008, December 3). Bally Total Fitness files again for bankruptcy. Retrieved on April 16, 2009, from

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