Bally Total Fitness
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This document provides an overview of Bally Total Fitness, including information about its target demographic, competitors, and marketing strategy. Bally has approximately 400 clubs and over 3.5 million members, making it the largest commercial fitness chain. Its target market is college-educated Caucasian women ages 35-44. Key competitors include Curves, Gold's Gym, and local gyms. Bally aims to position itself as the professional leader in fitness through a direct mail marketing campaign emphasizing convenience and value. The campaign materials will include a brochure, letter, and response card promoting membership offers.
Bally Total Fitness
- 1. Bally Total FitnessWhere Your Schedule is OurPriority.Casey KilsheimerMorgan MoultrieEllen Underwood
- 2. About BallyThe largest and only nationwide commercial operator of fitness centers with approximately 400 clubs
- 3. Over 3.5 million members and over 40 years of successful operating experience.
- 4. $55 million national marketing, advertising, and public relations program making it the number one nationally recognized fitness brand
- 5. Integrates cardio, resistance training, flexibility, and mind/body, along with other challenging activities to give consumers total self conditioning.
- 7. Vow to Earth Fitness- Earth Friendly & Community Initiatives
- 8. Members have 5 different options!The Bally Total Fitness TargetCollege educated Caucasian women Ages 35-44
- 10. House ListRented ListEmail List Mailing Lists
- 11. IncentivesInvite a friendResponse card raffle entryMembership option offer
- 12. Wheres Bally now in the mind of the target?Poor management
- 13. Rip offs
- 14. Overall dissatisfactionBallys Top 3 Competitors
- 15. Ballys Indirect Competition Chinese Boxing Academy
- 16. Saunas
- 17. Spas
- 18. College Gyms
- 19. Steam Rooms
- 20. Leisure Sports & RecreationWhere Bally would like to be in the mind of the targetProfessional Leader in the Fitness IndustryUnbeatable Prices & ConvenienceBest Value trainingBest EquipmentIncredible Variety of Classes
- 21. Whats the Big Idea?Convenience!
- 22. Supporting Evidence Existing Offers & Promotions
- 23. Extensive list of Classes
- 24. 5 Bally locations in the area
- 26. Brochure
- 27. Letter
- 28. Response CardThe tone of voice for Bally advertisingInformative
- 29. Inviting-Consumers receive the information while becoming comfortable with the idea of remaining or becoming a Bally member.
- 30. MandatoriesEnvelope/ Response CardResponse Deadline
- 32. Company Logo
- 33. Company Address
- 34. Return PostageBrochure Company Logo
- 35. Corporate Headquarters Mailing Address
- 36. Toll Free Telephone Numbers
- 37. Web site address
- 38. 5 Bally Total Fitness locations with addresses and phone numbersLetter Letter Head
- 39. Company Contact Information
- 40. Salutation
- 41. Promoted Benefit
- 42. Call to Action
- 43. Limited Time OfferReferencesAkidah, 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.
- 44. References ContinuedFind 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速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.
- 45. 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 DealBookWeb site: http://dealbook.blogs.nytimes.com/ h 2008/12/03/bally-total-fitness-files-again-for-bankruptcy/"The leader in fitness." (2009).Retrieved on April 13, 2009, from Bally Fitness Web site: http://www.ballyfitness.com/company.aspxWalmart. (2009). Retrieved on April 30, 2009, from the Wal Mart Web site: http://www.walmart.com/search/searchng.do?search_constraint=0&ic=48_0&search_query=ipod