Bally Total Fitness, established in 1962 as the Health and Tennis Corporation of America, is the largest commercial operator of fitness centers in North America in terms of revenues, number of members, and number and square footage of its facilities. Currently, there are over 410 fitness centers, and over four million members. The fitness centers are located in major metropolitan areas in 28 states and Canada. Bally Total Fitness offers affordable membership packages to their customers. Their state-of-the-art facilities offer a selection of cardiovascular, conditioning and strength equipment and aerobic and other group fitness training programs. Most fitness centers are equipped with pools, racquet courts and other athletic facilities. Bally Total Fitness shares their company name with Bally Sports Clubs, Crunch Fitness, The Sports Club of Canada, Pinnacle Fitness, and Gorilla Sports.
Product
Bally Total Fitness offers a complete gym and more for their members. Most Bally Total Fitness locations offer most of the following amenities: lap pool, whirlpool Jacuzzi, sauna/steam room, indoor track, racquetball court, basketball court, kid’s club, kid fitness, free weights, machine weights, indoor tennis, Group X Fitness, spin studio, Pilates Allegro, cardio equipment, pro shops, and physical therapy. Bally Total Fitness also prides itself on their helpful staff, especially their personal fitness trainers. Whether you’re looking to lose weight, or win the next muscle contest, Bally Total Fitness can find a trainer so you can accomplish that goal. Personal trainers also encourage dynamic personal workouts, metabolic and fitness analysis, meal planning and tracking, and proper nutrition counseling.
Price
The primary target market of Bally Total Fitness is toward new members between the ages of 18-34, with a middle income. ... Bally’s is able to attract their members with a variety of membership options and payment plans. Membership options range from single-club memberships to premium memberships, which provide additional amenities and access to all Bally Total Fitness centers nationwide. ... In addition to the initial membership fee, members are also required to pay monthly membership dues in order to use the fitness facilities.
Though there is not a published price for Bally Total Fitness members, a student rate was quoted at $156 for a four-month membership. ...
Place
Bally Total Fitness is North America’s number one fitness center. ... There are two American regional offices affiliated with Bally Total Fitness; Norwalk, California in the west, and Baltimore, Maryland in the east.
Promotion
Televised advertising has been the primary medium for Bally Total Fitness. ... Bally’s also has had effective print advertisements in certain magazines. ... Bally Total Fitness has worked hard to encourage people to try this trend, and for the most part they have succeeded. ... Gold’s Gym, the YMCA, and 24-Hour Fitness seem to be the greatest rivals to that of Bally Total Fitness. Bally Total Fitness has decided that they would like to increase their market of college-aged members. In order to increase this market, Cow-Town advertising has been asked to create an advertising campaign that might increase collegiate clientele. Because Cow-Town Advertising is located in Ellensburg, Washington, the agency is advertising to college students all over Washington State. ...
Market Analysis
Financial Summary
Strengths and Issues
Bally Total Fitness’ Competition
Gold’s Gym
Gold’s Gym, established in 1965 in Venice Beach, California, has become one of the biggest and most popular fitness centers worldwide. ... To promote themselves even further, Gold’s Gym International licenses the Golds Gym name for products such as fitness equipment and accessories, sports luggage, t-shirts, and men and womens sportswear. As of January 13, 2002, Franchise Times magazine announced Gold’s Gym International as the top fitness franchise with worldwide sales of $400 million dollars in the year 2000. ...
24-Hour Fitness
Another competitor of Bally Total Fitness is 24-Hour Fitness, which has 300 clubs in 16 states and 10 countries. Founded in 1983 by CEO Mark Mastrov and promoted by the leading investor in the firm, McCown De Leeuw & Co, 24-Hour Fitness is the world’s largest privately owned fitness center. To increase popularity and locations, the company has also converted the Q Clubs and Harts Athletic Clubs chains, into 24- Hour Fitness centers. The major weakness of 24-hour Fitness is the main locations are on only the West Coast, but the benefit of staying open 24 hours gives the company an advantage over its competitors. ...
World Gym
World Gym International runs and franchises about 290 health and fitness centers worldwide, particularly in the Western Hemisphere. ... This is just the beginning, World Gym took deposits to open 43 World Gym Fitness Centers for the year 2001.
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