Bally Total Fitness Marketing Audit
Bally Total Fitness is the largest, and only nationwide, commercial operator of fitness centers. Bally's has approximately four million members and 420 facilities across the United States and around the globe. (ballyfitness.com, 2004) A marketing audit was performed on the company in order to assess their total marketing program to see what was and was not working to increase business. The following will summarize key findings of environmental aspects and marketing. Finally, any recommended actions that may be considered for future planning will be discussed. The environmental aspects that were considered for the Bally Total Fitness audit were demographics, markets and competition. Demographic …show more content…
Bally Total Fitness mainly targets the 18-49 year old range with a male to female ration of 1:1. The average household income of their members is $52,000 a year. 76% of Bally members are Internet enabled. (ballyfitness.com, 2004) According to the International Health, Racquet and Sportsclub Association (IHRSA), there are approximately 30 million adult members of fitness centers in the United States. By the year 2010, this number is likely to grow to 50 million. This is due in large part to the increasing awareness amongst the population of the importance of exercise to promote health and wellness. This trend coupled with the major demographic shifts should produce an increased demand for fitness services and products. Although Bally Total Fitness mainly targets the 18-49 year old range, knowledge of a major trend should be brought into consideration. The "graying of America" is a trend in the United States where the oldest segments of the population (45-65+) are growing fastest. (Churchill, Jr. and Peter 296) Since people's needs and tastes changes as they get older, Bally Total Fitness can capitalize on the Baby Boomers. More of this will be discussed in the Markets segment of the audit. MARKETS
According to an IHRSA trend report, there are three major milestones that may be of major interest to health clubs. These three
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An Analysis of the U.S. Health Club Industry in 2004 and the Role of Bally Total Fitness
Nationally, Orangetheory Fitness is the fastest growing fitness franchise, at least partially due to the innovative ideas it brings to fitness. In detail, Orangetheory Fitness locations in Ann Arbor and nationally are effective in communicating the brand to community members using social media among other tactics. The reason that this brand strategy works is because of the niche industry that Orangetheory Fitness is in: a specialized fitness development program that is beyond just a gym. While there are other fitness centers out there that follow a similar strategy, none of them have established a sense of community, that’s Orangetheory’s competitive advantage.
Bally Total Fitness is a public firm in the U.S. health club industry. Since 1962, the company had developed into a large and nationwide commercial operator of fitness centers in the Unite States. But with the increasingly fierce market competition and the internal management problems such as poor accounting standards, the stock price of the company collapsed. Some shareholders had lost faith in the company. A major shareholder of the company was urging the CEO to sell the company. So the company faced two alternatives, one alternative was to sell the company to meet the demand of shareholders; the other alternative was to strengthen its internal control system to remedy the management fault. In this way to restore the
“Center for Youth Fitness.” – Valley Health System. N.p., n.d. Web. 25 Aug. 2015. This website describes its facility as a really open and fun environment. It shows a variety of workout equipment which the youth are supervised by. All the staff must acquire a bachelor’s degree or master degree in the field of sports medicine or exercise science. Each student entering the program must complete a safety course before starting the program. Each number will be given to an individualized exercise program to meet their specific goals. Each child will have certain plan to meet healthy diets and how to also be physically active outside of the program. They also provide unique equipment that has games on it, such as virtual
The health club industry has continued to see an increase in the amount of health clubs/fitness centers. Since 1992, the United States has seen the number of health clubs increased by almost 40 percent, from 12,635 to 17,531 facilities. It has also seen an increase in membership by almost 60 percent, from 20.8 million to 32.8 million. What this all means for Fun 4 Life Fitness Center, LLC is that the market is ever growing which translates to more competition. Most fitness centers offer a variety of services to address the needs and convenience of the customers. Some of these services includes personal trainers, facilities with state-of-the-art equipment, and programs that cater to mostly every demographic.
Fitness is in. The percentage of people belonging to health clubs and gyms has doubled over the past 20 years. More growth is expected, fueled by an aging Baby Boomer generation in search of eternal youth and the reality that regular exercise can prevent or control diseases that are driving health care costs relentlessly upward. The 24/7 fitness opportunity is the newest model of fitness centers today.
One specific way clubs can accommodate its older members is through fitness. Currently, the older generation presents a large potential market to fitness professionals. If these trainers can provide help to this age’s specific physical and mental needs, they will broaden their training
Entry into Bell Road Branch YMCA facility in Montgomery, Alabama invites one to a world of fitness and sporting. The center offers a variety of services ranging from leisure to fitness. For the sporting personnel, the center is the best place for exercise before games and one of the places to access routine training sessions. The site has got sporting and recreation facilities like swimming pools, basketball courts, and tennis courts. On the fitness site, pulse fitness, resistance and free weight areas are also taken care of by the facilities available. Cardiovascular fitness is also provided. Health and fitness are also a focus in the facility with healthy habits services being offered for different age groups. The mission of the facility is to provide the users with the best healthy experience and to ensure that anyone that enters into it comes out
The overall market for athletic training center products and services are immense in the Southern California area. This business plan has identified a lot of businesses that have a need to keep and win customers. All businesses need a product or service that brings in new customers while maintaining the old ones and that will also maintain positive customer reviews. Here at CETC, we will
In “Fitness Culture: A Growing Trend in America” Sheila McClain succinctly describes the rapid growth of exercise as a part of American culture. McClain states that “Fitness club membership, according to the International Health, Racquet and Sportsclub Association (IHRSA), jumped from 20 million in 1991 to over 40 million in 2006” (418). The author uses this statistic, in quick succession with many others, to emphasize the empirical evidence supporting her claim; fitness culture is growing. McClain then begins by emphasizing many of the points with which we are already familiar, summarily: diet and exercise lead to longevity and health. She then piques curiosity in her question that states that everyone knows why they should exercise, and then leads her readers to the
Effective and efficient companies will need information on the country and the industry before setting up their operation in the stated area. This report focuses on Fitness First as one of the leading global health club companies and Singapore as the chosen country. The purpose of this report is to provide the PESTLE analysis on Singapore along with the Porter’s 5 forces analysis on fitness industry in the country, to understand how the company entered the industry’s market. The structure of this report will be as following; company background, country background, PESTLE analysis, Porter’s five forces, strategic recommendations, and the conclusion.
The continued development of the health club market is likely to fuel growth in the Commercial Fitness Equipment sector, though this is predicted to slow to around 3 - 4% per annum as clubs seek to expand the range of ancillary services and increase membership retention levels. The forecasted outlook for the Health and Fitness industry remains reasonably positive in the medium term and should benefit from growing concerns over obesity and general fitness levels across all age groups.
The fitness industry is one that is rarely thought of as an electronic industry. However, in recent years, more and more fitness related smartphone applications including workout planners, calorie counters, support forums, and many more fitness centered resources have become available to the public. This big move from time sensitive face-to-face fitness instruction to convenient face-to-screen instruction has changed the way that the fitness industry operates. With the rising rollout of fitness apps geared toward the convenience of the user, fitness instructors, personal trainers, and the like have had to go to extreme measures in order to keep up with the rapidly changing digital fitness environment. This paper will outline the evolution of the fitness industry to illustrate its move from an entirely brick and mortar operation to a largely electronic industry. This paper will also discuss the reasons behind the switch and the pros and cons associated with each way of getting fit.
Health and Fitness are a big aspect in the world today. This industry has had an incredible amount of growth over the past 30 years. The industry first became popular in the 1970 's, with the idea that it would not always be popular. "Most Americans rate their physical and emotional health as a top personal priority." This industry has two major demographic groups; The Boomers and the Gen Y generation. The main reason why the Industry has grown and is still growing is because people are becoming more aware of the importance to stay healthy and fit.
In this ethnography paper, I chose to study both large, commercial gyms and small, privately owned gyms locally that I have attended or visited in recent weeks. In this paper I will refer to the gyms as “Big gym” and “Small gym”, I will also refer to the gym members by randomly selected names that I’ve generated. This is to protect the identities of the of the businesses and gym members should the reader by chance, know or be familiar with either the gyms or its members. The Big gym located 7 miles away from my place of residence, and the Small gym, which is located 20 miles away from me, are the locations from which I conducted my data collections and analysis. The focus group of my research consist of each gym’s members. In this discussion, I hope to answer, why these individuals prefer the Big or Small gym over the other to meet their fitness goals, and what plays a role in their decision making. We will discuss the different kinds of norms that are played out in both gyms, how they differ, and whether or not they play a role in a decision between gyms.