Bally Total Fitness Marketing Audit Essay

3827 Words Jul 31st, 2005 16 Pages
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
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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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