Bally Total Fitness Marketing Audit

3839 words 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. (, 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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If Congress passes WHIP, it would allow employers to deduct the cost of providing or subsidizing health club benefits to their workers. The study also indicates that 61% of Americans would like to see Congress do more to control obesity, as it is at an all-time high with an estimated 64% of Americans considered overweight or obese. Considering this year to be a Presidential election year, over half of the American population believes that candidates should have a position on obesity.
Bally Total Fitness has already signed on with the President's Council on Physical Fitness and Sports to sponsor the Presidential Active Lifestyle Award (PALA). The "Fitness Runs in the Family" program was created to encourage Americans to take the President's Challenge and work towards the PALA. (, 2004) By promoting towards the parents of the younger generation, it may create role models for youth. If the younger generation sees the benefits of exercise, they may remain loyal customers for years to come and will pass this on to the next generations.
Health clubs should also heavily consider the other two major milestones, the


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