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Bally Total Fitness Launches ''Your Bally'' Campaign Highlighting Individualized Approach to Total Health and Fitness

Posted on: Thursday, 30 December 2004, 12:00 CST

Spots Emphasize Real People in Real Life Situations, Underscoring the Unique Motivations and Goals of People of All Ages and Fitness Levels

As consumers exhibit a growing demand for personalized health and wellness, Bally Total Fitness (NYSE: BFT) today launched "Your Bally," an advertising campaign that underscores the Company's new philosophy of offering highly individualized fitness and nutrition services to its customers. As the nation's one-stop shop for total fitness, Bally's new advertisements reflect the Company's commitment to helping consumers stay fit and healthy by offering a truly personalized fitness environment where exercise, nutrition and support are tailored to meet the needs of the individual consumer.

The "Your Bally" campaign marks the beginning of the Company's second phase of evolution towards being a Total Fitness company and brand with relevance to a broad demographic of Americans facing a wide range of health, fitness and wellness challenges. This initiative began a year ago with the successful "Every Body Needs Something" campaign which focused on broadening the reach and appeal of joining a fitness club to consumers of all health and fitness levels. In a continued departure from its historical strategy of featuring super-buff models in the gym, the "Your Bally" campaign focuses on real people, facing the real situations in their every day lives.

"As the nation's only Total Fitness company, we know that a commitment to total health and fitness is more than just a person's workouts three to five times a week, it is about the nutrition and exercise choices they make every day and Bally can help with both. Last year, we began a transition of our operations, our membership structures and our product service offerings as part of the evolution of our brand to "total fitness," and this year's campaign is a continuation of that effort," said Chairman and CEO Paul Toback. "Bally is a customer-focused organization, and our members come in all ages and sizes. With this campaign, we've literally and figuratively stepped outside of our clubs, and into the minds, hearts and lives of our members to demonstrate and communicate our commitment to being their personal health and fitness solution. Following our new philosophy, we are expanding our reach to target more people who have a need for health and wellness in their lives."

The "Your Bally" campaign, which debuted December 26, features four television spots - three English and one Spanish-language advertisement. Each spot focuses on health and fitness concerns that face a variety of consumers. In "Getting Dressed," Bally offers to help a frustrated woman get to one dress size and stay there. The spot "Groceries" centers on a family that is writing a grocery shopping list full of unhealthy snacks and poses the questions, "When you think about how people eat these days, it is any wonder (why) staying on a diet is tough?" In the third spot, "Suit," Bally offers to help a man who is struggling to buckle his new pants after he has gained a few pounds. "Salon," the fourth television spot, features women in a salon discussing their failed dieting attempts and offers a customized weight loss program from Bally that incorporates both nutrition and exercise as the solution.

Bally's in-house creative shop, RocketScience created the "Your Bally" campaign. RocketScience collaborated with Grupo Gallegos, a Long Beach, CA-based advertising agency, to develop the Spanish-language spots.

About Bally Total Fitness

Bally Total Fitness is the largest and only nationwide commercial operator of fitness centers, with approximately four million members and nearly 440 facilities located in 29 states, Mexico, Canada, China, Korea and the Caribbean under the Bally Total Fitness(R), Crunch Fitness(SM), Gorilla Sports(SM), Pinnacle Fitness(R), Bally Sports Clubs(R) and Sports Clubs of Canada(R) brands. With an estimated 150 million annual visits to its clubs, Bally offers a unique platform for distribution of a wide range of products and services targeted to active, fitness-conscious adult consumers. For more information, visit http://www.ballyfitness.com.

Source: Business Wire

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