Bally Total Fitness Launches New Advertising Campaign

Bally Total Fitness (NYSE: BFT), the nation’s leader in health and fitness, today announced the launch of a new advertising campaign titled “Meet Your Potential(SM)” featuring real people who have made a pledge to get fit. The campaign moves away from the hard-core fitness ads of the past and takes a realistic look at fitness goals and challenges faced by average, everyday people, while highlighting the company’s pledge to “make it personal” by offering personalized nutrition and exercise programs.

The “Meet Your Potential” campaign was produced in a modern testimonial fashion and features eight people who describe real situations that encouraged them to get fit, including a couple who cite they both put on baby weight with the birth of their first child, a man who has always been a little on the scrawny side and wants to bulk up and a 40-something woman who intentionally bought her bridesmaid dress a size too small and is determined to look great at her brother’s wedding. Each spot features an individual who shares their own personal account of their experience taking the Bally Total Fitness 30-Day Program and the strides they’ve made towards living a healthier, and more fit, lifestyle. While their physical change is obvious and appealing, each person also underwent a transformation that deeply impacted and improved other aspects of their life, including their energy level, confidence, concentration and overall well being.

According to Jim McDonald, chief marketing officer for Bally Total Fitness, “For a fresh approach we chose to feature regular looking people in our ads that everyone can relate to versus some of the extremes on TV with perfect looking actors or models, or an incredulous amount of weight loss and cheesy infomercial production. Each story begins with the individual’s stated goal and over the course of 30 days of filming we see the tailored approach Bally trainers took to achieve the goal and a transformation that is both inspiring and completely believable.”

By expressing the Company’s understanding that every individual has a different set of goals, the new “Meet Your Potential” advertising compliments several initiatives that the Company has already launched in the field through its revolutionary charge to make the fitness club experience more personalized.

Leading this charge is Bally’s Build Your Own Membership(SM) plan, which launched nationally in the fall and allows members the opportunity to tailor their experience to fit their needs, by choosing membership options and services from an a la carte menu. The plan lets members select a month-to-month membership or a longer term value plan, as well a variety of add-on services such as nationwide access, personal training and child care, which gives them the freedom to formulate a membership plan that best suits their needs, ensuring they only pay for the services they’ll use.

In addition, Bally offers a personal fitness profile and assessment for every new member. This helps new members identify their goals and allows a Bally Fitness Coach or Personal Trainer to help recommend a fitness and nutrition program that can meet their needs. Bally Total Fitness also offers several nutrition services, helping members remember that exercise is only half of the equation. This includes a free interactive web site with meal plans, food diaries, tips and more, as well as other add-on services such as one-on-one phone counseling with a registered dietician.

“We at Bally have changed the way we do business. We are committed to providing the highest level of service possible, which will allow us to better assess and recommend plans to help members achieve their goals and most importantly, meet their potential. This is something that I believe sets us apart from others in the industry,” said McDonald. “Our new advertising reflects this change and will help us relay our commitment to our members.”

The “Meet Your Potential” campaign was created in house and began airing this week. The television advertising consists of seven different spots, featuring eight success stories, and will roll out nationally over the next several weeks. The campaign will also extend through radio, print and online advertisement and will be reinforced by in-club promotions and events throughout the year.

About Bally Total Fitness

Bally Total Fitness is the largest and only nationwide commercial operator of fitness centers, with 440 facilities located in 29 states, Mexico, Canada, Korea, China and the Caribbean under the Bally Total Fitness®, Crunch Fitness(SM), Gorilla Sports(SM), Pinnacle Fitness®, Bally Sports Clubs® and Sports Clubs of Canada® brands. Bally offers a unique platform for distribution of a wide range of products and services targeted to active, fitness-conscious adult consumers.