Bally Takes on Partners to Promote Exercise

Just in time to help consumers with their New Year’s resolution to exercise, Bally Total Fitness has teamed with QSRs, TV networks and hotels to promote exercise.

Along with Yum! Brands, Inc., Bally Total Fitness is offering a free four-week gym membership with a receipt from any of its five restaurant chains.

To receive the trial membership, consumers must visit any Taco Bell, Pizza Hut, KFC, Long John Silver’s or A&W Restaurant and make a purchase through Jan. 31. Bally Total Fitness will give consumers a four-week membership, valued at $50, with a proof of purchase receipt from any of the five restaurant chains owned by Yum! Brands.

Restaurant receipts must be dated between Jan. 1 to Jan. 31 for consumers to receive a trial membership.

“The whole goal is to really expose people to fitness,” said Jon Harris, a spokesperson for Bally Total Fitness.

One of the goals behind the promotion is to help direct consumers to a healthier lifestyle, Harris said. Participating restaurants have in-store signage, including Bally Total Fitness “Keep it Balanced” lifestyle posters and nutritional brochures for customers.

“This is a tremendous opportunity to work with the world’s largest restaurant company…and to introduce or reintroduce people to fitness,” Harris said of the promotion. “It provides a great opportunity to really reach the masses and provides a tremendous fitness experience for million of Americans.”

Bally Total Fitness operates 400 centers throughout the United States. The fitness centers offer group exercise classes, personal training and nutritional counseling. To further help consumers with their fitness goals, Bally Total Fitness offers online exercise tips, a basic weight loss program and fitness log at Ballyathome.com.

Consumers must redeem the membership offer by Feb. 7. The offer is open to people 18 and older and is limited to one membership per person.

Also this month, Bally Total Fitness is partnering a second year with the Discovery Health Channel to offer the channel’s National Body Challenge, an eight-week initiative to consumers to lose weight and improve their health. Consumers who register for the challenge receive an eight-week trail membership to Bally Total Fitness. The trail membership is valid through March 12.

Consumers can register for the challenge online at Health.discovery.com. Online registration ends on Jan. 20. Participants who missed the weigh-in dates at Discovery Channel stores can weigh-in online.

Registered participants can access a customizable online diet and fitness tool valid through March 12, advice from doctors and fitness experts, the eight-week free trial membership to Bally Total Fitness, a personal nutrition and fitness journal, a FitTV sampler DVD and special savings from Discovery Channel Stores. Consumers must be 18 and older to participate.

To coincide with the challenge, the Discovery Health Channel will air an eight-week health TV series on obesity. The series, which premieres Jan. 19 at 10 p.m. ET, will provide weekly updates and tips for National Body Challenge participants.

TV and prints ads support. The Discovery Health Channel handles the promotion.

Bally Total Fitness is also teaming up with Hilton Hotels & Resorts to provide hotel guests with access to more than 5,000 certified personal trainers at Hilton or Bally Total Fitness locations in major cities throughout North America (PROMO Xtra Jan. 18).

Hiltons Personal Performance Program also offers guests enhanced exercise options with an in-room “mini gym” designed by Bally Total Fitness. The hotelier plans to offer the new services to guests Feb. 1.

“For many people, travel becomes a lifestyle,” Harris said. “We want to make sure that lifestyle is as healthy and comfortable and enjoyable as possible.”

Jeanne Datz Rice, director of brand communications, Hilton Hotel Corp. said the new service can help guests maintain their fitness regimen or stimulate a trial experience when away from home.

“We hope to continue to make our customers happy with the services and amenities we offer and to keep them healthy,” Datz Rice said. “We just want to help people be their best.”

For an hourly rate, individualized training sessions can occur at one of Bally Total Fitness’ 400 nationwide locations, the hotel fitness center or at an appropriate outside area. Guest for free can checkout a Hilton Travel Fit Kit, a mini gym that contains Bally Total Fitness-branded products including a yoga mat, elastic exercise bands, resistance tubing, hand weights and basic conditioning instructions developed by the Bally trainers.

Of Hilton’s 230 hotels in the U.S., about half plan to participate in the program, Datz Rice said.

Hotel signage and Internet materials support.