Looking at Bally Total Fitness
The growth of the fitness industry in the last two decades has been nothing short of remarkable. At one time, it was considered absurd that weightlifting and body building would ever become a mainstream hobby of the average person on the street. Yet, in today’s world, there is a Bally Total Fitness in virtually every city drawing significant volumes of people. This is no accident as it took a careful marketing strategy to make such a business venture successful.
While it is true Bally Total Fitness had a great deal of help from the movie industry as many motion pictures in the 1980’s were promoting stars who had bodybuilder physiques (and in some cases, the stars actually were bodybuilders). However, there was a certain quandary because there was simply no way the average person on the street could partake in a ‘hardcore’ bodybuilding workout that would require hours and hours of commitment. This was one of the aspects that prevented the health and fitness industry from ever expanding beyond its niche for decades. Of course, companies such as Bally Total Fitness realized that there was a ‘secret’ to drawing in the masses.