Ballys - Michael Samuels Brittany Snyder 2/23/10 Ballys The...

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Michael Samuels Brittany Snyder 2/23/10 Bally’s The gym industry encompasses an umbrella of different formats that attracts independently different types of customers. While there is overlap between each faction, the vast majority of the public prefers a certain gym demeanor. In the Bally Total Fitness case they described the different formats as being for: the Average Joe, the Hard Bodies, Gender Specific (Just Women or Kids), or Luxury. All these segments offer the same product but with slight adjustments in product and service offerings. Individuals gravitate to certain segments depending on preference for example a more wealth couple may enjoy the additional benefits, despite increased costs, that the LA Sports Club has to offer. On the other hand often times Women feel more comfortable only working out around other women and would prefer a gym such as Curves, which is women only. The gym industry emerged beyond the neighborhood YMCA in the 1960s in California and creates a nation wide gym fad that spread across the country in the 1980s and 1990s. Gym membership exploded from 17.3 million in 1987 to 41.3 million in 2004, over a 200 percent increase. This makes the industry incredibly attractive, as health fads appear to be gaining even further steam. There are thousands of independent gyms have sprouted up, along with regional gyms such as Bally’s all of which helped
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This note was uploaded on 10/20/2010 for the course BADM 197 taught by Professor Sallyw.fowler during the Spring '10 term at GWU.

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Ballys - Michael Samuels Brittany Snyder 2/23/10 Ballys The...

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