Bally CMO Seeks Bodies Big or Small

Battling a decline in new membership, Bally Total Fitness will target previously overlooked targets with TV spots featuring more well-rounded models than the hard bodies of past campaigns, said new CMO Martin Pazzani.

“We’re learning that we can’t impart a one-size-fits-all message—literally and figuratively,” said Pazzani, who joined the chain in August from his own marketing consultancy. Previous work was successful at reaching only consumers “predisposed” to join a gym, he said.

Pazzani’s plan includes multicultural efforts, and in late November he enlisted La Agencia de Orci & Asociados, a Chicago and Los Angeles independent, to target Hispanics.