Bally Fitness Seeks CMO

CHICAGO Bally Total Fitness is searching for a new chief marketing officer following the departure last month of Martin Pazzani, a client representative said.

Pazzani left for “personal reasons” several weeks ago, the rep said, declining further comment. Pazzani, who joined Bally in August 2003, could not be reached for comment.

The former CMO was responsible for several changes in the Chicago-based fitness chain’s marketing program.

Shortly after joining, he enlisted agencies including WPP Group’s A. Eicoff Communications, a direct response shop in Chicago, and New York independent Rocketscience. Bally had used previous lead creative agency, Interpublic Group’s Foote Cone & Belding, primarily to help develop strategy.

Bally spent $80 million on measured media in 2003 and nearly $70 million during the first 10 months of 2004, per Nielsen Monitor-Plus.

Bally’s latest advertising, which broke late last month as part of its traditional New Year’s push, continues to use “Every body needs something” as a theme. Spots, including Hispanic work from Grupo Gallegos in Long Beach, Calif., showed people outside the gym making fitness choices. Pazzani worked on that campaign before leaving, the client rep said.