Bally Total Fitness

Full life-cycle customer relationships



Increasing performance at every step

As a giant in the field of personal fitness, Bally relied on effective user experiences to drive membership sales and generate interest in the Bally lifestyle. They came to us to update and optimize their website in order to increase business and organic search results. Our work brought Bally into a mobile-optimized world, increased online enrollments and guest-pass downloads. With our programs in place, Bally achieved the following results.

  • 29% increase in total online impressions
  • 35% increase in guest-pass downloads
  • 10% reduction in SEO costs
  • 246% increase in SEO traffic
  • 12% annual operational savings
  • 35% reduction in publishing cycle time



in-club Virtual Trainer

An assistant that moves like you do

In conceiving and building the first motion-sensitive interactive experience for a health club, we explored a range of content and interactions, testing results along the way with existing members. We found that people wanted to engage in a playful manner first, gaining an understanding of what it was like to wave your hand at a wall to interact with it. From there, people got serious. Motioning to view life-size images of exercise techniques, revealing progress against personal goals, and the like were all top performers.

Once complete, we worked with third-party hardware and installation firms to place, configure, and train staff. As usage grew, the wall became a key selling tool for new signups. And, once the first wave of content had been consumed, we built a simple back-end management tool that seamlessly fed new experiences into all the clubs from one centralized source.

Total cost of ownership was exceptionally low for a tool of this magnitude and sophistication. Return on investment exceeded expectations for new member conversions, member retention, and the like.