Bally Adds Music and New Senior VP
LOS ANGELES – Universal Music Group (UMG), the world’s leading music company, and Bally Total Fitness announced a two-year agreement whereby Bally will use MP3 downloads to acquire new members, reward member loyalty and incentivize employee sales performance. The collaboration between the world’s leading music company and one of the country’s most popular health club chains is the first of its kind and underscores the natural relationship between working out and music.
“We are delighted to work with Bally in providing their members with more ways to discover and enjoy great music,” stated Amanda Marks, Executive Vice President and General Manager of Universal Music Distribution. “Universal Music is committed to bringing our artists and their fans together wherever music is experienced while creating real value in the process.”
“Music plays such an important role in enhancing workouts as music provides the inspiration to keep workouts going strong for so many of our members,” added Mike Sheehan, the Bally CEO. “As a leader in health and fitness, our partnership with Universal Music Group provides another unique way we can differentiate our brand and provide our current and prospective members with terrific value for their Bally membership. We will work with Universal to explore the countless ways we can activate this relationship to strengthen the experience of Bally members.”
Bally has committed to purchase 4.5 million downloads from Universal to distribute as premiums to its new members during monthly promotions and to current members at important milestones in their membership. Beginning in March, most new members will receive 20 music downloads with their Bally membership. The downloads can be redeemed at a Bally branded site that Universal Music will build and can be accessed through Ballyfitness.com.
Bally Total Fitness has hired Dennis Cary as its senior vice president and chief marketing officer. Cary, 45, was the former chief marketing and customer officer for United Airlines for four years.