BY LINDA RODRIGUEZ BERNFELD
The newest Bally’s gym is now open
at Southland Mall. Bally’s officials
staged a grand opening at the gym over
the weekend of June 13, but the cele-
bration continues throughout June with
a fiesta, a family fitness fest and even a
silent auction with Bally Bucks.
With the opening, the Bally’s leadership
wants everyone to know that this isn’t
your old time gym. Bally’s now has a
stronger commitment to its members,
so much so that if a member hasn’t
come in for a while, Bally’s will call to
see what’s happening and see if they can
get them back to working out.
Steve Butler, Bally vice president,
says another difference in how Bally’s
operates is that the gym is now a place
for families with programs to help kids
get in shape. He wants members to feel
that the staff cares about their goals and
wants them to succeed in losing weight
and toning their bodies.
“Our concept is not to enroll mem-
bers, it’s to get them the best possible
results in the shortest time,” Butler says.
“Those first 30 to 90 days are critical.”
To help attain those results, members
receive Bally Bucks each time they work
out and those bucks can be used to bid
on special promotional items.
When new members join Bally’s,
they are weighed and measured the first
time they come into the gym. Then they
are given instructions on how to use the
equipment, and an exercise program is
designed for them. In the past, after
that first session members were general-
ly left to work out on their own. That’s
not the case today. Now there are peo-
ple to help and personal trainers who
may be hired for additional coaching.
And, everyone is certified, from the
sales reps to the personal trainers.
“We have 35 people on our staff to
serve our client’s needs,” Butler says.
Bally’s also now welcomes children at
the gym and has people to help them
get in shape with its Fit Kid program
and Total Martial Arts, which teaches
teens and adults to challenge them-
selves, set goals and persevere. The phi-
losophy behind the program is based