Bally Total Fitness, the largest commercial operator of fitness centers, is launching BallyStore.com, developed with Global Sports Inc., a leading developer and operator of e-commerce sporting goods businesses. BallyStore.com is a new distribution platform for Bally and an extension of the successful BallyFitness.com, which generated more than 3 million unique visitor sessions and resulted in more than $30 million in direct and indirect revenue in 2000.
"The significant return-on-investment and tremendous customer response to BallyFitness.com were motivating factors in the development of this site," said Paul Toback, senior vice president, corporate development, for Bally Total Fitness. "The launch of BallyStore.com allows us, at no additional expense, to make our proprietary line of health and nutritional products available to a wide audience above and beyond our members."
BallyFitness.com offers members access to their membership accounts online, including the ability to make a payment, renew a membership or contact member services. Potential members can download a free two-week guest pass, find the nearest club using the Club Locator and browse through fitness tips and news. In addition, users can research information regarding specific clubs such as amenities, operating hours and group exercise schedules.
BallyStore.com expands on Bally Total Fitness' Fitness Formula in-club retail business by offering a comprehensive selection of name-brand fitness-related merchandise online, including equipment, apparel, footwear, fitness and sports accessories, and health and nutritional supplements. Fitness Formula stores are located in 350 of Bally's 390 clubs nationwide. Global Sports will operate the web site and manage merchandising, order processing, fulfillment and customer service.
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