• Brandweek , Tuesday, October 3, 2006 11:45 AM

Bally Total Fitness has rolled out a new campaign that follows the course of an actual club member as he loses weight, lowers his cholesterol and improves his overall lifestyle. The effort will feature 60-second spots on cable networks, along with print in Health magazine, online, direct mail and point-of-purchase at the company's 400-plus locations. Spending was not revealed, but Bally forked over $74 million on media in 2005 and $54 million in the first six months of this year, according to Nielsen Monitor-Plus. In the TV spot, the subject, named Dan, explains: "The men in my family don't live long. I have to get healthy." And after 2½ months at Bally, along with a better diet and lifestyle, he says: "I feel younger today than I've felt in 20 years." Bally claims he lost 30 pounds of fat, and lowered his cholesterol from 220 to 190.

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