Blog: When Will Bally Start Doing the Right Thing?

One year ago, we wrote in Athletic Business, "Dear Bally Total Fitness: Please go away."

It's a shame they didn't listen. A year later, Bally is more embarrassing than ever. At least the old Bally didn't care about its members and made no bones about it. But the "new" Bally is supposed to be all about the customer. We know this because Michael Sheehan (CEO of Bally since 2008) told us so in his November 2010 interview in Club Business International. "We've stopped the practices that put us at odds with our members," he said. "The central difference, now, is our commitment to being a customer-centric brand - one that's less concerned with self-promotion and more intent on doing the right thing." He also emphasized that Bally had shifted from "being a collections-based organization to being a member-focused organization."

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