1. Bally Total Fitness
Technology in Motion

2. Why Mobile at Bally
–Fitness corresponds with freedom, movement and action
–Natural environmental and cultural fit
–Mobile would amplify the experience and environment
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3. Where to Begin
Observations:
• Members
• Already using mobile while working out
• Using social networks to talk about Bally, but not to engage
with Bally
• 10% of web visitors using a mobile device
• Employees
• Interacting with consumers while in motion, but then tethered
for system access and transactions
• Using mobile in personal lives
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4. Culture and Technology
• IT culture needed to change from “order taker” with
long implementation cycles to business driver with
quick turn around times
• Technology needed to become more interactive,
engaging, and supportive of a mobile workforce and
consumer
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5. Fostering IT Innovation
• Formal innovation processes
– Annual IT Innovation Summit
– Embedded IT
– IT Develop Exploration
• Real results
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6. Innovation Process: Annual IT Innovation
Summit
• Annual summit involving all IT personnel
• Innovation focus areas and teams formed
• Research conducted and solutions proposed by cross-
functional teams
• Innovation ideas presented to IT leadership during
multi-day innovation summit
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7. Innovation Process: Embedded IT
• Permanently embedded IT staff
– Provides open communication with all levels of fitness and call
center staff
– First hand observation of technology, business processes and
member communications
• Seasonally embedded IT staff
– Peak season IT staff embedded in fitness centers
– Shared experiences and conversations with fitness center staff
– Post peak season debrief focused on how to improve technology
and processes
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8. Innovation Process: IT Developer
Exploration
• After the annual innovation summit, block time for
developers to explore technology in support of
innovation ideas
• Innovation and exploration bandwidth is built into
resource allocations on project plans
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9. 2011 Real Results
• Results Center
– 2012 Digital Sign Expo APEX Award Bronze Medalist
• Mobile Applications
– Robust mobile vision
– Numerous iPad applications
– Employee facing iPhone applications
– Consumer facing applications in development
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10. 2011 Innovation Projects: Results
Center
Key Innovation:
Large scale interactive video display
based upon Microsoft Kinect
• Show a member what their future self
would look like if they adopt a healthy
lifestyle
• Provide members and potential
members with a library of exercise
videos for major muscle groups
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11. Mobile Technology Vision
• Employees interacting with consumers
• Employees interacting with the environment
• Consumers interacting with the environment
• Consumers interacting with employees
• Consumers interacting with each other
• Work anywhere, on any device
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12. Employee to Consumer
iPad Apps
– Club Tour
– Membership and Personal Training
Presentation
– Membership and Personal Training Sales
– Registered Guests
– Who is in my club
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13. Employee to Environment
iPhone Apps
– Facility Maintenance
– Workout Equipment Maintenance
– Preventative Maintenance
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14. Consumer to Environment
Mobile Web
– Guest pass downloads
– Find a club
– Group Ex Schedules
QR Codes on fitness
equipment for workout tips
or instruction
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15. Consumer to Environment
iPhone/Android App
– Profile maintenance
– Class schedules and details
– Membership ID
– Order a smoothie
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16. Consumer to Environment
WiFi Location Awareness (802.11)
– Automatic check-in
– Post messages to Facebook
– Personalized marketing
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17. Consumer to Employee
iPhone/Android App
– Find a trainer
– Personal trainer interaction
• Fitness advisor
• Nutrition advisor
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18. Consumer to Consumer - Social
• iPhone/Android – design stages
– Find a workout friend
– Self-organizing interactive communities based on workout
preferences
– Gamification - Competition fostering between individuals or
locations
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19. Work Anywhere – On Any Device
• Bally IT is 80% virtual
• Employees can work anywhere
on any device using virtual
desktops – iPad being the most
prevalent
• iPad based executive reporting
• Reduced IT office space by 50%
• Reduced desktop hardware and
software support by 60%
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20. Key Considerations
• User Experience is everything
– Augment the environment
– Foster interaction without feeling intrusive
– Emotions through technology
– Common digital language across technologies
• Security
– Transactional security
– Secure access for consumers
• Vendors
– User experience
– Experience with similar design goals
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21. Enterprise Benefits of Mobile
In locations with new technology:
• Juice Bar sales up 100%
• Member retention up 10%
• Top membership sales in the chain
• Reduced maintenance costs and downtime
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22. Future of Mobile
• Context aware, personalized marketing and services
– How often do I workout and at which location(s)
– Where do I spend time in the location
– What services do I use (PT, Group Ex)
– What products have I purchased
– What people have I 'teamed up with'
• Expansive community and social integration
• Mobile Intercept App using natural
• Private label apps within a container app
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23. Summary
• Observe the world around you
– How are consumers/employees interacting with other
organizations versus your organization
– How are consumers/employees interacting with each other
and can your organization facilitate or participate in the
conversation
• Use technology to amplify your relationship with
consumers
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