Balanced Scorecard of Belly Total Fitness

Balanced Scorecard of Belly Total Fitness

Introduction

Belly Total Fitness is a national health club operator and situated in America. This company is operating USA over 40 years. It has chain that operates in different states of America. It is most widely recognized health fitness club. It has I million members domestically and nationwide. Approximately it has 100 gyms which operating by Belly Fitness. Headquarter of this company are located in Chicago, Illinois (Bellyfitness.sbc.edu, 2012).

Belly Total Fitness was established in 1930 by small group of investors in the Chicago manufacturing industry who sold Ballyhoo pinball machines. Through several years this company expended into different industries including video games, sports and amusement parks. In 1983 Belly Total Fitness acquired Health and Tennis Corporation because Belly was anticipating long term growth in Fitness Industry. Belly has expended and has led the way in making advance technology fitness equipment. Within four years Belly has become world's largest owner and operates fitness centre.

At its 2007 peak, prior to the filing of the first of two Chapter 11 bankruptcies, Belly gave 440 facilities which are located in Canada ,Mexico, Korea, Caribbean and China in the Belly Total Fitness ,Gorilla Fitness, Crunch Fitness, Belly Fitness, Pinnacle Fitness and Sports club of Canadian brands. Unfortunately in 2007 Belly Total Fitness had filled with bankruptcy due to outstanding debts of $761 million US Dollars (Walsh &Schneider, 2009) . Over ten years the stock price falls down. The stock price of this company falls down from highest price to lowest price, US$37.00 to less than $0.37 on the Pink Sheets. New York Stock Exchange was removed the name of Belly Total Fitness. It was sold 17 clubs for protection of bankruptcy. In 2012 Belly sold out 171 clubs which were located in 17 states of America (Niven, 2008).

The U.S. Fitness Centers Industry

The industry fitness has large number of competitors but they are all small competitors. There is no company has large share every fitness company has low market share. The rest of competitors fragments the fitness industry and increases market competition. Belly Total Fitness is holding only 5%market share. After bankruptcy of Belly Total Fitness, they could not increase market share. This time Belly Total Fitness should struggle for increasing market share.

Balance Score Card of Belly Total Fitness

Financial

According to CIO Insight (2012) Bally Total Fitness would have to concentrate on developing a competitive edge for itself through allocation of correct adequate sources as well as through keeping a client database and satisfaction so as to decrease the element of danger by a mechanized process. Some of the main goals of the company are:

Bally Total Fitness would concentrate on boosting its share of the market through diverse methods such as online promotions, media promotions, focus on individual clients through appointments and looking after one to one relationship with all of its clients. Belly should have to attain the 10% quarterly rate of growth organization. At that company required innovative strategies for attracting ...