Pierce Mattie Public Relations New York

Last week Bally's Total Fitness was sold to LA Fitness...unbeknownest to many Bally's members who only found out when they attempted to check in for their work out, and sadly, for some Bally's employees when they showed up to work only to find out they were out of a job. While buy-outs and acquisitions happen all of the time, there is usually open communication with current employees and customers. A lot of time is usually spent in regards to public relations to made the transition seamless. Not the case the LA Fitness' purchase and now, as a result of this side-stepping avoidance tactic, LA Fitness is looking at a class-action lawsuit.

PR Issue #1: LA Fitness is allegedly not honoring Bally's lifetime memberships and instead is asking current members to re-sign with LA Fitness paying new fees.

PR Resolution: This is a no brainer--honor the lifetime memberships. There are plenty of gyms out there that current members can make the switch to. If you aren't willing to honor those lifetime memberships, it is virtually guaranteed members won't re-sign with LA Fitness. 

PR Issue #2: The serious lack of communication heightens members and current employees level of skepticism and uneasiness about the transition.

PR Resolution: Each location should hold a membership meeting and separate employee meeting explaining what the sale means to that location. Hear out concerns and answer questions. 

PR Issue #3: There's buzz of a class-action lawsuit surrounding the shady practices of LA Fitness during this acquisition.

PR Resolution: Should a lawsuit be filed, it should be settled out of court. Lifetime members who will to not return to LA Fitness at all should receive a partial refund; those who choose to stay should have those memberships honored. Anyone with a yearly membership should have it honored until the end of the current contract.

Handled correctly going forward, and keeping all lines of communication open, should help LA Fitness change this PR crisis into something positive.

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