Friday, November 20, 2009

BBC Signs 'Massive' Deal For Strictly Come Dancing Classes At Gym Chain

“They’ve trailed X Factor in the all-important ratings battle all series. Now the BBC’s Strictly Come Dancing are waltzing back by signing a deal with nationwide gym chain Fitness First to launch Strictly Fit classes all over the country. Today business experts described the deal as 'massive'. BBC executives, who have refused to say how much the contract is worth, will be hoping the classes will persuade more gym-goers to tune in to the show on Saturday night after learning the hip-shaking dance moves during the week. The classes will be called Strictly Fit and will be free for members of the chain's 164 clubs but non-members will also be able to sign up, paying £25 for five classes. The classes will feature some of the most popular music and routines – including the jive, waltz and cha cha cha - used on the show, watched by approximately nine million people every Saturday. Marketing expert Dr Paul Harrigan, from the University of Southampton, described the agreement as a 'massive deal' for both organisations. He said: 'This will really help promote both of the brands and is very much mutually beneficial. 'Fitness First can get a whole new raft of members who might not have considered them as an option before. 'There are so many fitness clubs and gyms, they need something to differentiate them from the rest. Strictly can really do this.'”

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