Best of Club Marketing Ads - Gold’s Gym
Gold’s Gym Rebrands
Gold’s Gym is in the midst of a brand evolution and is repositioning itself to appeal to a wider demographic range of consumers. This is most evident in its new branding efforts both inside and outside the gym.
Its new tagline, Change Your Body Change Your Life, encompasses the idea that no matter what you want to achieve, Gold’s Gym has 42 years of experience and expertise to help you get there.
While past advertising campaigns embraced Gold’s strong heritage and authoritarian image, its new campaign features images that include a senior citizen in a fitness class and a woman in a lap pool. Headlines such as, “Be the guy who can mow the lawn without a shirt,” and “Give yourself a reason to buy those $200 jeans,” help readers remember the real life application of exercising at a gym.
Ads like these are critical in evolving a brand from a gym to a fitness club. When consumers step into a Gold’s Gym today they’ll see a difference – the pools, basketball courts and specialized fitness classes for mom and seniors. The new Gold’s advertising is simply stating the benefits that already exist, but ones the public may not have considered it to have.
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