Gold's Gym launches campaign to redefine the meaning of strength - McKinney

Gold’s Gym launches campaign to redefine the meaning of strength

November 18, 2008

Gold’s Gym International, the world’s leading fitness authority, today announced the launch of a new brand platform and advertising campaign that reframes the meaning of strength and challenges people of all shapes and sizes to realize their individual goals.

Leading with the call to action of “Know Your Own Strength,” the campaign is designed to demonstrate that strength comes in many forms. Whether it’s the strength to prevail in stressful times, to achieve your career goals, to overcome diabetes or to simply look and feel better√â…the campaign demonstrates that strength isn’t always about muscle.

“Extensive research along with feedback from our members and owners confirmed that ‘strength’ was at the very core of the Gold’s Gym brand,” said Lisa Zoellner, Chief Marketing Officer of Gold’s Gym International. “This new platform is built on that brand truth and brings the concept of strength forward in a way that people might not necessarily associate with Gold’s Gym. It recognizes that now more than ever, people are looking for strength√âand that Gold’s Gym is the place where you can find it.”

The new campaign targets a mindset versus a demographic. a group Gold’s Gym has identified as “the committed.” Collectively, these people share a common mindset, regardless of their fitness level, age, gender or goals.

“Gold’s Gym members are a little bit more committed than members of other gyms,” said Zoellner. “They are committed to realizing their goals, both inside and outside of the gym. We wanted to tap into that mindset and appeal to the millions of people around the world who share the same kind of commitment. We want to show people that no matter what your fitness level, when you’re committed, anything is possible.”

The fully integrated campaign was created with Durham, N.C. – based McKinney. The new branding executions include traditional advertising such as television, radio, print, direct mail, online and out-of-home as well as a national public relations initiative and social media campaign. Messaging will also extend to in-gym communication aimed at energizing its members and staff through humorous and motivating messages.

“Gold’s is an iconic brand with a tremendous history that’s always stood for and championed the strength in all of us,” said McKinney Chief Creative Officer Jonathan Cude. “The campaign has taken the inherent DNA of the Gold’s brand and broadened it so it can be shared with more people, inviting Gold’s members and non-members alike to get in touch with their ‘inner Gold’s.”

For more information or to find a Gold’s Gym near you, visit