Copywriter and Creative Director
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Gold's Gym

GOLD'S GYM

To help make Gold’s Gym more approachable without disenfranchising its core audience, a library of dozens and dozens of print ads, posters, radio commercials, in-store promotions, door hangers and ambient advertising was created and distributed to franchisees via workbooks and interactive CD-ROMs – yeah, CDs were a thing. Even with all the awards the "Serious Fitness For Everybody" campaign won year after year, perhaps the most rewarding thing was that it was executed for a fraction of what Gold's competitors were spending on advertising.

 
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This ad ran like this in men's magazines. While in women's publications, we flipped the "in" and "out" on the doors to emphasize weight loss. 

 
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Gold's Gym is famous for its celebrity members. The announcer at the end of this spot is James Caan.

 
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Die-cut original Gold's Gym weight plates were placed on people's front doors. The back revealed a special promotional offer to join.

 
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We launched Gold's Group Exercise program with a logo and graphic identity system that was incorporated into gyms and internal communications.