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.
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.
Gold's Gym is famous for its celebrity members. The announcer at the end of this spot is James Caan.
Die-cut original Gold's Gym weight plates were placed on people's front doors. The back revealed a special promotional offer to join.
We launched Gold's Group Exercise program with a logo and graphic identity system that was incorporated into gyms and internal communications.