GOLD’S GYM BRAND CAMPAIGN
LIKE YOU MEAN IT
A campaign built on the one thing no competitor can copy: the Gold’s Gym community.
Every gym sells equipment, price and convenience. Gold’s Gym has something no competitor can replicate: our community. I built the 2027 campaign’s creative strategy around that differentiator, then led the in-house team that developed it into a global campaign and playbook for internal teams, partners and franchisees.
The Strategy
Community as the differentiator. The campaign centers on the people who train at Gold’s Gym and have helped build the legacy of over 60 years as the home of serious fitness.
100% real members. Every person in the campaign is an actual Gold’s Gym member or staff member, photographed and filmed mid-workout.
Modern nostalgia. The look draws on Gold’s Gym’s heritage through texture, grit and the Venice legacy, then makes it current.
Bold, uncompromising type. Heavy, distressed typography carries the attitude of “when you’re here, you’re serious.”
The Execution
Global playbook: a toolkit that lets every location launch on-brand, with usage rules, messaging, templates and production guidance.
Phased 360 rollout: Phase 1 launched across a 30-second spot, billboards, posters, paid social and in-club offers.
Cold to Gold: a three-month social-first campaign with monthly goals and rewards across email, social and the Gold’s Gym app. It keeps members training through the holidays, the season most likely to break their habits.
Audience extensions: Women Work Out Free on Wednesdays, aimed at a key growth audience.
