Gold’s Gym is debuting a campaign to coincide with the launch of its Gold’s Studio group fitness services.
The gym launched three broadcast spots from Dallas-based Greenlight — which leads Gold’s Gym’s creative and strategic planning — and Coffee Productions.
"Gold's Fit,", "Gold's Cycle", and Gold’s Amenities, as well as a redefined plan for Gold’s Studio, was unveiled at the brand’s global convention last week. The new spots will air in local broadcast markets, as well as online, for the next year.
With Gold’s Gym’s newest Gold’s Studio fitness services, the health and fitness brand aims to set itself apart from its competitors by tapping into the growing trend of studio classes (cycling, barre, Pilates and CrossFit) in a boutique setting. The Gold’s Studio experience is more focused on helping members reach their fitness goals in a way that feels even more personal and tailored, says the company.
This effort targets three core groups: new members, current Gold’s Gym members, and people who attend boutique studios or have a Class Pass, says Erik Herskind, CEO at Greenlight.
“Although we have reached these consumers via our general marketing in the past, this is a new specific target for us strategically and creatively,” he says.
The gym is also using direct mail, out of home and radio to reach consumers, Herskind says. An annual promotional campaign with a “Challenge” theme will break in November, he adds.