2010 BRONZE

LEISURE PRODUCTS & SERVICES

FROM STRENGTH TO STRENGTH - REINVENTING AN ICONIC BRAND

GOLD'S GYM, GOLD'S GYM

Lisa Zoellner, CMO
Cody Pierce, Marketing Director

MCKINNEY

Andrew Delbridge, Partner / Chief Strategy Officer
John Newall, Partner / EVP, Group Account Director
Ellen Steinberg, Partner / EVP, Group Creative Director
Bill Ward, VP, Account Director
Anne Newton, Project Leader
Naomi Newman, Senior Producer
Meg Sewall, Art Director
Mona Hasan, Copywriter

CAMELOT COMMUNICATIONS

Despite a static number of U.S. gym members, 2009 saw an influx of new no-frills gym chains with one very significant and timely difference: Price. With monthly fees priced at one-fifth of the average gym, the impact was swift and deep. A number of Gold's Gym's well-established competitors were forced into bankruptcy. Price matching was not viable, so Gold's set about reinventing its iconic brand to appeal to a broader audience. By doing so, it not only fended off competition, it delivered a 36% increase in new membership.