Gold's puts strength behind rebranding, diabetes initiative

IRVING, TX: Gold's Gym, the 41-year-old institution known as the workout hub for bodybuilders like Arnold Schwarzengger, is taking on diabetes and obesity with its physique-friendly rebranding campaign.

IRVING, TX: Gold's Gym, the 41-year-old institution known as the workout hub for bodybuilders like Arnold Schwarzengger, is taking on diabetes and obesity with its physique-friendly rebranding campaign.

Gold's will host its first ever national stationary bike event, a "Spin-A-Thon," on March 31 to raise funds for the ADA. People in contact with the ADA currently receive a complimentary two-week pass to the gym as part of an information packet, as well as beginner's instructions. And Gold's is in the planning stages for events during American Diabetes Month in November.

"Sixty percent of the country is overweight, so with this campaign, we want to break down intimidation factors," said David Reiseman, director of communications at Gold's Gym.  "[This campaign] softens the image a little bit, which ties into our mission about exercise."

The event is part of the company's "Change Your Body, Change Your Life" campaign, which aims to use the company's history and reputation to reach a broader audience. Since last March, Gold's has gotten media impressions in outlets running the gamut from Self magazine to Fox News. This year, emphasis will be on the Fitness Institute, 11 experts who are available for media and member inquiries, and partnerships, such as the one with the American Diabetes Association (ADA).

"The campaign is just reflecting our evolution from a gym to a fitness club," Reiseman said. "People still see it as part of the old school gym where people are just throwing around weights. Through this campaign, we're showing that Gold's Gym has the expertise to get results for anybody. "

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