Gold's taps Riester-Robb to help attract wider range of consumers

LOS ANGELES: Gold's Gym has chosen Venice, CA-based Riester-Robb Pacific as its AOR for both corporate and franchise operations.

LOS ANGELES: Gold's Gym has chosen Venice, CA-based Riester-Robb Pacific as its AOR for both corporate and franchise operations.

Riester-Robb is charged with creating a campaign that maintains the gym's image as a serious spot for bodybuilders, while at the same time appealing to a broader range of consumers. The account is valued at five figures annually.

Using the tag line, "It all starts here," Riester-Robb is planning an effort that includes media outreach, business-to-business elements to attract new franchisees, and guerrilla marketing.

"People associate it with barbells and muscle heads, but there is a lot more to Gold's than that," said Riester-Robb's David Reiseman. "The key thing is to show people all the different ways that Gold's can play into their lives."

One of Riester-Robb's first challenges is to help find a pool of spokespeople to represent the gym in order to reach different audiences.

"We'll be doing everything from ways to get in shape before spring break to senior citizens, so we're going to need a diverse core of spokespeople," explained Reiseman.

He added that the company is planning on "taking the Gold's experience to the streets" by hosting guerrilla events such as outdoor spinning classes.

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