Gold's Gym

McKinney *Lead Agency

John Newall - Partner, EVP, Group Acct. Director
Ellen Steinberg - Partner, EVP, Group Creative Director
Lisa Bentley - Sr. Print Producer
Carmen Bocanegra - Interactive Producer
Stacy Evans - Sr. Imaging Artist
Brian Fox - Broadcast Producer
Becky Minervino - VP, Group Strategy Director
Anne Newton - Acct. Supervisor
Meg Sewell - Art Director
Jamie Weber - Project Leader

QuickSilver Interactive Group

Camelot Communications, LTD.

Competition in the gym and fitness business has grown dramatically thanks to discount chains operating smaller gyms with limited, sub-par equipment. Golds Gym needed to make sure that their target, The Committed, would see their fitness goals as deserving of more than a discount brand can offer. Because word of mouth is their influencer with the most impact, we spread news of Golds benefits through the stories of those who had experienced them firsthand in mini documentaries. Membership goals were exceeded and gains were made in key brand measures.