Serious fitness for every body

To help make Gold’s Gym more approachable without disenfranchising its core audience, a library of dozens of print ads, posters, radio commercials, in-store promotions and guerilla advertising was created and distributed to franchisees via interactive CD-ROMs.

The work increased franchisee participation by 43%, was called "the best advertising program in the health and fitness industry" by IHRSA, and won awards in Communication Arts, One Show, Cannes and Los Angeles Beldings.