Gold's Gym: A Place for All to Develop Meathead-like Strength

In class, Professor Maria asked students what they thought of when they hear Gold’s Gym. Someone answered they thought of Gold’s Gym as being a gym for meat-heads. It makes sense why people would think that because Gold’s Gym brand is an image of a beastly man lifting a big barbell. Professor Maria then asked us to illustrate our own print ad for Gold’s Gym. Many people stuck with the “gym for meat-heads" concept. Someone drew a conveyor belt with skinny people entering and buff guys coming out the other side. Another person drew signs for three bathrooms: one for men, one for women, and an upside down triangle for Gold’s Gym people.

However, although Gold’s Gym was originally known as a gym for serious weightlifters, it has modified its image to appeal to other consumers as well. The following four pictures are their facebook profile pictures which show their “stronger than_____” picture series. Gold's position themselves as the place for anyone and everyone to get strong. The models are not huge weightlifters, but rather everyday people. There is even a pregnant women showing that she is “stronger than one.” This picture series can be empowering for every type of person, because we all want strength. “Whether it's the strength to be a better parent, the strength to overcome diabetes or the strength to be a better athlete - strength comes in many forms.” ("Gold's story," 2011. Para. 6)Gold's Gym recognize that everyone has their own strength and encourages people to seek Gold’s gym to find and develop that strength.("Gold's story," 2011.)

In its effort to appeal to a broader class of consumers and to relate to more people, I think Gold’s Gym has also developed more of a likable personality. Humor is employed in advertising as seen here:

I think the advertisement for food can be relevant for everyone. How true is it that people watch television and tune into a channel like Food Network to get a little motivation as they exercise? This habit is something an everyday person would do and something anyone could relate to. A way to market a fitness facility is to be open and to appeal to a wider variety of people. Niche markets has its successes, but being open to more people can generate favorable results as well.

Gold's story. (2011). Retrieved from http://www.goldsgym.com/golds/