Gold's Gym International, Inc. is an American chain of international co-ed fitness centers originally started by Joe Gold in Venice Beach, California in august 1965. Each gym offers a variety of cardio and strength training equipment as well as group exercise programs.
This is a conceptual rebrand project for Gold's Gym. Gold’s Gym International, Inc. is an American chain of international co-ed fitness centers originally started by Joe Gold in Venice Beach, California in august 1965. Each gym offers a variety of cardio and strength training equipment as well as group exercise programs.
Powerful — Balanced — Serious
The current branding is hyper masculine and might be intimidating to people who are new to fitness. Their image emphasize on Gold’s Gym’s reputation of producing body builders; however, it does not showcase other aspects of the gym such as fitness classes and personal training. The brand also seems to only celebrate one desired body type which is being muscular; when in reality, being fit and strong does not equate to achieving certain body statistics.
With a long history of producing body builders, Gold’s gym has a considerable number of members who are into body building. The rebrand addresses the strong and powerful aspects of the Gold’s Gym brand and stays connected to the members who are training to be strong and powerful.
The rebrand addresses that people of Gold’s Gym are serious and determined about fitness. It differs from many other fitness centers that are more focused on building community, people of Golds are serious about fitness and are determined in achieving their fitness goals.
Gold’s Gym is balanced in terms of their clients and the service they provide. They welcome all genders, fitness levels and body types. Gold’s GYM has a range of different services including group fitness classes and a health and wellness program. The rebrand communicates to a boarder range of clients and services of Gold’s Gym than that of the previous brand.
This rebrand should solve the identified challenges, and convey an overall feel of the brand that reflects their market position.While keeping the essence of the Gold’s gym brand, this rebrand is to portrait the characteristics of Gold’s gym with more accuracy and to bring in more dimensions of the business to the brand. We are expecting this rebrand to resonate with their current members, staff members and to reach out to more potential clients.