GR604 Student Project (Gold's Gym) — Visual Strategy Guide

VISUAL STRATEGY GUIDE

GOLD'S GYM

BRAND MISSION

Our mission is to expand people's potential in order to inspire them to achieve their life ambitions.

KEYWORDS

Ambition / Willpower / Self-discipline

VISUAL SRTATEGY GUIDE

Rebranding Gold's Gym

Rebranding is a marketing strategy in which a new name, term, symbol, design, concept, or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders.

BRAND INTRODUCTION

GOLD'S GYM

FITNESS CENTERS

It's where greatness lives. It's where legacies are built. And they're built every single day with the best weight & strength training, classes, equipment, and trainers.

DESCRIPTION

Gold’s Gym International, Inc. is an American chain of international co-ed fitness centers originally started by Joe Gold in Venice Beach, California. Each gym offers a variety of cardio and strength training equipment as well as group exercise programs.

DIFFERENTIATOR/USP

Gold’s Gym is the world’s trusted fitness authority with over 50 years, known as the mecca of bodybuilding. This world-renown gym has produced countless champion bodybuilders. Gold’s Gym was the site of the landmark 1977 film, “Pumping Iron,” which introduced Arnold Schwarzenegger to the movie-going public, the iconic docudrama that launched bodybuilding sport into mainstream America. It has also been the scene of various body-building contests.

BRAND SOUL

Improve people's physical and mental states and help people become a better version of themselves.

TIMELINE

BRAND HISTORY

1970

Gold sold the at-the-time failing gym to Bud Danits, most commonly known as an antique dealer, and Dave Saxe, a jeweler. They ran the gym for almost two years together as co-owners.

1973

The original Gold’s Gym logo, a bald weightlifter holding a barbell, was designed by professional wrestler Ric Drasin, who was Schwarzenegger’s training partner for four years.

1977

Mr. America contest and Mr. America Day parade held in Santa Monica, sponsored and conceived of by Sprague, the profile of Gold’s gym grew even larger.

1965

Joe Gold opened the first Gold’s Gym in August, in Venice Beach, California, long before the modern-day health club existed. Featuring homemade equipment and is dubbed “the Mecca of bodybuilding”.

1971

A frequently visiting gym member, Ken Sprague, purchased it, and Gold’s was saved as a gym. Sprague was the first owner of Gold’s to actually sponsor and hold bodybuilding competitions, and he build the establishment’s profile.

1975

George Butler was going to film the docudrama Pumping Iron (1977), which brought attention not only to the gym itself but also to bodybuilding and physique in general.

1979

Gold’s Gym was Grymkowski building champion)

Gold’s Gym was gym in the world

1980

Gold’s Gym was one of the first companies in the health and fitness industry to franchise, starting.

2004

Private equity firm, TRT Holdings, bought Gold’s Gym.

2020

Gold’s Gym declared bankruptcy in May, an economic casualty of the COVID-19 pandemic.

was owned by Peter (a Mr. World bodychampion) and his partners. was the most famous world at that time.

1999

Gold’s Gym was sold to private equity firm Brockway Moran & Partners, Gold’s Gym was open over 534 throughout the U.S. and the world.

2017

Gold’s Gym launched GOLD’S AMP, a fitness app that is meant to serve as a digital personal trainer for people to use anytime and anywhere.

Today

Gold’s Gym launches its new branding, designs, and mission. Will help people become a better version of themselves.

KEYWORDS

AMBITION

Ambition is a major driver of personal growth and development. Gold’s Gym will support people who have ambition and wish to be more, know more, do more, give more, or have more, have a purpose, and have a powerful internal drive that leads them to dream bigger and go further.

WILLPOWER

Gold’s Gym will support people get willpower is the ability to resist short-term gratification in pursuit of long-term goals or objectives. Willpower will correlate with positive life outcomes such as better grades, higher self-esteem, lower substance abuse rates, greater financial security, and improved physical and mental health.

SELF-DISCIPLINE

Although discipline demands control and asceticism, it actually results in freedom. Gold’s Gym will help users develop self-discipline Which enables them to manage their time and resources better. The possession of self-discipline enables one to choose, and then persevere with actions, thoughts, and behavior, which lead to a better life.

Our mission is to expand people's potential in order to inspire them to achieve their life ambitions.

REBRANDING OBJECTIVE

The new Gold’s Gym will support users’ ambitions. It strengthens people, both in terms of mental willpower and physical body potential. It provides users with discovery potential, enhancement, and life transformation. The brand provides a professional and competitive environment for progress, and users increase their confidence and ultimately achieve better physical and psychological success.

AUDIENCE PROFILES

Postpartum

28 Data analyst 75K+

OCCUPATION ANNUAL INCOME

A She doesn’t have enough time to rest, because although at home, she still needs to handle some online work, and has to take care of the kids.

A She often has backache and leg pain, which may be due to the sequelae of her pregnancy.

B She wants to find a way to ease her postpartum depression because she is stressed so much.

B She is often anxious about her life because of the difficulties at work and at home.

C She prefers cardio to improve endurance, fitness, and strength because she needs a better body to balance work and family.

C She wants to use the scrap time to exercise because she has a very busy schedule to advance her career.

Working Mother

DARRON EVANS

Stage Actor

33 Stage Actor 68K+

AGE TRAITS

OCCUPATION ANNUAL

INCOME

A He must stay in good physical because he needs to condi tion for a long time performing on stage.

A He has to control his diet in order to maintain his appear ance on the stage.

A He likes strength-based sports types that train the core because his show moves require great body control.

B In addition to performances and rehearsals, exercise is also his daily essential schedule, because he likes relatively life regularly.

B Even when he’s out touring, he uses his fragmented time to exercise at the hotel because he is obsessed with sports.

C He has a positive life attitude because he wanted more opportu nities, more significant roles, and to be in bigger productions.

C He is thinking about muscle-building exercises recently because the next character he wants to play requires a strong image with muscles.

PERRY CLARK

Isolated and thin Student

16 High school student /

OCCUPATION ANNUAL INCOME

AGE TRAITS

A He is thin because of malnutrition since childhood.

A He gets sick easily because his constitution is a little weak.

B He is introverted, so he is sometimes isolated by his classmates.

B He doesn’t have enough self-confidence, because of his character and size, he wants a stronger body.

B Because of his living environment, he has to deal with both academic stress and interpersonal stress.

C He hoped for a better grade level but failed because there was no systematic approach.

C He wants to build muscle because he hopes that exercise will strengthen his will and increase his resistance.

ANNA MILLER

AGE

OCCUPATION

Programmer / graduate student 70K+

ANNUAL INCOME

TRAITS

A Her cervical spine and back are often sore because her work involves sitting in front of the computer for long periods of time.

A She is not in good shape because she often stays up late or stays up all night on weekends.

B She wants to change her figure because she wants to be more confident

B She realizes that her current lifestyle is unhealthy and wants to improve her work and rest because she knows that a healthy body makes for better work and life.

C She wants to do some fat loss training to lose weight because she hopes to gain some sense of accomplishment.

C She wants to start with some entry-level fitness exercises because she thinks that step-by-step will allow her to develop a fitness habit.

C She wants to know how to eat healthy because she wants to live a healthier life in the future.

Sub-health Office Worker

PAUL RICHARDS

Stressed Middle-aged Man

OCCUPATION

ANNUAL INCOME

45 Manufacturing Manager 85K+

AGE TRAITS

A He wants to change his physical condition because his medical checkup did not very well.

A He really has some burnout at work because working more than 50 hours are the norm in this field.

A He was working and now he feels the need to consider a nutritionally balanced food mix because he used to love junk food.

B He has stress because of shift work and being on-call.

B He likes brisk walking and cycling because some aerobic exercises can let him relax the psychological pressure.

C Because he gets older, he feels more and more anxious about his physical health and he hopes there are ways to improve.

C He also wants to participate in strength training to maintain or even increase muscle mass, because it is very helpful for losing weight and improving physical fitness and athletic ability.

JANIE FLORES

OCCUPATION

AGE TRAITS

A She was athletically gifted from an early age because her parents brought her into tennis at an early age.

A Her physique is good because , in addition to exercising, she also has a healthy diet.

B She wants to stay positive and optimistic because mentality also has a big impact on her game.

B She runs every morning because she wants to develop a self-disciplined lifestyle.

B She wants to meet more peers and friends because her training environment is more adults.

C She needs frequently targeted training of a certain part because it can prevent sports injuries and acute injuries

C She likes fitness programs that focus on improving strength, because it makes her muscle groups stronger and stronger, allowing her to play more powerful tennis.

ICHIRO TAKAHIRO

AGE TRAITS

A He’s been exercising for two years because he loves the changes it brings.

A His fitness is good because he does a lot of strength training

B He credits fitness with giving him confidence because his mental state is better after exercising.

B He likes to follow trends because there are fitness and muscle trends on the internet.

B He became a fitness blogger because he enjoys sharing his fitness experience with friends online.

C He has done a lot of research on muscle gain and has his own opinion on the diet because he wants to get in better shape.

C He loves going to the gym with his boyfriend because he wants them both to have a consistent and healthy life.

EMILY ROGERS

TRAITS

A She has the habit of exercising because she has been exercising with friends since college.

A She hardly gets sick because she is in good health.

B Her life is full of work is a workaholic who loves sports, and because she can only feel herself when she is active.

B She is more and more confident because fitness makes her physically and mentally more positive.

B She is simply happy and has less burnout because exercise relaxes her.

C No matter how busy she is at work, she insists on keeping fitness in her schedule, because she believes that the development of the workplace is closely related to her physical condition.

C She also likes outdoor sports because she hopes to exercise more of her abilities.

BRAND VISUALIZATIONS

CURRENT

Enhance the quality of life in the communities we serve through our fitness philosophy, facilities, programs, and products.

Gold's Gym

FUTURE

Improve people’s living standards and psychological state. Spread healthy aesthetics and the value of fitness. The new Gold’s Gym will expand people’s potential in order to inspire them to achieve their life ambitions.

Gold's GYM

BRAND COMPETITION

CURRENT COMPETITORS

24-HOUR FITNESS

Has a little bit of everything and a lot of the things that most gym-goers love: It’s a 24-hour facility, has ample floor space and equipment, offers group fitness classes and personal training, and even a workout app that provides workout plans so you don’t have to program your own.

PLANET FITNESS

Planet Fitness is known for its inclusivity, simplicity, and small price tag. For just $10 per month, members can access virtually all types of cardio machines, basic weight machines, floor space, dumbbells, and barbells—everything you need to work up a good sweat.

ANYTIME FITNESS

Anytime Fitness offers a unique amenity that your very own key FOB to enter the gym at any time of day or night, without needing a gym employee there to let you in. This unique travel-friendly feature makes Anytime Fitness a great gym membership option for people who often find themselves in different parts of the country.

EQUINOX

Equinox is known for its high-end amenities, high-quality equipment, modern interior design, and sleek branding — and its eye-widening price tag for a monthly membership. Spacious workout areas, expert-led classes, and other high-quality equipment.

LA FITNESS

LA Fitness Caters to bodybuilders and anyone looking to perform hypertrophy-focused (muscle-building) workouts.

LA Fitness also has ample group fitness offerings and personal training, and most locations have an entire floor dedicated to cardio equipment only. Many locations also have lap pools and saunas, making LA Fitness a really well-rounded gym chain.

CRUNCH FITNESS

The basic Crunch Fitness memberships offer a budgetfriendly package with plenty of group classes. Have access to some of the top fitness classes around. Crunch Fitness has earned itself a good reputation for having a large variety of fun, effective group workout classes.

ORANGETHEORY FITNESS

Orangetheory provides members with a heart-pumping cardio and strength workout in a class setting. This studio gym utilizes HIIT and incorporates loads of variety into the workouts. With a Membership, will experience everything from treadmill sprints to full-out cross-training circuits complete with dumbbell squats and kettlebell swings.

LIFE TIME

Life Time, Inc. is a chain of health clubs in the United States and Canada. In addition to its health clubs, the company has created or acquired more than 200 annual races in the United States.

PURE BARRE

Pure Barre is the largest barre franchise with 600+ studios in N. America. The proprietary technique builds muscular strength and improves cardiovascular endurance with low-impact, high-intensity movements. Clients can also get their Pure Barre to fix anywhere, anytime with Pure Barre GO, featuring weekly class streaming.

BLINK FITNESS

Blink Fitness, is a premium-quality, value-based fitness club. Blink is committed to delivering modern and colorful design, enhanced customer service, a relentless focus on cleanliness, energetic music, and confidence-boosting training programs – all while inspiring Membership available at low cost.

ADJACENT COMPETITORS

SPALDING

Spalding is an American sports equipment manufacturing company that currently focuses on basketball, mainly producing balls but also commercializing hoops, rims, nets, and ball pump needles.

MARMOT

Marmot is an outdoor recreation clothing and sporting goods company founded in 1974 as “Marmot Mountain Works”. Outdoor enthusiasts and gear snobs generally agree that Marmot is one of the better outdoor brands. It’s a mountaineering company, meaning its gear is made to withstand extreme conditions and cold temperatures.

MUSCLETECH

MuscleTech is a brand of dietary supplements, marketed by Iovate Health Sciences Inc., which includes Hydroxycut. MuscleTech Whey Proteins are good sources of protein. Consuming MuscleTech protein is sufficient to add extra calories to the diet.

SPORTS ILLUSTRATED

Sports Illustrated (SI) is an American sports magazine first published in August 1954. It is also known for its annual swimsuit issue, which has been published since 1964 and has spawned other complementary media works and products.

FOREST

Forest is an app that helps you fend off procrastination impulses and stay on track despite the difficulty. Your goals are to stay fully focused on the task while the timer is running and ignore all procrastination impulses.

GIVELO

A high-quality and innovative cycling gear, then Givelo is a must. With a slogan of “Don’t Settle,” it’s made for riders, by riders, with simple lines, classic colors, and practical features.

RHONE

This workout and an athletic clothing brand are made for those who are committed to the pursuit of progress. A line-up of the finest tech fabrics goes into the collection of tees, polos, tanks, jumpers, hoodies, button-downs, henleys, vests, jackets, joggers, pants, shorts, tights, and swimwear.

MYPROTEIN

Myprotein is a leading sports nutrition company that has also branched out into athletic performance clothing. Their designs use cutting-edge technology to improve your performance while looking and feeling good.

ROGUE FITNESS

Rogue Fitness is an American manufacturer and distributor of gym equipment. Its produces strength and conditioning equipment such as weightlifting barbells, plates, racks, and kettlebells, as well as a range of fitness-related equipment for CrossFit boxes, home gyms, military, collegiate, and professional sports teams.

BLINK FITNESS

BOXRAW is a sportswear brand that offers clothing and accessories for boxers. It provides hoodies, sweatshirts, t-shirts, tracksuits, jackets, hand wraps, knuckle guards, boxing gloves, and more.

ASPIRATIONAL COMPETITORS

ESPN

ESPN is a 24-hour American cable television network dedicated to sports programming. Originally ESPN also broadcast entertainment and later developed sports programming.

8 FIT

This nutrition app company puts together customized workout and meal plans. The brand appeals to a wide range of people: travelers, beginner fitness enthusiasts, and healthy eaters.

SPARTAN

A company that is based on the world’s largest obstacle race, Spartan also specializes in nutrition programs, wellness products, and clothing.

OURA HEALTH

Oura Health Oy is a Finnish health technology company, best known for the Oura Ring (stylized Ōura), a smart ring used to track sleep and physical activity.

NIKE

Nike is an American sports goods production multinational company. Its business lines include the design, development, production, global marketing, and sales of footwear, apparel, equipment, apparel accessories and services.

CHAINS. CC

Chains. cc is an online motivational tool based on the “don’t break the chain” method that helps you build good habits and break bad ones. Each day you complete a task you want to keep up, a visual streak grows. The streak will grow longer with each day and soon your main motivation is to keep the chain from breaking.

SUPER BOWL

The Super Bowl is the annual championship game of the National Football League, and the winner is called the “World Champion.” There will also be grand celebrations that accompany the game. The Super Bowl has been the most-watched TV show in the nation for years and has gradually become an unofficial national holiday.

CVS HEALTH

CVS Health Corporation is an American healthcare company that owns CVS Pharmacy, a retail pharmacy chain. CVS Health is leading healthcare solutions in ways that no one else is.

ONLY HUMAN

About Retail therapy here’s a brand that takes it one step further when it comes to supporting mental wellness through shopping. Only Human is a clothing brand that aims to “spark human connection and bring us together in ways that matter.” Not only are their values represented in their physical clothing, but their mission runs even deeper in their value-added content.

REAL (MENTAL WELLNESS)

Real empowers you to re-imagine your mental wellness journey. Using insights from their clinical work, our therapists design tools, exercises, and live events that enrich your relationships—with yourself, the people in your life, and the world around you.

BRAND ATTRIBUTES