Challenge
In July 2020, RSG Group, based in Berlin, purchased Gold’s Gym. As long-time gym operators of McFit in Europe, RSG sought to add the legendary Gold’s Gym their fitness portfolio. In doing so, a campaign that leaned into the legacy of the Gold’s Gym brand was their first ask.
Activation
Our first action was getting to the Mecca of Bodybuilding - Gold’s Gym Venice - for a photoshoot that showcased the history of the brand from where it all started. With a library of new photography and a stripped down messaging strategy, combined with back-to-basics pricing model, we created a 2021 Q1 Campaign to get serious fitness enthusiasts back to the gym. No Bull$#*! - just goals.
We then wrote and fulfilled a complete Q1 playbook for the corporate and franchise gyms that not only provides assets across every possible medium, but a guide for execution.