case study

Gold's Gym

the golden opportunity

With a history founded on professional bodybuilding, the Gold’s Gym team was looking to develop a marketing campaign that would appeal to the everyday beginner. To stand out amongst the dollar deals and daunting rise in health club competition, BowStern harnessed the power of positivity to spread a refreshingly inviting message.

membership is complimentary

We developed and launched a unique marketing campaign for Gold’s Gym that would send a cascading wave of compliments throughout the community. Printed marketing materials focused on sharing character-driven compliments, all while offering a free complimentary pass to potential members.

#FlatterYourself

Compliment contests encouraged community members to tag friends who were making a difference. These high-engagement efforts went viral, racking up millions of impressions, comments and form fills for the clubs. Once in-gym, members found compliment clings placed on mirrors to keep the positivity flowing. The clings boasted inspiring statements like “strong & beautiful” and “lookin’ good” which triggered thousands of selfies and social media posts.

healthier ever after

The compliment campaign not only enhanced community sentiment towards Gold’s Gym, but resulted in millions of viral impressions and record-breaking membership sign-ups.