Muscle Beach, The Governator and Pumping Iron–as a creative, it’s so tempting to go all-in on muscle-head fun when you hear “Gold’s Gym.” Unfortunately that image was too dated, too polarizing and ultimately costing them members.

So we broadened the definition of “strong” and inspired a new audience with the idea that their inner Arnold has been there all along.

My favorite story is here:

This is the trailer for the 3 short-form documentaries we made about 3 real members and their strengths:

The films lived on a landing page and we drove traffic to the page with a #strongerthan _________ social effort.

We've done a number of digital, print, poster and OOH campaigns for Gold's Gym over the years, all falling out of "Know Your Own Strength." These are some of my favorites:

This was a moment of choice in the form of a simple coupon:

The idea was a gym membership that only charged you for the days you didn't go to the gym.

Unfortunately 8 months later, somebody from Harvard did it and made a fortune.