Joe Gold opened the first Gold’s Gym in August 1965, in Venice Beach, California, years before the modern day health club concept existed. It was, and still is, frequented by Arnold Schwarzenegger who was featured in the docudrama, Pumping Iron. Today Gold’s Gym is considered a landmark in bodybuilding culture and has achieved cult status.
Celebrating their 50th anniversary, Gold’s Gym decided to re-brand with the help of long-standing agency partner, GoDoDiscovery, a Dallas-based creative collective dedicated to finding and activating a brand’s truth.
Gold’s Gym reopened after COVID-19, and continues to offer personal fitness profiles, backed by 3D scanning technology, both traditional and digital personal training options and new studio offerings that go beyond simple group fitness classes.
AdChat DFW’s Patty Harrison had the opportunity to sit down with Todd Lancaster, Chief Creative Officer for GoDoDiscovery, to discuss how they re-invented the iconic “pump-you-up” archetype into a sage and modern-day fitness brand.
