Golds Gym Launches Campaign to Redefine the Meaning Of Strength

Gold'ss Gym International (http://www.goldsgym.com), the world'ss leading fitness authority, has announced the launch of a new brand platform and advertising campaign that reframes the meaning of strength and challenges people of all shapes and sizes to realize their individual goals.

Leading with the call to action of Know Your Own Strength, the campaign is designed to demonstrate that strength comes in many forms. Whether it'ss the strength to prevail in stressful times, to achieve your career goals, to overcome diabetes or to simply look and feel better's8230;the campaign demonstrates that strength isn'st always about muscle.

The new campaign targets a mindset versus a demographic, a group Gold'ss Gym has identified as the committed. Collectively, these people share a common mindset, regardless of their fitness level, age, gender or goals.

The fully integrated campaign was created with Durham, N.C.-based McKinney (http://www.mckinney.com/). The new branding executions include traditional advertising such as television, radio, print, direct mail, online and out-of-home as well as a national public relations initiative and social media campaign. Messaging will also extend to in-gym communication aimed at energizing its members and staff through humorous and motivating messages.

For more information or to find a Gold'ss Gym near you, visit www.goldsgym.com. To view commercials, click here (http://www.goldsgym.com/golds/commercials.php).

Quotes Attributable to Lisa Zoellner, chief marketing officer, Gold'ss Gym International:

Extensive research along with feedback from our members and owners confirmed that 'sstrength's was at the very core of the Gold'ss Gym brand. This new platform is built on that brand truth and brings the concept of strength forward in a way that people might not necessarily associate with Gold'ss Gym. It recognizes that now more than ever, people are looking for strength's8230;and that Gold'ss Gym is the place where you can find it.

Gold'ss Gym members are a little bit more committed than members of other gyms. They are committed to realizing their goals, both inside and outside of the gym. We wanted to tap into that mindset and appeal to the millions of people around the world who share the same kind of commitment. We want to show people that no matter what your fitness level, when you'sre committed, anything is possible.

Quote Attributable to Jonathan Cude, partner and chief creative officer, McKinney:

Gold'ss is an iconic brand with a tremendous history that'ss always stood for and championed the strength in all of us. The campaign has taken the inherent DNA of the Gold'ss brand and broadened it so it can be shared with more people, inviting Gold'ss members and non-members alike to get in touch with their 'sinner Gold'ss.'s

About Gold'ss Gym

Established in Venice, Calif. in 1965, Gold'ss Gym is the largest full-service gym chain in the world with over 620 locations in 43 states and 30 countries. Gold'ss Gym offers the latest equipment and services, including group exercise, personal training, cardiovascular equipment, spinning, Pilates and yoga. With nearly three-million members worldwide, Gold'ss Gym helps all kinds of people achieve their individual potential through fitness.

About McKinney

McKinney is never satisfied simply being a great advertising agency, but seeks to constantly be part of the revolution in how brands go to market. Our goal is to identify relevant applications for new technologies and to deliver the richest, most engaging and most fluid conversations between brands and their best prospects.

Founded in 1969, the Durham, NC-based agency'ss clients include Coldwell Banker, Gold'ss Gym, Major League Gaming, The NASDAQ Stock Market, Partnership for a Drug-Free America, ProShares, Qwest Communications, Sherwin-Williams, Travelocity, Virgin Mobile USA, Virgin Atlantic Airways, and Brown-Forman Corporation brands Bonterra, Chambord, Sonoma Cutrer, Southern Comfort and Tuaca.

Earlier this year, McKinney announced that its management had acquired 100% interest in the agency from Havas.

Contact:

MWW Group

Lindsey Winkler

Tel. (201) 964-2374

lwinkler @ mww.com

Gold'ss Gym International

Dave Reiseman

Tel. (214) 296-5062

dreiseman @ goldsgym.com

McKinney

Janet Northen