RSG Group
Role: Senior Copywriter & Creative Lead
Markets: US & Global Brand Alignment
Deliverables: Brand Voice, Messaging, Campaigns, Advertising, Social, Web, Signage, Email
No Bullsh*t Bodybuilding
Gold’s Gym didn’t just invent bodybuilding; it's been the mecca for all things fitness for over 50 years. But even the biggest and strongest legends need to grow. As Senior Copywriter and Lead Creative, I rebuilt the brand’s voice and image from the ground up, turning decades of iron-clad legacy into a modern, global brand.
Building a New Voice for a Legacy Brand
From website copy that flexed with confidence and drove sales to ads that leveraged Gold's Gym's iconic legacy, I wrote literally everything and anything with words on it.
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Brand Voice & Messaging: Built for the Mecca in Venice, CA, and exported to over 700 gyms around the world
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Campaigns & Advertisements: Big, bold, and the linchpin responsible for selling out of memberships
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Social Media: No bullshit messaging and creative that honored the brand's legacy and commitment
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Website & Email: Turned typical boring communications into goal-crushing opportunities
The Legacy Lifts On
This new brand voice proudly honors Gold's Gym's legacy as the original home of bodybuilding and fitness. By drawing from its rich history and impact on culture, I ensured every piece of messaging and creative paid homage to Joe Gold's hard work, discipline, and pride. The result is storytelling that doesn’t just reflect where Gold’s came from, it motivates others to step up and get to work.
For April Fool's Day, we "painted" the iconic Green Wall at Gold's Gym Venice.
Fans laughed, cried, and called the front desk to freak out. 😉
Created the name and messaging for Gold Gym's collaboration with
bodybuilding superstar, Simeon Panda.
