Henderson Wins Gold’s Gym Franchisee Biz

ATLANTA Henderson Advertising has won the Gold’s Gym International franchise account, the agency said.

The Greenville, S.C., independent shop was tapped following a review in which it beat out finalists Riester-Robb in Venice, Calif., and Dentsu’s Colby & Partners in Santa Monica, Calif. The account was previously handled in-house.

According to agency chief Ralph Callahan, the shop presented several campaigns that positioned the 38-year old brand as the “fitness authority.”

Henderson will do advertising, promotions, point-of-sale, direct marketing and Web site development for Gold’s Gym, which has 650 gyms in 34 countries. The ads will be used in the U.S. and abroad. Henderson will also work on quarterly materials and promotions for parent company Gold’s Gym International.

First work will launch July 22 at the client’s national sales meeting in Las Vegas.

Billings were undisclosed. Derek Barton, svp of marketing for the client, has said billings will be “above and beyond” the $15-20 million total that individual gym owners spend on advertising [Adweek.com, May 16].

Henderson also works with Gold’s Gym franchisees in South Carolina.

Recent Gold’s Gym ads created in-house have included print ads that featured a cutout of the client’s logo man and the tagline “It all starts here.”