How Gold’s Gym Reached a New Generation of Athletes
Student-athletes brought the Mecca of Fitness to life, showing fans that Gold’s Gym is as big today as ever.
For student-athletes, every day revolves around health and wellness. From early morning lifts to late-night recovery, their lives are built on routine and discipline. That is where brands like Gold’s Gym come in.
What began in 1965 as a single Venice Beach gym has grown into a global leader in fitness with more than 600 locations across six continents. In 2023, Gold’s Gym launched the first-ever Gold’s Gym Academy, bringing together a group of student-athletes to represent the brand at the collegiate level.
How we helped Gold's Gymbring this to life:
Student-Athletes
social media posts
Challenge
The fitness industry is crowded with brands promising results, and new competitors appear every day. To build fans for life, the key is reaching the 18–34 demographic where lasting fitness habits are formed. For Gold’s Gym, the challenge was turning decades of history into a story that today’s athletes could see themselves in.
Solution
Gold’s Gym invited its Academy athletes to Venice Beach for “The Mecca Experience”. Athletes trained where legends had trained before them and shared their experiences in real time with their fans.
Each athlete received a Gold’s VIP Card with unlimited gym access, exclusive gear, and support for the causes closest to their hearts. The content that followed was authentic, captured through the voices of athletes who embody fitness every day.
Outcome
The Gold’s Gym Academy brought new energy to a global brand. Longtime fans know legends like Arnold Schwarzenegger and Lou Ferrigno, but Gold’s turned to a new generation of athletes to carry that legacy forward. The campaign highlighted how they have grown into one of the world’s largest fitness chains while staying true to their Venice Beach roots.
Brands like Gold’s Gym, Peloton, and Garmin have embraced the world of NIL, building loyal fan bases by trusting athletes to tell their stories. These campaigns proved that student-athletes are one of the best investments a brand can make.
Consumer Packaged Goods
Discover how Quest Nutrition partnered with athletes to stand out in crowded aisles.
Food and Beverages
Learn how Casey’s made its 40th Pizza Birthday a Midwest-wide celebration with athletes.
Services
See how UScellular worked with athletes to spark a movement for digital wellness.
Frequently Asked Questions
Why partner with student-athletes?
Athletes deliver 3.7x more engagement than traditional influencers, with unmatched authenticity, reach, and local impact. Opendorse connects you with 175K+ athletes nationwide.
How does it work?
Opendorse manages the entire campaign process, from pitching and securing athletes to handling payments, social support, and analysis, while keeping your team involved in approvals and briefs.
How much does it cost?
Pricing depends on athlete stature and deliverables. Opendorse customizes programs to fit your goals and budget, whether it’s one athlete or 100+.
Is it compliant and brand-safe?
Yes. All campaigns follow NCAA and legal guidelines, athletes are vetted, and we handle tax paperwork. Opendorse also offers background checks and content usage rights.