Celebrity Endorsed Highlights: Gold Gym has numerous celebrity endorsements such as Dwayne Johnson and Arnold Schwarzenegger. This means that all followers of these celebrities will immediately see Gold Gym as their only option for a gym membership. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay Additionally, sponsorships act as advertising that simply draws attention to the gym and will encourage potential members to look into the gym and its equipment. Rooted in American culture, Gold's gym embodies the American dream thanks to its nature as a small start-up business conceived by the mind of US Marine Joe Gold. Gold's opened its doors in Venice Beach to cater to the small and marginalized bodybuilder subculture. On top of all this, he appeared in the American docudrama “Pumping iron”, establishing Gold's as “the Mecca” (“About Gold's Gym”) of bodybuilding. After becoming famous, Gold's began hosting many famous American actors which further entrenched it in American culture. Numerous Locations: Since Gold's began franchising, it has opened hundreds of locations around the world, including "Russia, India, Australia, Costa Rica, Japan, United Kingdom, Netherlands, Germany, Egypt, Saudi Arabia, Mexico, Peru, Indonesia, Spain, Poland, Venezuela, Mongolia and the Philippines.” (“Gold's Gym International, Inc. is an American chain”). This has expanded the market in which Gold's operates and opened the doors to thousands of members and allowed Gold's to set foot in each of the above-mentioned countries, paving the way for future locations Numerous support services: Gold's offers its customers more than just dumbbells and squat racks. Members can enjoy numerous other services ranging from smoothies to t-shirts To see the effectiveness of offering such services, you need to look no further than Gold's story: "The logo of a brooding, bald athlete caught Sprague's attention, and he immediately began putting them on gym T-shirts. Gold... The strategy has paid off." as well. At one point Sprague was selling T-shirts faster than he could ship them” (Heffernan, 2015). Weaknesses Involved in many scandals - Over the years, Gold's Gym has been involved in many scandals that have damaged the trust Gold's has with its members and potential members. One such case occurred in 2006, when Gold's attempted to modify a contract signed seven years earlier. The most recent case occurred in 2017 in a class action lawsuit filed for fraudulent misrepresentation. Discouraging for Newcomers – To understand why Gold's might be intimidating to newcomers, one must look back at the type of consumer Gold's was originally intended for: bodybuilders. Seeing a room full of muscular men can scare newcomers who feel aware that they are not at the same level of performance as some of the older members. This can potentially limit business growth. Big Chain Gym: Gold's gym is seen as a big chain gym and as such can easily be seen as an impersonal entity. This may turn away some potential members who would much rather have a local gym that makes them feel welcome and like someone close to employees rather than just another member. High employee turnover: A look at employee satisfaction revealed that it is quite low. This can be due to several factors, including low pay, commission payments, and poor management. They have been listed.