Working It Out: Redefining the Axiom Brand

Emily Del Favero

116 & West has partnered with Gold’s Gym/Axiom as the agency of record for 14 years and has been with the company through numerous transitions. Our work spanned multiple location grand openings, product launches, and a total rebrand from Gold’s Gym to Axiom. Our involvement ran the gamut of creative development and marketing strategy, including branding, broadcast production, media buying, public relations, content strategy, email newsletters, sales collateral, and more.

Redefining the Axiom Brand

Over the years, the needs of the gym changed—sometimes dramatically. Given these adjustments, our focus also changed with various needs assessments and discovery sessions. Whether we were rebranding the company or developing a new outdoor campaign, we always asked Axiom to identify what made their company, their gyms, and their staff unique from the competition.

Our team was committed to working with Axiom leadership to define their business strategies and help determine if strategy and brand were aligned when assessed through the lens of the 4 Ps: price, product, promotion, and place.

Profiling the Customer

During one of the very early discovery periods, it became clear that the Gold’s Gym brand was more appealing to the hard-core, male demographic. To help rebrand the company, we developed creative messaging that would be more inclusive and inviting to all levels of gym-goers. We also determined that Axiom could brand itself as the gym with the best facilities and trainers while highlighting its affordable membership prices.

Positioning Accordingly

Over the years, the media and creative strategies evolved to meet the current needs of the multi-unit fitness facility. The items that remained consistent were the inclusive messaging and softer approach that would appeal to a broader audience. There was also the commitment to an integrated media strategy that addressed multiple products and services while highlighting pricing and promotional opportunities.

116 & West took a holistic approach to social media, inbound marketing, outdoor, television, and radio. We wanted to drive home the point that the best equipment, classes, facilities, and trainers were at Axiom, and that anyone could afford to be a member. Inside the facilities, we developed and marketed programs that increased member engagement and a sense of community, such as contests and fitness challenges.

When Axiom first engaged 116 & West, the franchise was comprised of one gym and 1,500 paying members. Today, Axiom boasts four locations across the Treasure Valley and more than 30,000 members. Axiom is positioned as a market leader and has seen increases in profit centers and overall engagement across locations.

Words from our client…

“Working with the 116 & West team was an extreme pleasure. They helped me navigate a very challenging rebrand from Gold’s Gym to Axiom. They were a huge support in the creation of the brand and in helping with the communication chain. This process went better than expected and we could not have done this without their help. Their creative talents coupled with their can-do attitude made for an enjoyable experience over the several years we worked together. I would highly recommend them to anyone looking for marketing support.”

— J.P. Green | former President, Axiom

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