Human growth hormone's a hell of a drug

A couple years back, we repositioned two local health facilities under one name. Throughout our insight investigation, one fundamental truth drove our brand development: no pain, no gain gyms don't appeal to people any more. Nowadays, people want a workout that suits their personal needs. The result? We created Miramont Lifestyle Fitness - and just about every one of their attendance records has been shattered since we launched the new name.

Contrast that idea with this brash new approach for Denver's Anti-Gym. Let's just say this dude didn't find the same research we did.

Appalling? Sure. Degrading? You bet. On strategy? As much as we hate to say it, yup. Seems this meathead is on a misguided mission to save the world, one "chubby" at a time. And his method is to shame you into shape. Watch as a local sports anchor tries to endure the madness. Pay attention to the fitness instructors waving cupcakes in front him as he struggles. Unbelievable.

Is this approach working? According to that segment, about 500 hundred people have become hardbodies thanks to this nutjob. That's good, right? Not when you consider that attendance at the Miramont clubs exceeds 2,500 people – per day. And not when you realize that the biggest beefcake of the workout industry, Gold's Gym, decided last year to shift its message toward a more fitness-focused approach.

But despite all evidence to the contrary, this Anti-Gym guy goes ahead and gives our industry a great big black eye. People like him need to realize that advertising isn't supposed to annoy or embarrass people into buying your products. It's supposed to involve people in your brand so that they don't want to live without it.