Gold's Gym, the bodybuilding chain founded in Venice Beach, California, in 1965, is opening its first club inside Paris city limits, at 135 avenue Daumesnil in the 12th arrondissement, according to e-marketing.fr, CB News and J'ai un pote dans la com. The brand is present in more than 30 countries. In France it opened its first two clubs in 2025, in Thiais and Val d'Europe, both outside the city.
Paris statues as the creative idea
To announce the opening, Gold's Gym worked with the creative agency La Frime on a campaign that borrows one of the most familiar features of the Parisian landscape: its sculptures. The bodies carved into façades, parks and museums are shot in close-up, bringing out the grain of the stone, the lines of the muscles and the volumes, against the bright yellow of the Gold's Gym logo. There are four visuals, conceived and shot by Jeremy Bouchet, an independent photographer and art director.
Each one carries the line "La forme devient capitale", which plays on two meanings: fitness becomes essential, and the brand arrives in the capital. Execution and production were handled by Lace Hoffmann, founder of the production and communications agency La Daronne.
Screens close to the club
The media plan is local. The four visuals run on digital screens in the Mediatransports network, concentrated in the south-east of Paris, near the new club, until the end of September. The plan adds up to more than 30,000 plays and close to 1.85 million opportunities to see over one week.
A "high value, low cost" model
Commercially, the chain positions itself as "high value, low cost", with a performance-oriented offer meant to be accessible to every kind of gym-goer. It plans to open more than ten new clubs in France from 2026 and has confirmed a target of 200 clubs in the country within ten years.
