Gold’s Gym- licensing-and-brand-strategy -


  • Licensing
  • Strategy Consulting

Project Details

Gold’s Gym, the leading authority in health and fitness, engaged bsp to take their brand out of the gym and build a lifestyle merchandising program in all tiers of retail distribution that would focus on fitness, health and wellness for everybody.

By conducting consumer research, bsp gained better understanding of merchandise, consumer segments, demographics and psychographics that informed the construction of a new merchandise brand architecture. bsp has identified and engaged new licensees that can effectively execute on the merchandising and product strategies in a range of categories that include fitness and casual apparel, publishing, and housewares.

Available categories include sports nutrition, food and beverage, fitness electronics, luggage, fashion accessories, personal care, and games and apps.