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Article: A golden name. (Gold's Gym Enterprises Inc's licensing of sporting goods, bath and beauty products)
- Article from:
- Los Angeles Business Journal
- Article date:
- June 29, 1998
- Author:
CopyrightCOPYRIGHT 1998 CBJ, L.P. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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GOLD'S GYM IS AGGRESSIVELY LICENSING ITS BRAND FOR CONSUMER PRODUCTS
Go to any one of the 430 Gold's Gym locations worldwide, and you'll find yourself surrounded by stern-faced men and women sweating away while lifting barbells, pumping away on stationary bikes and doing sit-ups.
Are these the same types who would spritz their muscles with a $25-a-bottle body mist that has a "fresh, cool mint bergamot top balanced with a clean lime and lemon sparkle, a light green floral middle, and a mild mushroom base"? Venice-based Gold's Gym Enterprises Inc. is betting they are.
Next month, stores in Gold's Gym locations, as well as various department and ...