Gym’s marketing muscle gets a workout

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The space Gold’s Gym leased in the Brook Run North shopping center. (Photos by Lena Price)

By Lena Price

RICHMOND, Va. ( – With Richmond’s first Fitness Evolution health club opening on Brook Road, Gold’s Gym leased a storefront about a block away in the Brook Run North shopping center and draped it with a colorful “pre-grand opening sale” banner.

But Gold’s isn’t opening a gym in the Northside retail space.

Gold’s is simply flexing its marketing muscle and calls the small space a “preview center” that directs potential customers to the gym’s Willow Lawn location five miles away.

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