Kim Gouch has strong emotions about her goals for Retro Fitness as its first-ever chief brand officer.
“We’re making a difference in franchisees’ lives by giving them a strong brand and a strong support model to let them live the best life they can live,” said Gouch, who got choked up before continuing. “In turn, we are putting out a brand and a business model that lets consumers live the best lives they can live.”
Gouch joined the fitness franchise in October, coming off 14 years owning and running an advertising agency that specialized in food and beverage hospitality. While her initial plans were to retire after 30-plus years in branding and marketing, Gouch soon found herself bored and wanting to reengage, leading to conversations with Retro Fitness CEO Andrew Alfano.
“I started realizing what an incredible opportunity this brand presents,” she said. “Not just as an opportunity as far as me, but an opportunity to really make a difference in the world we live in right now with exercise, health and fitness.”
Gouch transitioned into the fitness segment, and believes branding is an emotional discipline that transcends category.
“No matter what it is you’re selling or branding or putting out in the universe¬—it could be a consumer package good, a restaurant, a club or gym—it’s the same application,” she said. “Then you just pivot based on the communication need or who your audience is. You pivot on what your strengths are and your points of differentiation, but the same foundational pieces still apply.”
Gouch tackles brand and marketing strategies in the new role, supporting franchisees, maximizing revenue streams, finding revenue opportunities and advancing unit growth beyond Retro’s 80 locations in nine states.
She has been tasked with enhancing the brand’s “Get Real” movement, furthering its shift from a campaign to the core of Retro Fitness’ brand identity. The initiative looks to differentiate Retro Fitness from similar concepts by emphasizing a more holistic approach to health and fitness, personal growth and community.
“It gives me the chills every time I talk about it because it really sets the tone of our exercise, health and fitness lifestyle,” Gouch said about the initiative. “24/7 we are a gym, but we are so much more … Retro Fitness is all about what happens beyond the gym. What is your journey beyond the gym? The ‘Get Real’ mantra just encapsulates all of that.”