I decided to visit Gold's Gym and talk to them about possibly getting a pass. I was put with a rep who was in his mid to late 20's. He started off by giving me a tour of the facility. He told me about the updates they make every year, how user-friendly the different areas are, the different rooms they have and classes offered, and also how I can go to the other locations in the area, and that they have other classes I could go to there. He said that the pool was great and sometimes college students come and just play in it late at night. There are CD players for when you forget your Ipod, and you can either have your personal TV or use one of the big, main ones. There is also a women's only gym, "for the days when I don't want to have to deal with guys." He mentioned that when you join at first you get to meet with a trainer once for free and they will go through where you are physically and the goals you want to set. He tried a little bit of flattery by telling me I was obviously not the heavier girl on page he was showing me, but they could help me with a plan to train for an Iron man or a triathlon if I wanted (yeah right!). He also mentioned how he lost 30 pounds by doing the cycling class, and that once he lost it he plateaued, and so he started using other things at the gym to keep up his fitness. When he sat me down, he showed me all of the different plans that are tailor-made for college students who want a fun, friendly, comfortable place to workout. He showed me which plan would be optimal for my financial status and emphasized how so many people are really happy with their choice to go with their specific plan. Since I had mentioned I was from Reno, he said that I would also be able to use it when I went home, noting that his friend in Vegas bought his pass here, but has been using it there. He told me how that since it's the end of the month, and there was a goal that the company set that they didn't reach, I could probably get a pretty good deal. He started off by slashing the $99 enrollment fee. When I was still hesitant he went and got the manager of the gym, who had more power to give me deals. She said she could give me the first month for free and lower the price to $23 a month. At this point I felt really awkward, so I told her I needed to think about it. She was very concerned about what it was specifically that was holding me back and inferred that since she was the manager, she could get rid of all the things standing in my way. I still felt really uncomfortable and made an appointment to come in the next day. Although I was not planning on coming in, and I gave them a fake number, I was tempted to actually buy one, and probably would have if I had a car to get to the gym.

Audience: Me. Single, female college student who is looking for a way to get in shape but doesn't have a lot of money to spend on it.

Argument: WATCO buying a Gold's Gym pass on my finances.
Claim: Buying a Gold's Gym pass will not be a huge drain on my finances.
Reason: Because by buying a pass from him at that time I would get a lot of discounts that significantly lowers the price.

Goal: Get me to buy a gym pass from him.

How:
Relevant: I felt like he made it really relevant to me. He talked about the women's gym, and made arguments specific towards college students-like when he talked about the pool and hot tub being used for fun at nights. He focused a lot about the finances, which was something that held me back a lot. He missed the mark when he mentioned the Ironman and triathlon, but he made it up by generalizing to or any other goals you have, and I do want to try to run a 5k this spring. He also talked about being able to use it in different places, like specifically Reno, where I'm from.
Ethos: He built a relationship when he mentioned how he himself had lost 30 lbs here by taking the cycling class. Also, since he didn't seem that much older than me, it made it seem like a place where I would fit in, and not feel too young or too old.
Logos: They facility was really nice, which was obvious to see. If I wanted somewhere really nice to workout that had a lot of options, it was a logical choice. Also, since money was a big issue for me, they lowered the cost a lot, so it wasn't as expensive, and made it a lot more realistic option. It also seemed logical to buy it at this time, since they were being pressured to sell, and would be more likely to give me a deal.

Effective: I think it was pretty effective, just not quite enough. Afterwards I tried to talk my mom into letting me keep the car so that I would go to the gym if I bought one. I was extremely tempted mostly by how nice the facility was and how they were lowering the price.