The red ads
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The marketing of New York's David Barton gym in Chelsea comes ‘straight’ to the point. The message here is not "feel better" or even "look better." It's "Look Better Naked". Staying true to its identity – and to its predominantly gay male clientele – the gym's trainers greet clients wearing jeans and tight T-shirts, teaching classes such as "ASSolutely ABBulous," "Hot Core" and "WillPower & Grace." The description on that last one is "Pilates meets Pain & Pleasure without any equipment (is that possible?!)" Hey, at least they know their brand.