I agree with Brent...the twist on words in your title was great...grin...

What about seeing if you can purchase some Gold's Gym water bottles at a discount or get some made with your property name on them and give to your residents/new move-ins...inside the water bottle put a flyer that says something like..."We're going for the Gold and we hope you will join us"...or "Our silver lining has just become Gold"...and then have the details, etc after that...

Maybe even do a Biggest Loser kind of thing...if you have different buildings you can see if they want compete against each other to lose weight and make it a contest...

If the water bottles won't work how about hand towels that they can use to wipe their sweat off after working out...you can wrap the towel with Gold Gym wristbands...or mix and match...Their name on the towels...your name on the wrist bands...

If you have a sister property that can also benefit from Gold's Gym why not have a contest with them...your residents weight loss vs their resident's weight loss...Newspapers love this kind of stuff (at least in my area) so you could have a big kick off at Gold's...each property has their own t-shirt colors, etc...free advertising for you and the gym...

I hope that helps...