As Gold’s Gym looks to rebuild its presence in Southern California, the brand will lean into premium designs, equipment and its bodybuilding heritage to stand out from a sea of low-price fitness competitors
Gold’s Gym is making a dramatic play in its birthplace, opening the region to a new generation of franchise owners for the first time in 36 years.
The move comes after EoS Fitness just acquired 23 Gold’s Gym SoCal clubs, giving the high-value, low-price (HVLP) brand ownership over nearly all Gold’s Gym locations in the Southern California region. EoS will take over prominent sites, including the Beverly Center, Hollywood, Long Beach, and Santa Barbara.
One thing remains untouched, however: Gold’s Gym will retain ownership of its legendary Venice location.
Gold’s Gym is now looking to build fresh in its home market for the first time in more than 36 years, bringing in new franchise partners to develop clubs from the ground up.
“Gold’s Gym has always been a leader in health and fitness, and this decision marks a huge step forward for the brand, our franchisees and our members,” Gold’s Gym co-CEO Danny Waggoner said.
Waggoner tells Athletech News the move isn’t just about new operators, it’s about enhancing what its iconic gyms look and feel like going forward.
He pointed to Gold’s new flagship in Austin, Texas, which opened in July, as the blueprint for the future: elevated design, more performance equipment, added recovery spaces and nods to the brand’s bodybuilding heritage, such as posing rooms.
The intent is to have a clearer identity that stands out in a crowded market, a club experience members instantly recognize as Gold’s Gym the moment they walk in.
There’s scale behind the strategy, too. Austin is one of more than 20 new locations Gold’s Gym and its franchisees have opened over the last 18 months across the U.S., Canada, Spain and France. Next up: 40 more gyms globally over the next year, plus a recently-signed development agreement for 60 in Brazil. Still, Southern California remains a priority, with Waggoner emphasizing it is “top of the list” for domestic growth.
Although Gen Z remains the most sought-after crowd (and is particularly fond of frequenting HVLP operators) Waggoner described Gold’s Gym’s demographic as energized, with a good mix of ages.
“We’re fitness for all,” he said, noting that while the new clubs often attract a younger crowd, the appeal extends well beyond Gen Z thanks to its expanded strength and plate-loaded equipment lineup. “When I walk into Austin, there’s definitely a younger demographic for sure, but I’m seeing all ages in there.”
Gold’s Gym is also planning a slate of brand collaborations and experiential pop-up events, and is exploring ways for franchisees to host local activations that capture the “Gold’s Gym experience.”
“We are excited about the opportunities ahead for the brand, and the continued support of our members around the world,” Gold’s Gym co-CEO Brad Reynolds said. “There’s a reason Gold’s Gym is the most iconic name in fitness and we expect, of course, to only get stronger.”
