Sixty years in, Gold’s Gym is trading some of its grit for HydroMassage, saunas and a new performance edge, starting with a bold Hyrox partnership
As Gold’s Gym celebrates its 60th anniversary, the brand isn’t just looking back on a legacy; it’s redefining what strength looks like in 2025.
Long known as the proving ground for bodybuilding icons like Arnold Schwarzenegger, Gold’s Gym is softening the edges of its famously hardcore image. Steam rooms, saunas, HydroMassage chairs and CryoLounge recovery zones now sit alongside squat racks and turf, supporting today’s strength-seekers that desire performance and recovery.
This summer, the brand opened a corporate flagship in Austin, Texas, featuring a private posing room, HydroMassage and CryoLounge technology. It also debuted a premium location inside Los Angeles’ Beverly Center with an Atlantis Strength training zone, the largest indoor turf in the Gold’s Gym network, and luxury recovery amenities including steam rooms and saunas.
Meanwhile, in Little Elm, Texas, just outside Dallas, Gold’s unveiled North America’s first Hyrox Performance Center, equipped with official race-day equipment to prepare for the fast-growing fitness competition. The Little Elm location serves as a launchpad for the concept, with a wider rollout planned across the Gold’s Gym system.
New gyms also opened at the NoMaCNTR in Washington, D.C., and in Hamilton, a suburb of San Jose. Both feature Gold’s updated design, a nod to its original Venice Beach roots.
“Our newest openings reflect our continued commitment to meeting members where they are in their fitness journey while staying ahead of industry trends,” Gold’s Gym co-CEO Danny Waggoner said. “Whether it’s world-class strength training or cutting-edge performance competition, we’re delivering bold tools and inspiring spaces that speak to the dedicated fitness community.”
Later this year, the San Antonio Bandera Trails gym will add more than 5,000 square feet of training space and new equipment. Additional franchise openings are also planned through 2025.
