Gold’s Gym is going back to its roots in Southern California, opening the region to new franchisees for the first time in over three decades.
The move follows a major deal with EoS Fitness, which acquired 23 Gold’s Gym SoCal clubs, including high-profile locations in the Beverly Center, Hollywood, Long Beach and Santa Barbara. EoS will convert and operate those sites under its high-value, low-price (HVLP) model.
One address, however, isn’t changing hands: Gold’s Gym will retain ownership of its iconic Venice location, preserving the “Mecca of Bodybuilding” as the brand’s spiritual home.
Building a New Generation of Gold’s
With much of its legacy SoCal footprint now under EoS, Gold’s Gym is inviting new franchise partners to build fresh clubs from the ground up across the market.
Co-CEO Danny Waggoner says the strategy is about more than swapping operators—it’s about redefining what a Gold’s Gym looks and feels like. The blueprint is the brand’s new flagship in Austin, Texas, which opened in July.
That club leans into:
- Elevated design and a more polished visual identity
- Expanded performance and strength equipment
- Recovery zones and intentional relaxation spaces
- Bodybuilding heritage touches, including posing rooms
The idea is that members should instantly recognize a Gold’s Gym the moment they step inside—no matter what city they’re in.
Global Growth, With SoCal on the Short List
The Austin flagship is part of a broader expansion. Over the last 18 months, Gold’s Gym and its franchisees have opened more than 20 new locations across the U.S., Canada, Spain and France, with 40 more gyms planned globally in the next year. A new development agreement will add another 60 locations in Brazil.
Even with that international push, Waggoner calls Southern California “top of the list” for domestic growth, reflecting both its history and its importance in setting fitness trends.
‘Fitness for All’ — With Strength at the Center
While Gen Z continues to flock to HVLP chains, Gold’s Gym is aiming for a broader, “energized” membership base. Waggoner describes a mix of ages on the floor, with younger lifters working alongside long-time members drawn to the brand’s strength focus.
“We’re fitness for all,” he notes, pointing to expanded strength and plate-loaded equipment as a key part of the new model. New clubs may skew younger, but the training environment is meant to feel inclusive for every stage of the fitness journey.
Experiences, Collaborations & the Next Era of Gold’s
Looking ahead, Gold’s Gym plans brand collaborations, experiential pop-ups and localized events that bring the “Gold’s Gym experience” to life in and beyond the four walls. Franchisees will be encouraged to host activations that plug into their own communities while staying true to the brand’s bodybuilding DNA.
Co-CEO Brad Reynolds believes that combination of heritage and reinvention will fuel the comeback:
“There’s a reason Gold’s Gym is the most iconic name in fitness,” he says. “We expect to only get stronger.”
