{"id":250481,"date":"2025-10-30T17:01:15","date_gmt":"2025-10-30T17:01:15","guid":{"rendered":"https:\/\/www.newsbeep.com\/ca\/250481\/"},"modified":"2025-10-30T17:01:15","modified_gmt":"2025-10-30T17:01:15","slug":"golds-gym-reopens-socal-market-to-new-franchisees-following-eos-fitness-deal","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/ca\/250481\/","title":{"rendered":"Gold\u2019s Gym Reopens SoCal Market to New Franchisees Following EoS Fitness Deal"},"content":{"rendered":"

As Gold\u2019s 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<\/p>\n

Gold\u2019s 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.<\/p>\n

The move comes after EoS Fitness just acquired 23 Gold\u2019s Gym SoCal clubs<\/a>, giving the high-value, low-price (HVLP) brand ownership over nearly all Gold\u2019s Gym locations in the Southern California region. EoS will take over prominent sites, including the Beverly Center<\/a>, Hollywood, Long Beach, and Santa Barbara.<\/p>\n

One thing remains untouched, however: Gold\u2019s Gym will retain ownership of its legendary Venice location.<\/p>\n

Gold\u2019s 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.<\/p>\n

\u201cGold\u2019s Gym has always been a leader in health and fitness, and this decision marks a huge step forward for the brand, our franchisees<\/a> and our members,\u201d Gold\u2019s Gym co-CEO Danny Waggoner said.<\/p>\n

Waggoner tells Athletech News the move isn\u2019t just about new operators, it\u2019s about enhancing what its iconic gyms look and feel like going forward.<\/p>\n

He pointed to Gold\u2019s new flagship in Austin, Texas, which opened in July, as the blueprint for the future:\u00a0elevated design, more performance equipment, added recovery spaces and nods to the brand\u2019s bodybuilding heritage, such as posing rooms.\u00a0<\/p>\n

\"\"credit: Gold\u2019s Gym Austin<\/p>\n

The intent is to have a clearer identity that stands out in a crowded market, a club experience members instantly recognize as Gold\u2019s Gym the moment they walk in.<\/p>\n

See Also<\/p>\n

\"Inside<\/a><\/p>\n

There\u2019s scale behind the strategy, too. Austin is one of more than 20 new locations Gold\u2019s Gym and its franchisees have opened over the last 18 months across the U.S., Canada, Spain and France. Next up:\u00a040 more gyms globally over the next year,\u00a0plus a\u00a0recently-signed development agreement for 60 in Brazil.<\/a> Still, Southern California remains a priority, with Waggoner emphasizing it is \u201ctop of the list\u201d for domestic growth.<\/p>\n

Although Gen Z remains the most sought-after crowd (and is particularly fond of frequenting HVLP operators<\/a>) Waggoner described Gold\u2019s Gym\u2019s demographic as energized, with a good mix of ages.<\/p>\n

\u201cWe\u2019re fitness for all,\u201d 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. \u201cWhen I walk into Austin, there\u2019s definitely a younger demographic for sure, but I\u2019m seeing all ages in there.\u201d<\/p>\n

Gold\u2019s 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 \u201cGold\u2019s Gym experience.\u201d<\/p>\n

\u201cWe are excited about the opportunities ahead for the brand, and the continued support of our members around the world,\u201d Gold\u2019s Gym co-CEO Brad Reynolds said. \u201cThere\u2019s a reason Gold\u2019s Gym is the most iconic name in fitness and we expect, of course, to only get stronger.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"As Gold\u2019s Gym looks to rebuild its presence in Southern California, the brand will lean into premium designs,…\n","protected":false},"author":2,"featured_media":250482,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[37],"tags":[49,48,37267,407,26504,117099,26505,84,117100],"class_list":{"0":"post-250481","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-fitness","8":"tag-ca","9":"tag-canada","10":"tag-eos-fitness","11":"tag-fitness","12":"tag-fitness-franchise","13":"tag-golds-gym","14":"tag-gyms","15":"tag-health","16":"tag-socal"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/250481","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/comments?post=250481"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/250481\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media\/250482"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media?parent=250481"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/categories?post=250481"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/tags?post=250481"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}