US gym giant EoS Fitness has purchased 23 Gold's Gym locations in Southern California - a deal that is reshaping one of the world's most competitive fitness markets. At the same time, Gold's Gym is taking a step away from the HVLP segment and relaunching itself as a premium, franchise-based brand with bodybuilding heritage at its core. And amidst the change, one symbol remains untouched: the legendary Gold's Gym Venice.
A power shift in American fitness
What may look like a local change of ownership is in fact one of the most significant deals in the US gym industry in a long time. EoS Fitness - a fast-growing player in the high value, low price segment- has acquired 23 Gold's Gym clubs in Southern California. With this acquisition, EoS takes over almost all Gold's facilities in the region, including high-profile locations such as Beverly Center, Hollywood, Long Beach and Santa Barbara.
The purchase represents an immediate expansion of nearly 20 percent for EoS, which aims to reach 250 clubs by 2030. For the chain, the deal represents both growth and symbolic weight - taking over Gold's old territory in Southern California is to establish itself in the middle of the cultural cradle of the fitness world.
"This accelerates our expansion in one of the most competitive markets in the U.S.," said Rich Drengberg, CEO of EoS Fitness. "We are grateful for the foundation that has been built over three decades - and proud to carry on the legacy."
Venice remains untouched - heritage lives on
However, one place is left untouched: Gold's Gym Venice. Founded in 1965 by Joe Gold, the Pacific Avenue gym is more than just a training facility - it's a symbol of modern body culture. It's where Arnold Schwarzenegger, Franco Columbu and a whole generation of bodybuilders who defined the aesthetics of strength training trained in the 1970s.
It was also here that the documentary Pumping Iron (1977) was filmed, making both Arnold and the gym world famous. Joe Gold, a former Marine and machinist, built his first exercise machines himself from scrap metal in the family garage. His philosophy - that exercise is a craft, not a product - still permeates the atmosphere in Venice.
Gold's reinvents itself - premium, franchise and heritage
While EoS focuses on scale and accessibility, Gold's Gym is taking a different path. For the first time in 36 years, the brand is opening up Southern California to new franchisees, with a focus on building modern clubs from the ground up.
"This decision marks a major step forward for the brand, our franchisees and our members," said Danny Waggoner, Co-CEO of Gold's Gym.
The new generation of facilities will be based on the flagship in Austin, Texas, which opened this summer. It combines elevated design and performance equipment with recovery zones and posing rooms - a tribute to Gold's classic bodybuilding identity. The goal is a club environment that members will immediately recognize as authentic Gold's.
Two directions - one common heritage
The deal highlights a bifurcation in the US training market:
- EoS continues to grow in the HVLP model - large, affordable facilities with a focus on availability and volume.
- Gold's Gym is moving in the other direction, towards a premium segment that combines design, performance and bodybuilding heritage.
The same movement is evident in Sweden. Chains like STC and Nordic Wellness are driving volume and expansion, while gyms like NPC and Maximus Gym in Gothenburg are aiming for a more classic strength profile and gym culture - exactly what Gold's is now trying to revive on its home turf in California.
It is less about nostalgia than about positioning. As the market matures, it's becoming increasingly clear that the fitness experience is being split in two directions: price and accessibility - or profile and identity.
