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Gold’s Gym SoCal: Inside the Aggressive Growth Strategy

Gold’s Gym SoCal

Gold’s Gym SoCal, owned and operated by Angel and Willy Banos, recently announced plans to significantly grow its network of clubs in the next four years. The Banos brothers have been Gold’s Gym franchisees for 35 years and currently boast 20 locations throughout Southern California.

The growth strategy will kick-off in 2022 with three planned openings. In addition, the franchisees announced plans to renovate and expand several existing locations starting next year. Upgrades will vary by location, but examples include expanding indoor and outdoor exercise spaces, incorporating more functional turf training areas, executing full interior remodels, and more.

The recently opened La Marida location is a great example of the Gold’s Gym SoCal group’s vision, spanning 44,400 square feet and boasting two levels of turf, a cardio cinema, a pool and jacuzzi, HydroMassage, and expansive strength areas.

“Whether it’s group exercise, strength or even turf, we’re offering all the toys, bells and whistles for everybody to get results,” said Angel. “We’re also doubling down on the free weight areas, putting in two to three benches deep in those areas. Those areas are very busy among men and women alike.”

According to Angel, despite the tumultuous state of the fitness industry over the past 18 months, the owners feel optimistic about the future of the industry and the Gold’s Gym brand in particular.

“When you say our brand name — Gold’s Gym — you know exactly what we mean,” said Angel, referencing the iconic-ness of the Gold’s Gym brand, which started out as a small gym in Venice Beach in 1965 and now boasts more than 600 locations. “We feel that DNA, that product in the mindset of our members, is something we want to set forth in the communities out here in Southern California.”

RSG Group acquired Gold’s Gym in the summer of 2020, and Angel said the new ownership is passionate about the brand’s legacy and appeal to its members, who he called “hardcore” exercisers.

“The new ownership of Gold’s Gym, RSG Group, is doing a terrific job,” said Banos. “They’re in the same exact mindset of embracing the hardcore, embracing the DNA of Gold’s Gym. Because if you’re serious about what you do — whether you’re the serious reporter, serious lawyer, hardcore soccer mom, hardcore cop, hardcore industrialist, hardcore banker — we’re the hardcore brand.”

With a new corporate ownership group and strong, legacy brand at its back, Angel said Gold’s Gym SoCal is well positioned for its growth plans over the next few years.

“The great reset — America 2.0 — is really happening before us, and we feel the product we’re about to build is an advantage,” said Angel.

Rachel Zabonick-Chonko

Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.

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