Most People Know Gold’s Gym as the "Mecca" of Bodybuilding. Here’s How the Legendary Home of Arnold Is Rebranding for a New Generation of Athletes
Earlier this month, the annual Arnold Sports Festival and its thousands of attendees took over the Greater Columbus Convention Center in Ohio. If you haven't been, one of the major drawing points of the festival is the massive expo. Every health and fitness brand you could possibly think of (and then some) shows up, and one of those big names in attendance was Gold's Gym.
Gold's Gym has long been deemed the "mecca" of bodybuilding. Founded in 1965 by Joe Gold in Venice, California, it quickly became a hub for serious lifters. Arnold Schwarzenegger famously trained there during his rise to fame, cementing the gym’s legendary status in the fitness world. Even today, that reputation holds merit, with Schwarzenegger still making visits
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For decades, Gold’s symbolized the pinnacle of bodybuilding culture. But if you walked into the expo this year (or have been a proud Gold's member), it's clear the brand is evolving to meet the current fitness landscape. Of course, its bodybuilding roots remain a point of pride, but Gold’s is building on that legacy to become a full lifestyle brand: strength, performance, nutrition, and apparel all designed to support athletes in and out of the gym.
"Everyone's focused on strength and performance, and that's who we are, that's our DNA," says Brad Reynolds, co-CEO of Gold's Gym. "So when we talk about being more innovative, really, it's just giving our members what they want."
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For instance, Reynolds told me that in their new builds, Gold’s is adding roughly 20 percent more plate-loaded and pin-loaded machines, along with 30 to 40 percent more dumbbells in every gym. But it doesn’t stop there. As more people embrace healthier lifestyles in a more holistic way, Gold’s has also leaned into supplements, apparel, and partnerships that let members take the brand beyond the walls of their home gym.
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Gold's Gym Supplements
While at the Arnold Sports Festival, I had the chance to speak with Kenny Carter, Gold’s Gym’s Director of Product Strategy and Innovation, who walked me through the full line and let me try everything firsthand. And yes, they are delicious. Special shout out to the new green apple-flavored pre-workout!
Their pre-workout is tested with athletes in Gold’s Gym before it hits the market, with members giving feedback on both flavor and performance. It features 310 (Joe Gold's birthday and the area code for Venice Beach) mg of natural caffeine, beta alanine for endurance, L-citrulline for blood flow, and natural pump-extending ingredients like tart cherry, blueberry, and turmeric.
Gold’s also offers creatine gummies, offering a convenient way to support muscle growth for anyone who finds powder a hassle. And unlike some creatine gummies, these aren't a struggle to get down.
Gold's Gym Apparel
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From the classic yellow stringer made famous in Pumping Iron to a growing streetwear collection, Gold’s apparel is designed to work in both the gym and out in daily life. Dean Stith, Senior Director of Merchandising and Licensing, says performance wear is a key focus, blending style and functionality to meet the needs of athletes at every level.
Collaborations have also been a major part of that strategy. Drops with Young L.A. sell out almost immediately, while limited partnerships with brands like Darc Sport keep the products exclusive and special. As with their supplements, Gold’s is curating experiences that extend the gym lifestyle beyond the walls of its facilities, letting members wear, train, and live the brand every day.
"Gold's has obviously been through all different eras as a brand. And I think we're on the front end of a really interesting era. The hype, the buzz, the focus within the industry is exactly who we are in our DNA," Reynolds said. "It's all coming back to the core. It's all coming back to strength and performance. And we're just trying to go build some great new gyms that make sure we cater to that."