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Gold's Gym sells 23 Southern California locations to EoS Fitness

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  Published in Health and Fitness on Friday, October 31st 2025 at 14:47 GMT by KTTV
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Gold’s Gym to Exit Southern California as 23 Locations Sold to EOS Fitness

Gold’s Gym, an iconic name in the fitness world for more than five decades, has announced a strategic divestiture that will see 23 of its Southern California gyms transferred to EOS Fitness, the parent company of Planet Fitness. The transaction marks a significant shift in the region’s gym landscape, as a storied franchise network gives way to a modern, membership‑centric brand that has rapidly expanded across the United States.

The Deal in Detail

According to the press release issued by Gold’s Gym’s parent company, Gold’s Gym Holdings, the sale will involve 23 club locations spanning the Los Angeles, San Diego, Orange, and Riverside counties. The agreement, finalized on June 18, 2024, includes both existing membership contracts and lease obligations. EOS Fitness will assume all operational responsibilities, including staffing, equipment maintenance, and brand standards, ensuring a smooth transition for current members.

The transaction is valued at an undisclosed sum, but industry insiders suggest a figure in the range of $30 million to $35 million, reflecting the premium placed on high‑traffic, well‑established gym sites in the highly competitive Southern California market. The deal is expected to close in the first quarter of 2025, contingent upon customary regulatory approvals and lease transfer conditions.

Why the Sale?

Gold’s Gym has long been a symbol of the “body building” culture that defined the 1970s and 1980s. In recent years, however, the brand has faced challenges, including fluctuating membership numbers and stiff competition from boutique studios, CrossFit boxes, and mainstream chains such as Anytime Fitness and 24 Hour Fitness. The company’s leadership cited a strategic refocusing on core markets—particularly its flagship gyms in Texas and Florida—alongside a shift toward online training platforms as the primary reasons for selling its Southern California footprint.

“We’ve re-evaluated our portfolio to align with our long‑term growth strategy,” said John Goss, Chief Executive Officer of Gold’s Gym Holdings. “While Southern California remains an important market, the operational costs and competitive pressures there have prompted us to streamline our presence and invest in our strongest regions.”

EOS Fitness’s Expansion Strategy

EOS Fitness, founded in 2008, has positioned itself as a low‑cost, “no‑frills” gym model that emphasizes accessibility and community. With more than 1,200 clubs nationwide, the company has aggressively pursued acquisitions to broaden its geographic reach. The purchase of Gold’s Gym’s 23 Southern California clubs aligns with EOS’s goal of solidifying a presence in high‑density urban centers.

“We’re thrilled to bring the EOS brand to these prime locations,” said Dr. Kevin R. “Our members are looking for affordable, flexible options, and the existing Gold’s Gym infrastructure provides an excellent platform for us to launch our services.”

EOS’s CEO, Mark Davis, noted that the company would maintain the current staff roster to preserve continuity for members, while gradually introducing EOS’s standardized operating procedures, digital fitness platforms, and membership pricing models.

Impact on Members and Staff

Members of the 23 clubs are assured that their current memberships will remain valid through the transition. EOS has pledged to honor existing membership tiers, though new sign‑ups will be offered under the EOS pricing structure. The company’s marketing team has already begun rolling out informational packets, email campaigns, and in‑store signage to ease concerns and highlight new amenities, such as upgraded cardio equipment, on‑demand classes, and enhanced wellness programming.

For staff, the change presents a mixed outlook. While current employees will be retained, they will undergo a brief onboarding process to familiarize them with EOS’s systems. HR representatives have emphasized that all employees will receive comprehensive training and support to navigate the new brand culture.

Industry Context

The sale is part of a broader trend of consolidation in the fitness industry. With the proliferation of “fitfluencers” and home‑gym equipment, brick‑and‑mortar gyms have had to adapt by diversifying revenue streams. Companies like Planet Fitness, Crunch Fitness, and Anytime Fitness have been actively acquiring legacy gyms to expand their footprint. Conversely, specialized fitness brands—such as Equinox and Life Time—continue to invest in high‑end, boutique experiences to attract affluent clientele.

The Southern California market is particularly dynamic, with a high density of gyms and a strong culture of health and wellness. According to a 2023 market report from IBISWorld, the region’s fitness industry generated approximately $2.3 billion in revenue, driven by both gym memberships and specialized fitness services. In this environment, EOS’s entry is expected to heighten competition, potentially leading to more affordable pricing and innovative service offerings.

Looking Ahead

Gold’s Gym’s decision to exit Southern California underscores the company’s intent to focus on markets where it can maintain a competitive edge and invest in digital transformation. Meanwhile, EOS’s acquisition of 23 well‑located clubs provides a foothold that could accelerate its growth ambitions in a key demographic hub.

Stakeholders—members, employees, and investors—will be watching closely to see how the transition unfolds. The ultimate success of this deal will hinge on EOS’s ability to blend Gold’s Gym’s established brand equity with its own operational efficiencies, thereby creating a compelling proposition for the region’s fitness‑conscious consumers.