The iconic fitness brand expands in Latin America with 60-location Brazil rollout, starting in 2026
Six decades after its Venice Beach debut, Gold’s Gym is entering Brazil through a master franchise agreement that calls for 60 locations over the next 10 years, starting with a flagship site in 2026 followed by additional gyms in São Paulo, Rio de Janeiro and Brasilia.
The group is led by BodyTech co-founder and fitness industry veteran Dan Chor, joined by Felipe Frajhof, Washington Kasprzykowski and Michel Amorim, entrepreneurs with experience in real estate development and scalable operations.
“I’m thrilled to bring this legendary fitness brand to Brazil — a country that truly breathes fitness and healthy living,” Chor said. “Gold’s Gym has a storied legacy, made famous by icons like Arnold Schwarzenegger, and we see an incredible opportunity to introduce a concept that combines performance, lifestyle and community in a way that resonates with Brazilian culture. Brazil is currently the second-largest fitness market in the world in number of gyms, with over 20,000 clubs and millions of active members — the momentum is strong, and the timing is perfect.”
Latin America’s fitness sector is indeed expanding rapidly. The 2024 Latin America Fitness Consumer Survey found that 61% of urban Latin Americans exercise regularly, with gyms and studios the preferred venue for more than half of them. In Brazil, nearly 80% of active consumers hold a gym membership, making it one of the region’s strongest markets.
The flagship club will draw design inspiration from the original Venice Beach location known as The Mecca, where Schwarzenegger and other bodybuilding icons trained. The club will feature brick walls, wooden accents and a reproduction of the gym’s famous green wall, alongside premium amenities such as Olympic lifting platforms.
“Signing a master agreement for 60 new gyms in Brazil is the perfect 60th birthday present for Gold’s Gym, which has been the world’s most iconic gym brand since 1965 and is growing fast, with a focus on our strength and performance roots,” Gold’s Gym vice president of franchising Kevin Christie said. “Franchisees like Dan, Felipe, Washington and Michel know the power of the brand and will bring it to life in Brazil for those who want to fulfill their potential and reach their fitness goals.”
Gold’s Gym is joined by rival legacy brand World Gym, which signed a master franchise agreement earlier this year to open 50 gyms across Brazil over the next five years. That deal, led by Flag Holding LTDA and CEO Flavia Almeida, positions Brazil to become World Gym’s third-largest market globally, behind Taiwan and Australia
Beyond Brazil, Gold’s Gym has franchise commitments for more than 200 new sites and is seeking additional master partners, with targets including Argentina, Colombia, Chile and Mexico.
