Gold’s Gym SoCal brings turf zones, glute training, luxe recovery and more to the Beverly Center, with 24-hour access Tuesday through Friday and complimentary parking validation
Gold’s Gym has opened its newest location inside the Beverly Center, blending its old-school strength training roots with modern luxury at one of Los Angeles’ most high-end shopping destinations.
Unveiled this week, the new gym is the first and only fitness facility inside the famed mall and features a high-performance Atlantis Strength area for serious lifters, a playground turf zone for functional and HIIT workouts and a dedicated Glute Factory for lower-body training. The club is also outfitted with cutting-edge fitness equipment from Life Fitness / Hammer Strength, a collaboration both brands see as a reflection of the industry’s evolution.
“The opening of Gold’s Gym SoCal Beverly Center reflects the strength of the fitness industry and the impact of leading brands coming together with a shared vision,” Life Fitness / Hammer Strength CEO Jim Pisani said. “We are proud to collaborate with Gold’s Gym SoCal to deliver a world-class training experience in one of the most wellness-driven communities in the world.”
Members also have access to cardio and free weight areas, steam and sauna rooms, a juice bar and complimentary two-hour parking with validation.
Notably, the Beverly Center location operates 24 hours a day from Tuesday through Friday, catering to LA’s round-the-clock wellness crowd.
“We’re beyond excited to introduce our newest location to the Beverly Hills community,” Gold’s Gym SoCal senior vice president of sales and marketing Brian Morris said. “The space is thoughtfully designed to cater to the needs of LA’s diverse, wellness-driven community with top-of-the-line equipment, luxurious amenities and expert trainers. We can’t wait to welcome everyone and share the Gold’s Gym SoCal experience in a conveniently situated spot.”
To mark its opening day on Wednesday, the first 200 guests to check in received exclusive swag and were entered into a giveaway for a chance to win a 12-month membership. Two winners will be selected. A larger grand opening celebration is slated for September, with games, food and high-energy fitness challenges.
“Gold’s Gym SoCal is a natural fit for Beverly Center,” Beverly Center general manager Brian Parent said. “We’re known around the world as LA’s iconic shopping and entertainment destination, and partnering with a brand that shares that same global recognition just clicks. Gold’s Gym SoCal brings energy, community and legacy—and that’s exactly what we’re all about here in the heart of LA.”
The Beverly Center opening comes as part of a broader push by Gold’s Gym SoCal to modernize and elevate its club experiences across the region. Earlier this spring, the fitness chain announced a major revamp of its original North Hollywood location.
