Gold’s Gym Rebuilds in Southern California With 15-Location Franchise Deal

Less than a year after EoS Fitness acquired nearly all of Gold’s Gym’s locations in the region, Gold’s has signed a franchise deal to expand in Los Angeles and Orange County

Gold’s Gym is rebuilding its Southern California presence following last year’s blockbuster EoS Fitness deal.

The iconic fitness brand has signed a 15-unit franchise development agreement with Roknipour Investment Group covering Los Angeles and Orange County, marking a significant new growth push in the region where Gold’s was born more than 60 years ago.

The agreement comes less than a year after EoS acquired 23 Gold’s Gym locations from the brand’s longtime Southern California franchise group. That deal handed EoS a major foothold in one of the country’s most competitive fitness markets and substantially reduced Gold’s Gym’s presence in the region.

Now, Gold’s is beginning to build its SoCal footprint back up.

“Southern California is an important growth market for Gold’s Gym, and this partnership gives us the right foundation to expand in a meaningful way,” Gold’s Gym CEO Brad Reynolds said. “Roknipour Investment Group understands the market, brings strong development experience and shares our vision for the brand.”

Roknipour Investment Group has experience in property development and management as well as multi-unit franchising in the Los Angeles market. Specific locations and opening timelines for the 15 gyms have not yet been announced.

The expansion will span Los Angeles and Orange County, while Gold’s Gym corporate continues to operate its iconic Venice gym, which opened in 1965 and remains closely associated with the brand.

“Gold’s Gym is recognized and respected around the world, but it was born in Southern California, and it means so much to us that our journey together begins here,” Roknipour Investment Group owner and CEO Matt Roknipour said.

The deal comes shortly before Gold’s Gym embarked on a broader push to reinvigorate its U.S. franchise business.

Reynolds, who became Gold’s sole CEO this summer after previously sharing the role with longtime executive Danny Waggoner, has outlined plans for significant domestic and international expansion.

The company has also been modernizing its club experience. Newer Gold’s locations have added recovery offerings such as HydroMassage, saunas and CryoLounge alongside the strength equipment traditionally associated with the brand, while Gold’s has also moved into fitness racing through its partnership with Hyrox.

The 15-unit Southern California agreement now gives Gold’s a path to rebuild in its home market, with a new franchise partner and a new generation of clubs.