Southern California’s fitness market is undergoing major change as EōS Fitness acquires 23 gyms and Gold’s Gym reopens its franchise territory for the first time in 36 years, signaling a new chapter for two leading industry brands.

Gold’s Gym is reopening the Southern California franchise market for the first time in 36 years, marking a major expansion push for the iconic fitness brand.

Gold’s Gym will open 60 new locations in Brazil over the next 10 years under a master franchise deal, with a flagship debut in 2026. The expansion highlights Brazil’s role as the world’s second-largest fitness market.

Gold’s Gym marks 60 years with new locations in Austin and Los Angeles, North America’s first HYROX Performance Center, and continued expansion across the U.S. as demand for strength and functional fitness grows.

Gold’s Gym partners with HYROX to open North America’s first HYROX Performance Center in Dallas, providing specialized training, official HYROX equipment, and coaching to meet growing fitness demand.