Gold's Gym SoCal Beverly Center & North Hollywood
A Franchise That Sets the Standard
As one of the longest-tenured and most successful Gold’s Gym franchises in the country, Gold’s Gym SoCal has built a stronghold in high-foot-traffic retail environments anchoring standout locations in destinations like Santa Anita Mall, Glendale Galleria, and Plaza West Covina.
The franchise’s mission is clear: operate the best health clubs in Southern California through clean, motivating environments where every member, guest, and employee feels a sense of belonging. With a sharpened focus on engaging younger members, the brand is leaning into social media culture, smart equipment choices, and experiential spaces to drive loyalty and lifetime value all while staying true to its heritage of “serious training.”
Innovation Meets Legacy: Discover Gold's Gym Beverly Center
Beverly Center: Launching a Flagship for the Next Generation
The Beverly Center location marks a bold evolution for Gold’s Gym SoCal, designed to reflect the expectations of today’s digital-savvy, results-focused members. Situated in one of L.A.’s trend-forward retail hubs, the facility blends fitness innovation with a premium atmosphere to attract a younger, socially connected audience. Jason Taylor, VP of Facilities & Equipment Procurement at Gold’s Gym SoCal, further confirms this sentiment, “At Beverly Hills we’re going to have a higher end clientele, so we need to have a higher end location.”
Strategic Equipment Selection
Symbio™ Cardio
Gold’s Gym SoCal President and CEO, Angel Banos, recognized that securing a space in the prestigious Beverly Center—serving a clientele “very advanced in their workouts”—required offering the very best. Angel stated that Symbio reinforces their commitment to delivering a premium fitness experience that meets the expectations of their loyal members.
“We felt the Symbio product is the highest level of class we can offer our members when it comes to cardio.” - Angel Banos
Life Fitness Insignia & Hammer Strength Select
Hammer Strength Plate Loaded
PWR Play
Strength Lives Here: Explore Gold's Gym North Hollywood
North Hollywood: Modernizing with Respect for Legacy
The North Hollywood (NoHo) location holds a special place in the franchise’s history. Opened in 1988, it was the first Gold’s Gym SoCal and remains a cornerstone of the brand’s reputation for no-nonsense strength training and loyal member culture.
The Challenge: Evolving Without Alienating
While the need to refresh aging equipment was clear, the path forward required sensitivity. Many long-time members have trained at NoHo for decades and view its hard-core aesthetic as integral to its identity.
The Solution: Heritage-Driven Modernization
The team approached the update with care, choosing to elevate not erase the NoHo legacy. Hammer Strength Plate Loaded equipment was the centerpiece, reinforcing the facility’s strength-first philosophy. To preserve the iconic look and feel, the franchise chose a custom Clear Coat finish, allowing new equipment to blend seamlessly into the club’s rugged environment.
This approach honors the gym’s roots while future-proofing its performance capabilities ensuring long-time members feel at home while attracting the next generation of strength athletes.
Outcome: A Unified Vision, Tailored Execution
Whether designing a sleek, social-media-ready flagship or carefully refreshing a beloved legacy gym, Gold’s Gym SoCal exemplifies how strategic equipment partnerships and member-first planning can drive long-term success.
By aligning each facility with the unique needs and expectations of its community, the franchise continues to lead in one of the nation’s most competitive fitness markets, empowering members of every generation to train hard, recover well, and live healthier lives.
Featured Equipment
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