Venice Beach location<\/a>, including several of Arnold\u00a0Schwarzenegger in his prime, it\u2019s a space intended to pay homage to Gold\u2019s past. Much of the equipment is even color-coded in the brand\u2019s signature colors.<\/p>\nWaggoner knows a thing or two about that history\u00a0\u2014 he began his career at Gold\u2019s as a trainer 25 years ago.\u00a0<\/p>\n
\u201cGold\u2019s Gym is the first and only job I\u2019ve ever had,\u201d he said. \u201cMy father got sick and I had to move home. I wanted something to do. I started working, got into training, and caught the bug.\u201d<\/p>\n
Gold\u2019s Gym began in 1965 as a no-frills training space in Venice Beach, California, founded by bodybuilder and former Merchant Marine Joe Gold. Often referred to as \u201cThe Mecca of Bodybuilding,\u201d the original gym quickly drew serious lifters \u2014 including big names like Schwarzenegger and Lou Ferrigno \u2014and helped define the culture of modern strength training.<\/p>\n
The brand gained global attention with the release of the bodybuilding documentary Pumping Iron in 1977 and began franchising in 1980, transforming from a gritty West Coast outpost into a globally recognized fitness name.<\/p>\n
Today, Gold\u2019s Gym operates more than 700 locations across six continents, including 52 corporately owned facilities, most of which are located in Texas. The company moved its headquarters from Los Angeles to Dallas in 2005. While the brand has expanded its offerings over the years to include group fitness classes and general wellness amenities, strength training remains at the core of its identity.<\/p>\n
Waggoner, an Austin resident, said his home city was an obvious choice for piloting the new concept.<\/p>\n
\u201cAustin prides itself on health, fitness and innovation, and we want to continue to grow our presence here,\u201d he said. \u201cSo, it made sense to launch our new flagship location here.\u201d<\/p>\n
What\u2019s new<\/p>\n
In addition to packing in more equipment per square foot, Waggoner said the location, the 16th in Austin, is meant to highlight strength and performance training.\u00a0<\/p>\n
The gym features equipment you might not find at other locations\u00a0\u2014 yet another way it\u2019s meant to set the tone for the company\u2019s future gyms.<\/p>\n
\u201cWe want to set the standard on what strength and performance could, and should, be moving forward,\u201d he said.<\/p>\n
With its 360-degree mirrored posing room and additional equipment, the flagship leans into the brand\u2019s roots in a way that Waggoner finds refreshing.<\/p>\n
Even the gym\u2019s towels are different, with a system that uses RFID technology to track returns\u00a0\u2014 a first for the brand.<\/p>\n
\u201cIf someone walks in, they should know this is a Gold\u2019s Gym,\u201d he said.\u00a0<\/p>\n
It\u2019s the first in what Waggoner hopes will be a new generation of strength-focused urban outlets.<\/p>\n
\u201cAs we build more gyms and renovate clubs, they\u2019ll look like this,\u201d he said.<\/p>\n
Like a well-sculpted physique, the flagship gym is crafted with intention and focus. It sacrifices amenities such as childcare and group class spaces to fit more equipment within a smaller footprint.\u00a0<\/p>\n
Urban vs. suburban<\/p>\n
In suburban markets,\u00a0Waggoner explained, locations are built much larger \u2014 upward of 40,000 square feet \u2014 to ensure they can accommodate amenities like childcare and studios for classes. But the new flagship gym takes a different approach, tailored to a more urban crowd focused on performance. That approach is echoed in the design choices, from the elevated sound system to the placement of the artificial performance turf or the selection of machines.\u00a0<\/p>\n
\u201cIt\u2019s about premium equipment. And part of that is recovery,\u201d Waggoner said.<\/p>\n
The gym\u2019s recovery room includes both HydroMassage and CryoLounge chairs\u00a0\u2014 which offer targeted hot\/cold therapy to ease soreness, improve circulation, and support post-workout recovery.<\/p>\n
\u201cThe recovery room is one of the main selling points,\u201d said Rae Datt, a front desk associate at the new location.<\/p>\n
Datt said she left a corporate desk job for her role at the gym and has been part of the flagship\u2019s rollout.\u00a0<\/p>\n
\u201cI took a leap of faith,\u201d she said. \u201cI\u2019ve been here, cleaning the building, loading the weights, from the beginning.\u201d<\/p>\n
Datt echoed Waggoner\u2019s thoughts on performance and bodybuilding and said she believes the flagship concept creates a space that will appeal to those committed to improvement and performance, regardless of fitness level.<\/p>\n
\u201cIt\u2019s only been a couple of days and we\u2019re already building that sense of community,\u201d she said.<\/p>\n
Early feedback from longtime members has also been positive.<\/p>\n
Christian Luna, a Gold\u2019s member for about eight years, switched his membership to the new flagship location at 7301 Burnet Road almost immediately after visiting during its three-day grand opening last week.<\/p>\n
\u201cI converted right away,\u201d he said. \u201cPretty easy decision.\u201d<\/p>\n
Existing Gold\u2019s Gym members with standard multi-club access will need to upgrade to a Multi-Club Plus membership to use the new flagship location, which is considered a premium gym.<\/p>\n
Waggoner said there was a time the brand shied away from its roots in favor of something more corporate and sterile. But he believes strength and resistance training are now more popular than ever.<\/p>\n
\u201cNow we\u2019re really embracing it,\u201d he said. \u201cIt\u2019s really cool to see it come full circle.\u201d\u00a0<\/p>\n