Gold’s Gym Names Brad Reynolds CEO Amid Brand Transformation

Gold’s Gym has named Brad Reynolds its sole chief executive officer as the global fitness franchise moves forward with a broad transformation strategy.

Reynolds joined Gold’s Gym in September 2025 and initially served as co-CEO alongside Danny Waggoner. Under the new leadership structure, Waggoner will become chief operating officer and focus on gym operations, franchise support and systemwide performance.

The leadership changes are designed to give Gold’s Gym a clearer direction as it works to strengthen its position in the competitive fitness industry.

A Unified Leadership Structure

Reynolds believes Gold’s Gym remains one of the most recognized names in fitness. Its history, international reach and connection to strength training give the company a foundation that few competitors can match.

Since joining the organization, Reynolds and Waggoner have worked together to evaluate the brand’s leadership structure and determine how each executive can contribute most effectively.

Waggoner has spent more than 26 years with Gold’s Gym and brings extensive operational knowledge to his new position. As COO, he will oversee company-owned locations while helping franchise owners improve operating standards and day-to-day performance.

Reynolds, meanwhile, will guide the brand’s overall strategy and long-term growth plans. The goal is to create one clear vision for Gold’s Gym across its corporate and franchised locations.

Gold’s Gym Works to Rebuild Momentum

Gold’s Gym has faced several challenges in recent years.

The company filed for Chapter 11 bankruptcy protection in 2020 after the COVID-19 pandemic disrupted the fitness industry. Approximately 30 corporate-owned gyms were closed during that period.

Later that year, RSG Group acquired Gold’s Gym from TRT Holdings for $100 million.

The brand currently has approximately 550 locations worldwide, including about 180 gyms in the United States. Its average unit volume also declined, falling from just under $2 million in 2024 to approximately $1.8 million in 2025.

Reynolds sees an opportunity to reverse that trend by improving the fundamentals of the business rather than completely changing what Gold’s Gym represents.

Improving Franchise Support and Training

A major part of the Gold’s Gym transformation involves building stronger support systems for franchise owners and employees.

The company recently relaunched Gold’s Gym Academy, a standardized training program that will be used throughout the franchise network. The platform is intended to create more consistent service, operating procedures and employee development across locations.

Gold’s Gym is also reviewing the tools and resources available to franchisees. Better systems, clearer standards and more direct operational guidance could help individual gyms improve their performance while protecting the brand’s reputation.

Building a Unified Technology Platform

Technology is another major priority under Reynolds’ leadership.

Historically, Gold’s Gym locations have not all operated on the same digital platform. The company is now working to introduce a unified system for membership management, billing and other important business functions.

Gold’s Gym has also launched app-based services and touchless options that allow members to check in and reserve fitness classes more easily.

A connected technology system will give the company better information about membership activity and gym performance. It should also help Gold’s Gym communicate more effectively with members and franchise owners.

Modernizing the Gold’s Gym Experience

Members will begin to see physical changes inside Gold’s Gym locations as the transformation progresses.

The company plans to update the appearance of its gyms and invest in new workout equipment. More floor space will be dedicated to strength training, resistance exercises and weightlifting.

The strategy reflects growing consumer interest in strength-focused workouts while remaining connected to the type of training that helped build the Gold’s Gym name.

These upgrades are expected to create a more modern member experience without abandoning the brand’s traditional identity.

More Gold’s Gym Locations Are Planned

Despite the work still ahead, Gold’s Gym is preparing to expand.

Reynolds expects the company to open between 20 and 25 new gyms this year. The planned development will include a combination of domestic and international locations.

The new leadership structure, technology improvements and updated gym design are all part of a larger effort to rebuild momentum throughout the franchise system.

Reynolds believes Gold’s Gym can once again become a leading force in global fitness. The company’s next chapter will depend on stronger execution, consistent franchise support and its ability to deliver a better experience across every location.

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