Brad Reynolds has been named the sole CEO of Gold’s Gym as the fitness brand works to modernize its business and reconnect with its global audience.
Reynolds previously shared the CEO position with longtime Gold’s Gym leader Danny Waggoner. As part of the new executive structure, Waggoner will move into the chief operating officer role.
The decision separates the company’s strategic leadership from its day-to-day operational responsibilities. It also gives Gold’s Gym a single voice as it introduces changes across hundreds of locations.
Why Gold’s Gym Changed Its Executive Structure
Reynolds arrived at Gold’s Gym in September 2025 and quickly began working with Waggoner on the company’s future direction.
The two executives spent several months assessing the organization and deciding how to build a stronger leadership team. Their conclusion was that Reynolds should direct the overall vision while Waggoner takes greater responsibility for operations.
Waggoner has been part of Gold’s Gym for more than 26 years. His experience includes a deep understanding of the company’s corporate gyms, franchise relationships and operating requirements.
In his new position, he will manage company-owned gyms and provide operational leadership throughout the franchise portfolio.
Reynolds will be responsible for defining where the brand goes next and ensuring that its investments support one coordinated strategy.
An Iconic Fitness Brand Faces New Challenges
Gold’s Gym was founded more than six decades ago and became one of the best-known names in the fitness business. However, its reputation has not protected it from changing market conditions.
The pandemic created serious financial pressure for the company. Gold’s Gym filed for Chapter 11 bankruptcy in 2020 and shut down around 30 corporate locations.
RSG Group acquired the business for $100 million later that year.
Today, Gold’s Gym has about 550 locations worldwide. Approximately 180 of those gyms are located in the United States.
The brand has also experienced a decline in average franchise sales. Its reported average unit volume decreased from almost $2 million in 2024 to about $1.8 million in 2025.
These results have added urgency to the company’s plans for operational improvement.
Transformation Without Abandoning the Brand
Reynolds does not view the current strategy as a complete reinvention of Gold’s Gym.
The brand already has global awareness and a strong connection to fitness culture. The challenge is creating the systems and consistency needed to turn that recognition into better results.
Gold’s Gym is investing in its team, franchise support and operating infrastructure. Leadership wants every gym to have access to practical tools that can improve performance and service.
The company has relaunched Gold’s Gym Academy to provide standardized training across the network. The program is designed to help employees and operators follow common procedures, understand brand expectations and create a more consistent environment for members.
Connecting the Franchise Network Through Technology
Creating a shared technology platform is central to the new strategy.
Many major fitness franchises use one integrated system across their locations. Gold’s Gym, however, has traditionally operated with different technology solutions throughout its network.
The company is now moving gyms toward a unified platform for billing, memberships and customer management. Members are also gaining access to mobile and touchless features for entering gyms and booking classes.
The benefits could extend well beyond convenience.
A common digital system would allow Gold’s Gym to collect more reliable performance information from its locations. It could improve communication with franchisees, support targeted marketing and give leadership a better understanding of the overall health of the business.
Strength Training Returns to the Centre
Gold’s Gym is also preparing to update the physical experience inside its clubs.
Upcoming renovations will include refreshed interiors and upgraded exercise equipment. Future layouts will give more attention to weights, resistance equipment and strength-based workouts.
The approach brings Gold’s Gym closer to the roots that made the company famous. At the same time, it responds to a fitness market in which strength training has become increasingly popular among a broader range of consumers.
By combining its traditional identity with a more modern environment, Gold’s Gym hopes to stand out in a crowded fitness industry.
Gold’s Gym Plans Up to 25 New Openings
The company is not waiting until every improvement is complete before pursuing expansion.
Gold’s Gym expects to add between 20 and 25 locations this year. The openings will be spread across domestic and international markets.
Reynolds has made it clear that the turnaround will not happen overnight. The brand must improve its systems, provide stronger franchise support and deliver a consistent experience at every gym.
Still, Gold’s Gym enters this transformation with a major advantage: people already know the name. If the company can pair that recognition with better operations, stronger technology and updated locations, it may have a clear path toward renewed growth.
Learn more about Gold’s Gym franchise opportunities.
