Gold’s Gym is placing Brad Reynolds in charge of its next stage of development.
The global fitness company has promoted Reynolds from co-CEO to sole CEO as it works to improve operations, upgrade technology and restore growth across its franchise network. Danny Waggoner, who previously shared the chief executive role, will now serve as chief operating officer.
The change gives Gold’s Gym a more defined leadership structure at an important point in the brand’s history.
Matching Leadership Roles With Experience
Reynolds joined Gold’s Gym in September 2025 after being attracted to the strength and recognition of the brand. In less than a year, he has helped develop a plan aimed at improving how the company operates and supports its franchise system.
Under the revised structure, Reynolds will lead the company’s overall business direction. He will focus on long-term strategy, brand development, technology and future expansion.
Waggoner will concentrate on operations. With more than 26 years of experience at Gold’s Gym, he has a detailed understanding of the company’s locations, franchise network and operating model.
As COO, Waggoner will oversee corporate gyms and help establish stronger standards across the broader system. The arrangement allows both executives to work in areas that closely match their experience.
Recovering From a Difficult Period
The fitness industry was hit hard by the COVID-19 pandemic, and Gold’s Gym was no exception.
In 2020, the company entered Chapter 11 bankruptcy protection and closed roughly 30 corporate-owned locations. RSG Group acquired the business later that year in a $100 million transaction.
Gold’s Gym has continued to experience some location closures since the acquisition. It now operates approximately 550 gyms around the world, with roughly 180 based in the United States.
Recent sales figures show why improving unit-level performance has become a priority. Average unit volume for franchised gyms was around $1.8 million in 2025, compared with nearly $2 million the previous year.
Reynolds is approaching these challenges as an opportunity to build a stronger organization around an already familiar name.
The Focus Is on Better Execution
Gold’s Gym is not attempting to replace its identity or walk away from its history. Instead, its leadership team is concentrating on making the business more consistent and effective.
That work includes improving operational support, strengthening franchise resources and establishing clearer expectations across the system.
The relaunched Gold’s Gym Academy is one example. The training platform provides a standardized approach to employee education and gym operations. Using the same core training throughout the network should help locations offer a more reliable member experience.
For franchise owners, greater consistency can also make it easier to manage employees, measure results and follow established brand practices.
Technology Could Unlock New Growth
One of the largest projects underway is the creation of a common technology system.
Gold’s Gym locations have historically used different platforms for membership management, billing and related functions. Reynolds wants the system to operate through a more connected digital infrastructure.
The company is working to bring gyms onto a shared membership and payment platform. Mobile and touchless services are also being introduced to simplify member check-ins and class reservations.
A unified system could provide Gold’s Gym with a clearer view of performance throughout its global network. It may also support more personalized marketing, stronger communication and faster decision-making.
For franchisees, access to better data could help identify membership trends and operational problems before they become more serious.
A Fresh Look for Gold’s Gym Locations
Technology and training upgrades will be supported by changes to the gyms themselves.
Gold’s Gym plans to remodel locations, improve equipment and create a more polished look throughout the system. Strength training, free weights and resistance equipment will receive greater attention in future layouts.
This direction fits naturally with the brand’s heritage. Gold’s Gym has long been associated with bodybuilding and strength, and renewed interest in weight training gives the company an opportunity to make that history relevant to today’s members.
The updated environment is intended to appeal to existing members while also attracting a new generation of fitness consumers.
Expansion Remains Part of the Strategy
Gold’s Gym expects to open approximately 20 to 25 locations this year across the United States and international markets.
That expansion will take place while the company continues improving existing operations. Reynolds has acknowledged that the transformation will require significant work, but he believes the brand is already making meaningful progress.
The company’s size and name recognition give it valuable advantages. Its future growth, however, will depend on how effectively the leadership team turns those advantages into stronger gym performance and better franchisee support.
With Reynolds leading the strategy and Waggoner overseeing operations, Gold’s Gym is preparing to compete for a more influential position in the global fitness market.
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