Early developments
In the 1950s, bodybuilding was seen as an anti-social outsider sport dominated by outcasts.[6][7][8] Gyms in California, the early home of bodybuilding, were usually set up outdoors. An indoor gym had operated in Santa Monica, but it was shut down by the city in 1959 amid allegations of sexual misconduct.[6] Bodybuilder Joe Gold was dissatisfied with ad hoc gyms, and in 1965, he converted a building he owned on Pacific Avenue in Venice Beach into the first Gold's Gym. Many bodybuilders soon became enthusiastic clients.[6][7] Dick Tyler commented it as "big news for big men", a location that would become synonymous with the rise of legendary bodybuilders like Arnold Schwarzenegger, Dave Draper, Lou Ferrigno, or Franco Columbu.[6][7] However, despite the spirited reception and Gold's money-saving measures, such as building his own exercise equipment, monthly membership fees proved insufficient to maintain the business.[6] A veteran of the merchant marine, Gold wanted to go back to sea,[9] and in 1970, he sold the business to antique dealer Dave Saxe and jeweler Bud Danits for $50,000 .[6][7] Saxe and Danits were also unable to operate the gym profitably and considered converting it into an antique shop. Instead, gym member Ken Sprague seized the opportunity and purchased the gym in late 1971. Having a background in the film industry, he injected new energy into the business by organizing bodybuilding competitions and shows to exhibit Gold's Gym athletes. Finally, Gold's Gym became profitable.[6][7][8]
The logo
The original Gold's Gym logo, a bald weightlifter holding a barbell, was designed in 1973 by professional wrestler Ric Drasin, who was Arnold Schwarzenegger's training partner for four years.[10] During a training break, he sketched the weightlifter on a napkin. The logo became an iconic symbol within the bodybuilding scene.[6][7]
Gold's Gym as film set for Pumping Iron
Due to Sprague's contacts in the film industry and his persuasion skills, an opportunity arose in 1975 when filmmaker George Butler set out to film the groundbreaking docudrama Pumping Iron (1977) with Gold's Gym as the primary location. Sprague, who had strong commitments to his gym and the sport and who understood filmmaking, offered Butler full and unrestricted access to the gym.[6][7][8] To preparing and improve the gym as a film set, he had certain windows painted over to control backlight and installed a lighting grid. When the filmmakers ran out of funds to finish the production, Arnold Schwarzenegger and other bodybuilders helped raise additional funds for its completion. The docudrama became a hit, bringing attention not only to the gym itself but also to bodybuilding and physique in general.[6][7][8]
Transition to an international franchise
In 1979 Gold's Gym was sold by Sprague to the trio Ed Connors, Pete Grymkowski (former Mr. World), and Tim Kimber.[13] It was the most famous gym in the world at that time.[14] After two years of ownership,[15] they moved from the 5500-square-foot facility into a 60,000-square-foot building over a six-year period. The three owners extended Gold's Gym to the franchise system and made licensing out deals all over the USA. Gold's Gym was one of the first companies in the health and fitness industry to franchise, starting in 1980.[16] Using the momentum of its fame it sold licenses for products such as fitness equipment and clothing. Soon the brand expanded internationally, after the first outside USA opening in Canada 1985. In 1993 the limit of 1 million members was exceeded. During the nineties Gold's Gym expanded around the globe,[17] even in Japan
New ownership by RSG Group
The impact of the COVID-19 pandemic heavily affected the company, forcing it to file bankruptcy with its 61 company-owned gyms and over 700 franchises across six continents. On May 4, 2020, GGI Holdings, LLC (Gold's Gym) and 14 affiliated debtors filed Chapter 11 bankruptcy in the United States District Court for the Northern District of Texas. The debtors have requested joint administration of the cases under Case No. 20-31318.[24] Like nearly all businesses, Gold's Gym was required to temporarily close its US locations in March 2020 amid the COVID-19 pandemic. In April of the same year, Gold's said that it would permanently close 30 of its locations. They said their filing for bankruptcy would only affect company-owned locations and set a reemergence goal for August 2020. The company owns about 10 percent of the nearly 700 worldwide locations.[25] Finally, on July 13, 2020, Gold's Gym was auctioned due to a judicial auction procedure. Rainer Schaller, the owner of the German fitness company RSG Group, won the auction of Gold's Gym for $100 million.[26] Rainer Schaller fulfilled his dream to finally own the legendary fitness brand, which had inspired him to start his own fitness company in 1997. Previously, the RSG Group has been primarily active in
