Gold's Gym Debuts New Strength-Focused Flagship in Austin

Entering Austin’s newest Gold’s Gym, one could be forgiven a brief moment of confusion. Mood lighting, a low-slung ceiling, the thumping bass from abundant speakers; is this a gym or a nightclub?

A second glance around the space should clear things up. At 30,000 square feet, it’s smaller than a typical Gold’s, but packs in about 30% more equipment. The first of its kind, this flagship concept aims to bring the brand back to its bodybuilding roots.

“This new state-of-the-art facility is a tribute to our legacy of strength and fitness — a legacy that has established Gold’s Gym as an iconic brand,” said Danny Waggoner, the company’s CEO.

With an entire wall dedicated to the brand’s 60-year history and prominent photos from the early days of the storied Venice Beach location, including several of Arnold Schwarzenegger in his prime, it’s a space intended to pay homage to Gold’s past. Much of the equipment is even color-coded in the brand’s signature colors.

Waggoner knows a thing or two about that history — he began his career at Gold’s as a trainer 25 years ago.

“Gold’s Gym is the first and only job I’ve ever had,” he said. “My father got sick and I had to move home. I wanted something to do. I started working, got into training, and caught the bug.”

Gold’s 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 “The Mecca of Bodybuilding,” the original gym quickly drew serious lifters — including big names like Schwarzenegger and Lou Ferrigno —and helped define the culture of modern strength training.

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.

Today, Gold’s 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.

Waggoner, an Austin resident, said his home city was an obvious choice for piloting the new concept.

“Austin prides itself on health, fitness and innovation, and we want to continue to grow our presence here,” he said. “So, it made sense to launch our new flagship location here.”

What’s new

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.

The gym features equipment you might not find at other locations — yet another way it’s meant to set the tone for the company’s future gyms.

“We want to set the standard on what strength and performance could, and should, be moving forward,” he said.

With its 360-degree mirrored posing room and additional equipment, the flagship leans into the brand’s roots in a way that Waggoner finds refreshing.

Even the gym’s towels are different, with a system that uses RFID technology to track returns — a first for the brand.

“If someone walks in, they should know this is a Gold’s Gym,” he said.

It’s the first in what Waggoner hopes will be a new generation of strength-focused urban outlets.

“As we build more gyms and renovate clubs, they’ll look like this,” he said.

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.

Urban vs. suburban

In suburban markets, Waggoner explained, locations are built much larger — upward of 40,000 square feet — 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.

“It’s about premium equipment. And part of that is recovery,” Waggoner said.

The gym’s recovery room includes both HydroMassage and CryoLounge chairs — which offer targeted hot/cold therapy to ease soreness, improve circulation, and support post-workout recovery.

“The recovery room is one of the main selling points,” said Rae Datt, a front desk associate at the new location.

Datt said she left a corporate desk job for her role at the gym and has been part of the flagship’s rollout.

“I took a leap of faith,” she said. “I’ve been here, cleaning the building, loading the weights, from the beginning.”

Datt echoed Waggoner’s 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.

“It’s only been a couple of days and we’re already building that sense of community,” she said.

Early feedback from longtime members has also been positive.

Christian Luna, a Gold’s 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.

“I converted right away,” he said. “Pretty easy decision.”

Existing Gold’s 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.

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.

“Now we’re really embracing it,” he said. “It’s really cool to see it come full circle.”