Founded in 1965 by Joe Gold in Venice, CA, Gold’s Gym has grown into a fitness icon, yet faced ongoing challenges appealing to a broader audience beyond traditional weightlifters. The rebrand aimed to modernize Gold’s Gym’s image, making it more inclusive and motivating for fitness enthusiasts of all levels. The new emblem symbolizes dedication and resilience, maintaining the brand’s iconic black and gold but introducing a deeper gold to enhance contrast and sophistication.

Building on the updated emblem, the rebrand includes a system that reflects Gold’s Gym’s commitment to evolving with its members. This fresh identity appeals to both loyal customers and newcomers, reinforcing Gold’s as a gym that inspires everyone on their fitness journey.