The start at muscle beach The Gold’s Gym name and reputa-
tion could be considered both a bless- ing and a curse. It’s got solid name- brand recognition–but as Joe Gold’s “mecca of bodybuilding” founded in the midst of the Venice Beach muscle scene. However, as Jaber points out, to-
day’s Gold’s Gym is built on the strength of being a known quantity but has evolved into a modern out- fit that embraces health and wellness along with strength and power. The company is also on trend in design- ing attractive facilities and marketing programs that appeal to women and families.
“The perception of a bodybuilding organization is there until you walk in the door and say, ‘Wow, this is the place I’d like to work out.’”
Gold’s Gym Peterborough, Ont.
Everything for total health and fitness The clubs offer a diverse range of
services, classes and amenities includ- ing babysitting, childcare, tanning, massage, aromatherapy, group classes from belly dancing to Latin Low, juice bars, yoga and Pilates studios, ladies- only areas, weight loss programs and nutritional advice. Words and images on the Gold’s
Gym website reflect a commitment to diversity and to embracing health and wellness as its central focus. Strength is defined as both inner and outer, and words like “motivating,” “empowering,” and “sharing” accompany photos of fit, strong and happy women. Articles on nutrition, medical news, pre- and post- natal conditioning and stress release share space with free class passes for yoga, spinning and Zumba. “The perception of a bodybuild-
ing organization is there until you walk in the door and say, ‘Wow, this is the place I’d like to work out,’ ” beams Jaber, noting that Gold’s Gym Canada has upwards of 82,000 members.
» Tel: 905-266-0106, E-mail:
info@idealfit.ca Web-site:
www.idealfit.ca July/August 2012 Fitness Business Canada 21
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