Gold's Gym Secures Agreement for 60 Outlets in Brazil Expansion
Gold's Gym, the iconic fitness brand known for its association with fitness icons like Arnold Schwarzenegger, is making a significant move into Brazil. The expansion is part of a master franchise agreement, with a group led by Dan Chor, co-founder of BodyTech, taking the reins.
The group, which also includes entrepreneurs Felipe Frajhof, Washington Kasprzykowski, and Michel Amorim, has secured a contract to open 60 Gold's Gym locations in Brazil, starting in 2026. The flagship club will be modelled after the original Venice Beach location, known as The Mecca, where bodybuilding legends trained.
The flagship club will feature brick walls, wooden accents, a reproduction of the gym's famous green wall, and premium amenities such as Olympic lifting platforms. Chor expressed his excitement about bringing Gold's Gym to Brazil, citing the country's fitness culture and the strong momentum in the fitness sector.
Brazil, the second-largest fitness market in the world in terms of the number of gyms, with over 20,000 clubs and millions of active members, seems like a perfect fit for Gold's Gym. The expansion will consist of 60 locations over the next 10 years, starting in 2026.
The fitness industry in Brazil is not alone in its growth. Rival legacy brand World Gym has also signed a master franchise agreement to open 50 gyms in the country over the next five years. The deal for World Gym in Brazil is led by Flag Holding LTDA and CEO Flavia Almeida, positioning Brazil to become World Gym's third-largest market globally, behind Taiwan and Australia.
The expansion of both Gold's Gym and World Gym in Brazil reflects a broader global trend. The 2024 Latin America Fitness Consumer Survey found that 61% of urban Latin Americans exercise regularly, with gyms and studios being the preferred venue for more than half of them. Nearly 80% of active consumers in Brazil hold a gym membership.
The fitness equipment market is expected to expand by over $8 billion by 2030, and Gold's Gym is focusing on its strength and performance roots as it expands, with a goal of helping people fulfill their potential and reach their fitness goals. The group leading the expansion, led by Dan Chor, a fitness industry veteran, is committed to bringing this vision to life in Brazil.
After the flagship site, gyms will be opened in major cities like São Paulo, Rio de Janeiro, and Brasilia. The expansion into Brazil is a significant milestone for Gold's Gym, which has been the world's most iconic gym since 1965. Gold's Gym vice president of franchising, Kevin Christie, expressed his excitement about this new chapter, saying, "This expansion is a testament to the enduring power and appeal of the Gold's Gym brand."
