Gold's Gym Brings Iconic Brand to Brazil with 60-Location Expansion

Six decades after opening its doors on Venice Beach, Gold's Gym is making its Brazilian debut through an ambitious master franchise agreement that will bring 60 locations to the country over the next decade.

The expansion launches in 2026 with a flagship gym, followed by additional locations across São Paulo, Rio de Janeiro, and Brasília.

Leading this venture is BodyTech co-founder Dan Chor, a fitness industry veteran partnering with Felipe Frajhof, Washington Kasprzykowski, and Michel Amorim—entrepreneurs with expertise in real estate development and scalable operations.

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Perfect Timing for Brazil's Fitness Boom

"I'm thrilled to bring this legendary fitness brand to Brazil—a country that truly breathes fitness and healthy living," Chor explained.

"Gold's Gym has a storied legacy, made famous by icons like Arnold Schwarzenegger, and we see an incredible opportunity to introduce a concept that combines performance, lifestyle, and community in a way that resonates with Brazilian culture."

The timing couldn't be better. Brazil currently ranks as the world's second-largest fitness market by number of gyms, boasting over 20,000 clubs and millions of active members.

Latin America's fitness sector is experiencing rapid growth. The 2024 Latin America Fitness Consumer Survey revealed that 61% of urban Latin Americans exercise regularly, with gyms and studios being the preferred choice for more than half.

In Brazil specifically, nearly 80% of active consumers hold gym memberships, making it one of the region's strongest fitness markets.

Honoring the Original Mecca

The flagship Brazilian location will pay homage to Gold's Gym's legendary Venice Beach origins—the place known as "The Mecca" where Schwarzenegger and other bodybuilding icons built their physiques.

The design will feature signature brick walls, wooden accents, and a reproduction of the gym's famous green wall, complemented by premium amenities including Olympic lifting platforms.

"Signing a master agreement for 60 new gyms in Brazil is the perfect 60th birthday present for Gold's Gym, which has been the world's most iconic gym brand since 1965 and is growing fast, with a focus on our strength and performance roots," said Kevin Christie, Gold's Gym vice president of franchising.

"Franchisees like Dan, Felipe, Washington, and Michel understand the power of the brand and will bring it to life in Brazil for those who want to fulfill their potential and reach their fitness goals."

Part of a Larger Latin American Push

Gold's Gym isn't the only legacy fitness brand eyeing Brazil's market potential. Rival brand World Gym signed a master franchise agreement earlier this year to open 50 gyms across the country over five years.

That partnership, led by Flag Holding LTDA and CEO Flavia Almeida, positions Brazil to become World Gym's third-largest market globally, trailing only Taiwan and Australia.

Beyond Brazil, Gold's Gym has secured franchise commitments for more than 200 new locations and continues seeking additional master partners.

The brand has set its sights on other Latin American markets, including Argentina, Colombia, Chile, and Mexico.

This expansion represents more than just business growth—it's about bringing Gold's Gym's unique blend of hardcore training culture and community spirit to a market that's ready to embrace it.

With Brazil's passionate fitness culture and growing market demand, the stage is set for Gold's Gym to make its mark in South America's largest economy.

Source: athletechnews

The opinions shared in the GymNation blog articles are solely those of the respective authors and may not represent the perspectives of GymNation or any member of the GymNation team.