Gold’s Gym Unveils New Concept for Brand in Berlin

RSG Group GmbH, which bought Gold’s Gym in summer 2020, has redefined the brand with a new look at a proof-of-concept location in Berlin. The company is moving the brand back to its roots in fitness and bodybuilding athletes while also focusing on sustainable design. (Photo courtesy Gold's Gym.)

RSG Group GmbH is taking Gold’s Gym back to its bodybuilding past while also focusing on sustainable design with the unveiling of its company-owned flagship club in Berlin, Germany. Berlin is where RSG Group GmbH, which bought Gold’s Gym in summer 2020, is headquartered.

The 55,000-square-foot Berlin campus is RSG Group’s proof of concept, meeting point and inspiration for all future Gold’s Gym locations, the company said.

The official date to open to the public is pending based on the current COVID-19 restrictions in Germany, but the brand is offering a virtual tour of the club.

“When we acquired Gold’s Gym through the Chapter 11 process nine months ago, we were driven to invest in a way that honored the brand’s iconic legacy while returning a pioneering leader to its rightful place – once again ahead of its time with the very best fitness amenities on the planet,” Rainer Schaller, founder and CEO of RSG Group, said in the announcement. “Our Berlin flagship represents the contemporary redefinition of the brand and product concept to the highest degree of perfection, and it sets the stage for a whole new ‘golden era’ for Gold’s Gym.”

The Berlin facility was designed with insight gained from a Gold’s Gym social media partnership with Lou Ferrigno that surveyed the public about what they wanted in the “perfect gym.”

The flagship features a performance center reserved exclusively for top athletes, sports clubs, partners and friends of the brand as well as the Gold’s Gym Academy, a training and education institute for fitness trainers and head coaches of the Gold’s Gym brand, Gold’s Gym franchise owners and external interested parties seeking Gold’s Gym’s fitness expertise.

The equipment is supplied by Gym80, a German fitness equipment manufacturer.

The club is the world’s first commercial gym with a LEED Platinum certification, according to RSG Group. It has a carbon and climate neutral design, including sustainable construction materials, real plants and trees throughout the interior of the gym and a Green Power area with stationary bikes that generate clean energy.  

“While many fitness brands spent the past year pivoting away from brick-and-mortar gyms as a result of the pandemic, RSG Group spent time and resources designing the perfect gym for a post-COVID world,” said RSG Group North America President and Gold’s Gym CEO Sebastian Schoepe. “It’s only fitting that the iconic Gold’s Gym brand would be the one to bring this vision to life, and we anticipate more big things to come in this next chapter of Gold’s Gym’s global fitness legacy.”

RSG Group also owns 16 other brands including McFIT, the JOHN REED Family (JOHN REED Fitness Music Club, JOHN REED Women's Club, JOHN & JANE'S, THE REED), High5, CYBEROBICS, Qi², McFIT MODELS, and PEARL Management.

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