Fitness Club Drops Gold’s Gym Name

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Fitness Club Drops Gold’s Gym Name.We looked at members’ needs and community needs, and we wanted to do this,” said Vanessa Toolson, wellness director.

Besides the name change, clients shouldn’t notice a difference in how the fitness facility is managed, she said.

“No staff is changing, no policies as far as how our gym functions are changing, and membership dues won’t change,” Toolson said.

Bob and Jennifer Roberts, owners of Gold’s Gym since it opened in Twin Falls 10 years ago, will remain the active owners, she said. They have business partners who are less involved in management.

Gold’s Gym was established in Venice, Calif., in 1965 and bills itself as the largest full-service gym chain in the world.

But carrying the name came at a “very big price,” Toolson said. She said she didn’t know the specifics of royalty and franchise fees charged by Gold’s.

The website Franchise Direct says royalty fees charged by Gold’s are 5 percent of monthly gross revenues, or $2,000 per month, whichever is greater. A “marketing contribution” fee is also listed as 2 percent of gross revenues.

Instead of paying royalties and franchise fees, Toolson said, the owners can put some of that money into improving the fitness center.

In addition, the Gold’s franchise regulations sometimes interfered with how management wanted to run promotions. “Gold’s didn’t take into account community needs,” she said. “This will give us more flexibility.”

How will members react?

Amy Sheen, assistant general manager of operations, said she understands that change can bring uncertainty, but “I hope this can be seen as a good thing.”

She asked members to talk to management if they have questions about the change.

Gold’s member Jay Summer, of Twin Falls, was told of the change Monday. “It might be a good thing,” he said. “Sometimes the big chains forget what’s good for the patrons.”

The Twin Falls gym has about 3,500 members and 60 employees, Toolson said.

Signature Fitness is working on reciprocity agreements with Axiom Fitness centers in Treasure Valley and VASA Fitness centers in Utah, so that members will be able to receive a “travel pass” and work out at those facilities when away from Twin Falls.

VASA, with 17 locations in Utah, is also dropping the Gold’s Gym name.

“They are doing the same thing as us,” Toolson said.