MOUNT PLEASANT — Gold’s Gym International and Vertical Fitness Group, which had been a franchisee of GGI since 2003 and now owns 15 gyms throughout Wisconsin and Minnesota including the newly opened gym in Mount Pleasant, announced that they parted ways effective Tuesday.

Representatives from both companies wished each other success after what they called “a mutual parting of ways” in a press release.

“It was strictly so that we can continue our growth … without the restrictions of a franchise system,” said Jon Barton, one of three partners of the Appleton-based VFG.

Vertical Fitness, which in December opened a $3.8 million, 35,000-square-foot facility at the former Office Depot at Racine Centre, 5201 Washington Ave., has begun converting its gyms to the new brand Xperience Fitness it launched this month.

The brand centers around the concept that as you experience fitness, it enhances your life, he said: “‘Xperience Fitness’ fits for us because we would like everyone to actively participate in fitness and enhance their lives.”

The name will be changed — “Xperience Fitness” banners went up for all their gyms the beginning of this month, Barton said — but everything else will remain the same for members. The membership rates, terms, service and staff will remain the same, he said, no long-term contracts, expensive memberships or “gimmicky sales promotions.”

Local members — currently there are approximately 15,000 at the Mount Pleasant location — received an email Wednesday morning regarding the announcement. They can expect to see new gym key cards roll out by Friday, Barton said. Gym colors will also soon change from Gold’s Gym’s gold and black to orange and platinum. The full conversion to Xperience Fitness and grand launch of the new brand is expected by early June.

Barton encouraged members to visit their website online where there are tools available for general and premium members to plan meals or exercise programs. General memberships are $9.99 a month and premiums $19.99.

Gold’s Gym, the international fitness club initially made famous by California bodybuilders, will maintain its other franchise locations like in Milwaukee and Waukesha and plans to expand its presence in Wisconsin and Minnesota markets with their existing franchise partners, the release said.

Vertical Fitness also announced four Milwaukee-area Cardinal Fitness gyms will join Xperience Fitness and added it’s in “active negotiations” with other existing health clubs throughout Milwaukee to further expand its new brand. It also plans to expand on a national scale under its new Xperience Fitness brand.

At a glance

• Vertical Fitness Group is an Appleton-based company that owns 15 Xperience Fitness gyms in Wisconsin and Minnesota. For more about their new brand Xperience Fitness visit www.myxperiencefitness.com.

• Gold’s Gym was established in Venice, Calif., in 1965 and has more than 700 locations in 37 states and 30 countries. For more about Gold’s Gym visit www.goldsgym.com.