After more than 25 years of leading the global fitness industry, Gold’s Gym continues its global expansion journey, with the next stop being Israel. During his recent visit to the country, a senior network executive discusses what made Israel a strategic destination, the differences between Israeli athletes and their peers worldwide, and what awaits the Israeli audience in the coming years.
What led Gold’s Gym to choose Israel as a strategic expansion target?
“Gold’s Gym has been leading the fitness industry in the region for over 25 years. Israel represents a strategic market for us thanks to a combination of factors: A strong and stable economy, a thriving middle class, active urban centers with dynamic commercial areas, and an energetic culture that understands well the importance of fitness and a healthy lifestyle.”
What do you think distinguishes the Israeli fitness market from others around the world?
“The Israeli fitness market is unique because it is highly active, trend-driven, and has a community-oriented character that values physical fitness, perseverance, and resilience.”
Which core values do you aim to bring to Israel as part of Gold’s Gym’s DNA?
“Strength as a way of life is a universal value that resonates across cultures. Gold’s Gym was founded on the idea that physical and mental strength belongs to everyone, not just bodybuilders. Our goal is to create an environment where growth is the shared objective of all athletes.”
How do you balance the brand’s iconic heritage with innovation in the fitness industry?
“Gold’s Gym is the most iconic and recognized gym network in the world. Our heritage gives athletes a sense of authenticity and confidence. At the same time, we continue to innovate in technology, facility design, equipment, and training programs, constantly improving the membership experience.”
How do you see the future of the global fitness industry, and what will Gold’s Gym’s role be in it?
“The global fitness market will continue to grow as more people recognize the importance of an active and healthy lifestyle. As strength training becomes the foundation of modern fitness, Gold’s Gym will set the leading global standard for strength training and results.”
How does Gold’s Gym integrate values of community and a healthy lifestyle, and what do you aim to build within the Israeli community?
“Community and a healthy lifestyle are at the heart of the Gold’s Gym membership experience. The network represents a lifestyle based on strength, confidence, healthy routines, and a social atmosphere where people support each other in the pursuit of shared goals. In Israel, the goal is not just to open gyms but to build a national community of strength, health, and positive energy—a movement reflecting Gold’s Gym heritage and the spirit of Israelis.”
What have you learned about Israeli athletes during your visit?
“After visiting several gyms in Israel, I noticed many similarities with athletes in the U.S. and worldwide. Fitness is especially popular among young people, and strength training continues to gain momentum—a global trend that is also growing here.”