Gold’s Gym: The Innovation Behind Transforming The World’s Most Iconic Fitness Club

[vc_row][vc_column][vc_column_text]Gold’s Gym is a legacy. Since earning itself a cult following way back in 1965 as a tiny studio in Venice, California – created by former bodybuilder and US Marine, Joe Gold as a place for him and his friends to train – it’s a name that nearly everyone knows, world-over. Gold’s Gym’s recent transformation, from this legacy brand that people associate with images of Arnold Schwarzenegger pumping iron in the 70s, into a modern fitness empire, taking advantage of technology to completely turn itself around; becoming accessible to all and giving everyone, no matter their fitness level, a tailored service and the opportunity to achieve their goals.

Their transformation was properly put into motion when the company promoted former Chairman, Brandon Bean, as its new CEO in 2016. Bean immediately got the ball rolling in completely overhauling the strategy of Gold’s, putting innovation at the forefront, as he knew to keep relevant in a market of fast growing bespoke gyms and boutique exercise studios, things at Gold’s couldn’t stay the same.

“I knew I had to turn things around in order to retain a competitive edge,” Bean reveals. “When we started two years ago, we asked ‘how are we going to continue keep innovating this brand?’.”

“Gold’s has been a leader and pioneer in fitness since 1965 – we started it all – and while we continued to try and stay on the forefront for a number of years, I don’t think the industry innovated as much as it needed to; everybody was building the same clubs with the same equipment at the same price, at least in the US.”

As a result, Gold’s transformation has come about with a complete new approach to fitness; creating a community-driven space where anyone feels welcome, integrating personalised transformation plans, state of the art equipment, certified personal trainers, a diverse group exercise program and a supportive, motivating environment for all.

The gym giant has completed this innovation using technology to gain insight and innovate where they knew it was needing, rather than just integrating all the latest tech for the sake of it.

Gold’s 3D: Body scan tech encouraging development

To set itself apart from other commercial gyms in the same price bracket, Gold’s has introduced a free 3D body scan when members sign up, which is powered by a 3D body scanning tech called Styku.

The 3D body scanner accurately recreates your body’s shape, circumferences, and composition and therefore allows members to track their body’s changes in 3D as they progress, allowing them to see their progress in numbers, but also in a more compelling, visual way. They can see exactly where they’re slimming down and by how much thanks to the scan, which takes no more than 30 seconds.

This is a great tool to ensure members are getting closer to where they want to be. And because there’s plenty of information given to them, they can easily make changes to their current training routine to make sure they are being as efficient as possible during their workouts.

Gold’s 3D works via an infrared light beam, which scans your body as you rotate 360 degrees on the Styku platform while an infrared camera in the nearby aluminum stand takes pictures and then relays the information to a connected laptop. It records your measurements and puts them on your virtual body on the screen for you to see and analyse.

“[Our members] get your first scan for free and after 120 days of signing up, they get scanned again, so if someone doesn’t buy training its a great way to have a conversation if they aren’t hitting their goals – as it’s not person telling them but the scan telling them; giving them that detailed frame of reference to see if they’re making any actual changes or not” says Gold’s VP of Fitness, Aaron Cave.

Cave explains that this works for most member because it’s also a lot less invasive them a trainer coming up to them, doing calipers and taking measurements, or putting tape around them.

“You just spin around on the platform with your arms up and the results pop up” he adds.

“We knew we wanted to go the 3D scanning route, doing research on  companies that do it, but we found the best to be Styku as it was very accurate and it was also something we could scale with.”

Gold’s Gym piloted Styku before rolling it out and found it increased their ‘show rate’ for assessments by 20% and increased their ‘close rates’ for PT sales by 122%. Overall, they had a 150% increase in PT sales.

Original article written by Lee Bell, Freelance Technology Journalist

For further information on Styku 3D Body Scanning Technology visit https://react-fitness.com/ call +44(0)20 7272 0770 email hello@react-fitness.com[/vc_column_text][/vc_column][/vc_row]