Gold’s Gym Regina rebrands to become Evolution Fitness – Regina Leader-Post

Published on: February 7, 2017 | Last Updated: February 7, 2017 4:01 PM CST

Skye Kaiss, left, owner of Evolution Fitness, and Korena Lafayette, director of operations, pose with the new signage at Evolution Fitness in Regina. The gym is formally known as Gold's Gym. TROY FLEECE / Regina Leader-Post

Following years of evolving from a bodybuilding imageto a health and fitness-focused facility, Golds Gym Regina has ended its franchise with Golds Gym and will now be known as Evolution Fitness.

Weve been Golds Gym now for 12 years in the city and well were proud of where we came from and how we developed this business. We found that the Golds Gym brand is no longer what we align ourselves with, saidSkye Kaiss, owner of Evolution Fitness.

The gym officially ended its franchise agreement with Golds on Friday at midnight and announced the rebranding Monday.

Golds Gym originally came to Regina 12 years ago withthe local company Family Fitness Incorporated.Eleven years ago the first gym was opened in north Regina. Over the years it has expanded to include three other locations in east, south and downtown Regina.

Golds Gym as a brand was founded in 1965 in Venice, Calif.In 1977, Golds received international attention when Pumping Iron a bodybuilding documentary starringArnold Schwarzenegger and Lou Ferrigno was shot there. The gym brand quickly became synonymous with bodybuilding.

According to Kaiss, one of the reasons for the rebranding was due to the bodybuilding image of Golds. Over the years Golds Gym Regina has transitioned to more of a health and fitness image.

The stigma is still out there that this is only a bodybuilder gym, which its not. But its been a difficult to go all these years trying to change that image, or that perception, in peoples minds and its something that a lot of Golds Gyms currently still have challenges with, Kaiss said.

For current Evolution Fitness member Daniel Broussard, the bodybuilding image of Golds is what drew him to join the club three years ago when he moved to Regina from Nova Scotia.

Its always been a dream of mine since I was young (to train at a Golds Gym). Ive lifted weights since I was 12 years old,Broussard said.

Broussard and his son, Bryden, are both members and train at the east location. With the rebranding, Broussard said his family may look into changing gyms to a cheaper one.

With it no longer being a Golds Gym and becoming a fitness club to be honest, I think theyll lose members and theyll lose a part of it that was attractive to a certain group of individuals that wanted the Golds atmosphere,Broussard said.

Almost everything will stay the same at Evolution Fitness locations in Regina Kaiss said. Rebranding and changing of signs will be complete by Feb. 18.

However the partnerships with other gyms internationally will change.Under the Golds name members at the Regina club were able to use any other Golds location up to 14 times a year. Since the franchise agreementhas ended, the partnership is gone. Evolution Fitness however is currently working out the details on partnerships with Motion Fitness in Saskatoon and World Health in Calgary and Edmonton.

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Gold's Gym Regina rebrands to become Evolution Fitness - Regina Leader-Post