For decades, gyms were seen as resilient, safe from economic downturns and cultural shifts. After all, health doesn’t go out of style. But even iconic brands aren’t immune to change.
One of America’s most legendary gym chains has just declared its financial state “irredeemable,” ending a 55-year legacy tied to strength, celebrity, and self-transformation. This isn’t just a corporate failure. It’s the downfall of a symbol, one that defined the very image of American fitness.
Its collapse ripples far beyond canceled memberships and shuttered doors, raising hard questions about how the pandemic, digital trends, and shifting priorities have permanently reshaped fitness in the U.S.
A Pandemic Wiped Out 10,000 Gyms
Roughly 25% of all fitness facilities in the U.S., around 10,000 gyms, closed permanently during the pandemic. From New York’s once-dense gym scene to border towns in Texas, the collapse spanned rural and urban areas alike. States with previously strong fitness infrastructure have seen it gutted.
These closures weren’t random; they followed economic strain, urban density, and demographic shifts. What’s happening now isn’t just one brand’s downfall; it’s a broader implosion of the in-person fitness model that once anchored communities across America, leaving behind hollowed-out neighborhoods and fewer options for everyday people seeking a place to move, connect, and improve their health.
The Gym That Launched Legends
Before fitness went digital, there was one gym that stood above the rest, a Venice Beach institution where movie stars trained and bodybuilding history was made. Immortalized in the 1977 film Pumping Iron, this institution became a launching pad for icons like Arnold Schwarzenegger, Dwayne “The Rock” Johnson, and countless others once trained there
But it wasn’t just about fame. For decades, this gym offered ordinary people a chance to transform themselves, physically and emotionally. It stood for something uniquely American: reinvention through grit and sweat.
Now, as that legacy faces collapse, the emotional blow resonates well beyond the fitness world, it strikes at the heart of a cultural movement.
COVID Turned Gyms into Health Hazards
What made gyms great, shared effort, close quarters, communal equipment, became their downfall during the pandemic. Suddenly, heavy breathing in confined spaces posed serious health risks.
Other industries adapted with digital pivots or outdoor alternatives, but gyms were stuck. Operating costs stayed high even as member revenue vanished. With 24/7 climate control, specialized equipment, and high staffing needs, they couldn’t downsize easily.
For the first time, an industry that survived fads, recessions, and tech disruption faced an invisible threat it couldn’t train through. The virus didn’t just halt workouts, it challenged the entire foundation of how fitness had been delivered for generations.
Gold’s Gym Files for Bankruptcy—Twice
Gold’s Gym first filed for Chapter 11 bankruptcy in May 2020, closing 30 company-owned locations. CEO Adam Zeitsiff blamed the “complete and total disruption” of the pandemic. Nearly five years later, in April 2025, Gold’s Gym franchisees in El Paso filed for Chapter 7, shutting down the last of the city’s locations.
Once hailed as the “Mecca of bodybuilding,” Gold’s couldn’t survive the long-term fallout of COVID, shifting consumer habits, and ballooning costs. Its latest bankruptcy filing marks the end of an era for the fitness industry, as one of its most iconic brands loses its final grip on relevance.
El Paso Gyms Close Without Warning
Two Gold’s Gym locations in El Paso, Tierra Este Road and Eastlake Boulevard, abruptly closed on April 30, 2025. The notices taped to their doors cited “unforeseen circumstances,” leaving members confused and frustrated.
For many, these weren’t just workout spaces, they were daily rituals, support systems, and social hubs. The Eastlake facility had only recently opened, adding to the shock. These closures reflect a larger trend: gyms disappearing without notice across states like Texas and California.
The loss ripples outward, affecting not just fitness routines but jobs, nearby businesses, and communities built around shared health goals and physical connection.
The Hidden Toll on Workers and Members
The closure of gyms like Gold’s isn’t just a financial story, it’s a human one. Trainers who spent years cultivating loyal client bases are left jobless. Members who relied on structured workouts for mental health now face isolation and disrupted routines.
For many, especially older adults or those with limited space at home, the gym was their only option for exercise. Beyond lost memberships, this signals the disappearance of fitness communities that provided motivation, connection, and consistency.
The personal cost is harder to measure than revenue loss, but it’s just as real, highlighting how deeply these spaces were woven into everyday lives.
Digital Fitness Eats Legacy Gyms Alive
While giants like Gold’s falter, digital-native and low-cost fitness companies are thriving. Planet Fitness draws members with $10 monthly fees. Boutique studios charge a premium for targeted, high-end experiences. Meanwhile, digital platforms offer 24/7 access to on-demand classes for a fraction of a traditional gym membership. Sales of home fitness gear exploded during lockdowns and never fully slowed.
The smart home gym market is expected to hit $4 billion by 2030. Legacy chains with high overhead, fixed locations, and outdated models now compete with nimble rivals who offer more for less, without ever needing to open a physical door.
The Workout World Has Gone Fully On-Demand
Fitness has officially joined the streaming revolution. Consumers want flexibility, not fixed schedules. Wearables and apps now provide personalized metrics, replacing personal trainers for many. Even weight-loss culture is changing. The popularity of GLP-1 medications means some users are skipping exercise altogether to reach health goals.
Meanwhile, social media celebrates home workout success stories as much as gym selfies. Commuting to a gym for fixed classes feels outdated to younger users and busy professionals. In this landscape, traditional gyms risk being seen as relics, unable to compete with the convenience, customization, and accessibility of fitness, you can start with just a tap.
The Industry Must Evolve or Die
Gold’s Gym’s downfall isn’t the death of fitness, it’s a wake-up call. The industry’s next chapter will be defined by adaptability. Over 86% of gym owners expect membership growth in 2025, but only for those embracing hybrid models that blend digital tools with in-person connection. Facilities that innovate with flexible options, tech integrations, and community-based design will survive.
But deeper questions remain. Can virtual platforms recreate the social drive of in-person workouts? Will this tech-driven, individualized model actually keep people moving, or simply market the illusion of wellness? What’s clear is that strength now means evolving with your audience, not just lifting heavy.
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