Gold’s Gym is moving beyond its fitness centres with a plan to roll out branded consumer products worldwide, together with IMG Licensing under an exclusive multi-year deal.

Sven Thierhoff, VP at IMG Licensing, expressed his enthusiasm for the partnership and described Gold’s as “a heritage fitness brand”.

“Together, we aim to deliver a new generation of high-quality, sustainable products and experiences, strengthening Gold’s Gym’s position as the original and most trusted name in serious training and fitness culture.”

The strategy will extend the 60-year-old fitness brand into new categories, including nutrition and supplements, footwear, travel products, and sporting and leisure goods, while also expanding its apparel and fashion lines.

“By joining forces with IMG, we are extending our ethos beyond the four walls of the gym and into products and experiences that inspire people to live stronger lives every day,” added Danny Waggoner, CEO of Gold’s Gym.