Gold’s Gym SoCal Expands Pioneering Fitness Innovation with New Octagon LOAD

Following the early success of its Fullerton location, Gold’s Gym SoCal is accelerating its transformation of functional strength training by installing Escape Fitness’ Octagon LOAD at two additional clubs: Glendale and Beverly Center. This move reinforces Gold’s Gym SoCal’s position at the forefront of innovation in the U.S. fitness market.

Gold’s Gym SoCal in Fullerton made history earlier this year as the first U.S. facility to install Octagon LOAD, Escape Fitness’ revolutionary training system that combines traditional strength training with cutting-edge variable resistance. The overwhelming success and member engagement in Fullerton prompted a strategic rollout to more locations, signaling a regional shift in how gyms can reimagine training zones to enhance performance and revenue.

“LOAD has completely changed how our members approach strength and athletic training,” says Brian Morris, Senior Vice President of Gold’s Gym SoCal. “With Fullerton leading the way, we knew Glendale and Beverly Center were ready for this evolution. We’ve seen not only better training outcomes but also improved traffic flow and new premium revenue potential.”

The Octagon LOAD system features five fully integrated bolt-down stations SQUAT, DRIVE, LIFT, PRESS, and ROW delivering immersive, standing-position workouts that activate the full kinetic chain. This configuration not only accelerates results but also addresses the space and efficiency challenges that many gyms face.

Each location has transformed underused space into a dedicated high-performance zone, following the “box within a box” model first launched in Fullerton. These installations allow for exclusive, fee-based access providing an elite training environment while relieving congestion on the main gym floor.

“This multi-site expansion with Gold’s Gym SoCal is a huge milestone for Escape Fitness in the U.S.,” said Matthew Januszek, CEO of Escape Fitness, the Americas. “What started in Fullerton is now evolving into a region-wide movement. Gold’s Gym SoCal understands that today’s members are looking for more than just equipment they want a complete training experience that delivers results.”

The installations in Glendale and Beverly Center mark the next phase of a broader rollout strategy that could soon redefine functional training standards across Southern California.