BOISE -- Gold's Gym Treasure Valley announced Thursday that it will be changing its name to Axiom beginning this month. The rebranding will impact the two Gold's Gyms in Boise (Parkcenter and Fairview) and the one in Meridian.
The club decided not to renew their franchise agreement with Gold's Gym International, and the club's president explains they decided to create their own brand moving forward.
'We truly had a great relationship with Gold's Gym over the past ten years. We're just in a renewal period and took a look at where we were as an organization and this will give us the flexibility to provide the services and the programs that our members would expect from the leading club in the Treasure Valley, Axiom President JP Green said.
With the name change, Axiom say that member dues will not change and that their key tag will continue to work.
If you're on a prepaid membership, your renewal will be in great shape, your monthly membership is going to continue the same. It'll just show up as different on the account statement. It'll show up as Axiom rather than Gold's Gym, Green said.
Green clarified that all existing contracts and the agreements within them remain the same, including commitments to remaining a member for a set time period.
Members will notice new signs in and around each gym. The staff will be wearing new uniforms, and improvements will be made to the facilities.
Some new services that will be added include New Axiom Fuel Stations (juice bars), New Axiom Entertainment Network, New Axiom Performance Centers.
Green says there will be no layoffs as a result of the changes.
All of our instructors, all of our employees are all going to be here. They're just going to be in a different uniform. Hours of operation will be the same. you'll notice a few more equipment offerings that we'll accrue over the next few months, but all in all, it's going to be a name change, but an enhanced member experience, Green said.
One of the perks of the Gold's affiliation was being able to use Gold's Gyms when traveling to other cities. Green says with Axiom, you'll get access to more healthclubs through a passport program with other gyms worldwide, something that wasn't available as a Gold's franchise.
When it comes to using other clubs, members who already have an all-club membership can still use all three gyms in Boise and Meridian. This change is just for the three Gold's Gyms in the Treasure Valley. The other four Gold's Gyms in Idaho, like the one in Twin Falls, are not impacted.
Gold's Gym currently has around 25,000 members in the Treasure Valley.