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Gold’s Gym: the historic Schwarzenegger gym opens in Milan

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In July the first Italian Gold’s Gym opens in Milan, between tributes to body building and environmental sustainability. There will also be a posing room.

It took half a century, but in the end it made it. Gold’s Gym has crossed the ocean and in July it will also land in Italy with the opening of its first center in Milan, not far from Via Palmanova. It is, for the uninitiated, the mythological Los Angeles gym, where body building was born modern and took the first steps a shy Arnold Schwarzenegger. It was the year 1965.

Since then that sort of garage, opened by Joe Gold a few hundred meters from the Venice Beach, has become a brand with offshoots all over the world. Then last year the turning point: the brand with its 61 centers and 600 franchises was acquired by RSG, a German fitness giant that also owns the McFIT and John Reed brands. Hence the idea of ​​opening new Gold’s Gym in Europe e in Italy, where RSG is already present with 38 McFITs and a John Reed-branded Fitness Music Club. As the first Italian headquarters, the choice fell on Milan: a gym of about 3000 square meters in via Benadir, not far from via Palmanova (metro Cimiano). “But it will not be the only Italian center: within 5 years we will also open others”, he reveals to Gazzetta Luca Torresan, Director of Marketing and Communication RSG Group Italia. “We have been coming from a very difficult year and being able to talk about the opening of a new gym makes us particularly proud and happy. Proud because for the first time we bring to Italy a brand that any fitness enthusiast in the world recognizes and appreciates; happy because we were able to create a structure with a green logic and respect for the environment “.

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How will the Gold’s Gym in Milan be

The Milanese Gold’s Gym will be modeled on the one that opened a few weeks ago in Berlin. Here and there there will be references to the iconography of the Venice gym, where Arnold Schwarzenegger and offspring still train today. But the nostalgia effect will not last long: the Gold’s Gym in Milan looks rather to the future with a carbon neutral design which involves the use of sustainable construction materials such as wood, plants to improve air quality and bikes that produce electricity, contributing to the energy needs of the gym. Which will also be equipped with photovoltaic panels.

All the activities of the Gold’s Gym in Milan

At Gold’s in Milan you can practice from aerobics, in all ways, to functional gymnastics. There will be relaxation areas. IS body building will have all the space it deserves: Rainer Schaller, the CEO and founder of RSG is a longtime enthusiast and would never betray Joe Gold’s “bodybuilder” vision. “Gold’s Gyms will be equipped with latest generation Gym80 equipment (the leading German manufacturer of fitness equipment, ed.) and dumbbells up to 100 kg “, explains Torresan, before showing the highlight: a pair of gold-colored dumbbells, with a remarkable weight of 150 kg. The Excalibur of body building, if you like.

There will also be gods in the centers head coach: figures halfway between the instructor and the influencer, who is entrusted with the task of spreading the philosophy Gold. Last but not least, Gold’s in Milan will have one posing room, where enthusiasts can mimic the typical poses of bodybuilders in the mirror, without the risk of getting disapproving glances. Arnold Schwarzenegger who in the days of Venice Beach was forced to settle for a small wall mirror, would probably appreciate.

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