In an exclusive interview during a recent visit to Israel, Gobest Miller, co-CEO of RSG Group, said the country is showing clear demand for premium, strength-focused fitness as Gold’s Gym deepens its effort to reshape Israel’s fitness culture. Miller said his meetings with partners and his first close look at the market convinced him that Israel is ready for what he called “serious training.”
Miller said he arrived with limited knowledge of the Israeli fitness sector but was struck by how quickly consumers appear to adopt new concepts and high-value products. He said that openness fits Gold’s Gym’s emphasis on advanced equipment, structured training, and a brand identity rooted in strength, at a time when Israeli research is increasingly highlighting the benefits of resistance training.
From European operator to global player
Miller said RSG’s transformation into a global fitness company accelerated with its 2020 acquisition of Gold’s Gym. According to Miller, that move gave the group an international franchise network overnight and marked the point at which it began operating as a truly global player.
That strategy is already visible in Israel. The Jerusalem Post reported in May 2025 that Gold’s Gym planned additional branches in Jerusalem and Tel Aviv, extending a local rollout that began with its flagship site in Tel Aviv’s Sarona complex.
Strength training moves to the center
Miller said the most notable shift in the fitness industry has been the move away from cardio-led routines and toward strength training, including among women and older adults. He said that change is redefining how gyms design programming, equipment, and member experience.
The trend has also been reflected in recent Israeli reporting. A Tel Aviv University study covered by The Jerusalem Post found that resistance training is effective in reducing excess fat and improving overall health, reinforcing Miller’s view that strength training will remain a major growth driver.
Community as a business model
Miller said gyms are no longer judged only by machines or floor space but by their ability to create community. He said people increasingly want their gym to function as a social space and a point of identity, not just a place to complete a workout.
For Miller, the challenge is to preserve Gold’s Gym’s legacy while keeping it relevant to younger members without chasing every short-term trend. “Success requires endurance and the ability to master a crisis,” he said. “The reward will come one day, but it won’t be Day One.”