How do you carry an internationally recognized brand name but also develop your own identity in a real world community that’s often transient in an environment that changes from one month to the next? Gold's Gym South Beach is an unexpected example in the fitness world of a location that is building its own respected niche in an ever-changing urban area. Also, succeeding in developing that identity in uncertain economic times and a part of the country where there are plenty of competing fitness options.

The overall experience at this Gold's Gym location in Miami's South Beach district comes as much from the people that work here and form the base of the gym community it as it does from the equipment or the range of services.