NEW YEAR, NEW NAME. Although Gold's Gym changed their name in 2021, they are gearing up for a new year by embracing their new identity to the fullest extent and getting engaged with the local community. (Photo via Facebook)

The Chippewa Valley is brimming with opportunities to remain active throughout the year, with walking trails, yoga studios, and fitness centers around every corner.

The pandemic only highlighted the importance of getting up and getting out to stretch those legs and prioritize healthy habits. One gym is taking the “new year, new me” idea to the next level with a rebrand, changing from Gold’s Gym to Eau Claire Fitness to embrace their identity as a local fitness center. 

After almost two decades of operation, the inspiration to change Gold’s Gym’s title came from an aim to more formally connect to Chippewa Valley’s local fitness scene. “We’ve always been locally owned,  but felt the Gold’s Gym name was holding us back from people realizing that,” said Kevin Spencer, general manager of Eau Claire Fitness. “We really wanted to branch off and create (our) own name and brand to … hopefully help us be more (involved in the community).”

Despite their new name, Eau Claire Fitness still provides the same fitness offerings, including personal training, cardio workout materials, free weights, a pool, group exercise, a smoothie bar, and more. There’s also a kid’s club available to entertain little ones while you’re sweating through a hefty workout! 

Check out more about Eau Claire Fitness at 3225 Lorch Ave., Eau Claire, or online at eauclaire-fitness.com.