Fitness brand taps U.K. licensing agent to further develop its brand.

The adult lifestyle and fitness brand Gold’s Gym has tapped Rocket Licensing to serve as its agent in U.K.

The agency is now seeking partners for the gym in categories such as sports, athleisurewear, apparel, fitness equipment, accessories, food and drink, publishing and health supplements. In addition to its official U.K. website, Gold’s Gym facilities throughout the region also have dedicated retail space to offer licensed merchandise.

“We’re thrilled to be representing this new property, which further strengthens our growing portfolio of lifestyle brands,” says Rob Wijeratna, joint managing director, Rocket Licensing. “Gold’s Gym’s strong heritage, high brand awareness and rapid growth in its sector make it perfectly positioned to tap into the huge trend for health and fitness, as well as the athleisure movement.”

Gold’s Gym first location was opened in Venice Beach, Calif., more than 50 years ago by Joe Gold. Today, the gym has more than 700 locations across 38 U.S. states and 22 countries. The chain also boasts approximately 3 million members.