It’s not totally out of the ordinary for taut and toned Angelenos to be lining up outside the gym before doors are unlocked but the queue that formed inside the Beverly Center on Wednesday signaled a very special occasion.

The iconic Gold’s Gym opened doors to its newest location, a 33,000 square-foot flagship space in the mall. Designed as an “elevated” fitness experience, the new Gold’s location features Atlantis Strength equipment, a “glute factory” aka booty training area, a turf training zone, in-house juice bar, dedicated cardio and free weight zones, sauna, steam room and more. Also for the late-night gym bunnies, the Gold’s location is open 24 hours from Tuesday through Friday. The latter fact should be a draw for those who’ve been grumbling online about the lack of late-night options post-pandemic.

About that line: The first 200 guests who walked in the door on Wednesday got to go home with an exclusive Gold’s Gym swag bag while being entered in a drawing to win a free 12-month membership to the location. But if a weekday opening didn’t quite work in your schedule, an official grand opening is being planned for September complete with food, games and fitness challenges. More details on those plans are coming soon, per Gold’s.

“The space is thoughtfully designed to cater to the needs of L.A.’s diverse, wellness-driven community with top-of-the-line equipment, luxurious amenities and expert trainers. We can’t wait to welcome everyone and share the Gold’s Gym SoCal experience in a conveniently situated spot,” said Gold’s Gym SoCal senior vp of sales and marketing Brian Morris.

Added Beverly Center general manager Brian Parent: “Gold’s Gym SoCal is a natural fit for Beverly Center. We’re known around the world as L.A.’s iconic shopping and entertainment destination, and partnering with a brand that shares that same global recognition just clicks.”

See inside the location below.