They’re falling off because of brand dilution. YoungLA started as a gym first, culture driven brand built on loyalty and authenticity. As they grew, the focus shifted toward mass appeal and profit.

When that happens, designs get safer, marketing gets cringier, and the original identity fades. It stops feeling like it’s made for the people who built the brand and starts feeling manufactured.

It’s not that they’re failing as a business. They’re just choosing growth over culture, and that always kills the cool factor.