Vertical Fitness Group, Appleton, WI, is converting 11 Gold’s Gyms in Wisconsin and Minnesota to a new brand called Xperience Fitness.

Both Vertical Fitness Group, which had been a Gold’s franchisee since 2003, and Gold’s Gym International, Irving, TX, made announcements about the separation last week.

“Gold’s Gym wishes the Vertical Fitness Group the best in their future endeavors,” Tim Hicks, senior vice president of franchising for Gold’s, said in a statement. “We look forward to maintaining and growing our presence in Wisconsin and Minnesota markets with existing franchise partners.”

The conversion to Xperience Fitness consists of five Wisconsin Gold’s Gyms (Appleton, Green Bay, Hales Corners, Menasha and Racine) and six Gold’s Gyms in Minnesota (Blaine, Brooklyn Park, Buffalo, Monticello, Vadnais Heights and Woodbury).

Membership rates at Xperience Fitness clubs will remain at $9.99 per month, and local gym staffing will remain the same, Vertical Fitness Group said. Xperience Fitness members also will be a part of the IHRSA (International Health, Racquet and Sportsclub Association) Passport Program that grants members access to health clubs throughout the world at discounts of 50 percent or more, depending on the health club’s policy.

“Xperience Fitness promises to our members to be a future-leaning, technology-facing fitness center built for 2012 and beyond,” Jon Barton, a partner with Vertical Fitness Group, said in a statement. “In addition to our low rates and no long-term contractual commitments, we will offer fast, technology-based procedures with self-managed capabilities so members have the ability to direct their own fitness experience if they so choose. We have developed tools that deliver on the promise to help our members lead an active lifestyle and bring the experience with them wherever they go.”

Vertical Fitness Group also reached agreements to convert four Milwaukee-area Cardinal Fitness gyms to the Xperience Fitness brand, giving the company a total of six metro Milwaukee gyms.