Building Strength: The Surprising New Focus of Major Fitness Brands

• Strength training is becoming increasingly popular, prompting Peloton and Planet Fitness to spend more on strength-focused equipment and programming.
• Peloton is testing a new app, Peloton Strength+, to meet the demand for muscle-building workouts.
• Planet Fitness has redesigned its clubs to prioritise strength training, which is particularly appealing to Generation Z customers.

Strength training is gaining popularity in the fitness world, with more people, especially women and younger generations, choosing weights over traditional aerobic activities. This shift has encouraged big fitness companies such as Peloton and Planet Fitness to increase their investment in strength training equipment and programs, adjusting their tactics to accommodate changing customer preferences.

A Shift in Fitness Priorities

Historically, cardio workouts such as running, cycling, and using elliptical machines have been popular among gym goers . However, as more people focus on increasing muscle and improving strength, the demand for strength training facilities has increased significantly. According to a Life Time study, developing muscle was the most important fitness objective for 2024, exceeding weight loss and overall physical activity. This trend is particularly noticeable among Gen Z gym-goers, who are increasingly emphasising strength training in their fitness routines.

Peloton’s Expansion Beyond Cardio

Peloton, known for its high-tech stationary bikes, is expanding its offerings to include strength training. The business is presently testing a new software called Peloton Strength+, which is specifically built for strength workouts at the gym. This software provides personalised, instructor-led programming to help users grow muscle and improve their overall strength.

Peloton‘s expansion into the strength training market is a strategic response to shifting consumer preferences. While its cycling and running sessions have been popular, the company has discovered that its strength training content is currently the most popular among digital users. This transition has forced Peloton to seek new ways to retain and grow its customer base.

Planet Fitness Adapts to Demand

Planet Fitness, famed for its low-cost memberships and friendly ambiance, has also embraced the strength training trend. The company has modified its gym rooms to accommodate more strength training equipment, in response to rising member demand. Strength equipment is typically less expensive and takes up less room, making better use of gym resources.

Planet Fitness recognises the importance of catering to Gen Z’s predilection for strength and functional training, as this group accounts for roughly a quarter of their membership base. This emphasis on strength training has contributed to the company’s recent financial success, which included higher-than-expected sales in the second quarter of 2023.

Benefits of Strength Training

Strength training is becoming increasingly popular due to the multiple health benefits it provides. Strength training not only promotes lean muscle mass, but it also increases bone density, lowers the chance of injury, and improves functional fitness. Furthermore, increasing strength can raise confidence and self-esteem, making it an enticing alternative for persons seeking to improve both their physical and mental health.

A New Era in Fitness Apps

Peloton’s entry into strength training reflects the success of other strength-focused fitness applications, such as Ladder. Since its inception in 2020, Ladder has grown significantly, catering primarily to women and gym-goers seeking personalised strength training regimens. This emphasis on strength training at the gym rather than at home reflects a growing market opportunity as fitness enthusiasts return to gyms following the pandemic.

The Future of Fitness

As strength training gains traction, fitness corporations are likely to increase their investment in this area. The transition from cardio-centric workouts to strength training marks a huge shift in the fitness industry, with firms such as Peloton and Planet Fitness leading the way. By extending their strength training programs, these fitness behemoths are positioning themselves to take a larger piece of the market and address the needs of a broader consumer base.

To summarise, the rise of strength training reflects a larger trend towards a healthier and more balanced approach to fitness. Peloton and Planet Fitness are at the vanguard of this movement, modifying their techniques to meet the evolving needs of their members. As more individuals recognise the benefits of strength training, it’s evident that this is a trend that will continue, and the fitness industry is adapting to meet it.