The fitness industry is experiencing a shift as more gym users prioritize building muscle over weight loss and general movement. According to Life Time’s annual survey, building muscle was the number one goal for 2024 among respondents. To meet this growing demand, major fitness companies like Peloton and Planet Fitness are investing more in strength-focused offerings.
Planet Fitness, in particular, has noticed a change in member preferences over the past year. The company’s Chief Financial Officer, Thomas Fitzgerald, revealed that their Gen Z patrons, who make up 25% of their customer base, have shown a clear preference for strength and functional workouts over cardio. As a result, Planet Fitness has adjusted its equipment mix to cater to these interests. Treadmills still see consistent use, but ellipticals and bikes have seen a decline.
Investing in strength workouts has proven beneficial for Planet Fitness. The company beat revenue expectations in the second quarter of the year, and Fitzgerald explained that strength equipment costs less than cardio equipment. Additionally, areas designated for strength workouts tend to have more space, allowing for more members to exercise simultaneously.
This shift towards strength training is not limited to Planet Fitness. Miriam Fried, a strength-focused personal trainer based in New York City, has noticed a similar trend among her female clients. Many women who previously focused on cardio or group fitness classes are now expressing a desire to get stronger. Fried believes that over the past decade, it has become more common for women to engage in strength training.
Peloton is also recognizing the importance of incorporating strength training into its offerings. The company, which has faced concerns about sluggish demand for its fitness equipment, acknowledges that strength training content is the most popular type of class for its digital members. Peloton is currently testing an app called Peloton Strength+ that provides custom, instructor-led programming for strength workouts at the gym.
Peloton’s new strategy aligns with that of fitness app Ladder, which has seen significant growth in recent years. Ladder’s CEO, Greg Stewart, revealed that their mobile workout subscription service, which focuses on strength training, has experienced explosive growth. The majority of Ladder’s users are women and individuals who invest in gym memberships for access to equipment. Stewart believes that gymgoers are an untapped potential in the fitness industry.
While many fitness companies have focused on home fitness during the pandemic, Stewart sees the gym audience as a significant and committed market. He stated that there are 65 million gym members in the U.S. who are financially invested in their workout routines. Ladder’s data shows that 65% of their users bring the app to the gym weekly to use the equipment there.
In conclusion, the fitness industry is adapting to the changing preferences of gym users. Building muscle has become a top priority, leading companies like Planet Fitness and Peloton to invest more in strength-focused offerings. This shift is evident among Gen Z patrons and women, who are increasingly interested in strength training. By catering to this demand, fitness companies can attract and retain members who are committed to their workout routines.
