A rising trend among gym-goers prioritizing muscle building is prompting major fitness companies to shift their focus from traditional cardio workouts to strength training. According to Life Time’s annual survey, muscle building emerged as the top fitness goal for 2024, surpassing weight loss and general movement.
In response, prominent fitness companies like Peloton and Planet Fitness are ramping up their investments in strength training. Planet Fitness has adjusted its equipment offerings to cater to increased demand for strength over cardio, particularly among its Gen Z members, who represent 25% of its user base. The company’s Chief Financial Officer, Thomas Fitzgerald, highlighted a notable shift in preferences, with traditional cardio equipment like ellipticals and bikes seeing decreased usage compared to treadmills.
Peloton, known for its cycling and running classes, is also adapting to this trend. The company has introduced Peloton Strength+, an app dedicated to strength training, which is currently in the testing phase. This new app will provide custom, instructor-led strength workout plans tailored for gym use rather than Peloton’s studios. The company is expected to provide further details on this initiative in its upcoming earnings report.
The shift towards strength training is also evident in the experiences of personal trainers. Miriam Fried, a New York City-based trainer, has observed increased interest in strength training among her female clients, a significant change from a decade ago when cardio was more dominant.
Additionally, fitness app Ladder has capitalized on this trend by offering personalized strength training since 2020. CEO Greg Stewart noted that despite launching during the pandemic, Ladder has seen significant growth recently. With a user base predominantly composed of women, Stewart emphasized the untapped potential of gym-goers, highlighting that 65% of Ladder’s users integrate the app with gym equipment.
Overall, the growing emphasis on muscle building reflects a broader shift in fitness priorities, influencing how companies develop and market their products.
Read More: Click Here
