Strength Training Trends: Peloton and Planet Fitness Catering to Growing Demand
Shauntil Cox engages in weightlifting under the guidance of her trainer, Deano Troost, at a Planet Fitness location in New Caney, Texas. The date is September 19, 2023. This scene encapsulates the shifting landscape of fitness, where an increasing number of gym-goers are prioritizing muscle building over traditional cardio workouts. Major fitness companies like Peloton and Planet Fitness are taking notice of this trend and adjusting their offerings accordingly to meet the growing demand for strength training.
The Rise of Muscle Building
According to Life Time’s annual survey of 3,000 respondents, the desire to build muscle emerged as the top fitness goal for 2024, surpassing weight loss and general movement. This shift in focus signals a changing mindset among consumers who are seeking to enhance their strength and physical capabilities through targeted exercise routines.
Planet Fitness Adapts to Member Preferences
Planet Fitness, a well-known chain of gyms, has responded to the evolving needs of its members by reevaluating its equipment mix. As Chief Financial Officer Thomas Fitzgerald revealed during the company’s third-quarter earnings conference call in 2023, there has been a noticeable shift in member preferences towards strength and functional workouts, particularly among the younger demographic. Gen Z patrons, who make up 25% of Planet Fitness’s customer base, have shown a clear preference for strength training over traditional cardio exercises.
In response to this trend, Planet Fitness has adjusted its fitness supply to cater to the demand for strength equipment. Treadmills continue to be popular, but ellipticals and bikes are experiencing decreased usage. By reallocating resources towards strength training equipment, Planet Fitness aims to provide a more targeted and effective workout experience for its members.
The Financial Benefits of Strength Training
Fitzgerald highlighted the financial advantages of prioritizing strength equipment over cardio machines. Not only is strength equipment typically more cost-effective, but it also requires less space, allowing for a greater number of members to engage in workouts simultaneously. By leveraging the popularity of strength training among its members, Planet Fitness has been able to boost its revenue and attract a wider audience seeking to enhance their physical fitness through targeted resistance training.
The Shift in Women’s Fitness Preferences
Miriam Fried, a prominent personal trainer specializing in strength-focused workouts, has observed a similar trend among her female clients. She noted that many women who previously focused on cardio or group fitness classes are now expressing a desire to improve their strength and muscle tone. Over the past decade, there has been a noticeable increase in women engaging in strength training, reflecting a broader cultural shift towards recognizing the benefits of resistance exercise for overall health and fitness.
Peloton’s Exploration of Strength Training
Peloton, a leading provider of connected fitness equipment and digital workout classes, has also recognized the growing interest in strength training among consumers. The company recently launched Peloton Strength+, an app dedicated to providing customized strength workout plans for gym-goers. By expanding its offerings to include strength training content, Peloton aims to tap into the burgeoning market for targeted resistance workouts and cater to the preferences of its diverse customer base.
Challenges Faced by Peloton
While Peloton has experienced success with its cycling and running classes, the company has faced challenges in meeting the demand for fitness equipment amid changing consumer preferences. Peloton’s strength training content has emerged as one of the most popular class types for digital members, indicating a strong interest in resistance workouts. With the launch of Peloton Strength+, the company aims to leverage its expertise in digital fitness to provide users with high-quality strength training programming that can be accessed both in the gym and at home.
Peloton Strength+: A New Approach to Strength Training
Peloton Strength+ represents a strategic shift for the company towards offering specialized strength training content. Unlike traditional cycling or running classes, Peloton Strength+ is designed to deliver instructor-led strength workouts that cater to the unique needs of gym enthusiasts. By focusing on personalized programming and engaging content, Peloton aims to establish itself as a leader in the strength training space and provide users with a comprehensive fitness experience that extends beyond traditional cardio exercises.
Ladder: A Case Study in Strength Training Success
Ladder, a fitness app that has been delivering personalized strength training workouts since 2020, offers valuable insights into the growing popularity of strength training among consumers. CEO Greg Stewart highlighted the success of Ladder’s mobile workout subscription service, which has experienced significant growth in recent years. With a focus on strength training and a predominantly female user base, Ladder has tapped into the demand for targeted resistance workouts that can be accessed both at home and in the gym.
The Untapped Potential of Gym-Goers
Stewart emphasized the untapped potential of gym-goers as a significant market segment within the fitness industry. Despite the focus on home fitness during the pandemic, there remains a sizable audience of individuals who invest in gym memberships to access specialized equipment and facilities. By catering to the needs of gym enthusiasts and providing them with tailored strength training programming, companies like Ladder and Peloton can expand their reach and attract a broader range of consumers seeking to enhance their physical fitness through targeted resistance workouts.
Conclusion
The shift towards strength training as a primary fitness goal reflects a broader cultural trend towards recognizing the benefits of resistance exercise for overall health and well-being. Major fitness companies like Peloton and Planet Fitness are adapting to this changing landscape by expanding their offerings to include specialized strength training content and equipment. By catering to the growing demand for muscle-building workouts, these companies are positioning themselves as leaders in the evolving fitness industry and providing consumers with innovative solutions to achieve their fitness goals.
As the popularity of strength training continues to rise, it is essential for fitness companies to stay attuned to consumer preferences and adapt their offerings accordingly. By embracing the trend towards targeted resistance workouts and providing users with high-quality programming, companies can capitalize on the growing demand for strength training and establish themselves as key players in the evolving fitness landscape.
