Shift in Fitness Trends: More Gym-Goers Prioritize Muscle Building Over Cardio

In recent years, a significant trend has emerged within the fitness industry, with an increasing number of gym-goers prioritizing muscle building over traditional cardiovascular workouts. This shift in focus has prompted major players in the fitness sector, including renowned companies like Peloton and Planet Fitness, to adapt their strategies and realign their resources to cater to the evolving demands of their clientele.

Shifting Priorities

A recent annual survey conducted by Life Time among 3,000 respondents revealed a striking finding: building muscle has emerged as the foremost goal for fitness enthusiasts in 2024, surpassing weight loss and general movement. This paradigm shift in fitness aspirations is indicative of a broader movement towards strength training and functional workouts, particularly among the younger generation.

The increasing popularity of muscle-building goals has prompted fitness industry giants to re-evaluate their offerings and investment strategies. For instance, Peloton, traditionally known for its cardio-focused training methods, has acknowledged the growing demand for strength training. The company has recently initiated testing for a new app, Peloton Strength+, dedicated to providing strength workout plans, signaling a significant expansion into the realm of strength training.

Planet Fitness's Strategic Shift

Similarly, Planet Fitness has taken proactive measures to align its fitness supply with the evolving preferences of its members. The company has reported a notable shift in member preferences, with a tangible decrease in the usage of cardio equipment compared to the consistent demand for strength equipment. This shift is particularly pronounced among the Gen Z demographic, which constitutes 25% of the company's member base. In response to this trend, Planet Fitness has strategically adjusted its equipment mix to offer a greater emphasis on strength and functional workouts.

Financially, Planet Fitness has reaped the rewards of its strategic pivot towards strength workouts. The company exceeded revenue expectations in its second-quarter earnings, attributing part of its success to the enhanced focus on strength training. Moreover, Thomas Fitzgerald, the Chief Financial Officer, highlighted the economic advantages of strength equipment, noting that it is generally more affordable and allows for greater spatial optimization within fitness facilities, accommodating more members simultaneously.

Changing Perspectives Among Women

The growing embrace of strength training is not confined to a specific demographic; it is resonating across diverse segments of the population. Miriam Fried, a personal trainer based in New York City with a specialization in strength training, has observed a notable shift among women over the past decade. She remarked that her female clients, who once predominantly engaged in cardio or group fitness classes, are increasingly expressing a genuine interest in building strength. This reflects a broader societal shift toward the acceptance and promotion of strength training among women.

Peloton's foray into the strength training domain is not merely a response to market trends but also a strategic move to diversify its offerings and address the evolving preferences of its user base. The company's new app, Peloton Strength+, is tailored for strength workouts at the gym, demonstrating a commitment to meeting the demands of fitness enthusiasts looking to integrate strength training into their regimens.

The Growth of Fitness Apps and Mobile Solutions

The rise of mobile fitness applications has further transformed the landscape of strength training. Ladder, an app that has been delivering personalized strength training programs since 2020, has experienced substantial growth in recent years. As a mobile-first product, Ladder has garnered a predominantly female user base, representing 70% of its members, highlighting the increasing appeal of strength training among women.