With the rise in popularity of strength training, Peloton and Planet Fitness adjust their focus.

• As more women and young people choose weights over cardio equipment at the gym, Peloton and Planet Fitness are increasing their investments in strength training equipment.
• Planet Fitness updated its gyms to emphasize strength training and observed that strength equipment is generally more affordable.
• The new beta app from Peloton is being tested to determine if strength training could be incorporated into its future plans.

As a result of an increasing number of gym-goers seeking to develop muscle, prominent fitness corporations are shifting their focus away from cardio exercises.

According to Life Time's annual survey of 3,000 respondents, building muscle was the top priority for 2024, surpassing weight loss and general movement as the primary goal.

Now, both and are expanding their investments in strength.

Earlier this month, Peloton launched testing for an app focused on strength workout plans, while Planet Fitness updated its equipment mix.

In response to the trend of members seeking more strength training and less cardio equipment, Planet Fitness has adjusted its fitness offerings to better align with customer preferences, particularly targeting its Gen Z clientele, who make up 25% of the company's customer base, as stated in the third quarter earnings conference call of 2023.

"Thomas Fitzgerald, Chief Financial Officer, stated that Gen Z appears to favor strength and functional workouts over cardio. While treadmills are still utilized, ellipticals and bikes are seeing significantly less use."

In the second quarter, Planet Fitness exceeded revenue expectations, thanks to its focus on strength training. Fitzgerald explained that strength equipment is less expensive than cardio equipment, and there is more room for members to exercise in strength training areas.

Miriam Fried, a strength-focused personal trainer based in New York City, has observed a trend among women who are shifting from cardio or group fitness classes to strength training.

Since joining the fitness industry 10 years ago, Fried has observed an increase in the prevalence of women engaging in strength training.

The company is exploring the possibility of incorporating strength training into its business strategy as it faces increasing criticism.

Peloton has reported that demand for its fitness equipment has been slow as consumers cut back on expensive purchases. Additionally, the company stated that its strength training content is the most popular among digital members and ranks second among those who own Peloton hardware.

Peloton Strength+, the company's new app, is intended for gym-based strength workouts and will include custom, instructor-led programming.

When reporting earnings on Thursday, Peloton is expected to provide input on that matter.

Peloton's new mobile strategy is similar to that of fitness app Ladder, which has been providing personalized strength training since 2020. CEO Greg Stewart stated that despite launching its mobile workout subscription service during the Covid-19 pandemic, it has experienced its "most explosive" growth in the past couple of years.

Ladder's mobile-first product primarily targets women and individuals who prioritize gym memberships for access to equipment, according to Stewart.

Our app has benefited from the growing demand for strength training, as we have a 70% female membership.

Stewart stated that 65% of Ladder's users are utilizing the app at the gym on a weekly basis to access the equipment. He emphasized that gymgoers represent an untapped market opportunity in the industry, despite the pandemic's focus on home fitness products.

Stewart stated that although there are 65 million gym members in the U.S., most companies in their industry have not targeted this significant audience, which is motivated, enthusiastic, and financially committed to their fitness routine.