Shauntil Cox lifts weights with the help of her trainer, Deano Troost, at a Planet Fitness in New Caney, Texas, on Sept. 19, 2023.
Jason Fochtman | Houston Chronicle | Hearst Newspapers | Getty Images
A growing share of gym users is looking to build muscle, leading major fitness companies to refocus their efforts beyond cardio workouts.
In fact, building muscle was the No. 1 goal for 2024, ahead of weight loss and general movement, according to Life Time‘s annual survey of 3,000 respondents.
Now, both Peloton and Planet Fitness are expanding their investments in strength.
Planet Fitness changed its mix of equipment and, earlier this month, Peloton launched testing for an app dedicated to strength workout plans called Peloton Strength+.
Finding that members over the past year consistently sought more strength and less cardio equipment, Planet Fitness shifted its fitness supply to meet interests, especially for its Gen Z patrons, who make up 25% of the company’s base, according to the company’s earnings conference call from the third quarter of 2023.
“Gen Z clearly seems to prefer strength and functional workouts versus cardio,” Chief Financial Officer Thomas Fitzgerald said. “Treadmills still get about the same use, but things like elliptical and bikes are getting far less use.”
Planet Fitness beat revenue expectations in its second-quarter earnings, and an emphasis on strength workouts helped the company get there. Fitzgerald said strength equipment costs less than cardio equipment, and areas for strength workouts tend to have more space for additional members to work out.
New York City-based strength-focused personal trainer Miriam Fried has noted a similar shift among women. She said a lot of her clients are women who previously did cardio or group fitness classes but have an interest in getting stronger.
“Over the last 10 years, since I’ve been a part of the fitness industry, I would say it’s definitely become a little more common for women to be strength training,” Fried said.
A Peloton exercise bike is seen after the ringing of the opening bell for the company’s initial public offering at the Nasdaq MarketSite in New York City, New York, on Sept. 26, 2019.
Shannon Stapleton | Reuters
Peloton is also testing whether strength training could be part of its way forward, as the company has faced growing concerns.
Peloton has previously said demand for its fitness equipment has been sluggish as consumers pull back on big-ticket items. The company has also said its…
Click Here to Read the Full Original Article at Top News and Analysis (pro)…
