As strength training becomes more popular, Peloton and Planet Fitness are shifting their focus

More and more gym-goers need to construct muscle, prompting major fitness corporations to expand their efforts beyond cardio training.

In fact, constructing muscle was the No. 1 goal for 2024, ahead of weight reduction and general exercise, in accordance with lifeThe annual survey includes 3,000 participants.

Well, each Peloton And Planet Fitness expand their investments in strength.

Planet Fitness modified its equipment mix and earlier this month Peloton began testing an app for strength training plans called Peloton Strength+.

When Planet Fitness found that its members consistently wanted more strength equipment and fewer cardio equipment over the past yr, the corporate modified its fitness offerings to particularly meet the interests of Generation Z customers, who make up 25% of the corporate's base, in accordance with the corporate's third-quarter 2023 earnings call.

“Generation Z clearly seems to prefer strength and functional training over cardio,” said Chief Financial Officer Thomas Fitzgerald. “Treadmills are still used about the same amount, but cross trainers and bikes are used far less frequently.”

Planet Fitness beat revenue expectations within the second quarter, and its deal with strength training helped the corporate reach that goal. Fitzgerald said that strength equipment costs lower than cardio equipment and that strength training areas are likely to have extra space for extra members.

New York City-based personal trainer Miriam Fried, who makes a speciality of strength training, has noticed the same shift in women. She said lots of her clients are women who previously took cardio or group fitness classes but now need to get stronger.

“I would say that in the last 10 years since I've been in the fitness industry, it's definitely become a little more common for women to do strength training,” Fried said.

Peloton can also be exploring whether strength training could possibly be a part of its path forward as the corporate faces growing concerns.

Peloton had previously said that demand for fitness equipment was sluggish as consumers held back from expensive items. The company has also said that its strength training content, not its cycling or running classes, is the preferred class type amongst digital members and No. 2 amongst those that own Peloton hardware.

The company's latest app, Peloton Strength+, is designed for strength training within the gym slightly than Peloton studios, in accordance with the corporate, and can include personalized, trainer-led programs.

Peloton will likely comment on those efforts when it reports earnings on Thursday.

Peloton's latest mobile strategy is comparable to that of fitness app Ladder, which has been offering personalized strength training since 2020. CEO Greg Stewart said that while the corporate's mobile workout subscription service launched within the midst of the Covid-19 pandemic, it has seen its “most explosive” growth lately.

Because Ladder is a mobile product focused on strength training, Stewart says its users are primarily women and folks who spend money on gym memberships to access the equipment.

“70% of our app members are women. As strength training becomes more popular and in demand, we have certainly benefited from that,” said Stewart.

Stewart said 65% of Ladder users use the app weekly on the gym to make use of the equipment there. While the products focused on home fitness consumers throughout the pandemic, gym-goers at the moment are an untapped potential within the industry, he said.

“Most companies in our space haven't really focused on this user, even though it's a huge audience, 65 million gym members in the U.S. … It's a large, significant audience that is motivated and excited and financially committed to their exercise program,” Stewart said.