As strength training gets more popular, Peloton and Planet Fitness shift focus

Core Insights - A growing trend among gym users is the shift towards muscle building, which has become the primary fitness goal for 2024, surpassing weight loss and general movement [1] - Major fitness companies like Peloton and Planet Fitness are responding to this trend by increasing their focus on strength training [1] Company Strategies - Planet Fitness has adjusted its equipment mix to prioritize strength training, reflecting the preferences of its members, particularly Gen Z, who represent 25% of its customer base [2] - Peloton has initiated testing for a new app called Peloton Strength+, which is dedicated to strength workout plans, indicating a strategic pivot towards strength training [2] Market Trends - The preference for strength workouts is particularly pronounced among Gen Z, with a noted decline in the use of cardio equipment like ellipticals and bikes [3] - Planet Fitness reported better-than-expected revenue in its second-quarter earnings, attributing part of this success to the increased emphasis on strength workouts, which are generally less expensive to implement than cardio equipment [3] Demographic Insights - There is a notable increase in women engaging in strength training, with personal trainers observing a shift from traditional cardio and group fitness classes to strength-focused workouts [4]