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

Shauntil Cox lifts weights with the help of her trainer, Deano Troost, at a Planet Fitness in New Caney, Texas, on Sept. 19, 2023. 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. Pla ...