As strength training grows, Peloton and Planet Fitness shift focus [Video]

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 …