What club operators are seeing with the strength training trend and the changes they’re making to better serve members.
While strength training is not a new way to work out, many club operators have noticed a surge in this type of exercise. It’s evident through the increase of users in strength spaces, wear-and-tear on equipment, and even the need to repair floors more often due to dropped dumbbells.
While it may seem like everyone is flocking to strength or resistance equipment, some industry professionals have seen an uptick of use in certain demographics. For Nick Caramico, the vice president of Powerhouse Gym SoCal, the stand-out user group is women.
“In the past, this area was definitely a male-dominated space,” said Caramico. “When you thought of strength training, you thought of young men who were bodybuilders. Now, everybody of every age and demographic are joining in, but the most surprising change would be the increase of women in the space.”
Operators noticing the same trend attribute the evolution to a shift in the general mindset. Previously, women typically worked out to maintain a certain, slimmer body type. Today, the goals of modern exercise routines are about feeling better and more confident.
“Now more than ever, we’ve seen the attempt to dispel the myth about strength training leading to excessive bulkiness and shift the goals toward toning and overall health,” said Katelyn Swink, the director of fitness services at Moreau Fitness. “Women are increasingly drawn to strength training without the fear of becoming overly muscular. It empowers us and offers tangible health benefits.”
In order to help women dispel the myth they will become too bulky if they incorporate strength training into their exercise routines, Swink’s solution has been to educate.
“Let them know there are so many health benefits to strength training,” explained Swink. “Examples include increased metabolism and bone density and preserving lean muscle tissue. It enhances overall strength and endurance to aid in promoting fat and weight loss. Educating individuals about all of this really encourages them to embrace it in their training as part of a healthy lifestyle.”
Along with promoting the scientific reasons strength training is valuable, there are other ways education remains at the forefront of this trend. According to Caramico, these exercises are becoming popular through digital outlets which is why many people, especially the younger generations, are flocking to the weight racks. “Between social media, podcasts, YouTube videos and more, there’s so much information out there,” he said. “That’s what’s driving people to seek the benefits of strength training.”
But videos and social media can only teach so much. Plus, they can’t provide personalized feedback like a personal trainer or instructor can. As such, make sure staff are knowledgeable and ready to coach members, especially beginners. Ani Oksayan, the vice president of fitness at Chuze Fitness, explained this education is both a benefit to and responsibility of a fitness club.
“I would say the emergence of the strength trend really enabled our industry to bounce back from the COVID-19 pandemic,” said Oksayan. “People started to feel more comfortable coming back to these pieces of equipment and modalities. But it also shined a light on the necessity for personal training services. Luckily, members understand the importance of doing it right, and they want to do it safely with guidance and knowledge.”
Oksayan also noted how popular fitness clubs are for weightlifters who are seeking commercial strength equipment after working out at home during the COVID-19 pandemic. With such a strong influx of new users, Chuze Fitness — along with Moreau Fitness, Powerhouse Gym and many other clubs — have had to make changes to their spaces.
For example, Moreau Fitness is pursuing a renovation of one location with a focus on strength, functional and sports performance.
Similarly, Powerhouse took a space used for Spin classes and converted it to a strength training room with Olympic weightlifting equipment. Using member feedback gathered through MXMetrics helped the gym determine what changes needed to be made to accommodate member needs. Weights from Rogue Fitness have been great for the club as the urethane dumbbells are widely used and easily replaceable. Powerhouse also has Life Fitness’ selectorized equipment and Hammer Strength’s plate-loaded machines.
Chuze is rethinking the layout of its facilities with the addition of a new area called the Lift Lab. This studio is an access-controlled space with specialized equipment and heavier weights not available to the general fitness floor. Providers they use in these areas include Matrix, Life Fitness and its Hammer Strength equipment, and Precor.
“Having this area a bit more private allows members to come in and have a comprehensive strength training experience,” said Oksayan. “It’s included in our higher tiers of membership and has gone a long way in diverting and alleviating some of the traffic on our strength floor.”
Having popular areas where people are eager to use certain equipment may be a good problem to have, but they still require real solutions like converting, renovating and creating new spaces. It’s a challenge that comes with the increase in popularity of this trend. However, Oksayan said to listen to feedback and be open to change. “Be comfortable with evolving,” she said. “You have to remain open to the particular vibe of your community both inside and outside your facility. You have to be able to pivot. What’s working for you today may not work for you several years from now, so you always have to have that willingness to remain open.”
The rise in popularity of strength training has brought notable changes in gym dynamics and quick adaptation from operators. Learning about the trend happening around the industry and within your own community will lead to making strides toward better serving your members. By fostering a supportive environment and continuously educating users, you can take advantage of this momentum to encourage healthy, empowered clientele.
“A huge benefit of this trend is people are simply getting healthier as they make strength training a part of their lives,” said Oksayan. “They’re balancing different modalities and creating holistic wellness plans.”
