The New Role of Strength in Member Retention

As interest in strength training surges, club operators are rethinking class formats, facility layouts and retention strategies.

Strength training has become the centerpiece of the fitness experience. Across the country, gyms and health clubs are making major shifts in programming, floor space and philosophy to meet demand. The rise of strength is no longer a trend but a redefinition of what members expect from their clubs.

At Little Rock Athletic Club, strength classes now account for roughly one-third of weekly offerings. General manager Mary Olson said interest has surged across all ages, from aesthetics-driven younger members to older adults focused on longevity and recovery.

“We have an older demographic grasping the importance of strength training and its effects on longevity, including muscle preservation, bone density, brain health and metabolic health,” said Olson.

To keep up, the club has duplicated equipment across three weight floors and is planning a dedicated glute-training area. Olson said members’ growing preference for strength-focused training has shaped decisions across class programming and long-term facility planning. The team is even exploring a double-decker expansion to create additional space for strength.

Other clubs are responding in similar ways. In Pennsylvania, Universal Athletic Club has made similar adjustments, rethinking both equipment layout and group training strategy to meet rising demand. 

The club has redesigned parts of its facility and class structure to emphasize resistance training. One section of the indoor track was cleared to expand strength equipment capacity, including Keiser and Matrix Fitness resistance machines.

Another major addition was a dedicated EGYM suite, designed to reduce intimidation and boost confidence for new lifters.

“New members who use EGYM check in 10% more than those who don’t — which directly ties to retention,” said Sheldon McBee, the executive director of Universial Athletic Club.

EGYM’s integration has proven especially effective for onboarding new members. The system automatically sets machines to personalized resistance levels, making circuits intuitive and less intimidating.

Members track progress through an app that displays metrics like biological age and strength improvements, reinforcing consistency. Universal has even seen informal communities form around the EGYM zone, where members encourage each other through each phase of their program.

As strength becomes more central, demographic trends are also shifting. McBee noted they have seen a growing number of women take to the weight floor and it’s changing how group programs are built.

“That shift in confidence and engagement has been one of the most encouraging trends we’ve seen in recent years,” said McBee.

Cross Gates Family Fitness in Louisiana is seeing similar patterns. 

“We’ve significantly expanded our small group and large group training,” said Nate Welch, the president of Cross Gates Family Fitness. “We’re not just adding classes but diversifying — even converting some fitness floor space to dedicated strength class areas due to high demand.” 

Welch said strength training is increasingly favored over traditional cardio. While modalities like spin have dipped slightly in popularity, all forms of resistance training — from free weights to machine-based programs — have grown. He also pointed out more women are confidently using free weights than in years past, reshaping how the club designs programs and spaces.

Retention is another key area where a strength-focused strategy is paying off. Welch said members respond positively when they see their feedback, especially around strength offerings, is taken seriously.

“When members see us responding to their desire for more strength options, it positively impacts engagement and loyalty,” said Welch.

The momentum across these clubs points to more than a short-term spike. Strength is becoming a permanent pillar, one that clubs are preparing to support through smarter infrastructure and long-term planning.

Technology is also shaping the future of resistance training. Welch and McBee both pointed to new tools on the horizon: gamified feedback, performance tracking and smart sensors for traditional equipment. Universal is developing AI-based programming templates to help deliver personalized training at scale and exploring equipment usage tracking to optimize layouts.

Meanwhile, strength is also becoming more specialized. At Little Rock, Olson is preparing to launch a program specifically for menopausal women, focused on supporting muscular and skeletal health, endurance and mental well-being.

“Strength training should not be overlooked as a vital aspect of the curriculum,” said Olson. “We expect this program to continue solidifying our goal of providing a platform for a life well-lived.”

The club’s decision to launch a menopause-specific program reflects a growing awareness across the industry. Olson said the program will include progressive resistance work, recovery education, and guidance tailored to changes in bone density, muscle mass and metabolism.

Cardio isn’t gone, but it’s being reframed. McBee said Zone 2 steady-state cardio is trending upward, especially walking and low-impact modalities while high-intensity cardio has seen a slight decline in favor of strength-based formats and hybrid approaches. It’s a shift toward sustainable, long-term fitness rather than short-term output.

What was once considered niche or supplemental is now foundational. Strength training is no longer just a part of the workout; it is the workout. 

As expectations shift across age groups and experience levels, clubs that respond with thoughtful programming, inclusive spaces and adaptable technology are setting a new standard. Strength isn’t just helping members build muscle, it’s building community, confidence and long-term loyalty.

In an industry often defined by trends, strength training has proven it’s more than a moment. It’s a movement toward something more sustainable, empowering and enduring.