From free weights to smart strength, club leaders share what’s trending on the fitness floor and how data is shaping smarter equipment investments.
As 2025 comes to an end, this year’s equipment trends will be a clear indicator of how members want to move. This past year, club owners and operators across the U.S. noticed familiar favorites rising in popularity alongside new technology reshaping how members train.
Free weights and functional training remain top priorities for members at Rochester Athletic Club. Brent Frueh, the club’s general manager, noted the recent investment in a 4,000-square-foot performance space — including half racks, benches and dumbbells.
Aside from free weights, Frueh said smart strength equipment has also gained traction. “Smart strength equipment has been extremely popular with members that need it to be simple — and it is simple,” he said. “Although the workouts are still very tough, the entry to use is easy. No more remembering weights, reps or seat selection.”
Alvin Batista, the president of Glen Cove Fitness, said they’ve also seen a continued trend in strength equipment — specifically power racks and glute machines. Members also utilize cardio equipment like step climbers and treadmills.
For many operators, understanding what’s popular goes beyond simple observation. Frueh said his leadership team takes a data-driven and collaborative approach to tracking what members want.
This approach has included the team participating in REX Roundtables that provide insight into what’s working for other clubs, hiring a company called Track My Gym to do a full club analysis, and attending the Health and Fitness Association Trade Show each year to learn where manufacturers — and the industry — are headed.
Both Frueh and Batista agreed that social media and new generations of gym-goers are shaping demand.
“The chair of my REX Roundtable said in our last meeting, ‘You want to know what you should put in your gyms? Just go to a college campus and see how the students are training,’” said Frueh. “Social media and the easy access to fitness videos are playing a role in how people workout. The information is endless.”
To stay on top of college recreation trends, check out our sister publication, Campus Rec Magazine.
Batista added how glute-focused machines in particular have surged in popularity thanks to fitness influencers.
Looking ahead to 2026, Frueh believes many of these trends will carry on, especially smart-strength technology. While technology continues to shift, he stressed the importance of evolving with it. “Clubs that don’t evolve and invest in industry trends that become norms will be at a disadvantage,” he emphasized.
For club owners and operators wanting to stay ahead, Frueh recommends keeping it simple and strategic: Keep cardio and weight equipment as the biggest investment, track member feedback and review new ideas with industry peers.
Batista’s advice echoes this: “Keep an ear to the ground, and listen to members and staff when making decisions,” he said.
As clubs move into the new year, understanding member behavior and adapting to it will continue to shape the equipment floor and the overall fitness experience.
