Strength Training's Reigning Dominance

No surprise, but strength training is still going strong.

Surging since fitness facilities reopened during the pandemic, and buoyed by social media influencers, research, and rising awareness of its value, strength training has sticky staying power. With no signs of slowing down, this hot modality has exercisers of all ages pumping iron, packing strength sessions, and crowding the weight room.

To keep pace, fitness equipment manufacturers are cranking out new products and refining favorites to help clubs accommodate all fitness levels, drive results, and encourage members to return.

"As gymgoers evolve and crave more efficient, effective, and varied workouts, the pressure mounts on owners to keep up and maximize their offerings," says Pete Lundstrom, the vice president of North America sales at Torque Fitness. "While the population strives to become stronger, preserve mobility, and increase longevity, the need for strength training is growing."

CBI checked in with some suppliers to share their latest strength innovations and most in-demand equipment.

From high-tech to simple, the market is focused on customization, versatility, and accessibility. Looking ahead to busy fall and winter seasons, operators may want to check out some of these new tools.

High-Tech Solutions Employ AI

This year, EGYM launched two innovations for its Smart Strength Series, which includes 19 machines with integrated digital displays and connectivity options to customize and track workouts.

The new Hip Thrust is unique in using smart weight technology instead of physical weights or resistance bands. And the new AI-powered EGYM Genius connects to all machines in the gym to curate personalized training plans for members based on goals, activities, and available equipment.

"We help club operators build stronger communities through personalized data and member insights that create more upsell opportunities, foster greater retention, and improve operational efficiencies," says Dana Milkie, the general manager of EGYM North America. "Technology hasn’t been utilized to its full potential within the strength category, especially to make it more accessible to everyone.

AI also takes center stage in Technogym’s Biostrength Line to automatically adjust the load, range of motion, seat position, and speed of exercise execution for the 10 machines. It also recommends the number of reps, sets, and optimal recovery times, and the patented Biodrive system delivers six types of resistance, including isotonic, eccentric overload, and no inertia.

"The ability to provide a precise training program that is uniquely tailored to each individual is crucial for capitalizing on this thriving market," says Enrico Manaresi, the press and media director at Technogym. "The integration of connectivity and digital technology has opened new paths for innovation in strength products."

Plate-Loaded: The Eternal Mainstay

Since 1989, Hammer Strength has pioneered, expanded, and refined the plate-loaded category. Focused on combining the most effective movements with the least complexity for an intuitive experience for athletes and non-athletes, it recently introduced the Assisted Nordic Hamstring.

Unlike other hamstring machines, this novel product makes this challenging exercise accessible to more people. By adding weight onto the machine, users get more assistance—as opposed to resistance.

Capitalizing on the glute training rage, the new Glutebuilder plate-loaded line from Precor targets the glutes, hips, and legs with smooth motion and consistent resistance. Adjustment points enable exercisers to customize the fit and range of motion.

"We value feature sets and motion paths that bring out the lifter in everybody—from beginners to athletes," says Erica Tillinghast, the vice president of marketing at Precor. "Products should satisfy an obvious exerciser interest or need, versus introducing new motion paths or complexity for the sake of 'new.'"

Free Weights Get Sturdier

Eleiko's new Prestera Racks and Rigs prioritize the exerciser experience, with knurled interaction points, precise incremental height adjustments, and built-in safety features. Customizable to meet space and training requirements, they include double halfracks, multifunction rigs, and hybrid solutions.

"We are known for the ‘Eleiko feeling’ within the weightlifting, powerlifting, and strength and conditioning communities due to our precision craftsmanship, stringent tolerances, premium materials, and attention to details,” points out Erik Blomberg, the CEO. "Prestera delivers accessibility and intuitive functionality for users of all levels."

To accommodate various needs, the TR1 and TR2 Series racks from Torque—which include a squat stand, single or double half-rack, and a single or double power rack—also are customizable with color, upright heights, storage options, and attachments.

ZIVA’s new XP Low Profile Olympic Wooden Platform has a 33% slimmer footprint and is less than half the length of a traditional Olympic lifting platform. Made of solid bamboo, rubber tiles, and a solid steel frame, the platform facilitates Olympic lifting in smaller spaces.

And in a category of their own, sleds are musthaves in functional training areas. Torque’s TANK has evolved this space by adding wheels. Unlike friction sleds, all TANK models can be used indoors or outdoors on any surface.

Plus, the resistance increases the faster the user pushes, so there’s no need to load plates, and the bi-directional capability eliminates the hassle of turning the unit around.

Comprehensive Functional Systems Deliver Results

Cable stacks and selectorized equipment are mainstays due to their ease of use.

The new Resolute Dual Adjustable Pulley from Precor maximizes versatility in a minimum footprint. Equipped with a 4:1 pulley ratio, more than 12 feet of cable travel, a 400-pound weight stack, and four storage shelves, its variety appeals to exercisers and gyms alike.

Lift Fitness incorporates a patented, adjustable stabilization pad on its Dual Adjustable Pulley with Stabilization to enable users to perform a wider variety of exercises, with or without added support.

"Clubs and studios are seeking versatile strength training solutions that cater to the diverse and evolving needs of members,” observes Greg Highsmith, the vice president of strength and group training at Life Fitness. "We encourage facilities to replace products to provide exercisers with better strength tools."

Beyond single-station units, functional training and innovative rack systems continue to gain traction.

"Strength training is one of the strongest (pun intended) categories in fitness," says Duanne Abbott, West Coast sales manager for Body-Solid. "We recently introduced the Pro Clubline SPR500 and SPR1000 rack and half-rack systems, and included new innovations such as one-inch hole spacing, optional safety straps, several unique attachments, and other new features that were not available on traditional racks and cages."

With the weight room crowded, Abbott says that space and safety is as important as efficiency. "One of our newest innovations is the Pro Clubline SPRLFT Monolift liftoffs for power racks and half racks. The SPRLFT allows lifters to start and complete lifts without having to move the barbell out and away from the J-cups. This makes all your
lifts safer, more efficient, and reduces risk of injury."

The new XP Wall System from ZIVA incorporates a half rack with built-in storage posts, a pair of cable stacks, a section of training bars, and shelving for functional or free weight equipment. All pieces fasten to one another and to the gym’s wall.

"More and more, clubs and studios are asking for products that are built to purpose, whether that's functionality, dimensions, branding, or a combination of these," says Mitch Carlin, the CEO of ZIVA North America. "Our modular systems allow gyms to design equipment that meets the specific needs of their clients within their space."

Eleiko's cable collection—a dual adjustable pulley, cable cross, single adjustable pulley, lat pull-down, and low row—can stand alone or be building blocks of customized multistation configurations.

"Our customers aren't constrained by a base foundation and can freely design units that align with their preferences," Blomberg explains. “The cable system is available in freestanding, wall-mounted, or multifunction training stations for complete flexibility."

Storage and Single Solutions

The strength training boom has increased the need for storage of free weights and accessories to keep gym floors organized and safe for exercisers. Eleiko recently introduced customizable, modular storage solutions for free weights, accessories, and training tools on its Prestera Strength System.

"Orderliness is paramount for gym members, and easy access to equipment is essential," Blomberg points out. "This solution addresses challenges of space utilization, facility flow, and functionality, while enhancing the experience." Combining functionality and compact storage is FITBENCH. This all-in-one bench is ideal for indoor or outdoor small group training, group ex, personal training, or individual workouts away from the main strength area. It inclines and declines up to seven positions and houses several sets of dumbbells, kettlebells, a slam ball, FITBANDs, and more.

"We only create products that solve a problem for our customers," says Tyler Danen, the founder and CEO of FITBENCH. "And we include a QR code on every bench for our YouTube page that has more than 400 videos of exercises you can do with FITBENCH."

Putting It All Together

As clubs dedicate more space to strength training, layouts and equipment mix continue to evolve. Abbott sees the trend continuing indefinitely.

"The popularity of strength training will continue to surge in clubs and the home market. The widespread benefits, improved education, and product innovations will drive more people to incorporate strength training as part of their program."

Representing 60-year-old strength training leader Eleiko, Blomberg agrees.

"Strength equipment plays a crucial role in attracting and retaining members. Versatile, space-efficient options that are accessible help operators cater to the diverse needs of users, particularly as they become more informed and competent."

This article originally appeared in the July 2024 issue of Club Business International. View the full digital version of the issue online.